What's the calendaring looking like for your clients?

Yeah.

Actually, if people want a real breakdown of this, I actually released an episode of my podcast, The Interference Podcast, that is a breakdown of exactly this.

I call it the 30-minute BFCM plan to maximize your profits.

It's just like 30 minutes of exactly what we're telling our growth strategists internally, exactly what we're doing for our clients at AJF Growth.

And my big pieces of advice for this are Spend now.

That's part of it.

Yeah, is the Steady Eddie 50-year compounder still available for consumer brands that are starting today, the last few years?

right you know without a tool well you need tools you need calculators you need spreadsheets the ideal tool is software so they can do that sort of thing for you so it's like a yeah I'm keen to hear how you guys are solving those sorts of problems because like these tools are incredible they can you know give your team so much more leverage make your team so much more powerful I was listening to one of your podcast episodes recently before and you were talking about opportunity selection you know choosing the right thing to spend your time on and it's like this Couldn't be more that, right? Like, what is it that your A players are going to spend their time doing? Is it the mundane clicky, button clicky stuff? Or is it the stuff that you hired them for, right? You see,

it's possible that it is.

That's the thing.

It's possible that there's actually some things that are mundane and button clicky that are actually where you went.

And that's actually part of what I'm sort of trying to sort through is like what actually makes you successful with brands and what actually makes you have you know, high margin service business clients that last for a long time, which is really the game.

Right.

So like, uh, so how you do that, I'm going to enter into the conversation, Jerry Seinfeld, um, from a quote that Patrick just tweeted this at me in response to me talking about how much the details matter on Twitter.

Like they just

right.

Right.

So like when I tell a media buyer, you should care about, you know, before you change your manual bit or whatever, how, you know, it's just, and like, when I answer that question, I'm like, uh, 50 purchases.

That seems reasonable to me.

And so that's what you have to do.

The position I end up in is saying, make a decision that you think is reasonable because you're not going to get the perfect truth on all of these things all the time.

But then over time, my hope is that you could be more reasonable.

They're all different ways to consider the potential result.

Andrew, wh- where does your mind go here?

Um, okay, so if you've got CPG, high LTV built off, uh, you know, sold in convenience stores, I had the same thought as Cody, which is just that, uh, that it probably is low, low AOV and, um, in a way that makes me think like, um...

Well, yeah, I mean, I guess the way I'd put it is it's r- I'm surprised they're able to do, uh, you know, roughly seven and a half million, according to your math there, in D2C because, uh, because it's very hard to think of many convenience store products that actually do well as D2C.

Like, it's, those, those are two channels that don't work very well with each other, and the problem is that D2C, what I think a lot of people forget this, last mile shipping is core to what D2C is.

And, and, and so, so, uh, last mile shipping just is expensive and, and therefore it's really hard to make that work margin profile-wise, uh, without extreme LTV at a very low AOV.

Um, because, because you're just going to get eaten up on margin by that shipping cost e- even when you charge for it, right? If you charge five bucks for shipping, you're, you're probably paying at least that much to get it to the customer's door, which means you have a zero percent item in your unit ec- a zero percent, uh, margin item in your unit economics that blends down your unit economics really aggressively.

So, um, th- now, having said all that, uh, the counterargument to that is if seven and a half million in D2C is nothing to sneeze at, that means there's a m- material amounts of people buying this product there.

Just 15% of ad spend, reasonable fee.