Growth systems, growth marketing and scaling.

CAC is simple: divide total acquisition spend by number of new customers. The problem is most companies only look at the final number without understanding where it works and where it doesn't.

We divide CAC into 5 blocks: Awareness (where are you discovered?), Consideration (why do they consider you?), Decision (why buy from you?), Onboarding (how do you activate them?) and Retention (do they stay or leave?).

Each block has a cost. By reducing cost in each block without sacrificing quality, you reduce total CAC. This framework has helped 20+ companies reduce CAC between 40-70%.

Product-led growth means your product is the primary growth engine. Not sales. Not marketing. The product convinces, converts, retains.

Most people think PLG is "freemium only". It's not. PLG is giving more value than expected. It's making using your product easier than not using it.

Examples: Slack gives access to full history before paying. Figma lets you collaborate free on certain projects. Airtable allows unlimited records in the free plan.

Initial investment is higher. But LTV is 5-10x. Here's how to implement it without breaking your business model.

Traditional SEO is dead. Or not. But it changed. Today SEO isn't just "ranking in Google". It's:

• Ranking in Google (still important)
• Appearing in AI Overview (ChatGPT, Perplexity, Google AI)
• Showing in local search (Maps, Yelp)
• Positioned in communities (Reddit, Quora, Discord)

SEO-GEO is the discipline that optimizes for all these channels. It's not content bombardment. It's coordinated content strategy answering specific questions in specific places.

20 companies implementing our SEO-GEO framework saw 3x more organic traffic in 6 months. Here's how to do it.

Unit economics is simple: how much does it cost to acquire a customer? How much money do they generate in their lifetime?

But calculating it right is complex. CAC isn't just ads. It includes sales salaries, tools, overhead. LTV isn't revenue; it's revenue minus serving cost.

Example: A SaaS says "our LTV is $10K". Sounds good. But if COGS is 40% (servers, etc.) and CAC is $5K, you're actually making $6K per customer. With overhead, you're breaking even or losing money.

Step-by-step guide to calculate CAC and LTV correctly. And what to do when you discover they're broken.

Acquisition is expensive. Retention is cheap. Expansion revenue is free.

Expansion revenue is making money from existing customers without acquiring new ones. Can be: upsell (higher plan), cross-sell (complementary product), seat expansion (more users), or usage-based pricing (pay per consumption).

Slack made $250M in expansion revenue in 2023. Figma made $150M. The pattern: excellent product users love, so they pay more.

But expansion revenue isn't automatic. It requires architecture: smart pricing, onboarding showing value, success team knowing what users need next.

Traditional PR: pay $5K/month to agency, they pitch journalists, wait 3-6 months for coverage. Inefficient and slow.

PR hacking is different. Direct outreach to journalists, media and influencers who really matter in your niche. Contributing to publications (bylines). Being a quoted expert. Thinking authority as an asset you build, not buy.

Step 1: Map 20 media outlets your ICP reads. Step 2: Identify 3-5 journalists per outlet. Step 3: Build relationship (smart comments, thoughtful replies, story ideas).

Step 4: When you have real news, pitch. Not "we're great". Yes "we discovered X affecting your readers".

Result: average 2-3 mentions per month. Cost: 10 hours of your time. ROI: 10x better than expensive agencies.