Matt Ristel

And I, and I'm coming back to answer your question.

We, uh, cast a, when we, when it comes to top of funnel, um, we're always trying to grow and that's what I live, eat, sleep and drink is how do we grow faster?

And we cast the net wide and then we narrow it down per channel.

So if we wanted to go approach a new channel, which we do all of the time, we cast a really wide net, which makes your CAC go up, right?

Because you have some things that work and don't work.

And what we do is we narrow it, narrow it, narrow it down.

And so we are, our CAC is constantly expanding and contracting.

And that number varies drastically by channel.

Um,

Well, I mean, it's just whether or not that channel is optimized.

I mean, it really, it varies per, per channel.

I mean, overall, what we, we, we have to make sure as a company, if you're a, if you're a company at a Silicon Valley and you're going to, you're okay with burning $2 million a month, which most of them that are our size growing as fast as we are.

So back to the pricing model, the pricing I quoted you is if you pay for a year in advance, that's the pricing.

Otherwise, if you pay month to month, it's $20 base fee plus $5 per employee.

Oh, we test all the time.

Again, it's, that's one of those channels that goes like this and it really does expand and contract.

Yep.

The 40 million ARR?

Oh, why is that the magic number?

Um, cause I've never heard that as the magic AR.