Business Viability Analysis Model

Path to 100 Active Customers
by June 30

Reverse-engineered from goal to traffic. Click any channel to see its volume requirements at real benchmarks.

Inputs
Edit anything to recompute the funnel live
days
$/mo
%
%
Target MRR
$100,000
100 × $1,000/mo blended
Active needed (from new)
91
Target − retained existing
Refund / loss buffer
+10
Lost to refunds + early churn
Gross sales required
112
Active needed ÷ retention

High-Touch Funnel

Visitors → Booked → Attended → Closed → Active
The Goal 100 active paying customers by June 30
Active Customers
Pain Points
  • Onboarding stalls: "3-hour launch" promise breaks — customer hasn't sold a peptide in 30 days
  • Provider availability: async approvals delayed → patients abandon
  • Pharmacy fulfillment hiccups erode trust early
  • No customer success motion — first sign of churn is the cancel email
  • Pricing pressure: Growth tier ($699 + 2% MSF) feels heavy until they sell
Actions
  • Activation metric: "first peptide sold within 14 days" tracked per account
  • CS check-ins at day 7, 30, 60 — proactive, not reactive
  • Health-score dashboard for the team (login frequency, orders, support tickets)
  • Quick-start templates — pre-built storefronts, copy, product catalogs
  • Founder-led check-ins with top 10 accounts
at 10% refund / loss → need 112 gross sales
Stage 02 112 closed deals during the window
Gross Sales
Pain Points
  • Sales capacity: 2 reps (Maddie + Gary) cap at ~20 calls/day combined
  • Pitch isn't sharp: ICP unclear, "Shopify for peptides" not yet front-and-center in demo
  • Cal.com broken: meetings ship without Zoom/Meet links (today's call)
  • CRM automation broken: leads not auto-added → manual follow-up gaps
  • Pricing objection: $699/mo before they've sold anything
  • Slow follow-up — no sequence after demo
Actions
  • Sales playbook — ICP, demo script, top-5 objection handling, pricing framing
  • Fix Cal.com — Zoom/Meet auto-attached on every booking (Vishwam)
  • Fix CRM lead automation (Vishwam, ClickUp task today)
  • Demo refinement: open with 3-hour launch, close with wholesale margin
  • Post-demo sequence — auto follow-up at +1d, +3d, +7d
  • Evaluate 3rd rep if capacity is the bottleneck (after ICP is sharp)
at 20% close rate → need 560 meetings attended
Stage 03 560 demos actually attended
Meetings Attended
Pain Points
  • No reminder cadence (24h + 1h) → cold leads ghost
  • Time zone confusion — UTC display issues in Cal links
  • Low-intent bookings: tire-kickers booking but not committing
  • Friction window: 3+ days between booking and meeting kills momentum
  • No pre-meeting prep — leads arrive cold, drop off mid-call
Actions
  • Auto reminders: 24h email + 1h SMS
  • Pre-meeting form: 3 questions (volume, current stack, biggest blocker)
  • Personal Loom video from the rep before the call
  • Same-week booking pressure — Daniel's "gold zone" rule
  • Reschedule flow that doesn't lose the lead — auto-suggest 2 slots
at 80% show rate → need 700 meetings booked
Stage 04 700 demos booked across all channels
Meetings Booked
Mixed booking rate per channel — see the channel breakdown below. Each source converts traffic to meetings differently.
Pain Points
  • Hero doesn't lead with "Shopify for peptides" in 1 second
  • No social proof — visitors don't see other brands using FUSE
  • Compliance fears surface late in the page, not addressed up-front
  • Pricing visible before value — early brands bounce
  • Mobile UX gaps — most cold-email clicks are mobile
  • No exit-intent capture for visitors who aren't ready
Actions
  • Hero CRO test: "Shopify for peptides" as H1, sub = "launch in 3 hours"
  • Add case study strip — 3 brand logos + 1-line outcome each
  • Compliance FAQ above the fold (HIPAA, LegitScript, 50 states)
  • Pricing reveal: calculator showing margin before showing $699
  • Mobile speed audit — sub-2s LCP target
  • Demo Loom modal for unready visitors → email capture
700 meetings booked → split across the channels below
Stage 05 700 meetings booked, split across 8 channels — click any channel for benchmarks
Channels — by source
The Goal 100 paying customers post-trial
Active Paying Customers
Pain Points
  • Activation gap: trial ended, customer never sold a peptide
  • No human in loop: they hit a wall and don't know who to ask
  • Aha moment delayed: 14 days isn't enough to set up + sell + see margin
  • In-app guidance missing — cold UI without onboarding wizard
  • Cancellation friction too low: ironically too easy → no save attempt
Actions
  • In-app onboarding checklist — 7 steps to first peptide sold
  • Lifecycle emails: day 1, 3, 7, 12 with the next action
  • Live chat in app — Intercom or similar, even if just async
  • Day-1 demo Loom — pre-recorded "build your first storefront in 20 min"
  • Save flow on cancel: 1 month free, founder call, downgrade to Launch
at 10% refund / loss → need 112 trial-to-paid conversions
Stage 02 112 trials converted to paid
Trial → Paid Conversions
Pain Points
  • Time-to-value too long for 14-day window (provider setup, pharmacy connect, brand build)
  • No upgrade nudge at day 10 / 12
  • Pricing shock — 14-day free → $699/mo is a cliff
  • No usage telemetry — we don't know who's close to converting
  • Manual provider credentialing blocks self-serve activation
Actions
  • Activation wizard — gates the trial to "first storefront live" in 30 min
  • Day 10 / 12 email + in-app: "you're 1 step away from earning"
  • Extend to 30-day trial for accounts that activate (sell-something gate)
  • Soft-pricing reveal: show projected margin before showing $699
  • Pre-credentialed provider pool for self-serve accounts
at 20% trial→paid → need 560 trial signups
Stage 03 560 free trial signups across all channels
Trial Signups
Mixed signup rate per channel — see the channel breakdown below. Each traffic source converts to trial differently.
Pain Points
  • "14-day trial" not the hero — buried below the fold
  • Signup form too long — every field kills conversion
  • Compliance / legitimacy doubts — first-time visitors don't trust enough
  • No revenue calculator — visitor can't picture the upside
  • Mobile signup friction — keyboard, autofill, validation
Actions
  • Hero CTA: "Start 14-day free trial" — primary, above the fold
  • Signup minimal: email + password only → collect rest after activation
  • Trust strip: HIPAA / LegitScript / 50-state badges next to CTA
  • Revenue projection tool — "if you sell 50 patients/mo at $X, you'd earn $Y"
  • Mobile-first signup — single screen, autofill-friendly
560 trial signups → split across the channels below
Stage 04 560 trial signups, split across 9 channels — click any channel for benchmarks
Channels — by source

How to read this

Each stage's number is computed from the stage below it. Edit any conversion rate or input — everything recomputes live. Click any channel card to open its benchmark funnel and see the volume requirements (spend, emails, pitches, etc.) for that channel to deliver its share of bookings.

Default assumptions

10% refund / early loss (between sale and active customer) · 20% close rate (B2B benchmark) · 80% show rate · 5% monthly churn · $1,000 ARPU blended (50% Growth + 30% Launch + 20% Scale, MSF excluded). Channel benchmarks (CPM, CTR, reply rate, etc.) sit inside each channel panel — also editable.