The reason why I didn't invest was the revenue growth last year was fairly modest based on their advertising expense.
A revenue increase of ~$3m is not much, given an SG&A expense of $15m - not very impressive at all.
Even if large percentage of revenues are repeat clients ... clearly I was wrong!
The unit economics of this maybe stronger, I don't know.
Does anyone have an idea of:
- Annual Recurring Revenue (ARR)
- Customer Lifetime Value (CLTV) / Customer Acquisition Cost (CAC)
- CAC Payback (in months)
- Recurring Profit Margins: ARR minus cost of sales, R&D, and G&A, but before spend onS&M
- Customer Churn Rate - critical
There are some of the key metrics I believe.
I suspect the CAC is quite low now (and IBM would help with that regard)
The churn rate is probably fairly low as well.
The reason why I didn't invest was the revenue growth last year...
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