"If you can't get Facebook working, you probably don't have product-market fit"

If you're after outsized growth as a consumer business, getting your performance marketing working is essential.

A few weeks ago, I had a drink with a founder friend. He and I both had businesses that did well during lockdown and fell apart after. I failed to find PMF for Wine List, and we ran out of money. He pivoted and is now doing very well.

We both discussed how hard we found acquisition post-lockdown. I can still remember it now. £100+ CPAs for a £40 product…