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$100M Money Models

Name: $100M Money Models — Complete Summary Cards
Author: Alex Hormozi (2025)

Alex Hormozi's playbook for engineering the sequence of offers that makes a customer pay for their own acquisition • 45 cards on the thirty-day cash rule, attraction offers, upsells, downsells, and continuity

Based on $100M Money Models by Alex Hormozi (2025)

Foundations · Offer Stacks · Attraction · Upsells · Downsells · Continuity · Build the Model

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$100M Money Models

#01

Foundations

The customer funds the next one

Client Financed Acquisition

The cash a new customer hands you in their first month pays to go and get the next two. Do that reliably and you can outspend every competitor you have.

Most businesses fund growth from savings, profit, or a loan. Each of those runs out. Hormozi's answer is to fund growth from the customer: structure the offers so a buyer's early payments cover what it cost to find them.

That flips the constraint. When acquisition pays for itself inside a month, advertising stops being an expense you ration and becomes a machine you feed.

This is why he calls it a money model rather than a marketing plan. The offers are engineered around cash timing first.

$100M Money Models

#02

Foundations

Twice your cost by day thirty

The Thirty-Day Cash Rule

Hormozi's benchmark for client financed acquisition: within thirty days, gross profit from a customer should exceed twice what it cost to acquire and serve them.

Written out, the rule is: thirty-day gross profit > 2 × (CAC + COGS). Spend $100 to get a customer and $50 to deliver to them, and you want $300 in gross profit inside the first month.

The doubling is the point. Covering your costs keeps you alive; covering them twice means one customer pays for themselves and hands you enough to go and buy another.

Thirty days is not arbitrary. It is roughly a credit card cycle — the window in which you can spend on acquisition, collect from the customer, and settle the bill before it comes due.

$100M Money Models

#03

Foundations

Profitable on paper, broke

Why Growth Runs You Out of Cash

Every new customer costs money today and repays it over months. Grow fast enough with that gap open and you go broke while the spreadsheet insists you are winning.

Acquisition is paid up front and in full. Delivery is usually paid up front too. Revenue arrives in pieces, over time. The faster you grow, the wider that hole gets before it closes.

This is the death spiral: cash gets tight, so you cut advertising, so fewer customers arrive, so cash gets tighter. The business strangles itself while its profit margin still looks healthy.

Profit is an accounting opinion about a period. Cash is a fact about a Tuesday. Money models are built around the second one.

$100M Money Models

#04

Foundations

The full price of one new buyer

Customer Acquisition Cost

CAC is everything you spent to turn strangers into customers, divided by how many you got. Understate it and every number downstream becomes fiction.

Include the ad spend, the sales team's pay, the commissions, and the hours spent on people who never bought. The failures are part of the cost of the successes.

Most operators quote a flattering CAC from their best channel in their best week. The number that matters is blended and complete.

CAC alone means nothing. A two-thousand-dollar CAC is a bargain or a catastrophe depending on what the customer pays you and how fast.

In this deck

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$100M Money Models

In this deck

Client Financed Acquisition

The Thirty-Day Cash Rule

Why Growth Runs You Out of Cash

Customer Acquisition Cost

Gross Profit, Not Revenue

Payback Period

Lifetime Gross Profit to CAC

Whoever Can Spend the Most Wins

What a Money Model Is

The Offer Stack

The Four Types of Offers

The Three Stages of Cash

Attraction Offers

Win Your Money Back

Free Giveaways

The Decoy Offer

Buy X Get Y Free

Pay Less Now or Pay More Later

Free With Consumption

Free Only Pays on the Back End

Upsell Offers

The Classic Upsell

The Menu Upsell

Unselling

A/B Upselling

Card on File

The Anchor Upsell

The Rollover Upsell

Downsell Offers

Payment Plan Downsells

The Seesaw Method

Free Trials

Trial With Penalty

Feature Downsells

Continuity Offers

The Continuity Bonus Offer

Continuity Discounts

The Waived Fee Offer

Price the Standalone to Steer the Choice

Bill Every Twenty-Eight Days

Map Your Money Model

Build One Offer at a Time

Test, Don't Wait for Perfect

Small Multiples Compound

Cash Stops Being the Constraint