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  "notes": "Uses a LTV vs. CAC curve to demonstrate the fallacy of aggregate profitability metrics.",
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      "text": "Average Acquisition + Service Cost",
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      "text": "1. Plot each customer's LTV from lowest to highest. 2. Plot a line for average customer acquisition cost. 3. Intersection point reveals 45% of customers are unprofitable.",
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      "text": "I experienced this first-hand when I was running merchant analytics at PayPal. Companies get away with a large unprofitable customer base because they look at profitability in aggregate",
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      "text": "I experienced this first-hand when I was running merchant analytics at PayPal. Companies get away with a large unprofitable customer base because they look at profitability in aggregate - Emad Hasan, CEO & Co-Founder",
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