John Roman

We were very, very clear.

Yeah, this was not the best box ever.

To be fair, some people liked it.

The group that liked it was absolutely a minority.

It was the majority of our customers were like,

I don't know.

To be fair, we weren't the same size as we are today.

You're naturally going to churn through even good customers because you can only pay X for so long before you're eventually going to churn everyone out.

Or not everyone, but the majority, uber majority of people.

So it was just, I mean, it took probably six months before we completely righted the ship from it.

But that's the first one that comes to mind because I think I still have PTSD from it.

No, it's good to relive things like that.

Lots of learnings from that one.

Yeah, so if I could go back to one of your first where you asked for the three separators, it does make forecasting revenue much easier, right?

Much more predictable.

So yeah, our LTV is a little bit over $1,000.

which is a lot for a D2C brand.

It's spread over typically five and a half months is the average lifespan of a member, which we define that as someone that has a subscription box at some point.

About $700 of it ends up being from the membership and a little over $300 ends up additional one-time purchases from our shop, from our battle vault, from promotions and sales.

So, yeah, it's a big number.