Antoine Le Nel

So there are some markets where we're not in, but we already have some awareness.

You said the brand's getting bigger, it definitely is. Does CAC get lower over time as brand amplifies word of mouth increases? Or does it get higher as you saturate target market and you move to the fringes of your ICP?

You said the brand's getting bigger, it definitely is. Does CAC get lower over time as brand amplifies word of mouth increases? Or does it get higher as you saturate target market and you move to the fringes of your ICP?

You said the brand's getting bigger, it definitely is. Does CAC get lower over time as brand amplifies word of mouth increases? Or does it get higher as you saturate target market and you move to the fringes of your ICP?

Well, I think it's actually both. Because it's exactly that. It's exactly that. You have those two factors playing against each other. And it's about which one is stronger than the other. And then, unfortunately, it really depends on the market. So some markets, the brand is becoming so big that actually you start getting more organic and it's becoming like super organic. And then the

Well, I think it's actually both. Because it's exactly that. It's exactly that. You have those two factors playing against each other. And it's about which one is stronger than the other. And then, unfortunately, it really depends on the market. So some markets, the brand is becoming so big that actually you start getting more organic and it's becoming like super organic. And then the

Well, I think it's actually both. Because it's exactly that. It's exactly that. You have those two factors playing against each other. And it's about which one is stronger than the other. And then, unfortunately, it really depends on the market. So some markets, the brand is becoming so big that actually you start getting more organic and it's becoming like super organic. And then the

the growth energy is feeding itself and then it just goes while others and it's linked as well to the amount of competition that you have in the market where actually because you have a diminishing return curve where it suddenly gets more expensive to get the next one and the next one and the next one i think it really depends on the on the competitiveness of the market i think the other thing that's so smart though is like there's less of a focus or reliance on cac if you can expand the other end of the funnel which is your ltv

the growth energy is feeding itself and then it just goes while others and it's linked as well to the amount of competition that you have in the market where actually because you have a diminishing return curve where it suddenly gets more expensive to get the next one and the next one and the next one i think it really depends on the on the competitiveness of the market i think the other thing that's so smart though is like there's less of a focus or reliance on cac if you can expand the other end of the funnel which is your ltv

the growth energy is feeding itself and then it just goes while others and it's linked as well to the amount of competition that you have in the market where actually because you have a diminishing return curve where it suddenly gets more expensive to get the next one and the next one and the next one i think it really depends on the on the competitiveness of the market i think the other thing that's so smart though is like there's less of a focus or reliance on cac if you can expand the other end of the funnel which is your ltv

I don't believe in CAC, you know, like, and that was the first thing that I, yeah, yeah.

I don't believe in CAC, you know, like, and that was the first thing that I, yeah, yeah.

I don't believe in CAC, you know, like, and that was the first thing that I, yeah, yeah.

I mean, that's the first thing that I brought from King because at King, we never talk about CAC.

I mean, that's the first thing that I brought from King because at King, we never talk about CAC.

I mean, that's the first thing that I brought from King because at King, we never talk about CAC.

Why? This is almost growth teams and marketing teams talk about.

Why? This is almost growth teams and marketing teams talk about.

Why? This is almost growth teams and marketing teams talk about.

I have. There's no CAC discussion. Why? We only talk about ROI because if you only if you talk about CAC, you'll always acquire the worst cohorts because you just always go downhill. So what I've done by arriving at Revolut is that I increased CAC significantly, but I improved ROI significantly too.