The funnel at full speed
One month once performance takes off (ramp-up 100%).
Gross profit vs total cost each month
Monthly table
| Month | Visitors | Leads | Site visits | Projects | Project value | Gross profit | Marketing cost | Net profit | Cumulative |
|---|
How it's calculated
Each month
Visitors= ad spend ÷ cost per click + organic visitorsLeads= visitors × lead rate × ramp-up for that monthSite visits= leads × site-visit rateProjects= site visits from grace period months earlier × win rate, rounded, capped at the slots a monthProject value= projects × average project valueGross profit= project value × gross marginMarketing cost= monthly fees + ad spend (month 0: setup fee, if included)Net profit= gross profit − marketing cost
Grace period and take-off
Grace period is the sales cycle: the months from a first enquiry to a signed project. Leads and site visits come in, but no project is won yet. A site visit in month 2 with a 2-month grace period becomes a project in month 4.
Take-off month is when performance reaches full speed. Leads start at 20% of full speed in month 1 and climb on an S-curve: slow while ads and content learn, then fast, then level off at full speed.
Dropping a package
Each package holds one step of the funnel. These are estimates:
- Without P1, the lead rate halves (no website, form or Google profile).
- Without P2, the site-visit rate falls by 40% (less proof).
- Without P3, no ads run and the win rate falls by 20% (no CRM or 24-hour follow-up).
Gross margin benchmark
No published average exists for Malaysian renovation contractors. The closest data:
| US remodelers, 2024 (NAHB) | 29.9% |
| US remodelers, 2021 (NAHB, record low) | 24.9% |
| Remodeling pricing rule of thumb | 34–42% |
| Malaysian large contractors (analyst view) | 5–10% |
25% is the base: below the US average, above large-contract work. Confirm it with the owner from past projects. Sources: NAHB, Eye on Housing, Asia Property Awards.
What is left out
- Project value is counted in the month the project is won. Cash from the client usually arrives in stages.
- Gross profit is after materials, labour and travel, but before office costs and tax.
- Referral work that already comes in is not counted. Only new projects from marketing are shown.
- SST, printing, KOL fees and WhatsApp API fees are not included.
All figures are projections based on the assumptions on the left. They are not a promise of results. The RM30,000 average project, 5 slots a month, funnel rates and margin are early estimates to be confirmed with the owner.