Your high repeat rate is bad
If you have high repeat revenue as a % it's probably a bad thing
“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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