Money, pricing & unit economics
Unit economics & contribution margin
Do you make money on order number one?
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How do I calculate CAC, and what's the difference between blended CAC and new-customer CAC?
Blended CAC divides all acquisition spend by every new customer (including organic, referral and repeat-driven traffic); new-customer paid CAC divi...
What does a healthy CM1 / CM2 / CM3 actually look like for an Indian D2C brand?
Rules of thumb for Indian D2C: aim for CM1 (gross) of 60%+ so there's room to absorb the ecosystem tax, CM2 comfortably positive after shipping, RT...
My revenue keeps growing but I'm still losing money. Why does that happen?
Growth hides a broken unit economics model: if your CM3 per order is negative, every additional order digs the hole deeper, and topline just makes ...
How do I factor RTO, returns, COD, shipping and discounts into my true margin?
These are the silent margin killers that live inside CM2, and in India they're brutal: COD orders can cost 50-100% more to serve, RTO on COD often ...
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