Next month's budget

The rules

Where the money goes

The practice range for each line is its budget divided by its worst and best past month's cost per paid practice. It's a range from past months, not a forecast.

Against the year-end goal

Assumptions and limits

• Decisions come from the ledger's experiment rules, counted per paid practice. Founder time is left out unless you switch it on.
• The two always-on lines (always-on paid social and brand search) aren't tests, so they keep last month's spend.
• The 10% test slice and the 40% channel limit are assumptions.
• Paid practices per dollar uses each test's whole run so far: paid practices divided by its total cost.
• Practices are credited to the month the money is spent, though they start paying about a month later, after a pilot.
• The range assumes a channel keeps the cost per practice of its past months. A channel usually gets more expensive as it gets more money, so the high end is the optimistic one.
• A line with no paid month yet adds nothing to the range, even though it may pay off later.
• The goal pace counts October, November and December, and assumes no paying practice leaves.