Date        
                   
                   
                   
  By using this Model, I Accept the Terms of the License Agreement contained in the QuickStart Guide.    
                   
                   
  Risk Adjusted Customer Acquisition Cost Assessment    
                   
  Cost of Sales and Marketing Components                
           
                 
  Inbound (Direct)        
  Outbound (Indirect)        
  Fully Burdened Cost of Marketing Employees        
  Advertising                
  Internal        
  External        
  Total Advertising        
  Partners        
  Channels        
  Third Parties        
  Tools        
  Other        
  Subtotal        
                   
                 
  Internal                
  Fully Burdened Cost of Sales Employees        
  Direct Costs        
  Partners        
  Channels        
  Third Parties        
  Tools        
  Other        
  Subtotal        
                 
         
                   
                 
         
         
         
  Subtotal        
                   
         
                   
  Customer Base                
         
         
         
                   
                   
                   
  Switching Cost        
         
                   
  Cost Per (Net) New Customer                
         
         
  Cost Per New Customer        
                   
                   
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  Risk Assessment                
  Select from the following lists or enter your own items.  Note that some items are similar so be careful not to double count.            
  Expected Cost Impact from Customer Acquisition              
  Risk Variable  Description    Likelihood   Percentage Dollar Value Expected Cost  
        Very Low            Very High        
   
   
   
   
   
   
                   
  Note: For this simplified model, Risk is assumed constant for each period.  This may not be true for certain situations.       Total Expected Cost  
                   
                   
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  Glossary of Terms  
  A brief definition of the terms used in this model is provided herein.  Note that these definitions are consistent with Generally Accepted Lexicon for commercial entitites and their regulatory oversight.  
 
  Marketing  
  Inbound (Direct) See Wikipedia  
  Outbound (Indirect) See Wikipedia  
  Burdened Cost of Marketing Employees See Wikipedia  
  Advertising See Wikipedia  
  Internal Costs borne by the company  
  External Third part costs, i.e., advertising agencies  
  Partners See Wikipedia  
  Channels See Wikipedia  
  Third Parties See Wikipedia  
  Tools Software and other technologies enabling Customer Acquisition campaigns
  Other Miscellaneous  
     
     
  Sales  
  Internal  
  Burdened Cost of Sales Employees See Wikipedia  
  Direct Costs See Investopedia  
  Partners See Wikipedia  
  Channels See Wikipedia  
  Third Parties See Wikipedia  
  Tools Software and other technologies enabling Customer Acquisition campaigns
  Other Miscellaneous  
 
  Risk Assessment See Wikipedia  
   
 
 
 
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  The Rapid Response Institute helps our clients address business problems and issues quickly, effectively and inexpensively.  We offer you our assessment and input to your Customer Acquisition Cost issues at no cost or obligation.  In addition to completing the model, send us some basic information and we will provide some thoughts on the matter.  
 
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