How Does Your Brand Stack Up?
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Retention is often talked about as what happens after someone buys, but John Narducci argues the real story starts much earlier. As former Retention Marketing Manager at hemp and wellness brand Feals, John explains why the promise a brand makes in its acquisition ads directly shapes how long a customer sticks around, and why chasing a lower cost per acquisition can quietly cost far more on the back end.
John also walks through the three-bucket forecasting model he built to give Feals daily and weekly visibility into acquisition spend, and shares the most common reason subscription customers cancel, which has far less to do with the product than most brands assume.
● Why acquisition messaging, not just retention tactics, sets the ceiling on how long a customer stays
● The three-bucket model (subscription, repeat, new customer) Feals used to forecast towards EBITDA
● Why chasing a lower CAC can quietly double payback time on the wrong cohort
● The most common, and most avoidable, reason subscription customers cancel
● Why Feals holds the line on site-wide discounting outside Black Friday and 4/20
John Narducci
LinkedIn: https://www.linkedin.com/in/john-narducci-b30540185/
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– Nate and the Profits on Purpose podcast team
Connect with Nathan Littlewood on LinkedIn: https://www.linkedin.com/in/nathanlittlewood/
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Welcome to the Profits on Purpose podcast, where we explore the journeys of purpose-led founders and the financial strategies that help them survive and thrive. Host Nate Littlewood sits down with eCommerce and CPG founders to unpack the real-life tension between a brand's mission and the practical realities of generating profit.