The headline numbers
Where the Cairns business sits right now. Revenue, quotes and bookings are pulled live from
the Cairns Go High Level CRM (Detail (WON), Ceramic (WON) and COMPLETED JOBS stages); Stripe is cross-checked for
the card subset; marketing figures come from the Meta Ads account. Snapshot dated 21 July 2026.
Revenue — Won & Completed
$41,314
39 jobs across Detail (WON) + Ceramic (WON) + COMPLETED
Live from GHLBooked — next 6 weeks
$14,500
13 forward-scheduled appointments
Confirmed in calendarLive quotes outstanding
$85,845
93 active quotes, still to close
Forward pipelineMarketing spend
$2,860
Meta ads, life-to-date (~30 days)
~$100/day
COMPLETED JOBS
$20,314
20 opportunities — delivered
Ceramic (WON)
$18,100
13 opportunities
Detail (WON)
$2,900
6 opportunities
The story in one line. On roughly $2,860 of advertising, Posh Wash Cairns has
$41,314 in the Won / Completed pipeline (39 jobs — of which $14,500 are booked-forward for the next
six weeks), and carries a further $85,845 of live quotes across 93 opportunities still to close.
Total pipeline value (won + quoted) is $127,159. That's a ~14× return on ad spend in
won revenue alone, before quotes convert — and at an 84% contribution margin (see the Financial Model tab),
most of that revenue is gross profit.
1 · Revenue — done, booked, and quoted
Three layers: work already won and delivered, work confirmed in the booking calendar, and quotes
still open. All figures pulled live from the Cairns Go High Level CRM.
Won & delivered
Stripe (card) subset
Booked ahead (WON, scheduled)
Live quotes (open)
$26,814 is realised — jobs Grace has moved to Detail (WON), Ceramic (WON) or COMPLETED JOBS in the Cairns pipeline
(26 opportunities). $12,855 of that flowed through Stripe on card (last 30d, pulled live from the Stripe API);
the rest is cash / bank transfer, which is normal for detailing. The $14,500 booked forward is 13 confirmed
appointments in the next six weeks (20 Jul through 31 Aug). $85,845 is live quotes still being worked — that's
the forward pipeline. Total forward pipeline (booked + quoted) = $100,345 across 106 opportunities.
2 · What's booked in — next six weeks
Confirmed forward appointments in the Cairns CRM (Detail (WON) & Ceramic (WON) stages
with a scheduled date). Pulled live from Go High Level.
| Date | Service | Job | Value | Status |
|---|
| Wed 22 Jul | Ceramic Coating | Keith Milham | $2,800 | Confirmed |
| Thu 23 Jul | Ceramic Coating | Tristan Arizala | $1,300 | Confirmed |
| Fri 24 Jul | Ceramic Coating | Dallas Seedsman | $1,350 | Confirmed |
| Mon 27 Jul | Ceramic Coating | Temaleti Matasia | $1,800 | Confirmed |
| Tue 28 Jul | Detail | Shane Bowrey | $750 | Confirmed |
| Tue 28 Jul | Detail | Graham Martin | $150 | Confirmed |
| Tue 28 Jul | Detail | Olivier Claes | $525 | Confirmed |
| Thu 30 Jul | Detail | Caroline Houston | $475 | Confirmed |
| Tue 04 Aug | Ceramic Coating | Andrea Logan | $1,700 | Confirmed |
| Fri 07 Aug | Ceramic Coating | Jane Chen | TBC | Confirmed |
| Mon 10 Aug | Detail | Mike Nother | $750 | Confirmed |
| Tue 11 Aug | Ceramic Coating | Victor Williams | $1,400 | Confirmed |
| Mon 31 Aug | Ceramic Coating | Tania Davis | $1,500 | Confirmed |
| Total booked, next six weeks | $14,500 | 13 jobs |
"TBC" = confirmed booking with final price yet to be keyed in. Behind the $14,500 confirmed book sits
$85,845 of live quotes across 93 opportunities — as each closes it becomes a booked (or won) job.
Historical close rate on quotes that reach a decision is around 89%.
3 · Marketing spend & the lead funnel
One Meta campaign — Posh Wash | Ceramic Coating | Launch — drives Cairns growth.
Figures below are that campaign, life-to-date (~30 days).
