Client review: a management audit — unit economics, LTV and finances, with recommendations — for an EdTech project selling RUB 100M a year

Contents

1. What was done
2. Reviews from the founder and the executive director

What was done

Unit economics

1. described the unit economics of a project with revenue of about RUB 100M a year, broken down by 8 products and 12 months
2. updated the classification of expense items and the method for allocating each of them to the unit of each product
3. assessed the profitability of each product, split into investment and operating views (to forecast each product's economics once investment in it ends)
4. drew conclusions and gave recommendations

Only 9% of the unit economics table fits on the screen (238 columns × 102 rows)

LTV estimated from 6 years of data (2020-2025)

2. by cohorts at the intersections of "year of first payment" and "product line of first payment"
3. estimated LTV and revenue (for each cohort) over the periods "1st year after the 1st payment", "2 years after the 1st payment" and "the whole period"
4. assessed profitability per unit "client who bought in year X" for each year, taking LTV into account (for the first 1 and 2 years after the 1st payment, and for the client's whole lifetime)
5. drew conclusions and gave recommendations

Expense trends for 2023-2025 analysed

1. Expense categories identified (fixed, variable, marketing, payroll, etc.), along with metrics to assess them ("payroll as a share of revenue", etc.)
2. assessed metric trends, taking seasonality into account
3. drew conclusions and gave recommendations

Reviews

Audio review from the founder of the "Khochu Uchitsya" family education centre — Ekaterina Sorokina

Review from the executive director of "Khochu Uchitsya" — Dmitry Tsebulaev

“Unit economics is what you base the key decisions on. If we didn't have it, I'd probably have just carried on blindly scaling this course and putting more money into it, but now I'm very careful, and I want to put the unit economics together after every iteration, whenever we update the product.”

“I liked the engagement you showed... our product really is quite complex, and you got involved in the process, in the requests... It's really pleasant to work with people who get involved in the task, in the process itself, and we talk. So we end up on the same wavelength and understand each other.”