Growth had plateaued and the founders chased every channel at once — three ad platforms, two marketplaces, a wholesale push — with no read on which actually paid back. Decisions were made on gut feel and the cheapest agency invoice.
What we rolled outWe ran a contribution-margin diagnostic by channel and cohort, then cut two unprofitable channels, repriced the subscription tier, and concentrated spend on the one segment that retained. A simple weekly scorecard replaced the guesswork.
Estimated resultWithin two quarters the business grew on a smaller marketing budget, and repeat revenue became the largest line for the first time.