Amin

We set and forget.

This has been the biggest mistake that we've done early days.

The returns become diminished over time and it happens very fast.

The fourth one on this one is planning ahead.

Right now, for example, for us, we're going to drop our ad budget in the next two and a half months significantly.

Why?

Because Meta is going to be flooded with ads because of the election.

The cost for ad on Meta is going to go through the roof, and we don't want to spend our money on high-cost leads.

But then we're going to come back in January after everybody has spent their money, and we're going to double down on January.

So you need to plan ahead with this, and you cannot really get to the results immediately.

And last thing is diversification.

I already mentioned that more robust.

I have a slide on this and tell you why, what has happened to us.

But you need to reduce your reliance on any single channel.

Otherwise, you're not going to be successful.

We have had that problem on this one significantly.

Let's talk about increasing ARPU.

This is what we did over 24 months, increased our ARPU 54 percent from about 4,500 to 7,000.

There are a couple of different small steps here and one big step.

Smallest step was that once we figured out our ARPU is the blocker for outbound, what we did instead of going horizontally and building for other markets adjacent market, we went vertically, added more features, added more pieces to our software that will make it more valuable to the customer.