Average order value

Average order value (or average job value in service trades) is revenue divided by transaction count: $60,000 invoiced across 180 jobs = a $333 average job. It's the figure that converts commercial units — calls, quotes, appointments — into money, and therefore makes reasoning possible.

Its most concrete use for a tradesperson: calculating what a missed call really costs. Two lost calls a week, a 40% call-to-appointment conversion, a $350 average job: the arithmetic gives several thousand dollars a month. Average order value also serves the other end of the chain — moving upmarket (maintenance plans, complementary work) rather than chasing volume, which restores the profitability of small jobs.