Example funnel: free check → audit → remediation

This page walks through one complete FunnelCAD model: Barrierenlos — free check → audit → remediation, the example the app opens on your first visit. A consultant buys search traffic, offers a free check, sells a paid audit to some of the people who take the check, and sells a remediation project to some of the audit clients.

info

This is an example model. Its rates, prices and hours are sample inputs that show how FunnelCAD works. They are not figures from a real business.

Blocks

The model tree lists the blocks by their part-number group. Each block has a part number, a name, and the inputs of its type.

Code	Name	Type	Budget or price	Your time per person
SRC-01	Google Ads	Source	€500/mo budget, €2.50 CPC	—
STP-01	Landing page	Step	—	—
STP-02	Free check	Step	—	0.1 h
STP-03	Builder landing	Step	—	—
OFR-04	Full audit	Offer	€330	7.5 h
OFR-05	Live review	Offer	€99	0.6 h
OFR-06	Checklist	Offer	€19	—
OFR-07	Remediation	Offer	€2,500, less the audit fee	30 h
OFR-08	Support retainer	Recurring	€99/mo, paid 9.19 months on average	1 h a month
OFR-09	Email: checklist	Offer	€19	—
OFR-10	Email: re-check	Offer	€100	1.5 h
SCR-01	Whole funnel	Scorecard	—	—

Remediation credits OFR-04 Full audit: the audit fee of €330 comes off the remediation price, so a remediation project adds €2,170 on top of the audit.

Links and conversion rates

Each link carries a conversion rate and a basis. All means the rate applies to everyone who reached the block. Rest means it applies only to the people who did not leave by an All link. An Up link is an add-on to the order (dashed on the canvas): it takes nobody away from the other links, so its buyers can still take them.

From	To	Rate	Basis
SRC-01 Google Ads	STP-01 Landing page	97%	All
SRC-01 Google Ads	STP-03 Builder landing	3%	All
STP-01 Landing page	STP-02 Free check	10%	All
STP-03 Builder landing	OFR-04 Full audit	1%	All
STP-02 Free check	OFR-04 Full audit	5%	All
STP-02 Free check	OFR-09 Email: checklist	2%	Rest
OFR-04 Full audit	OFR-07 Remediation	20%	All
OFR-04 Full audit	OFR-05 Live review	15%	Up
OFR-04 Full audit	OFR-06 Checklist	20%	Up
OFR-04 Full audit	OFR-10 Email: re-check	10%	Rest
OFR-07 Remediation	OFR-08 Support retainer	15%	All

Model settings

The four settings of the funnel — capacity, profit target, payment fees and test length — are under Model settings in the property sheet when nothing is selected. Model ▸ Model settings… takes you there.

Setting	Value
Capacity	30 h a week — about 130 hours a month
Profit target	€3,000 a month
Payment fees	2% of revenue
Test length	2 months — €1,000 of ads at €500 a month

The average month

A spreadsheet multiplies the rates through once. For this model, that gives an average month of:

Stage	Average per month
Visits	200 (€500 ÷ €2.50)
Landing page	194 (97% of 200)
Builder landing	6 (3% of 200)
Free checks	19.4 (10% of 194)
Full audits	about 1.03 (5% of 19.4, plus 1% of 6)
Remediation projects	about 0.21 (20% of the audits)

That is about one audit and a fifth of a remediation project, which adds up to an expected profit of +€332 a month after ads and fees. No real month looks like this: a month has zero, one or two audits, and a remediation project either happens or it does not. Of the twelve months of a year, about four end in profit and eight in the red — two of them without any revenue at all. How the numbers are computed explains how FunnelCAD calculates the odds of every month instead.

The scorecard

SCR-01 · Whole funnel sits on the canvas to the right of the offers. It is linked from the last block of each branch — OFR-05, OFR-06, OFR-08, OFR-09 and OFR-10 — so it sums the whole funnel. Select it to see everything below in the property sheet.

Readout	This model	What it shows
Expected profit	+€332	The average profit of a month.
Typical month · P50	−€130	The average of the middle 40–60% of months.
Risk of none	19%	P(zero clients): the chance of a month without a paying client.
Hits €3,000/mo	3%	P(profit ≥ target): the chance that a month reaches the profit target.
Profit distribution	—	One month's profit as a histogram, with 0 and the target marked.
Bad · P10, Median, Good · P90	−€500, −€130, +€2,260	The averages of the worst 5–15%, the middle 40–60% and the best 5–15% of months.
Delivery load	3.8 h of 30 h a week	Your hours in an average week against your capacity, the busy month and how often a month goes over.
Before you judge this funnel	329 visits	How much traffic you must buy to see a first sale with 90% confidence, and what your test can show.
What moves profit	Cost per click first	Each input at −20% and +20%, ranked by how much it moves the expected profit.

For this model, Before you judge this funnel reads: buy about 329 visits (€823, 1.65 months) to see a first sale with 90% confidence. A test of 2 months ends without a single sale in 6% of cases, and the profit rests on the remediation: 53% of the revenue, sold in 2 of 12 months. The delivery load is light — the busy month is 11 h a week, and fewer than 1% of months go over capacity. Under What moves profit, the cost per click comes first (at −20%, the profit rises by €208; at +20%, it falls by €139), then the landing page → free check rate (±€157) and the free check → audit rate (±€155). Capacity explains the delivery load, and sensitivity explains what moves profit.

Notes and scenarios

The example comes without notes, tasks or scenarios — they are where your own reasoning goes. A note on a block is an Assumption, a Plan or an Actual, signed with your initials and dated, and it can point to a conversion. An assumption on the audit could read "5% of free checks buy the audit" and point to STP-02 → OFR-04. Once you have measured the real rate, an Actual note with that rate offers to write it into the model.

To try a different assumption without losing Base, put it in a scenario. Type each line on the command line and press Enter:

Command line

scenario "Audit rate 7%"
rate STP-02 OFR-04 7

The first line creates the scenario as a copy of the one in effect and switches to it. The second sets the free check → audit rate to 7% in that scenario only. The scorecard now shows an expected profit of +€643 a month and a 12% chance of a month without a paying client. To compare the scenario with Base, click the A/B badge of Base, or press B on its row: the scorecard shows the scenario in effect (A) next to Base (B), with the difference. scenario base switches back to Base.