CUSTOMER ACQUISITION WORKSHEET
Companion: https://www.spaceoffice.ai/blog/customer-acquisition
Version: 2026-10-21

COPYABLE PILOT BRIEF
Decision / human owner:
Approved offer, inclusions, conditions, and proof:
Audience, operating area, supported needs, and delivery capacity:
Buying trigger and evidence for it:
Customer unit: person / account / organization / other:
First-purchase event and source record:
New-versus-returning matching rule:
Cancellation, refund, duplicate, and unresolved-record treatment:
Campaign period and follow-up cutoff:
Channel | hypothesis | message | destination | first action:
Enquiry-review owner, fit conditions, and follow-through:
Quote / purchase / appointment approval owner:
Budget, spending limits, account access, and launch approval:
Cost item | period | source | actual/assumed | allocation | amount:
New-customer record | source | first-purchase proof | matching status:
Defined acquisition cost / verified new customers = CAC:
First-order revenue and defined direct delivery costs:
First-order contribution before acquisition and overhead:
What the records cannot establish:
Next decision, owner, and review condition:

FICTIONAL EXAMPLE — NOT CUSTOMER WORK OR A BENCHMARK
Business: on-site coffee-equipment maintenance for small offices.
Channels: paid search and partner referrals; same approved offer.
Campaign: days 1-30; follow associated enquiries through day 60.
New customer: new buying organization completing and paying for its first visit.
An enquiry or quote is not the first paid purchase.
The operator verifies equipment fit, area, scope, capacity, and appointments.

ILLUSTRATIVE SOURCE RECORDS
Source | sessions | distinct enquiry organizations | fit confirmed | first paying organizations
Paid search | 120 | 12 | 7 | 2
Partner referrals | 80 | 8 | 5 | 2
Total | 200 | 20 | 12 | 4
Sessions are recorded visits, not unique people or organizations.
Enquiries are deduplicated organizations associated with these routes.
Do not describe ratios with unlike units as person-level purchase probabilities.

DEFINED ACQUISITION COST BASIS (INCLUDES FOLLOW-UP THROUGH DAY 60)
Paid search: $300
Page and creative assets: $100
Sales follow-up: 6 hours x $25 assumed hourly cost = $150
Allocated tools: $50
Total: $300 + $100 + $150 + $50 = $600
CAC: $600 / 4 new customers = $150 per new customer
Cost per valid enquiry organization: $600 / 20 = $30 (a different measure)
Do not divide one channel's partial ad cost by a blended new-customer count.

FIRST-ORDER ECONOMICS — INVENTED USD, SIMPLIFIED
Revenue per visit: $250; direct delivery costs per visit: $150.
4 first visits x $250 = $1,000 revenue.
4 first visits x $150 = $600 direct delivery costs.
$1,000 - $600 = $400 contribution before acquisition and fixed overhead.
$400 - $600 acquisition cost = -$200 before fixed overhead.
Per new customer: $100 first-order contribution versus $150 CAC.
Taxes, fixed overhead, and longer-term purchases are excluded.
This is not net profit, measured performance, or a forecast.
Future repeat purchases are unproven.
Shared costs are not allocated by channel; two customers each do not prove a winner.
The records do not establish how many sales were additional because of the pilot.

SPACE OFFICE REVIEW PACKET
Oxygen: strategy, channel rationale, follow-through, and decision criteria.
Silicon: paid-channel preparation, tracking checks, and defined cost calculations.
Hydrogen: coordination, review, assumptions, and unresolved questions.
Human: verifies facts and purchase records; approves access, budgets, launch,
sales commitments, and the next decision.
Selecting an agent does not connect private accounts or authorize spending.
If there are zero new customers, report spend and zero customers; CAC is not $0.