Profit Map
the foundation- A 90-day P&L forecast — see whether ads will pay off before launch
- Allowable cost per client and per lead (CAC / CPL / CPQL) — a red line ads must not cross
- A media plan with weekly targets — every week you see if we're on plan
- A three-month promo calendar — budget follows seasons and promos, not spread evenly
The Profit Map is the first step, and its cost is credited towards management.