These three things determine your success

There's a lot of leverage in these three metrics, and they really, to a large extent, will control your fate as an entrepreneur. Online, the total gross profit of your business is lifetime value minus cost per acquisition times the number of customers you have. You can have a really high lifetime value. Every customer is worth a lot of money to you. However, to get a customer, your cost per acquisition is higher than what the average order value is up front, so you'd actually be running cash negative. Even though you're building this asset, that's going to be worth a lot of money, right? However, when average order value is higher than CPA now, you can get as many customers as there are out there because you're not losing money on each customer. And that then opens up our audience to then grow our company even that much faster.