Topic 1Question 1Product Manager Lens
Product manager lens
How does a product manager's view of a product differ from a purely feature-focused view? Name one financial question a PM should ask before shipping or scaling a feature.
Topic 2Question 2Unit Economics Foundations
Fixed and variable costs
For an AI calorie tracker, classify the following costs as fixed or variable and explain your logic: base cloud hosting fee, LLM/API tokens per user request, App Store advertising spend, designer salary, payment processing fee, and support cost that grows with the number of users.
Topic 3Question 3Core Definitions
Unit economics vocabulary
Define unit economics in your own words. What is a unit? Briefly explain CAC, LTV, contribution margin, and payback period.
Topic 4Question 4Where UE Came From
Why unit economics matters
Why did unit economics become especially important after the dot-com crash? Explain why growth, revenue, or active users can be misleading if the economics of one unit are broken.
Topic 5Question 5CAC Calculation
Calculate CAC
A mobile app uses paid acquisition. CPC is $0.60. Click-to-install conversion is 25%. Install-to-registration conversion is 40%. Registration-to-paid conversion is 8%.
Calculate the CAC of one paying customer. Show the funnel conversion and the final CAC.
Topic 6Question 6LTV Calculation
Calculate LTV
A subscription app charges $12 per month. Retention is: month 1: 100%, month 2: 50%, month 3: 30%. After month 3 users stop renewing. The app uses AI: one token costs $0.015, and an active user spends 150 tokens per month.
Calculate the net LTV of one acquired user. Show revenue, AI processing cost, and final LTV.
Topic 7Question 7Key UE Question
Does the unit work?
Using your CAC from Question 7 and LTV from Question 7, decide whether paid acquisition is economically healthy. Explain your answer and name two levers that could improve the unit economics.
Topic 8Question 8John Peel
Break-even and target profit
John Peel has fixed monthly costs of £1,750. Each roll contributes £7 after variable costs. How many rolls does he need to sell to break even? How many rolls does he need to sell to earn £100 profit in a month?
Topic 8Question 9CalZen Case
CalZen insights
In the CalZen case, what did the sales funnel quiz, CustDev result, and repeat-sale paradox show? Name one metric or experiment you would use next to check whether CalZen's unit economics can become healthy.