The Money Equation™
– Calculator
There are only six levers affecting revenue and profit in your business. Learn them, track them, and make improvements across the equation to unleash compounding, exponential growth.
Use the calculator below to model your business. Then ask yourself: Which lever will I move first? As you will notice, compounding is the name of the game. And you only need to focus on these six levers to grow your business.
- Plug in your current numbers.
- Break them down across the six levers until they match.
- Plug in what you believe to be your true potential.
- Marvel at the results – then create a game plan for growth.
- Reach out if you want help – we know 100+ ways to compound growth.
- More instructions (scroll down).
Current Business (last 12 months → monthly)
Current vs Potential Scenario (monthly-first)
Results
Why this matters
Every business, no matter how creative or complex, is powered by the same six levers: Leads, Conversion, Deal Size, Volume, Retention, and Margins/OPEX. Move any one of them, even slightly, and the impact on your revenue and profit is exponential.
The Money Equation makes this visible. Plug in your numbers. Test “what ifs.” See how a +10% lift in conversion or a 5% cut in OPEX can swing your operating profit more than chasing another hundred leads.
This isn’t theory — it’s the math behind why some firms grow with ease while others grind with no margin. The difference isn’t hustle. It’s leverage.
We have documented more than 100 ways to grow across the Six Levers of The Money Equation™. Reach out if you want help growing your revenue and profits. Watch the video below to understand more about how The Money Equation™ fits into your core business engine.
The Money Equation shows you what’s possible when you tweak the six levers of growth. It is the foundation. But it’s only the surface.
In our deeper analysis, we use our diagnostics tools to look behind and beyond the numbers to uncover exactly which drivers matter most for your business. We identify where to focus, what to stop doing, and how to redesign your business model, pricing, positioning, and offerings to optimise and maximise your results.
We can also help you install a simple, scalable operating system (SimpleOS™) — powered and amplified by AI — so improvements don’t just look good in a calculator, they show up in your bottom line.
The result: more profit, less complexity, and a business built to scale.
How to use The Money Equation Calculator.
1. Leads (per month)
How many new leads come into your pipeline every month. A lead has shown interest and allowed you to contact them.
Count all qualified inquiries (calls booked, briefs received, demos, etc.). Average the last 3–6 months.
2. Conversion Rate (%)
This metric measures how effective you are in converting leads into paying clients, as a percentage of leads.
Formula: (New clients ÷ Leads) × 100. Example: 12 clients from 60 leads = 20% conversion.
3. Average Deal Size
The average revenue per new client or project.
Formula: Total revenue from new deals ÷ Number of new deals. Example: €120,000 from 12 new clients = €10,000 average deal size.
4. Purchases per Client (Volume)
How many times a client buys from you in a year, on average.
Formula: Total # of client transactions in a year ÷ Total # of active clients. Example: 45 projects ÷ 30 clients = 1.5 purchases per year.
5. Retention Rate (%)
The % of clients you keep from one year to the next.
Formula: (Clients at end of year ÷ Clients at start of year) × 100. Example: 48 out of 60 clients retained = 80% retention.
6. Gross Margin (%)
What’s left after direct external delivery costs (freelancers, production, media, etc. not in-house costs).
Formula: (Revenue − Direct costs) ÷ Revenue × 100. Example: €1M revenue − €550k costs = €450k gross profit → 45% margin.
7. OPEX (% of revenue)
Your operating expenses (overhead) as a % of revenue — salaries, rent, tools, admin.
Formula: OPEX ÷ Revenue × 100. Example: €250k OPEX ÷ €1M revenue = 25%.
⸻
What the Tool Shows You
•Now → Future: Enter your current figures, add a % change, and see the impact instantly.
•Totals: Revenue, Operating Profit (EBIT), and Net Margin recalc as you type.
•Baseline: Add recurring revenue (retainers, ongoing clients) so the model reflects reality.
⸻
Why It Matters
Even tiny shifts compound. A +10% lift in conversion, retention, or deal size can add hundreds of thousands in operating profit.
Play with the numbers. Which lever, if improved, would have the biggest payoff for
