Free calculator · Industry funnels
Exporter calculator: what does one new buyer really cost?
An RFQ is not a buyer. Follow a month of RFQs through quotes, samples and the trial order to repeat orders, and see what one new buyer costs once samples are counted, what they are worth over a year, and the cash their credit days lock up.
Stage definitions
Count every stage the same way each month, so the numbers mean the same thing to everyone.
- RFQ
- Any enquiry asking for a price: ads, B2B marketplaces, your website, email or a referral.
- MQL (marketing-qualified)
- An RFQ for a {product} you make, at or above your MOQ, to a destination you ship to.
- SQL (sales-qualified)
- The buyer asks for a quote or a call.
- Quote sent
- A priced quote with terms sent to the buyer.
- Memo or sample piece sent
- A memo or sample piece dispatched for approval.
- Trial order
- The first paid order: the buyer is won.
- Repeat buyer
- Orders again within 12 months of the trial order.
What would change it
The same numbers with one thing improved, worked out live.
Full breakdown
Every number this calculator works out.
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Save up to three versions and compare them side by side.
How this is calculated
- Ad RFQs = ad spend ÷ cost per RFQ, or (ad spend ÷ cost per click) × click to RFQ rate. RFQs = ad RFQs + RFQs from other channels. Spend = ad spend + other channels.
- MQLs = RFQs × % MQL. SQLs = MQLs × % SQL. Quotes = SQLs × % quoted. Memo or sample pieces = quotes × % with a memo or sample piece. Trial orders = memo or sample pieces × % that order. Repeat buyers = trial orders × % who reorder.
- Cost per RFQ = spend ÷ RFQs. Cost per SQL = spend ÷ SQLs. Memo or sample piece costs = memo or sample pieces sent × cost of one memo or sample piece.
- Cost per buyer won = (spend + memo or sample piece costs) ÷ trial orders. Memo or sample piece cost per buyer won = memo or sample piece costs ÷ trial orders. Quote win rate = trial orders ÷ quotes × 100.
- Gross profit on one trial order = order value × gross margin. First-order profit per buyer = that − cost per buyer won.
- Orders per buyer in 12 months = 1 + % who reorder × repeat orders a year. 12-month sales per buyer = order value × that. Most you can pay per buyer = 12-month sales per buyer × gross margin.
- Receivables = trial orders × 12-month sales per buyer ÷ 365 × credit days. Interest a year = receivables × interest rate.
- Trial order sales = trial orders × order value. Profit on trial orders = trial order sales × gross margin − spend − memo or sample piece costs. 12-month sales = trial orders × 12-month sales per buyer; 12-month profit = that × gross margin − spend − memo or sample piece costs.
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 RFQ for a product you make, at or above your MOQ, to a destination you ship to. An SQL is one where the buyer asks for a quote or a call. Counting both shows whether you lose buyers on fit or on follow-up.
Every sample you send costs goods, packing and courier, including the ones that never turn into an order. The calculator adds all sample costs to marketing spend and divides by the buyers won, and shows the sample part on its own.
This month's buyers × their 12-month sales ÷ 365 × your credit days. It is the money that sits with these buyers at any time once they order through the year. Your interest rate under "Other channels and interest" puts a rupee cost on it.
No. They are starting values so the page is not empty, and the page says so. Replace them with your own from your RFQ register, sample log and sales records.
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