Money, pricing & unit economics
Cohorts, LTV & repeat rate
The metrics that decide if you have a brand.
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How do I calculate customer LTV for my D2C brand - on revenue or on margin?
Always compute LTV on contribution profit, not revenue - a customer who buys ₹10,000 of product at 20% margin is worth less than one who buys ₹6,00...
What's a good repeat purchase rate for my category, and how do Indian brands compare to global benchmarks?
Global 30-day repeat-rate benchmarks run roughly 10-18% for apparel, 15-25% for beauty and 18-30% for supplements, with 'strong' brands well above ...
What's the difference between repurchase rate and retention rate, and which should I report to investors?
Repurchase rate measures whether a customer bought again at all in a period; retention rate tracks whether they're still active in a cohort-defined...
Related in Starting Up
Not D2C-specific, so it lives in our founder hub. Same engine, different corner.
Founder mental health, burnout and loneliness
Co-founder dynamics, equity splits and conflict
Founder pay, personal finance and mixing personal and business money
eChai Partner Brands
