GEConsult & Co

22/08/2026

Customer Lifetime Value estimates how much revenue or gross profit one customer may generate throughout the relationship.

LTV helps founders answer an important question:

How much can we reasonably spend to acquire and retain a customer?

A company with strong LTV can invest more confidently in marketing, sales and customer success.

However, LTV projections must be based on realistic retention, spending and margin assumptions—not optimistic forecasts.

22/08/2026

Customer Acquisition Cost tells you how much your business spends to acquire one new paying customer.

The basic calculation is:

Total sales and marketing costs ÷ Number of new customers acquired.

A low CAC is not automatically good if the customers acquired generate little value.

Similarly, a higher CAC may be acceptable when customers remain longer and produce strong margins.

CAC should always be assessed alongside Customer Lifetime Value.

20/08/2026

Not every potential customer is the right customer.

An Ideal Customer Profile (ICP) defines the type of customer most likely to:

• Experience the problem you solve
• Recognise the value of your solution
• Have the authority and budget to purchase
• Remain a profitable long-term customer

A clear ICP improves marketing relevance, sales efficiency and customer retention.

When you try to sell to everyone, your message often connects with no one.

10/08/2026

A flywheel is a growth system in which one successful activity strengthens the next.

For example:

Better customer experience creates stronger referrals.

More referrals reduce acquisition costs.

Lower acquisition costs allow greater investment in the product.

A better product then creates an even stronger customer experience.

Unlike a traditional funnel that ends after a sale, a flywheel treats satisfied customers as an engine for continued growth.

10/08/2026

Acquiring customers is important.

Keeping them is often more important.

Churn rate measures the percentage of customers who stop using or paying for your product during a specific period.

A high churn rate may indicate weak onboarding, poor service, limited product value or a mismatch between customer expectations and delivery.

Revenue growth can appear impressive while customer losses quietly weaken the business underneath.

Retention deserves management attention.

08/08/2026

Sometimes, a small change can produce a significant commercial result.

A/B testing compares two versions of the same element, such as a headline, price, button, webpage or email, to determine which performs better.

The key is to change one meaningful variable at a time.

Instead of relying on internal opinions, A/B testing allows customers’ actual behaviour to guide product and marketing decisions.

Test. Measure. Learn. Improve.

07/08/2026

A good product does not automatically mean strong product-market fit.

Product-market fit happens when a clearly defined market consistently chooses, uses and values your solution.

Common signals include:

• Strong customer retention
• Repeat purchases
• Organic referrals
• Growing demand
• Customers who would be disappointed if the product disappeared

Well, before consider scaling aggressively, founders should first prove that the market genuinely wants what they have built.

07/08/2026

Many founders believe an MVP is a poorly built version of the final product.

It is not the case.

An MVP is the simplest credible version of your product that allows you to test whether customers genuinely care about the problem you intend to solve.

Build only what is necessary to learn.

The objective is not perfection. It is indeed a validation before significant capital, time and resources are committed.

02/08/2026

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28/07/2026

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