Total spent
$2,860
$2,827 in the last 30 days
People reached
28,291
109,938 ad views
Website clicks
1,458
$1.96 per click
Leads captured
173
$16.53 per lead
From ad view to paying customer
Each step is a real count from the ad platform and the CRM.
Link clicks to sitepeople who clicked the ad
1,458
Leads captured11.9% of clicks — enquiry submitted
173
Quotes issued~48% of leads receive a priced quote
83
Jobs won / deliveredWON / Completed stages (+ 93 quotes still open)
26
The ad account also hosts unrelated campaigns for another brand (LMCT+); those are excluded — only Posh Wash spend is reported.
4 · Unit economics — headline
The core question for a lender: does each dollar of marketing return more than a dollar? It
returns roughly ten. (Full workings on the Financial Model tab.)
Cost per click
$1.96
visitor to the website
Cost per lead
$16.53
an enquiry / phone number
Cost per quote
~$34
spend ÷ quotes issued
Cost per customer
~$110
spend ÷ jobs won
Lifetime value vs acquisition cost
Computed from your actual per-car costs (84% contribution margin). The healthy benchmark lenders look for is 3:1.
~9×
gross-profit LTV : CAC (blended)
ceramic customers alone ~12×
| Average job value (26 jobs won) | $1,031 |
| Gross profit per job (84% margin) | $866 |
| Cost to acquire that customer | $110 |
| Gross-profit return per customer | ≈ 7.9× |
Conversion at each step
How efficiently spend turns into revenue.
Of quotes that have reached a decision, ~89% convert (26 won vs a small number lost). Overall reads lower because 93 quotes ($85,845) are still open — as they close, the ratio climbs.
5 · The acquisition engine — CRM, email & follow-up
Every enquiry runs through an automated, tracked follow-up system so nothing is dropped —
this is what turns a $16 lead into a $1,300 job and keeps the $64k quote book warm.
- Speed-to-lead. A new ad enquiry gets an automated SMS and email within moments, then a real call — the faster the first touch, the higher the close rate.
- Multi-step nurture sequences. Leads that don't book immediately drop into automated email and SMS follow-up. This is why 59 live quotes ($63,935) stay warm rather than going cold.
- Professional email infrastructure. All customer email sends from hello@poshwashdetail.com on a dedicated, authenticated sending domain with two-way inbox sync — deliverable, branded, fully logged.
- AI comms assistant (live). An automated assistant reads every call, SMS and email, updates the record, logs a summary and moves the deal to the right stage — keeping these numbers accurate.
- Branded quotes & proof pages. Each serious lead gets a branded quote plus a personalised web page with real reviews, warranty terms and finished-work galleries — built to convert.
- Review & repeat loop. After a job the customer is automatically asked for a Google review and flagged for future maintenance, feeding lifetime value.
Financial model — how the money works
Built from Posh Wash's own cost data: real chemical cost per car (May 2026 purchase records),
award-based labour at true cost, and the live Stripe price list. This is the engine behind the LTV:CAC on
the Performance Pack.
Contribution margin
84%
weighted across services — real COGS
LTV : CAC
~9×
blended · ceramic customers ~12×
Gross profit / ceramic
~$1,090
on a ~$1,300 coating
Owner investment
$11,027
start-up funding (repayable)
1 · Cost to deliver each service
Every job's variable cost = chemicals (from real purchase data) + consumables (pads, microfibre)
+ detailer labour at true cost ($21.25/hr, incl. casual loading & super). Contribution margin is what's
left after those direct costs, per sedan-tier job.
| Service | Chemicals | Consum. | Labour | Total cost | Price | Gross profit | Margin |
|---|
| Mini Detail | $1.89 | $3.50 | $15.94 | $21.33 | $180 | $158.67 | 88.2% |
| Interior Detail | $2.23 | $3.50 | $37.19 | $42.92 | $330 | $287.08 | 87.0% |
| Exterior Detail | $9.94 | $3.50 | $37.19 | $50.63 | $330 | $279.37 | 84.7% |
| Ultimate Detail | $12.63 | $3.50 | $116.88 | $133.01 | $719 | $585.99 | 81.5% |
| New-Car Ceramic Coating | $101.73 | $3.50 | $85.00 | $190.23 | $1,200 | $1,009.77 | 84.1% |
| Used-Car Ceramic Coating | $110.96 | $3.50 | $127.50 | $241.96 | $1,575 | $1,333.04 | 84.6% |
Prices shown are the sedan tier. Chemicals are a tiny share of cost (typically 10–20% of direct cost);
labour is the main variable cost, and it is fully counted here. Larger vehicles (SUV/ute/van) carry a
higher price and a little more chemical/labour — margins stay in the low-to-high 80s across the board.
