The toolkit
Canvases, templates, checklists, worksheets and calculators to use today. Each one is built on a named framework, explained with its sources, and ready to fill in here, print or download. What you type stays in your browser.
Canvases1
One page that holds a whole idea, filled in together.
Checklists1
What to check before it goes out, ticked off as you go.
Worksheets1
Questions to work through, one decision at a time.
Calculators2
The arithmetic behind a rule of thumb, with its source and its limits.
- The objective-and-task budget calculator: cost what the objectives needBuild the communication budget up from the objectives: list the tasks each objective needs, cost each one, add a contingency, and see the total. The objective-and-task method taught in Kotler and Keller, with the checks the budgeting research recommends.
- The customer lifetime value and acquisition cost calculatorEnter order value, orders a year, gross margin, expected years and acquisition cost to see a simple, undiscounted customer lifetime value, the ratio of value to cost, and the months it takes a customer to pay back what it cost to win them. After Gupta, Lehmann and Stuart's work on valuing customers.