Impact Sizer
Size the business impact, ROI range, and break-even threshold of a sponsorship — from total audience down through interest, partner-product overlap, awareness, conversion, and revenue.
TAM
—
Conversions
—
Business impact
—
ROI range
—
Break-even rate
—
Sponsorship fee
—
1Total addressable audience
2% Interested in property
3% Buy products
4% Aware of partnership
5Conversion rate
6% Net-new (acquired)
7Revenue per customer
8Sponsorship cost
9Forecast range ±%
10Cost range ±%
TAM: Total Addressable Market
1
2
3
4
Total audience
Interested
35%
35%
Product buyers
25%
25%
Aware
= TAM
= TAM
Conversion
5
TAM
Converted customers
4%
4%
Business Impact
Converted Customers
—
6
Acquired: —
·
Retained: —
7
× — per customer
Total Business Impact
—
6
Acquired: —
·
Retained: —
Acquired
Retained
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Total ROI
ROI →
—
Scenarios driven by
9
forecast range &
10
cost range
Low scenario
High scenario
Business Impact
8Rights Fee
Customers Needed to Break-Even
—
7
× — per customer
Total converted
810Break-even target
(low cost)
(low cost)
Break-Even Conversion Rate
—
— of TAM
TAM
78Customers needed
to break-even
to break-even