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Free calculator · Industry funnels

Interior project calculator: what does one project cost to win?

Site measurements and designs take time, and many never become a project. Follow a month of enquiries through measurement and proposal to a signed project, and see what each project costs to win, what it leaves, and whether the advance funds the work or you do.

Example numbers - replace with yours

Your result Custom furniture

Your funnel this month

Stage definitions

Count every stage the same way each month, so the numbers mean the same thing to everyone.

Enquiry
A call, WhatsApp message or form asking about a design, a price or a timeline.
MQL (marketing-qualified)
An enquiry where the budget, size, delivery date and location fit, and who replies.
SQL (sales-qualified)
A measurement or showroom visit booked for a date.
Measurement or showroom visit done
The site was visited and measured.
Design and quote
A design and quote with a quote is presented, with a paid design fee if you charge one.
Order won
The client signs and pays the advance.

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    How this is calculated
    1. Ad enquiries = ad spend ÷ cost per enquiry, or (ad spend ÷ cost per click) × click to enquiry rate. Enquiries = ad enquiries + enquiries from other channels. Spend = ad spend + other channels.
    2. MQLs = enquiries × % MQL. SQLs = MQLs × % that book. Measurements and showroom visits done = SQLs × % that happen. Designs and quotes = measurements and showroom visits done × % with a design and quote. Orders won = designs and quotes × % won.
    3. Cost per enquiry = spend ÷ enquiries. Marketing cost per measurement or showroom visit = spend ÷ measurements and showroom visits done. Measurement or showroom visit costs = measurements and showroom visits done × cost of one measurement or showroom visit. Win rate = orders won ÷ designs and quotes × 100.
    4. Cost per order won = (spend + measurement or showroom visit costs) ÷ orders won. Gross profit per order = order value × gross margin.
    5. Design fees kept: none = 0; adjusted in the order = (designs and quotes − orders won) × fee, because a won client's fee is already part of the order value; charged on top = designs and quotes × fee. Counted in full (your designers' time is not costed here). Per order won = fees kept ÷ orders won.
    6. Profit per order = gross profit per order + design fees per order − cost per order.
    7. Cash on one order: advance = value × advance %; cost = value × (1 − gross margin), spent evenly over the order; stage payments are assumed to come in step with the work and the handover % at the end. Lowest cash position = value × the lower of (advance %, gross margin − handover %).
    8. Orders under way = orders won a month × months to handover. Value under way = that × order value. Cash across them = that value × (advance % + (gross margin − advance % − handover %) ÷ 2): the average over a order's life.
    9. The month: value won = orders won × order value; gross profit = orders won × gross profit per order; profit = gross profit + design fees kept − spend − measurement or showroom visit costs; advances = value won × advance %.

    Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.

    Questions

    About this calculator

    An MQL is an enquiry where the budget, possession date and location fit, from someone who replies. An SQL is a site measurement booked for a date. Counting both shows whether you lose clients on fit or on the first call.

    If it is adjusted in the project, only the fees from proposals that do not become projects are extra money: a won client's fee is already part of the project value. If you charge it on top, every proposal's fee counts. Your designers' time is not costed here.

    The advance comes in at signing, the cost of the work goes out evenly, stage payments are assumed to come in step with the work and the handover payment at the end. The lowest point is the advance or (margin − handover %), whichever is lower. Below zero, you are funding the work.

    No. They are starting values so the page is not empty. Replace them with your own from your enquiry register, proposals and project payments.
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