Looks like a useful tool — I’ll check it out!
Hi Rick — that picture is actually from Mad Men and isn’t a VC pitch, but rather a focus group where ad execs are trying to get feedback from the target audience of their product. Just like back then, I like to start validating ideas by talking to prospective customers and thought an image where that’s happening from one of my favorite shows would…
Glad you liked the article Deanna! That boardroom article is actually from a Mad Men episode when they were running a focus group for a product targeted at women. Even with all of the technological advancements since that show took place, it’s still a really valuable part of the process to talk with customers like that!
Glad you liked it! I’m a family of 4, but kids are too young for meal kits so it’s just for the two of us. Few of the meals I’ve seen are optimized for kids — that seems like a market that’s not yet been created. I also agree with you on the challenge with managing it. Shoot me a note at email@example.com and I’ll share an idea I had for that.
Our data didn’t show V-Day seasonality was large enough to make that month overall a high one. I’d assume most of the aggressiveness there is targeted at one gender and people in relationships vs. tax day / April when addressable market is nearly everyone. What V-Day did do, though, is bend the in-month curve — it was the only month where the 1st 10 days were the most expensive.
I agree. I was referring to gross margins that do not include any acquisition costs. I also generally agree that ‘push’ businesses might have higher CAC but it’s also more variable. Some are so new / innovative that they get so much PR, word of mouth, referrals, etc that many new users are not paid for in a traditional sense.
Sure! Imagine something like meal kits (e.g. Blue Apron, Plated). When the category was just starting, there was almost no ‘pull’ as they had to introduce the concept to prospective customers. At that time very few were searching for ‘meal kits.’
Fast forward a bit now that the category has been defined and a search shows…