2 · Where the money goes on one ceramic coating
A representative ~$1,300 ceramic job. Almost all of the sale price is gross profit that flows
toward overhead, loan repayment and owner earnings.
Material $100
Labour $106
Gross profit ~$1,090
Coating & chemicals ~$100
Detailer labour ~$106 (5 hrs @ $21.25)
Gross profit ~$1,090 (incl. $3.50 consumables in cost)
Compare that ~$1,090 of gross profit to the ~$87 it costs to acquire the customer: the coating pays back its own acquisition cost more than twelve times over.
3 · Ceramic pricing tiers (live in Stripe)
Five vehicle-size tiers. Used-car coatings include exterior decontamination + paint
correction prep, so they price higher. All carry ~84% contribution margin.
| Tier | Hatch | Sedan | SUV / 4WD | Ute / Lg 4WD | Van / 7-seat |
|---|
| New-Car Ceramic | $1,000 | $1,200 | $1,400 | $1,600 | $1,800 |
| Used-Car Ceramic | $1,325 | $1,575 | $1,850 | $2,150 | $2,450 |
Average realised ceramic job in Cairns is ~$1,160; the live quote book averages ~$1,254 (median $1,300). All ceramics carry a 10-year warranty — the strongest offer in the market.
4 · The LTV : CAC calculation
Lifetime value versus cost to acquire — the number lenders and investors use to judge whether
growth spend is sound. Anything above 3:1 is healthy; Posh Wash is far above it.
Blended (all services)
| Average job value (26 jobs won) | $1,031 |
| × contribution margin | 84% |
| = Gross profit per customer | $866 |
| ÷ Cost to acquire (CAC) | $110 |
| LTV : CAC (first job only) | 7.9× |
Ceramic customers
| Average ceramic job | $1,300 |
| × contribution margin | 84% |
| = Gross profit per customer | $1,090 |
| ÷ Cost to acquire (CAC) | $87 |
| LTV : CAC (first job only) | 12.5× |
This is conservative — first job only. True lifetime value is higher: ceramic customers return for
paid maintenance details (also ~85% margin), and detailing generates strong word-of-mouth referrals that
cost $0 to acquire. Each repeat visit or referral lifts the ratio further. We quote the single-job figure
so the number can't be accused of optimism.
5 · Actual monthly economics — last ~30 days
The model applied to real trading, on a cash basis so nothing is counted twice.
Note the labour treatment: the detailer is engaged as a subcontractor and paid per job (running at about
$500/week at current volume), so his cost is shown once, as an operating cost — it is not also
buried inside COGS. Chemicals and consumables are the actual spend, not an allocation.
| Revenue won / delivered (inc GST) | $26,814 | 26 jobs, Cairns CRM |
| Less: GST payable (1/11) | – $2,438 | company is GST registered |
| Revenue (ex GST) | $24,376 | |
| Less: chemicals, coatings & consumables | – $800 | actual monthly spend |
| Gross profit | $23,576 | ≈ 97% (labour sits below) |
| Less: marketing (Meta ads) | – $2,860 | actual, live from Meta |
| Less: subcontract detailer (~$500/wk × 4.33) | – $2,167 | paid per job, not a retainer |
| Less: software, CRM & phone | – $147 | actual |
| Less: insurance ($5,500/yr) | – $458 | estimate |
| Less: accounting & compliance ($3,000/yr) | – $250 | estimate |
| Less: premises rent | – $0 | no shed leased yet |
| Less: owner wages / drawings | – $0 | neither owner is paid |
| EBITDA (operating cash before tax & finance) | ≈ $17,694 | on 26 jobs |
Full cost base, the $1,000–$3,000 ad-spend scenarios, break-even and the shed-rent case are on the
Costs & Forecast tab. Break-even at the current cost base is about 5 jobs a month;
the business is currently doing 26. The per-service table above (which costs labour at the award rate
of $21.25/hr) is the "what does a job cost to deliver" view; this table is the "what actually leaves the
bank account" view. Both are shown so the two can be reconciled.
