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.
Run the number on a real cohort
Pick a finished month
Take every customer acquired in one past month. Not your best ones — everyone, including the refunds and the no-shows.
Compute both sides
Left side: gross profit collected from that cohort by day thirty. Right side: twice their acquisition cost plus their cost of delivery.
Name the gap in dollars
Write the shortfall as a single number per customer. That number is the exact job of every upsell, downsell, and continuity offer you build next.
Cash inside thirty days is the difference between a business that scales and one that merely grows.
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