Early Stage Growth • Ballpoint

Early Stage Growth • Ballpoint

Your high repeat rate is bad

If you have high repeat revenue as a % it's probably a bad thing

Josh Lachkovic's avatar
Josh Lachkovic
Mar 18, 2025
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“We’ve got great repeat rates: over 60%” a founder told me recently.

“That’s great,” I replied “so 60% of your customers you acquire repurchase the following month?”

“Errr.”

There's a pause, then some questions, as we get to the crux of how that’s measured.

“60% of our revenue last month was from repeat customers” the founder eventually tells me.

“OK that’…

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