Episode Summary
In this mini episode of the Free to Grow CFO podcast, Jon Blair discusses the concept of LTV (Lifetime Value) in the context of DTC brands, emphasizing its importance in measuring customer value over time. He highlights common misconceptions about LTV, particularly the confusion between LTV and LTR (Lifetime Revenue), and stresses the need to measure LTV in margin dollars rather than revenue. Jon also explains the significance of time-bound LTV and its role in assessing profitability against customer acquisition costs (CAC).
Key Takeaways:
-LTV is the cumulative value that a customer represents to your brand over time.
-LTV should be measured in margin dollars, not total revenue.
-LTV must be time-bound, expressed in specific time frames.
Episode Links
Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/
Free to Grow CFO - https://freetogrowcfo.com/
Transcript
00:00 Understanding LTV: Definition and Importance
03:14 Measuring LTV: Common Mistakes and Correct Approaches
04:59 Using LTV for Business Decisions: Profitability Assessment
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Episode Summary
In this mini episode of the Free to Grow CFO podcast, Jon Blair discusses the concept of LTV (Lifetime Value) in the context of DTC brands, emphasizing its importance in measuring customer value over time. He highlights common misconceptions about LTV, particularly the confusion between LTV and LTR (Lifetime Revenue), and stresses the need to measure LTV in margin dollars rather than revenue. Jon also explains the significance of time-bound LTV and its role in assessing profitability against customer acquisition costs (CAC).
Key Takeaways:
-LTV is the cumulative value that a customer represents to your brand over time.
-LTV should be measured in margin dollars, not total revenue.
-LTV must be time-bound, expressed in specific time frames.
Episode Links
Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/
Free to Grow CFO - https://freetogrowcfo.com/
Transcript
00:00 Understanding LTV: Definition and Importance
03:14 Measuring LTV: Common Mistakes and Correct Approaches
04:59 Using LTV for Business Decisions: Profitability Assessment
Beyond Shopify: How to Win on Amazon, Walmart & Target
The Free to Grow CFO Podcast
48 minutes 18 seconds
8 months ago
Beyond Shopify: How to Win on Amazon, Walmart & Target
Episode Summary
This week on the Free to Grow CFO podcast, we welcome back Tana Cofer, co-founder of Glitter Faced and RosieRai, alongside her husband and business partner, David Cofer. Together, they dive into the realities of launching a brand on Amazon, navigating Walmart, and leveraging emerging marketplaces to drive profitable growth.
With DTC brands facing rising CAC on Meta and Google, alternative channels like Amazon, Walmart, and TikTok Shop offer a compelling way to reach new customers—if done right. Tana and David share their firsthand experience in scaling their own brand and guiding clients through marketplace strategy.
Key Takeaways
-Defining a strategy is crucial for measuring success in marketing efforts.
-Best practices for launching on Walmart include simplifying the process and leveraging reviews.
-The competitive landscape of e-commerce requires intentionality in spending.
Episode Links
Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/
Tana Cofer- https://www.linkedin.com/in/tanacofer/
David Cofer - https://www.linkedin.com/in/david-cofer/
Free to Grow CFO - https://freetogrowcfo.com/
RosieRai - https://rosierai.com/
Glitter Faced - https://www.glitter-faced.com/
Meet Tana Cofer
Tana Cofer is the founder and CEO of RosieRai, an e-commerce growth agency focused on helping small to medium size businesses launch and scale profitably on any online Marketplace. With a passion for driving online business success, Tana leads her team in creating innovative strategies that deliver remarkable results for their clients. She is also a wife and mother of 3 children and enjoys spending her weekends in her jeep out in the Utah mountains.
Learn more about RosieRai and request a free Amazon Account audit here: https://rosierai.com/contact
Meet David Cofer
David Cofer is the CRO and Co-Founder of RosieRai, a marketplace growth agency focused on helping small to medium size businesses launch and scale profitably on Amazon, Walmart, Target and many more. David focuses on building great teams. He has built out the RoseRai team and many of their partnerships, working to create powerhouse relationships that work to propel RosieRai and their partners forward. He also loves reading and playing games with his family.
Transcript
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00:00 Introduction to DTC Finance Myths
02:33 The Journey of Glitterface and RosieRai
07:08 The Value of Operator Experience in Consulting
11:00 Strategies Tested on Glitterfaced
15:05 Walmart's Growing Marketplace Opportunity
18:34 Best Practices for Launching on Walmart
24:00 Exploring Other Marketplaces Beyond Amazon and Walmart
26:51 Challenges in Brand Growth on Marketplaces
27:42 Target vs. Walmart: Market Positioning and Strategy
30:47 Understanding Acquisition Costs Across Channels
36:32 The Importance of Strategy in Marketplace Decisions
39:52 Navigating Business as a Husband and Wife Duo
43:00 Closing Thoughts
The Free to Grow CFO Podcast
Episode Summary
In this mini episode of the Free to Grow CFO podcast, Jon Blair discusses the concept of LTV (Lifetime Value) in the context of DTC brands, emphasizing its importance in measuring customer value over time. He highlights common misconceptions about LTV, particularly the confusion between LTV and LTR (Lifetime Revenue), and stresses the need to measure LTV in margin dollars rather than revenue. Jon also explains the significance of time-bound LTV and its role in assessing profitability against customer acquisition costs (CAC).
Key Takeaways:
-LTV is the cumulative value that a customer represents to your brand over time.
-LTV should be measured in margin dollars, not total revenue.
-LTV must be time-bound, expressed in specific time frames.
Episode Links
Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/
Free to Grow CFO - https://freetogrowcfo.com/
Transcript
00:00 Understanding LTV: Definition and Importance
03:14 Measuring LTV: Common Mistakes and Correct Approaches
04:59 Using LTV for Business Decisions: Profitability Assessment
