John Roman

And one of the benefits of having some sort of reoccurring revenue, membership, subscription box, etc., is when you have the data to know the LTV, you can get probably more aggressive on the acceptable acquisition cost than you can otherwise.

DTC brands love to look at LTV.

repeat buyer percentages and metrics similar to those, which again, the benefit of having this native reoccurring new product offering makes those numbers very, very, very high.

So we're big on community.

So we have the Facebook members only group where you have to be a paying member to be in it.

We have about, last time I checked and we checked maybe within the last year we checked, we still had 13 people that have been with us that have never missed in the 130 boxes that we've sent.

Half of them are involved in the community.

Half never engage with the community.

It's not their thing.

They just want the gear.

We've done special surprise and delights through the years.

Typically, once a year, we'll stack rank our active members based on the amount of boxes they've received and revenue spent and send them surprises.

And it's a pretty wild thing at times to see that some of these people, they've spent $40,000, $50,000, $60,000 with us, which is not a small amount to spend.

Yeah.

So it's funny you said that.

So we've done this now for, this might be seven years possibly.

So maybe right before the pandemic, we implemented this.

Who's become a friend now.

He was just a peer that networking and conferences.

His name's Anthony Coombs, runs a female underwear subscription called Splendys.