Focus Growth Framework (FGF) Calculator — Estimate how small, realistic lifts in the three FGF steps can change your revenue. Enter your baseline (Sessions, CVR, AOV, Repeat Rate), add expected changes for Get More Buyers (+% buyers), Spend More (+% AOV), and Come Back (+% repeat). You’ll see baseline vs forecast orders, AOV, and revenue. No profit or ad math—this is a simple growth preview.
How to use this calculator
- Enter Baseline — Add your current Monthly Sessions, PDP Conversion (CVR%), Average Order Value (AOV), and Repeat Purchase Rate for the chosen window (e.g., 30 days).
- Set Step 1: Get More Buyers — Estimate a conservative % lift in new buyers (from creators/partners + a clear 30‑sec demo). Typical first tests: +5% to +20%.
- Set Step 2: Spend More — Add an expected % change in AOV from a preselected 2‑pack, simple bundle, or clean checkout bump. Start small: +5% to +15%.
- Set Step 3: Come Back — Add a % lift in repeat orders by surfacing refills/accessories and timing gentle reminders. Try +5% to +20%.
- Review Outputs — Compare Baseline vs Forecast: first‑order count, repeat‑order count, total orders, AOV, and revenue. Look for realistic changes, not perfect numbers.
- Decide One Move — If forecast improves, choose one action for this week (e.g., seed nano‑creators, add 2‑pack, add “What you’ll need next” image) and rerun the model later.
Assumptions & math (lightweight)
Let S = Sessions, c = CVR (decimal), v = AOV, r = Repeat Rate (decimal).
Baseline: FirstOrders₀ = S × c; RepeatOrders₀ = FirstOrders₀ × r; Revenue₀ = (FirstOrders₀ + RepeatOrders₀) × v.
Scenario lifts: b = buyers lift%; a = AOV lift%; k = repeat lift% (all as decimals).
FirstOrders₁ = FirstOrders₀ × (1 + b); RepeatRate₁ = r × (1 + k); RepeatOrders₁ = FirstOrders₁ × RepeatRate₁;
AOV₁ = v × (1 + a); Revenue₁ = (FirstOrders₁ + RepeatOrders₁) × AOV₁.
Note: This is a simple directional model (not cohort LTV). Returns, ads, fees are not included.
Inputs & outputs (at a glance)
Inputs
- Monthly Sessions (S)
- PDP Conversion Rate (CVR%)
- Average Order Value (AOV)
- Repeat Purchase Rate (r) for the window (e.g., 30 days)
- Get More Buyers: expected +% buyers (b)
- Spend More: expected +% AOV (a)
- Come Back: expected +% repeat (k)
Outputs
- Baseline vs Forecast Orders: first orders, repeat orders, total orders
- Baseline vs Forecast AOV
- Baseline vs Forecast Revenue and Revenue Uplift
- Headline deltas: +first orders, +repeat orders, +AOV
Worked example
- Baseline: S = 10,000; CVR = 5% → FirstOrders₀ = 500; r = 20% → RepeatOrders₀ = 100; AOV v = ₹900 → Revenue₀ = (500 + 100) × 900 = ₹540,000.
- Scenario: b = +20%; a = +10%; k = +15% → FirstOrders₁ = 600; RepeatRate₁ = 23%; RepeatOrders₁ = 138; AOV₁ = ₹990; Revenue₁ = (600 + 138) × 990 = ₹730,620.
- Uplift vs baseline: +100 first orders, +38 repeat orders, +₹90 AOV, +₹190,620 revenue for the month.
Tips & edge cases
- Stay conservative: Start with small lifts (5–10%) and scale only after you see real results.
- One lever at a time: Change buyers, AOV, or repeat—not all three—so you can see what actually moved.
- Use real baselines: Pull Sessions, CVR, and AOV from Amazon Business Reports for the same window.
- Don’t stack promos: Avoid overlapping deals that inflate AOV artificially in the short term.
- Compliance: No review incentives; keep claims accurate and provable; use Amazon‑bound QR/links only.
Glossary
- Sessions (S): Visits to your Amazon PDP/Store within the period.
- CVR: PDP conversion rate (orders ÷ sessions).
- AOV (v): Average order value (₹ per order).
- Repeat Rate (r): Share of first orders that reorder within the same window (simple model).
- Buyers Lift (b): % increase in new buyers from traffic moves (creators/partners + demo).
Changelog
- v1.0 — Initial release: baseline vs forecast view, three FGF levers, simple math callout. (No profit/ad modules.)
FAQs
➜ Where do I find my baseline metrics?
Use Amazon Business Reports for Sessions, CVR, and AOV over the same 30‑day window. For repeat rate, start with a simple estimate (e.g., 10–25%) if you don’t have cohort data.
➜ Can I enter negative values?
Yes—use negative percentages (e.g., −5%) to stress‑test dips in traffic, AOV, or repeat. It helps plan for worst‑case months.
➜ Why doesn’t this include ad costs, fees, or returns?
The FGF calculator is a directional growth model. It shows how the three steps can shift orders and revenue. Profit modules were intentionally excluded to keep it simple.
➜ Does “repeat rate” mean Subscribe & Save only?
No. It’s any reorder in the selected window (e.g., 30 days)—through Subscribe & Save or manual repeat purchases.
➜ What’s a realistic lift to start with?
Common first‑pass inputs: b = +5–15%, a = +5–10%, k = +5–15%. Keep it conservative and iterate.
➜ How should I act on the results?
Pick one move for the week (e.g., nano‑creator seeding, add a 2‑pack variation, surface refills in Brand Story). Re‑run the calculator after changes to see directional impact.