6 · Start-up investment (owner-funded — the loan basis)
What the owners have already put into the business to get it running. This is currently funded
personally / via a related entity and is intended to be formalised as a shareholder loan.
| Category | Detail | Amount |
|---|
| Vehicle | Van purchase + fit-out (build materials & labour) | $6,850 |
| Setup | Garage cleanout to establish the operation | $1,800 |
| Equipment | DA polisher, extractor unit, brush sets, bottle holders | $1,628 |
| Inventory | Opening chemical & consumable stock | $749 |
| Total owner investment to date (repayable) | $11,027 |
Excludes notional value received but not paid for (e.g. a free van wrap ~$3,000, Grace's course ~$2,500) — those are recorded separately and are not cash outlays.
7 · Assumptions & sources
- Chemical costs are from real purchase records (Koch Chemie / MIRCH / Nova Jet restock, May 2026, $1,527) with per-car volumes; ceramic coating material ~$100/car (a 4-car coating kit at ~$400).
- Labour is costed at $21.25/hr — the true cost of an 18-year-old casual detailer under Award MA000089 (base + 25% casual loading + 12% super). This is the actual rate paid.
- Consumables (pads, microfibre) are a flat $3.50/car estimate; refine as usage is tracked.
- Prices are the live Stripe price list (5 vehicle tiers). Contribution margins are per-service, sedan tier.
- CAC (~$110) and revenue figures come from the live Meta Ads account and Cairns Go High Level CRM (see Performance Pack). Margin (~84%) is Posh Wash's own, not an industry assumption.
- Labour, counted once. The per-service table costs labour at $21.25/hr to show the true cost of delivering a job. In the cash P&L and the forecast, labour appears instead as the amount actually paid to the subcontractor (~$500/wk). The two views are not added together.
- Owner labour is unpaid. Grace works in the business and takes no wage and no drawings; Anton takes none either. A sensitivity showing what the numbers look like if that labour were paid at award rates is included on the Costs & Forecast tab.
- Overheads are now included — see the Costs & Forecast tab for the full monthly cost base, including the premises-rent scenario. Insurance, software and accounting fees are current best estimates pending the first full year of Xero data; every other line is actual.
Operating cost base & forecast
This tab answers the question directly: what does it cost to run Posh Wash each month,
and what revenue does that spend produce? Every recurring cost is listed, whether it is being incurred
today or is planned, and the revenue forecast is built from the business's own measured cost per customer
rather than from a growth assumption.
Monthly cost base
$4,822
all-in, at $1,000/mo advertising
Current — no rentBreak-even
5 jobs/mo
to cover every cost above
Currently doing 26Forecast EBITDA
$4.1k–$16.3k
per month, across the ad-spend range
Before taxCost per customer
$110
measured, not assumed — $2,860 ÷ 26 jobs
Drives the forecast
1 · Every monthly cost, listed
Current run-rate. Weekly costs are converted at 4.33 weeks per month; annual costs are
divided by 12. Items not yet being incurred are shown separately and are not in the current total.
| Cost | Basis | Per month | Per year | Status |
|---|
| Advertising (Meta) | Planned $1,000/mo — flexed between $1,000 and $3,000 | $1,000 | $12,000 | Discretionary |
| Subcontract detailer | Paid per job; runs at ~$500/wk at current volume | $2,167 | $26,000 | Current |
| Chemicals, coatings & consumables | Actual spend, ~$800/mo at ~26 jobs (≈ $31/job) | $800 | $9,600 | Current |
| Software, CRM & phone | CRM, booking, hosting, mobile | $147 | $1,764 | Current |
| Insurance | $10M public liability + vehicle — $5,500/yr estimate | $458 | $5,500 | Current |
| Accounting & compliance | $3,000/yr estimate | $250 | $3,000 | Current |
| Owner wages / drawings | Neither owner draws a wage — all profit stays in the company | $0 | $0 | Nil |
| Premises rent | Work is done at the business's own location — no lease | $0 | $0 | Nil |
| Total monthly cost base — as it stands today | $4,822 | $57,864 | |
Not yet incurred — the shed
Flagged for the accountant, deliberately excluded from the totals above.
| Premises rent (shed) | $420/wk |
| = per month | $1,820 |
| = per year | $21,840 |
Not a current cost. The business operates from 29 Vasey Esplanade, Trinity Beach plus mobile
vans, and pays no rent today. A leased shed is under consideration but would not be taken until
after the vehicle is acquired. At $420/wk it adds $1,820/month, which lifts break-even from
5 jobs a month to 7 — still a fraction of the 26 jobs currently being done.
