1/ Unit economic for founders thread.

Despite being a founder and a student of the subject, I missed out on a key point growing up.

Length of relationship with your customers, order frequency, product usage and utility matter.

They didn't teach me this in business school.

2/ Structured right, products used daily vs weekly vs monthly vs yearly lead to different profitability and scalability paths.

Quiz. Which business would you pick?

a) Enterprise software - US$ 250k one time license
b) Enterprise software - US$ 30k/month recurring subscription

3/ Sound's obvious? Which one did you pick?

Twice in my life I picked A. They were both great businesses, but they didn't compare to B. Especially in the long run.

Looking back, with hindsight, I know I should have picked B.

Why?

4/ Bringing in customers is hard.

When those customers leave after a few orders, your investment in that relationship is written off.

But it is not just about the relationship or investment. It is also about scale.

What are the easiest ways to scale a business?

5/ Think about it?

a) Get more customers - acquire
b) Get existing customers to order again - retain
c) Increase order size - up sell
d) Increase order frequency - cross sell / new use case
e) Get existing customers to get you new customers - referral

(b) to (e) are free.