Ricardo

Actually, with Spotify, we were extremely early, like on the mobile ad networks and so on and so forth.

So it's not a community, right?

Most of it is actually paid acquisition.

And that's one thing that also one of the things I like about the sort of the way I built these things or the category, if you will, is that the competition tends to be very like one time oriented.

And, you know, if you're doing sort of if you're doing paid acquisition, you know, it's a bit obviously it's a bidding model.

So you are an auction model.

So you want to outbid people.

So, of course, it's kind of just key to take something that is like a one time purchase and turn it into an episodic thing that happens multiple times over it.

So of course, if you can do it, you can make the economics work.

How do I know?

Is that the question?

Yeah, no, I would like to, right?

But what I usually tell people, and that is a litmus test in every single company I've worked, I said, okay, you haven't done any ads.

What do you expect your CAC to be?

I usually tell that you should ballpark around what their AOV is, which is not a great answer, but it tends to be the case.

Agencies, a lot of the times, they kind of stop spending.

Yeah.

Yeah, yeah, exactly.

But that's like I said, if you're going to start, right?

You want to budget.