Flowstate Discuss your growth

Customer acquisition planner

Your next clients.
By the numbers.

Turn a monthly client target into a clear plan for the enquiries and appointments you need.

For service businesses that sell through a call, consultation or appointment. Start with the example, then make it yours.

01

Set your target

new clients

£

Average sale per new client.

New clients you can take on.

02

Map your conversions

Not sure yet? Explore these example rates. They are estimates, not industry benchmarks.

%

30 of every 100 enquiries book an appointment.

%

75 of every 100 bookings attend.

%

30 of every 100 attendees become clients.

Calculations stay in your browser. No sign-up needed.

See your plan

Your monthly plan

Using 3 estimates

Plan for around

—

enquiries per month

To reach your target of5 new clientsat the rates you’ve entered.
01 Enquiries—
02 Booked appointments—
03 Attended appointments—
04 New clients—
First-sale revenue—

From this month’s new clients, before costs and tax.

Capacity check—

A planning scenario, not a forecast. Each stage is rounded up. Sales may happen in a later month than the original enquiry.

A PDF with your funnel, ad budget, improvement examples and next steps.

Give your target a budget

How to calculate your ad spend.

CAC means customer acquisition cost — what it costs to win one new client. To plan advertising spend, use the ad spend per new client won through those ads.

Advertising CAC×Target clients=Estimated ad spend

How do you find your CAC?

Divide your ad spend by the new clients attributed to those ads. For example, £1,000 spent ÷ 5 new clients = £200 CAC.

Use spend and clients from the same campaign or group of enquiries, allowing enough time for them to become clients.

Advertising CAC vs full CAC

Full CAC includes the wider cost of sales and marketing: agency fees, creative, software and sales costs. Multiplying full CAC by your target gives a total acquisition budget. This planner uses advertising-only CAC to estimate what goes to the ad platforms.

Advertising budget assumptions
£

£200 is an example, not a benchmark or a recommended CAC.

Switch this on to see a budget for your target and the potential cost effect of better conversions below.

This is a spending scenario, not a recommendation or a promise of clients. Check margin, delivery costs, fees and payment timing before committing to a budget.

Make each enquiry go further

Better conversions. Same client target.

See what happens when more people attend, or more appointments turn into sales. Change one rate at a time to see exactly what makes the difference.

Attendance

Get more people to show up.

Enquiries needed per month

What could improve this?

    Actions to test, not a promise of this increase.

    Sales conversion

    Turn more appointments into clients.

    Enquiries needed per month

    What could improve this?

      Actions to test, not a promise of this increase.

      Improve both together

      See the combined effect.

      Enquiries needed per month

      All examples keep the same monthly client target and booking rate. These are editable what-if assumptions, not forecasts. Each stage rounds up to a whole person, so a small rate change may leave the enquiry count unchanged.

      Put the numbers to work

      Your next moves.

      A useful plan tells you what to check next.

        How the planner works

        We work backwards from your target. Attended appointments = client target ÷ sales conversion rate. Bookings = attended appointments ÷ attendance rate. Enquiries = bookings ÷ booking rate. Percentages are used as decimals, and each stage is rounded up to a whole person.

        The default rates are examples, not benchmarks. “My data” means figures you provide; Flowstate has not verified them. Compare enquiries from the same completed group, rather than dividing this month’s sales by this month’s enquiries if your sales cycle takes longer.

        This model assumes an appointment-led sales process at a steady monthly pace. It does not account for changing lead quality, repeat purchases or sales-cycle delays. First-sale revenue is target × first-sale value. It is not profit, an advertising budget or necessarily cash collected this month.

        For ad spend, we use advertising CAC × the client target and assume all target clients come from ads. Cost comparisons after conversion improvements hold the base cost per enquiry fixed: base ad spend ÷ base enquiries. We multiply that unrounded cost by each improved enquiry count. Actual lead costs and quality may change. More on the CAC definition.

        The planner does not save your figures between visits or send them to Flowstate. Download your plan before leaving if you want to keep it.

        From a plan to a working system

        Want help turning this
        plan into clients?

        Bring your plan to a conversation with us. We’ll look at where your enquiries come from, what happens before the appointment, and what could help more of them become clients.

        Discuss your growth