Joe Coleman

You know what I mean?

So it's possible to have

you know, dollar churn that isn't great, but you still have the same customer set because you're working in other categories or other departments within those organizations.

Yeah.

So it's interesting, the lower price, the lower tiers of companies that are smaller, they actually weren't paying that much less than the big brands, which is interesting and I think says a lot about the market.

So it did hurt when we lost a lot of those guys.

And, you know, a lot of what we've had to do is just sort of reorient our pricing because this was a new market.

It still is a new market.

And as a result, figuring out what pricing should be, a lot of it is trial and error.

Like you literally, in the early days, we were just picking out numbers and if people paid for it, then we just charge more.

And we just had to go through that process to figure out what the right pricing is for the market.

So yeah.

Right now it's about, yeah, right now it's about 40,000.

It's sort of,

goes between 30 and 50K.

We obviously like to keep it quite a bit lower, but we also operate on fully loaded figures.

So whenever you build out a marketing function or invest in things that aren't just

variable ad spend and so forth, you're going to take a little bit of a hit there in terms of CAC.

Yeah, I mean, obviously you want as low payback as you can get, right?

It'd be great if our payback was three months.