# Marcus Tejeda, Co-founder & CEO at Formbase — read of Unit Economics AI, May 6 2026

> 7 years building B2B SaaS tools, currently at $180k ARR on a form infrastructure product, doing the books myself on a Google Sheet I'm embarrassed to show my investors.

## How I got here

Googled "ltv cac calculator stripe saas" at 11pm after a Zoom with an angel who asked me my payback period and I stalled for 45 seconds. Found this somewhere in page 2 of results. Not a LinkedIn ad, not a referral, just a desperate Tuesday search. That context matters: I was primed to like something.

## What I clicked first

"You either do napkin math or admit you don't actually know." That line made me feel seen. That's the exact words I used on the Zoom, almost verbatim. So I kept reading.

Then: "Know your LTV, CAC, and payback period before breakfast." Fine. Slightly cringe but I get the energy.

## Where I paused

The metrics section in the middle of the page. There's a grid labeled Monthly Recurring Revenue, CAC, LTV, Payback Period. The values shown are literally "$0+" and "0d" across the board. I understand this is probably a live widget pulling from a demo account with no data, but to me reading it cold, it looks broken. Like the product shipped before the product was ready. I stared at "0d" for a full 10 seconds trying to figure out if "d" means dollars, days, or it's a bug. That's a problem.

## What I distrusted

"Dashboards cost $500/month." That's not true. Baremetrics has a free tier. ProfitWell was completely free for years. ChartMogul has a free plan up to $10k MRR. The comparison is doing work that doesn't hold up for anyone who has actually shopped this category. If I catch one anchor stat that's off, I start questioning the rest.

Also: "Built by Wishdeal Studio." I didn't expect to see a studio brand in the footer. Now I'm wondering if this is a portfolio project that gets 4 weeks of attention before the next one. That's not a killer, but it plants a seed.

No screenshots anywhere in what I read. I have no idea what the actual dashboard looks like. The page describes features but shows me nothing. "Watch metrics update live" with no visual is just text.

"30-second setup" in one section, "2 minutes" in another. Pick one.

## What would convince me

One screenshot of a real founder's dashboard with real numbers, even if anonymized. Not a stock mockup, a real one with the messiness of actual data. Show me a $220k ARR company's CAC trend over 6 months and I'm leaning in.

Or: a specific founder name, their ARR range, and one sentence they said about how it changed a decision they made. Not a five-star quote. A decision. "We paused paid acquisition in March because payback hit 14 months" -- something like that. That's the kind of proof that makes me trust the category claim.

Also fix the "0d" on the live metrics. That alone is costing replies.

## What I'd ask in an email reply

1. ProfitWell and Baremetrics already exist and have free tiers. What does this do that they don't, specifically for the $100k-$500k ARR range?

2. "CAC" calculation -- how do you actually handle blended vs. channel-specific CAC when my only data source is Stripe? Where does marketing spend input come from?

3. Is this actively maintained or is this a Wishdeal Studio product in maintenance mode? How many people are working on it right now?

## Verdict: on-the-fence

The problem framing is real and the entry hook worked on me. But the page has enough small credibility gaps (the 0d metrics, the wrong competitive pricing claim, the studio footer, no screenshots) that I'd send a curious-but-skeptical email rather than sign up cold. Fix the broken-looking demo widget and I'd probably just create an account.

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*Memo by skeptic persona, generated 2026-05-06. Studio breaks own self-grading loop.*