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
2Part I: Foundation
3Chapter 1: Why two numbers rule everything
4Chapter 2: The slide that doesn't exist
5Chapter 3: Defining the core metrics
Show all chaptersShow less
6Customer Lifetime Value (LTV)
7Customer Acquisition Cost (CAC)
8The LTV:CAC ratio
9CAC payback period
10The numbers that lie
11Chapter 4: Benchmarks and ratios that matter
12The 3:1 and where it comes from
13What the numbers actually look like
14The shift: what changed and when
15How to actually use benchmarks
16Reading your own number
17The quiet killer: gross margin
18What benchmarks cannot tell you
19Part II: The Value Lens
20Chapter 5: Introducing the Value Lens
21Chapter 6: Understanding and increasing LTV
22Chapter 7: Understanding and reducing CAC
23Part III: Advanced analytics and strategy
24Chapter 8: The LTV–CAC Growth Map
25Chapter 9: The X-Ray
26Chapter 10: Simulation-driven strategy
27Part IV: Alignment and execution
28Chapter 11: The 90-day installation
29The misalignment pattern
30Week one: get real numbers
31Week two: filter everything
32Weeks three and four: build the dashboard and start the rhythm
33What changes in each function
34The meeting cadence
35One number, one person
36Months two and three
37When it clicks
38When the numbers say stop
39Installation checklist
40Part V: The future of value
41Chapter 12: The LTV-CAC Operating System
42Chapter 13: Beyond the metrics
43Chapter 14: Tools, templates, and tech
44Chapter 15: Building the Two Numbers Slide
45Glossary of key terms
46Appendices
47SaaS, SMB segment
48SaaS, enterprise segment
49Marketplaces
50DTC e-commerce
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