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 · Illustrative monthly economics
Applying the model to the last ~30 days of actual trading. This shows the business is
strongly cash-generative at current volume, before owner drawings.
| Revenue won / delivered | $26,814 | 26 jobs, Cairns CRM |
| Less: chemicals, consumables & detailer labour (~16%) | – $4,290 | from per-service COGS |
| Contribution margin | $22,524 | ≈ 84% |
| Less: marketing (Meta ads) | – $2,860 | live |
| Less: contractor — Jack ($500/wk × 4.33) | – $2,167 | recurring, per-week retainer |
| Less: premises, insurance, admin, software | – (to add) | from full P&L / Xero |
| Operating cash before overheads & drawings | ≈ $17,500 | indicative |
Break-even is tiny. At ~$1,090 gross profit per ceramic, just 3 ceramic coatings a month
cover the entire ad budget. Fixed overheads (premises rent, insurance) are not yet in this pack and
should be dropped in from the accounting model to finish the P&L — but even a generous overhead is
comfortably covered by the current book.
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.
- Not yet included: premises rent, insurance, general overhead, and owner drawings — these live in the full accounting P&L (Xero / finance workbook) and complete the picture.
Interactive forecast — 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. Baseline is seeded from the current Cairns GHL numbers
(26 jobs, $1,031 avg = the 26 jobs won/delivered on the Performance Pack tab), plus Jack's
$500/wk contractor cost. Use this to answer "what does it look like if we…" without leaving the page.
Assumptions
These drive the forecast. Change any of them.
Marketing / month (Meta ads)
Reset: click to restore defaults
· contribution margin is the gross-profit % after chemicals, consumables and detailer labour
per job — this is Posh Wash's own weighted average (84%) from the Financial Model tab.
KPIs at the current settings
Monthly revenue (inc GST)
—
— jobs
Contribution margin
—
after direct COGS
EBITDA / month
—
before tax
Net profit / month
—
after 25% company tax
Annualised revenue
—
flat at current run-rate
Annualised net
—
flat at current run-rate
Break-even jobs / mo
—
to cover overhead + ads + Jack
CAC (paid customers)
—
marketing ÷ jobs
Live monthly P&L
| Revenue (inc GST) | — |
| less GST payable (1/11) | — |
| Revenue (ex GST) | — |
| COGS (chemicals, consumables, detailer labour) | — |
| Contribution / gross profit | — |
| Marketing (Meta ads) | — |
| Contractor — Jack | — |
| Detailer wages (extra staff) | — |
| Rent / premises | — |
| Insurance | — |
| Software & phone | — |
| Accountant | — |
| Fuel | — |
| Total operating expense | — |
| EBITDA | — |
| Company tax (25% of positive EBITDA) | — |
| Net profit / month | — |
12-month trajectory
Compounds the monthly growth rate against the baseline jobs/month. Overheads stay flat
(edit the assumptions to model step-changes — e.g. add a second detailer at month 4).
| Month | Jobs | Revenue (inc GST) | Gross profit | EBITDA | Net profit |
|---|
How to read this. The Interactive forecast is a working model — no data is saved to the
server, everything runs in the browser. The Performance Pack tab shows the current reality;
this tab lets you stress-test the model against different price, volume, wage or cost assumptions.