Week 11 class slides

1. Cost of Customer Acquisition
(CoCA)
The most important metric together with LTV

2. Photo by Procsilas Moscas (CC BY 2.0)

3. Photo by Procsilas Moscas (CC BY 2.0)

4. • Salaries of salespeople (even if it’s you!).
• Above-the-line marketing.
• Online marketing costs (SEM).
• Social Media.
• SEO.

5. Startup Metrics for Pirates
Acquisition
Activation
Retention
Referral
Revenue
Photo by Joriel Jimenez (CC BY-NC-ND 2,0)

7. Focus here!

8. Remember

9. Your work
• Define your marketing plan.
• Make a marketing and sales budget.
• Calculate CoCA.
• Revise CoCA calculations.
• Revise customer LTV calculations.
• Should you do any changes in your BM?
• Anyway, revise your BM by next week.
• Start working on a Cash-Flow statement (3 years, 1st year
monthly)