Owner labour — the honest footnote
What the numbers would look like if the owners' own work were paid for.
| Grace — hours worked in the business | ~30 hrs/wk |
| Wage actually taken | $0 |
| If replaced at award cost ($21.25/hr) | $638/wk |
| Shadow cost per month | $2,762 |
Neither owner takes a wage or a drawing, so this is not in the cost base — but a lender should
know the reported profit is partly owner labour. The sensitivity table below shows the result with
that labour fully paid for. It stays profitable in every scenario except the very lowest.
Vehicle finance repayment. No repayment is included above, because the facility is not yet settled.
Once the amount and term are known it drops in as one further fixed monthly line — the
Model It Yourself tab has a repayment slider so serviceability can be tested against any figure.
2 · Forecast revenue — built from cost per customer
Rather than assume a growth rate, the forecast is derived from what the business has actually
measured: $2,860 of advertising produced 26 won jobs, so a customer costs $110 to acquire, and
the average job is $1,031. Every extra $110 of advertising therefore buys roughly one more customer
and roughly $1,031 of revenue. The three columns are simply that arithmetic run at three ad budgets.
| Monthly ad spend | Lean $1,000 | Base $2,000 | Growth $3,000 |
|---|
| New customers (spend ÷ $110 CAC) | 9 | 18 | 27 |
| Revenue — inc GST (× $1,031) | $9,279 | $18,558 | $27,837 |
| Revenue — ex GST | $8,435 | $16,871 | $25,306 |
| Less chemicals & consumables ($31/job) | – $279 | – $558 | – $837 |
| Gross profit | $8,156 | $16,313 | $24,469 |
| Advertising | – $1,000 | – $2,000 | – $3,000 |
| Subcontract detailer | – $2,167 | – $2,167 | – $4,333 |
| Software, CRM & phone | – $147 | – $147 | – $147 |
| Insurance | – $458 | – $458 | – $458 |
| Accounting & compliance | – $250 | – $250 | – $250 |
| Owner wages | – $0 | – $0 | – $0 |
| Premises rent | – $0 | – $0 | – $0 |
| Total operating cost | – $4,022 | – $5,022 | – $8,188 |
| EBITDA per month | $4,134 | $11,291 | $16,281 |
| Annualised revenue / EBITDA | $111k / $50k | $223k / $135k | $334k / $195k |
Read the middle column as the plan. The lean column shows the business is still comfortably
profitable if advertising is pulled right back; the growth column adds a second subcontractor
($500/wk) because one person cannot physically deliver 27 jobs a month. Software, insurance and
accounting are held flat across all three columns. Customer counts are rounded down to whole jobs.
For reference,
the business is currently trading at close to the growth column: $2,860 of advertising and $26,814 of
revenue in the last 30 days.
3 · Stress tests
The same three scenarios with the two costs that are not currently being paid — shed rent
and a wage for the owner's own labour — added back. This is the conservative case a lender should judge.
| Scenario | Lean $1,000 | Base $2,000 | Growth $3,000 |
|---|
| EBITDA as it stands (no rent, no owner wage) | $4,134 | $11,291 | $16,281 |
| … with shed rent (– $1,820/mo) | $2,314 | $9,471 | $14,461 |
| … with owner labour paid (– $2,762/mo) | $1,372 | $8,529 | $13,519 |
| Fully loaded — rent and owner labour paid | – $448 | $6,709 | $11,699 |
The one negative cell is worth explaining. It is the combination of the lowest ad budget (9 jobs a
month), a shed that has not been leased, and a wage for labour nobody is drawing — three conservative
assumptions stacked at once, at less than a third of current trading volume. The business is currently
running at 26 jobs a month with $85,845 of live quotes behind it. Under every realistic combination the
result is solidly positive.
