Block types

A FunnelCAD funnel is built from a small set of blocks, connected on the canvas by links. Every block gets a part number when it is made — SRC-01, STP-02, OFR-04 — and keeps it through a rename, a move and a price change. Every amount is per calendar month.

Source

Where visitors come from: ads, SEO, social, a newsletter. A paid source has a budget a month and a cost per click (CPC), and brings budget ÷ CPC visitors in an average month. An organic source has its visits a month instead. Either kind can carry your time and your costs every month. Code: SRC.

Step

A step people pass for free: a landing page, a lead magnet, a call. A step can carry your time and your costs per person — a free intro call that takes you 30 minutes is 0.5 h — and time and costs every month. Code: STP.

Offer

A step people pay for once. An offer carries a price, your time and costs per person, and fixed costs. It can credit an earlier payment: a €900 workshop credited on a €4,000 project sells the project for €3,100. A step that gets a price becomes an offer and keeps its number. Code: OFR.

Recurring

A subscription: people pay its price every month, for as many months as a subscriber pays on average — the lifetime. If 5% of subscribers leave a month, that is 20 months. Your time and costs are per subscriber a month. The lifetime matters as much as the price: a recurring block's value depends on retention, not just on the first sale.

In the app, a subscription is an offer billed every month: select an offer and set its Billing to Monthly in the property sheet. It keeps the OFR code of an offer.

Scorecard

The totals and the risk of the blocks linked into it, and of everything that leads to them: expected profit, the typical month, the chance of a month without a client, the delivery load and more. A scorecard takes no inputs of its own — it reads its links. You can have several, one per branch for example, and a block can count in more than one. Code: SCR. The example funnel walks through every readout.

Note and task list

Text or a checklist on the canvas. Notes and task lists are never part of a computation. Code: NTE.

Links

A link moves people from one block to the next. It has a conversion rate from 0 to 100% and a basis:

Basis	Meaning
All	A share of everyone who reached the block.
Rest	A share of those who did not leave by another link.
Up	An add-on to the order. It takes nobody away from the other links, and it is dashed.

A link into a scorecard moves nobody: it only says what the scorecard counts. A link to a note or a task list is dotted and only shows what the note is about.

Inputs at a glance

Input	On	Meaning
Budget	Paid source	Money for ads, a month
CPC	Paid source	Cost per click
Visits	Organic source	Visits a month
Price	Offer, recurring	What a person pays: once, or every month
Credit	Offer	An earlier offer whose price comes off this one
Time	Source, step, offer, recurring	Your hours per person (per subscriber a month), or a month
Costs	Source, step, offer, recurring	Your money per person (per subscriber a month), or a month
Lifetime	Recurring	Months a subscriber pays on average

Blocks and links carry notes and tasks — free-text reasoning and to-dos attached directly to the block or link they belong to, so "why we assumed 5%" and "what to change next" live next to the number they explain rather than in a separate document. A note is an Assumption, a Plan or an Actual, signed with your initials and dated, and it can be about one field of its own: a source's note about its CPC, visits or budget, a link's note about its rate or how long people take. An Actual note records the value you measured and offers Use (write it into the model) or Keep (stay with the model's value). A link with notes or open tasks shows a small marker on its tag.

Every block can also have a tag, one of seven colours. A tag only groups blocks visually; it never changes a number.

The example funnel puts a source, steps, offers, a recurring block and a scorecard together in one model.