User Story: Calculating Financial Return on Investment (ROI) in Small Business


User stories offer a user-centric perspective on a specific task or feature. In this user story, we explore the experience of Mark Thompson, the owner of “GreenHarbor Landscapes,” a small landscaping business, as he navigates the process of calculating the financial return on investment (ROI) for a recent marketing campaign.


Mark Thompson, Owner of GreenHarbor Landscapes.


Mark aims to assess the effectiveness of a recent marketing campaign by calculating the financial return on investment (ROI) for the campaign’s expenses.


GreenHarbor Landscapes recently invested in a digital marketing campaign to attract new clients and increase service bookings. Mark wants to evaluate the financial success of the campaign and make informed decisions for future marketing strategies.

User Story: Calculating Financial Return on Investment (ROI) for a Marketing Campaign

As the owner of GreenHarbor Landscapes, I want to calculate the financial return on investment (ROI) for our recent marketing campaign to assess its effectiveness and inform future marketing decisions.

Acceptance Criteria:

1. Accessing Financial Data:

  • Scenario: At the beginning of the ROI calculation process.
  • Given: Mark has access to the financial records and expenses related to the marketing campaign.
  • When: Mark logs into the accounting software or accesses relevant financial documents.

2. Identifying Campaign Expenses:

  • Scenario: Mark identifies and gathers data on campaign expenses.
  • Given: Mark has a breakdown of all costs associated with the marketing campaign.
  • When: Mark compiles a list of expenses, including advertising costs, design fees, and any other related expenditures.

3. Tracking Customer Acquisitions:

  • Scenario: Mark identifies the number of new customers acquired through the campaign.
  • Given: Mark has a system in place to track new customers specifically generated by the marketing campaign.
  • When: Mark reviews customer data to determine the number of new clients acquired during and after the campaign.

4. Calculating Revenue Generated:

  • Scenario: Mark calculates the revenue generated from the new customers.
  • Given: Mark has a record of the revenue generated by the new clients attributed to the marketing campaign.
  • When: Mark calculates the total revenue generated, taking into account the services provided to new clients.

5. ROI Calculation:

  • Scenario: Mark calculates the financial return on investment (ROI).
  • Given: Mark has identified campaign expenses, tracked customer acquisitions, and calculated revenue.
  • When: Mark uses the ROI formula [(Revenue – Cost)/Cost] to determine the percentage return on the marketing investment.

6. Analysis and Decision-Making:

  • Scenario: Mark analyzes the calculated ROI.
  • Given: Mark has the ROI percentage.
  • When: Mark interprets the results to determine the success of the marketing campaign. A positive ROI indicates profitability.

7. Informed Decision for Future Strategies:

  • Scenario: Mark uses the ROI data to inform future marketing decisions.
  • Given: Mark has a clear understanding of the campaign’s effectiveness.
  • When: Mark uses the insights gained to adjust marketing strategies, allocate budgets more effectively, or explore new channels.


By following this user story, Mark effectively assesses the financial return on investment for GreenHarbor Landscapes’ recent marketing campaign. The calculated ROI provides valuable insights for informed decision-making and optimization of future marketing strategies.