SIDE-BY-SIDE ANALYSIS
Comparisons
04
Unit economics
| ₹20 crore · 30-day plan | Live spend | |
|---|---|---|
| Ad spend deployed | ₹20.00 Cr | — |
| Revenue — Year 1 | ||
| Meta | ₹13.33 Cr | — |
| ₹13.33 Cr | — | |
| Amazon · Meesho | ₹13.33 Cr | — |
| Year-1 revenue | ₹40.00 Cr | — |
| Year-2 revenue (25% of Y1) | ₹10.00 Cr | — |
| Year-3 revenue (10% of Y1) | ₹4.00 Cr | — |
| Total lifetime revenue | ₹54.00 Cr | — |
| Less: ad spend | (₹20.00 Cr) | — |
| Revenue less ad spend (before other costs) | ₹34.00 Cr | — |
Lifetime multiple
2.70×
Settles after review
Year-1 multiple
2.00×
Model rule
Earnings break-even
Day 198
Settles after reviewearned ≥ spend
Cash payback
Day 258
Settles after reviewcash ≥ spend
05
Revenue by source
Illustrative · ₹20 crore over 30 days
33.3%
Meta
CPM
Year 1₹13.33 Cr
Year 2₹3.33 Cr
Year 3₹1.33 Cr
3-year total₹18.00 Cr
33.3%
Google
CTR
Year 1₹13.33 Cr
Year 2₹3.33 Cr
Year 3₹1.33 Cr
3-year total₹18.00 Cr
amazon·meesho33.3%
Amazon · Meesho
Commission
Year 1₹13.33 Cr
Year 2₹3.33 Cr
Year 3₹1.33 Cr
3-year total₹18.00 Cr
07
Year-by-year yield
Year 1 yieldModel rule
100%
Full monetisation of a fresh audience
Year 2 yieldAssumed
25%
CTR, conversion and pricing assumed to halve
Year 3 yieldAssumed
10%
Halves again — still earning
09
Stress test
| Y2 \ Y3 | 0% | 10% | 25% | 40% |
|---|---|---|---|---|
| 0% | 2.00× | 2.20× | 2.50× | 2.80× |
| 25% | 2.50× | 2.70× | 3.00× | 3.30× |
| 50% | 3.00× | 3.20× | 3.50× | 3.80× |
| 75% | 3.50× | 3.70× | 4.00× | 4.30× |
Y1 fixed at 2× · not a guaranteed floor · Y2 25%, Y3 10%
15
Why platforms pay for our audience
Real, consented users
Active audience
Retained 3 years
Fraud-checked traffic
Pays for
Engaged viewers
eCPM ₹15033.3%
Pays for
High-intent clicks
CPC ₹533.3%
amazon·meesho
Pays for
Repeat buyers
Commission33.3%
₹20.00 Cr÷₹30–₹50 per user=0.40 Cr–0.67 Cr usersAssumed
Low bid · ₹30
Users
0.67 Cr
3-yr revenue / user
₹81
High bid · ₹50
Users
0.40 Cr
3-yr revenue / user
₹135
Implied Meta impressions · Y1
88.89 Cr
Implied Google clicks · Y1
2.67 Cr
eCPM, CPC, cost per user: assumptionsPartner status: not verifiedActive audience earns more