Cynthia Ndulokwe

Social Media Marketer for SAAS Companies| Helping software companies sell their products and services through Content
A Girl with the heart of a child.

[Cynthia Ndulokwe @cindynocs]

@zillionokoye Interested

[Match of the Day @BBCMOTD]

“Let him, I understand.” 🫡

A journalist wasn’t allowed to ask a question in Spanish as it couldn’t be translated but Achraf Hakimi made sure to answer it ❤️

[Cynthia Ndulokwe @cindynocs]

@Rejoice312 have you found one?

[Cynthia Ndulokwe @cindynocs]

@AIFeedsWith_OLA Your Dm isn’t open

[Cynthia Ndulokwe @cindynocs]

@RemotejobWtessy @RemotejobWtessy Digital Marketing and Email Marketing Intern

[Cynthia Ndulokwe @cindynocs]

@RemotejobWtessy Digital Marketing and Email Marketing intern

[Cynthia Ndulokwe @cindynocs]

@MrCharlesky I’m interested

[Cynthia Ndulokwe @cindynocs]

@AramideOyekunle Shift 1

[Cynthia Ndulokwe @cindynocs]

@realAdeyemo Interested

[Cynthia Ndulokwe @cindynocs]

@BenoHr80463 Interested

[Dickie Bush @dickiebush]

For years, I had the faulty assumption that “breaking even” on a fixed cost makes it worth it.

This was incorrect.

Here’s why:

To illustrate, let’s say we’re paying $7,000 per month for a TikTok growth agency.

The incorrect math is to think “alright, if this generates more than $7,000 in revenue, that’s a positive return.”

Wrong.

First, you need to at least break even on gross profit, not revenue.

So let’s say you’re a 70% gross margin service business. You need $10,000 in revenue to generate $7,000 in gross profit. So right away, your first “breakeven” point is the investment divided by your gross profit margin.

That’s now 1/70% = 1.4x

Second, with each additional fixed cost, you need more overall revenue to cover them.

And in our type of business, Customer Acquisition Cost (CAC) only goes up as you acquire more customers. So you need to model in a higher cost to acquire, call it an additional 20%.

That takes us to 1.7x revenue just to break even.

But obviously, we don’t just want to break even.

We want a clear and obvious return that generates free cash flow that allows us to reinvest in other things or pay ourselves.

So I want to at least double the money I’m putting in to make it worth it, which takes us to 3.4x.

But that fails to take into account the cognitive switching cost of managing another thing, which has the potential to worsen your returns elsewhere.

So again, you want to add an extra margin of safety.

And finally, you have to recognize the mental stress of having higher fixed costs in the first place and the demands that it places on your business.

Having $300,000 in fixed costs means you wake up every day with a -$10,000 bank account ($300,000 ÷ 30 days in the month).

So, as someone who is relatively risk-averse, I prefer to have a healthy margin of safety on any internal business investment.

Put all of those things together, and I now look at any fixed cost as needing a 5x return for us to be worth pursuing/holding onto.

This is true for employees, advertising channels, masterminds, software tools, and anything else that is a recurring fixed cost in the business.

Hope this helps your business ✊

If you enjoyed this post:

1. Follow me @dickiebush for more posts like this as I scale my digital business to $10,000,000 per year.

2. Then, I'd appreciate it if you reposted this post to share it with others.

[Cynthia Ndulokwe @cindynocs]

@little_finger_c @TheoAbuAgada 😂😂😂😂

[Cynthia Ndulokwe @cindynocs]

@kamal_razzak @binghott @iamshackelford @DenneyDara @sourfraser @MatthewGattozzi @pkennedy93 @thedennis @harrydelmege_ @heyitsalexP Strat

[Cynthia Ndulokwe @cindynocs]

@TechnicalBben ⁸⁸.mmm

[Cynthia Ndulokwe @cindynocs]

@roaspete Start

[Mehedi Hasan @report_with_ai]

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[Cynthia Ndulokwe @cindynocs]

@Robin_ecomm google

[Cynthia Ndulokwe @cindynocs]

@bony_ghadiya_ google ads

[Cynthia Ndulokwe @cindynocs]

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[Rahul Kumar @RahulKu22532718]

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