Business Case Calculator

The commercial impact of deep differentiation

Creating your Market of One is transformative – 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. Once your ideal clients see your agency as the obvious choice, you kiss fewer frogs, win more often and reduce your cost of sale.

Co:definery’s Business Case Calculator can’t tell you what that would feel like, but it can model the commercial impact.

Using the Business Case Calculator

Compare your current new-business performance with what could be possible in a Market of One. Adjust the variables to explore your commercial upside.

  • Choose your currency and enter your annual pipeline data, average deal size and average pitch cost
  • Your conversion rates appear at each stage of the ‘Current funnel’
  • Your annual new-business revenue, pitch costs and gross income appear below

Now imagine you’re in a Market of One:

  • Adjust the sliders to explore changes in ‘New funnel’ performance
  • See your new annual revenue, pitch costs and gross income update with each change
  • Compare your current and projected gross annual income

Enter your contact details to download your business case as a shareable report.

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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
  • Each funnel-stage figure must be no higher than the preceding stage – even a Market of One can’t convert at more than 100%
  • If your ‘Proposal’ and ‘Pitch’ stages are the same, enter the same number in both fields

What to look for

Small improvements across your funnel combine to create a substantial commercial gain. Explore which changes would make the biggest difference for your agency.

  • Drive conversion – win more of your ideal clients
  • Command a premium – align pricing with client value perceptions
  • Improve efficiency and morale – spend less time, money and energy winning each client
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%
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%
0.0
Sales ?Of those pitches, how many do you win? Must be fewer than pitches.
0%
0%
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
0
Annual pitch cost ?Total pitches multiplied by average pitch cost.
0
0
Gross annual income ?Annual revenue minus annual pitch costs.
0
0
Gain
0
Gross annual income
0

Download your free report

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

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