4 · Break-even
Gross profit per job (ex GST, after chemicals) is $906. Break-even is simply the fixed
cost base divided by that figure.
| Cost base | Monthly cost | Jobs needed | Current volume |
|---|
| Today — $1,000 advertising, no rent | $4,022 | 5 jobs | 26 |
| $2,000 advertising, no rent | $5,022 | 6 jobs | 26 |
| $3,000 advertising + second detailer | $8,188 | 10 jobs | 26 |
| $1,000 advertising + shed rent | $5,842 | 7 jobs | 26 |
| Fully loaded — $1,000 ads + rent + owner wage | $8,604 | 10 jobs | 26 |
Even with every cost loaded in — rent that isn't being paid and a wage that isn't being drawn — the
business breaks even at 10 jobs a month and is currently delivering 26, with 13 more
already booked into the calendar. Three ceramic coatings a month cover the entire advertising budget.
5 · What the forecast does not assume
- No repeat business. Every customer is counted once. Ceramic clients return for paid maintenance details at a similar margin, and that revenue is not in these numbers.
- No referrals or organic work. Every job in the forecast is paid for through advertising at $110. Word-of-mouth, Google Business Profile and the website produce jobs at $0 acquisition cost — those are upside, not budget.
- No price rises. Held at the current $1,031 average job value.
- No conversion improvement. The current close rate is held flat, even though the quote book ($85,845 across 93 open quotes) is still converting.
- Timing. Advertising does not convert instantly — a lead typically closes over two to six weeks, so a change in ad spend shows up in revenue the following month rather than the same one.
- Chemical costs at a ceramic-heavy mix. The $31/job figure is the actual purchase run-rate (coatings are bought as multi-car kits). In a month weighted heavily to ceramic, per-car chemical cost is nearer $105 — at 27 jobs that is roughly $2,000 more, which would still leave the growth column above $13,000 of EBITDA.
Model it yourself — move the levers
Every field below is editable — drag a slider or type a number and the P&L, KPIs and
12-month trajectory recalculate instantly. It opens on the planned position: $1,000/month advertising,
jobs derived from the measured $110 cost per customer, the subcontract detailer at $500/week, no rent
and no owner wage. Push the ad-spend slider between $1,000 and $3,000 to see the range, add the $1,820/month
shed, or key in a vehicle finance repayment to test serviceability.
Assumptions
These drive the forecast. Change any of them.
Extra jobs / mo (referral, organic)
Chemicals & consumables ($/job)
Subcontract detailer ($/wk)
Rent / premises ($/mo) — shed = 1820
Vehicle finance repayment ($/mo)
Software, CRM & phone ($/mo)
Reset: click to restore defaults
· labour is counted
once here, as the amount actually paid to the subcontractor — it is
not also inside the cost of goods. Gross profit is therefore revenue less chemicals only, and every labour
cost sits below it as an operating expense.
KPIs at the current settings
Monthly revenue (inc GST)
—
— jobs
Gross margin
—
after chemicals (labour below)
EBITDA / month
—
before tax
Net cash / month
—
after tax & finance repayment
Annualised revenue
—
flat at current run-rate
Annualised net
—
flat at current run-rate
Break-even jobs / mo
—
to cover every operating cost
Cash cover on repayment
—
EBITDA ÷ finance repayment
Live monthly P&L
| Revenue (inc GST) | — |
| less GST payable (1/11) | — |
| Revenue (ex GST) | — |
| Chemicals, coatings & consumables | — |
| Gross profit | — |
| Advertising | — |
| Subcontract detailer | — |
| Employed wages | — |
| Rent / premises | — |
| Software, CRM & phone | — |
| Insurance | — |
| Accounting & compliance | — |
| Owner wages / drawings | $0 |
| Total operating expense | — |
| EBITDA | — |
| Vehicle finance repayment | — |
| Company tax (25% of positive EBITDA) | — |
| Net cash / month | — |
12-month trajectory
Compounds the monthly growth rate. With jobs linked to spend, growth compounds the
advertising budget and the job count follows at the same cost per customer — so the ad spend column
is a real cash outflow, not a free assumption. Other overheads stay flat (edit the assumptions to model
step-changes, e.g. a second detailer or the shed from month 4).
| Month | Jobs | Ad spend | Revenue (inc GST) | Gross profit | EBITDA | Net cash |
|---|
How to read this. This is a working model — nothing is saved to the server, everything runs in the
browser, so it can be pulled apart freely. The Performance Pack tab shows the current reality, the
Costs & Forecast tab shows the cost base and the three planned ad-spend scenarios in fixed form,
and this tab lets you stress-test any of it: cut the ad budget, worsen the cost per customer, add the shed,
put a detailer on wages, or key in a finance repayment and read the cash cover straight off the KPI row.