Alex Borschow
speaker
398 appearances
1 recordings
1 series
first heard Dec 2025
last heard 20 Dec
Alex Borschow’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Dec 2025 with 1.
Appearances
So LTV lifetime value of a customer versus CAC, your customer acquisition cost.
That has evolved into looking more at payback, right?
So if you're spending $100, let's say, to acquire a customer and the average order volume is 100 and your contribution margin, your gross margin is 50%, well, it takes you two orders roughly to break even on that customer.
That's become more interesting in terms of evaluating how valuable your customer is and how effective your marketing is in terms of acquisition of customers.
And that's all to say, in direct-to-consumer, customer retention and profitability of your customers is kind of the key metrics we want to understand.
That is different now for Amazon.
Amazon is an
becoming a more and more important channel for brands.
Looking at your rankings on Amazon, looking at your consumer reviews, we want to see at least 4.3, ideally 4.5 stars average reviews.
That shows really strong consumer feedback.
We want to see you moving up the rankings over time.
That means that there's stickiness and new adoption from customers.
And then Amazon has its own marketing channel and metrics in terms of spend.
So then we move on outside of the e-commerce channels to retail.
And this is where it's really important for us.
When we say omni-channel, it means you have to have kind of e-commerce and retail.
And the main reason for that is that strategics, which are the primary exit partners for our brands,
they're really not going to be acquiring brands that are just D to C or just e-com.
They depend on seeing retail traction and retail traction.
It also depends on what channel it's in retail.
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