Kirsten Maitland

speaker

864 appearances 1 recordings 1 series first heard Jun 2026 last heard 3 Jun

Kirsten Maitland’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 1 in all, peaking in Jun 2026 with 1.

Appearances

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Young and Profiting (YAP) with Hala Taha: Entrepreneurship and Self-Improvement Podcast · How This Addictive Cheese Brand Turned Startup Mistakes Into a $20M Empire | Entrepreneurship | How We Profit | E1 · 3 Jun 2026 podcast

If we're spending a dollar on marketing, it's being accounted for in that ratio.

And we target a MER of three and we adjust our spend based on that.

So if that starts declining, then we reduce our spend.

If it goes up, then we increase our spend.

Yes.

One thing I know for sure, lifetime value to your customer acquisition cost is a very important number to be monitoring.

Our customer acquisition cost averages $50, and our 30-day lifetime value is $208.

So that's a four-to-one ratio.

Wow.

The industry standard is three to one.

So we're above that, which is good.

So you want to make sure you're getting a return on your investment.

And that's one way to look at that.

It is going to be costly to acquire those brand new customers.

That's the unfortunate reality.

But as long as they're staying with you and you're getting that return from lifetime value, then it's okay to make that upfront investment.

The other thing that's really important when you look at the unit economics, because shipping is so expensive for e-commerce, making sure your AOV is good.

What's AOV?

Your average order value.

So ours hovers around 107.

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