The Two Numbers That Build or Break Every Business
A Founder’s Guide to LTV, CAC, and the Unit Economics That Decide EverythingBy Lech Kaniuk
Length5h 46m
About this audiobook
Most founders know what LTV and CAC stand for. Almost none trust their numbers.
The math isn't the problem. No one shows founders how to connect numbers to decisions or defend unit economics in a fundraise.
This book is an operating system built on two metrics: LTV and CAC.
The Growth Map plots LTV against CAC and places you in one of four positions: Star, Trap, Burn, or Bootstrap. Most founders aren't where they thought.
The Value Lens filters every initiative with one question: does this increase LTV or reduce CAC? If no to both, cut it.
The Two Numbers Slide is the one investors stop for, because almost no one brings it.
Built from PizzaPortal (acquired by Delivery Hero), iTaxi, and SunRoof. Over €150M raised. Lessons learned the hard way.
For founders raising, operators wanting one system, and anyone who senses their metrics are off but can't say why.
Free tools at ltvcacbook.com: LTV-CAC Calculator, Growth Map Builder, Two Numbers Slide Builder.
Audiobook details
GenreBusiness and Economics
Length5 hrs 46 mins
Narrated byListen with 1,000+ voices
FormateBook with Audio
Publish dateMar 1, 2026
LanguageEnglish
Table of contents
1Preface: Why I wrote this book
28Chapter 11: The 90-day installation
2Part I: Foundation
29The misalignment pattern
3Chapter 1: Why two numbers rule everything
30Week one: get real numbers
4Chapter 2: The slide that doesn't exist
31Week two: filter everything
5Chapter 3: Defining the core metrics
32Weeks three and four: build the dashboard and start the rhythm
Show all chaptersShow less
6Customer Lifetime Value (LTV)
33What changes in each function
7Customer Acquisition Cost (CAC)
34The meeting cadence
8The LTV:CAC ratio
35One number, one person
9CAC payback period
36Months two and three
10The numbers that lie
37When it clicks
11Chapter 4: Benchmarks and ratios that matter
38When the numbers say stop
12The 3:1 and where it comes from
39Installation checklist
13What the numbers actually look like
40Part V: The future of value
14The shift: what changed and when
41Chapter 12: The LTV-CAC Operating System
15How to actually use benchmarks
42Chapter 13: Beyond the metrics
16Reading your own number
43Chapter 14: Tools, templates, and tech
17The quiet killer: gross margin
44Chapter 15: Building the Two Numbers Slide
18What benchmarks cannot tell you
45Glossary of key terms
19Part II: The Value Lens
46Appendices
20Chapter 5: Introducing the Value Lens
47SaaS, SMB segment
21Chapter 6: Understanding and increasing LTV
48SaaS, enterprise segment
22Chapter 7: Understanding and reducing CAC
49Marketplaces
23Part III: Advanced analytics and strategy
50DTC e-commerce
24Chapter 8: The LTV–CAC Growth Map
51Fintech
25Chapter 9: The X-Ray
52ClimateTech and hardware-heavy businesses
26Chapter 10: Simulation-driven strategy
53About the author
27Part IV: Alignment and execution
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