Customer Acquisition Cost (CAC) is how much it costs to acquire one customer. Definition CAC = Total marketing spend ÷ Number of new customers If you spend £10,000 and acquire 500 customers then your CAC is £20. Why it matters CAC tells you how efficient your growth is: - If CAC is rising then you are paying more for the same customer - If CAC is falling then your marketing is becoming more efficient What most people miss CAC means nothing on its own. You have to compare it to what that customer is actually worth. If it costs you £20 to acquire a customer… but they only spend £15... well, you don’t have a business sadly. Bottom line Strong brands control CAC relative to value. Discussion - What is your current CAC by channel (paid social, search, etc.)? - How does it compare to your average customer value? - Where are you seeing CAC increase and why?

Evening everyone. Could you let me know if anyone is up for our Mentoring and Advice session tonight? I’m just running slightly late for it which is why I ask. Cheers Jalil

Morning all! Happy Saturday. I have put together a new resource for those of you who are in the process of launching a business or have indeed already started. "100 Prompts for Fashion Founders" is a mobile-friendly PDF document that I hope will save you lots of time and expense. It's built around 10 of the most commercially critical areas a fashion founder has to navigate: from brand positioning and cashflow to licensing, retail relationships, and knowing when your brand is in trouble. Each prompt is structured around a specific senior expert role - brand strategist, retail buyer, licensing director - and gives you a precise brief you can paste straight into any AI tool. It's free for everyone in this community. Consider it a thank-you for being here. Download it below, keep it on your phone, and use it whenever you're facing a decision you're not quite sure how to think through. I would love to know which sections you find most useful. You can find it in Classroom > Resource Library https://www.skool.com/how-fashion-really-works/classroom/c647608e?md=beaf161bd0744a0c81d22ef989ff18a8 Cheers Jalil

I am so very proud to announce a proper, formal community for everyone off the back of my TikTok page @jalil_talks_fashion I cannot wait to share this exciting space with everyone. From the number of very kind messages I've gotten over the last few months it made sense that I seperate some space for those of us who want to engage and share quality discussions on top of real world resources. I hope this is the start of something marvellous for everyone. And I sincerely hope this will be a place where people can actually learn, improve, and level up together. Cheers Jalil