St. Pierre Digital — Monthly P&L

Constraint-based projection · MRR fixed at $3K/client · Costs as % of revenue · Updated 2026-05-13

Inputs (Drag to Recalc)

CPQBC ($)

$250

Cost Per Qualified Booked Call

Show-Up Rate (%)

60%

% of QBCs that show up

Close Rate (%)

20%

% of shows that close

Monthly Churn (%)

10%

Of start-of-month clients

CPLT ($/lead)

$75

Cost Per Lead Transferred

Cash / Lead ($)

$150

Higher = fewer leads guaranteed

Avg Setup Fee ($)

One-time per new close (AI OS)

Payroll (% of Rev)

30%

% of revenue allocated to team

Media Spend (% of Rev)

20%

SP's own marketing budget

Personal Injection / Mo

$1,000

External capital deployed

Organic Closes / Mo

From content / referral

Months to Project

Forward horizon

Scorecard

Growth & Take-Home Trajectory

Client Count & Projected Take-Home

Monthly P&L Detail

Month	# New	# Churn	# Net	# Active	Cash Collected$3K/client + Proj	CPLTpass-through	MRR% of Cash	Project Rev	RevenueMRR + Proj	Media Spend20% of Rev	Payroll/SW30% of Rev	Taxes10% of Rev	FCF% of Rev	ROASFCF ÷ Total Media	% ProjectsProj ÷ Cash	Injection	Total Media	Take-Home

Fixed: Cash Collected = $3,000/client/mo (per market) · # Leads = $3,000 ÷ Cash/Lead · RPLT = Cash/Lead − CPLT · MRR = leads × RPLT = $3,000 − leads × CPLT · Taxes = 10% of Revenue.
Revenue = MRR + Project Rev (already net of CPLT pass-through). Take-home = Payroll + FCF − Injection.
Source: memory/user.md. Setup fees flow to FCF at the residual margin rate (= 1 − Payroll% − Media% − Taxes%). At defaults: 40% of project rev → FCF, 30% → payroll, 20% → media, 10% → taxes.