FIELD NOTES
Field notes on what caps a company's value, and how to take the cap off.
The value cap
My father ran a hardwood floor business in Southern California with a crew of 25. A partner developed a drug habit and embezzled. Payroll bounced, payroll taxes went unpaid, the IRS came after him, a…
The value cap
Published CAC averages run from $86 for ecommerce to $1,500 to $3,000 for wealth management . You own several operating companies, and each one reports a customer acquisition cost with a benchmark at…
What the buyer sees
Three ads. A hundred clicks each. The first costs $5 a click, the second $10, the third $20. Ten customers come from each. On the surface, the first ad wins. Intercom's walkthrough puts it plainly: &…
Revenue Systems
Customer acquisition cost is spend divided by new customers. Here is how to calculate it, what a good number looks like, and what the formula leaves out.
