Free calculator · Industry funnels
Trade fair calculator: will this show pay for itself?
A busy stall is not a profitable show. Put in what the show costs and what happens to the cards you collect, and see the cost per order, the profit from first and repeat orders, and how many orders it takes to break even.
Stage definitions
Count every stage the same way each month, so the numbers mean the same thing to everyone.
- Stall visitor
- Stopped at your stall and spoke to the team.
- Lead captured
- Name and number taken: a card, a form or a WhatsApp scan at the stall.
- MQL (marketing-qualified)
- A lead with the right product, quantity and buying timeline, who replies after the show.
- SQL (sales-qualified)
- A meeting or call held after the show, and they want a price.
- Quote
- A priced quote sent.
- Order
- The first order confirmed with an advance or a purchase order.
What would change it
The same numbers with one thing improved, worked out live.
Full breakdown
Every number this calculator works out.
Compare scenarios
Save up to three versions and compare them side by side.
How this is calculated
- Cost of the show = stall rent + build and branding + travel and stay + staff days × cost of one staff day + samples, catalogues and gifts.
- Leads = stall visitors × % captured. MQLs = leads × % MQL. SQLs = MQLs × % met after the show. Quotes = SQLs × % quoted. First orders = quotes × % that order.
- Cost per lead = cost of the show ÷ leads. Cost per SQL = cost ÷ SQLs. Cost per order = cost ÷ first orders.
- Gross profit on one first order = order value × gross margin. Profit from first orders = first orders × that − cost of the show.
- 12-month sales = first orders × order value × (1 + repeat orders). 12-month gross profit = that × gross margin. Profit over 12 months = 12-month gross profit − cost of the show.
- First orders needed = cost of the show ÷ gross profit on one first order. New buyers needed over 12 months = cost ÷ (gross profit on one order × (1 + repeat orders)).
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 a lead captured at the stall with the right product, quantity and buying timeline, who replies after the show. An SQL is one where a meeting or call has been held after the show and they want a price.
Buyers meet dozens of stalls. The ones who hear back while they still remember you are far more likely to take a meeting. The first lever under "What would change it" shows what 20 more points of MQLs met after the show would be worth at your own numbers.
Stall rent, build and branding, travel and stay, your team's days at the show (setup and travel included) and the samples, catalogues and gifts you give away. Leaving out team time is the most common way to overstate a show's return.
No. They are starting values only, so the page is not empty. Replace them with your own from the show invoice, your lead list and your order book.
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