Business Case Calculator

The commercial impact of deep differentiation

Being in a Market of One is transformational – from better work and premium pricing, to a stronger culture and happier clients. Better still, these improvements compound over time. But what does that look like commercially?

The most immediate way to quantify this impact is your new-business performance. Being seen as indispensable dramatically affects how much revenue you bring in.

Co:definery’s Business Case Calculator helps you model that commercial shift.

Using the Business Case Calculator

By comparing your current performance with a more differentiated future state, you can see how changes in perception translate into measurable commercial impact.

Choose your currency, then enter your current annual new-business performance data, as well as your average deal size and average pitch cost
This illustrates your conversion rates at each stage of your ‘Current funnel’
Your current gross annual revenue is calculated at the bottom

Now imagine you’re operating in a Market of One:

Adjust the sliders to see how ‘New funnel’ performance is impacted by changes in conversion at each stage of your sales funnel
Notice how your new gross annual revenue figure updates with each change
You can also see a before-and-after summary of your gains

You can then enter your contact details to download your bespoke Business Case as a handy shareable report.

Complex geometric origami sculpture made of interlocking pink, white, and teal paper shapes casting a shadow on a teal surface.

A few pointers

The Business Case Calculator is optimised for desktop or tablet. If you’re on your phone, landscape is your best option.

Hover over each ‘?’ for more detail on that field
Each current performance figure you enter must be smaller than the last (sorry – not even being in a Market of One can help you convert at higher than 100%)
If your ‘Proposal’ and ‘Pitch’ stages are effectively the same, just add the same figure in each field

What to look for

Whatever your current revenue model, the key principle here is that deeper differentiation fundamentally changes your business. The Business Case Calculator illustrates the scale of your opportunity.

Difference drives conversion – win more of your ideal clients
Command a premium – being the obvious choice enables you to defend your rates
Strengthen your culture – save time, cost and energy by winning better clients more easily

Currency

Current funnel

Conversion

Change

Conversion

New funnel

Initial meetings ?The total number of initial new-business meetings or conversations you have per year.

0%

0.0

Proposals ?Of your initial meetings, how many convert into a written proposal? Must be fewer than initial meetings.

0%

0.0

Pitches ?Of those proposals, how many progress to a formal pitch? If proposals and pitches are the same for you, enter the same number in both.

0%

0.0

Sales ?Of those pitches, how many do you win? Must be fewer than pitches.

0%

0.0

Average deal size ?The average value of a new-business win, in your chosen currency.

£

0%

0

Average pitch cost ?The average cost of preparing and delivering a formal pitch, including your team’s time.

£

0%

0

Current

New

Annual revenue ?Sales won multiplied by average deal size.

0

Annual pitch cost ?Total pitches multiplied by average pitch cost.

0

Gross annual income ?Annual revenue minus annual pitch costs.

0

Gain

0

Gross annual income

0

Download your free report

To receive your comparison as a tailored report, complete the form below.

First name

Last name

Email

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