1Segments and demand scenarios
Who buys, when and why.
Customer Acquisition Strategy
Demand you can test. Segments, messages, channels and the path to a deal, built around the cost of a customer and its payback period.
Sound familiar?Channels are launched without a shared logic, Acquisition cost is rising, and nobody understands why, Marketing is judged by reach
Marketing and Advertising
How we work
1
2Acquisition economics
How much you can pay for a customer given your margin and cash reserve.
3Channels to test
Which hypotheses we test, in what order and with what stopping criteria.
4The path to a deal and analytics
Where each step is recorded and how the budget is optimized.
Sound familiar?
- Channels are launched without a shared logic.
- Acquisition cost is rising, and nobody understands why.
- Marketing is judged by reach.
What usually lies behind it
The cost of attention is rising in almost every market, and that isn't your fault. The real question is whether your margin can bear the new price of a customer. If the model hasn't been recalculated, "marketing stopped working" really means the economics stopped adding up.
What you get
A map of segments and demand scenarios.
The maximum affordable cost of a customer by segment.
A channel test plan with criteria.
An analytics setup from inquiry to money.
The cost of waiting
If nothing changes
- 01
The budget will be allocated out of habit.
- 02
Inquiries will stay impossible to compare by quality.
- 03
The team won't know what exactly to improve.
When you don't need this service
- The offer doesn't differ from competitors'. Positioning comes first.
- Demand rests on one channel that works, and the only task is to scale it. Then working in that specific ad account is faster.
How to tell it worked
Cost of a customer
including marketing and sales salaries, by channel.
Payback period
how many months until the cost of a customer is recovered.
Resilience
the share of revenue from the main channel.
Questions
How many channels do we need?
As many as you can test with clear criteria. Usually you start with two or three.
When should a channel be switched off?
When it fails a criterion named in advance, on cost per customer or payback period, within the agreed time.
What if demand relies on referrals?
That's a strong sign of the product and also a ceiling: this channel scales poorly with money. You need a second channel you can manage.
Related
Services: Marketing as a System · Marketing Audit · Google Ads Materials: Unit economics for owners: seven numbers · Marketing stopped working: five real reasons
Related to this service
Article · 5 min
Unit economics for owners: seven numbers
You don't need a forty-tab financial model to tell whether a business is making money or imitating growth. You need seven numbers and honesty when you fill them in.
