Skip to content
SWB
RMetrics & moneyAlso ROIUpdated 2 Nov 2026

Return on Investment (ROI)

Financial metric measuring the profitability of an investment relative to its cost.

Definition

Return on Investment (ROI) is a performance measure used to compare the efficiency of investments. It works by calculating the ratio between net gain from an investment and its cost, expressed either as a percentage or a ratio. This helps you evaluate how successful or profitable your investments are.

Share

In the room

How the word shows up in a real conversation.

John is an astute businessman and has always been eager to explore new investment prospects. Recently, he stumbled upon a groundbreaking startup that sells eco-friendly products. He was taken aback by their mission statement, portfolio of goods, and the potential of the market.

Before investing, John carefully evaluates the company's financials, market situations and competition. He also assesses any potential risks associated with the investment. This helps him calculate the expected return of his investment.

John extensively analyzed the company's prospects for growth and determined that the products have a high demand in the market. He also calculated various estimates for return on investment (ROI) through discounted cash flow analysis & net present value analysis.

After John's analysis, he came to the conclusion that the expected return on investment was 15%, which means for any $100 invested, he can gain back $115 in the future. He chose to invest and become a part of the company.

As the organization expands, John remains aware of his return on investment. He often examines the organization's financials, market dynamics, and opposing activities to guarantee that the venture is holding up to expectations.

In this scenario, the Return on Investment (ROI) is a critical component for John. It helps him evaluate the potential returns of his investment and equips him with all the facts he needs to make an informed decision about investing in an eco-friendly startup.

Common mistake

Using Return on Investment (ROI) as a label instead of a fact. If you cannot point to the evidence — a number, a customer, or a written assumption — you are using the word as jargon.

See also

Research more

Open the word in an AI tool with a ready prompt. We do not send your data.

Get one word every week

A 3-minute read: 1 word, 1 founder lesson, 1 tool.

Free. One email a week. Unsubscribe in one click.

Keep reading

Every startup word, in one place

Stay on the Metrics & money shelf, or go back to the full book.