Of an acquisitive nature

Customers have an acquisition cost in almost every business.

Most small businesses, and even a few large ones, don’t bother figuring out what it costs to acquire a customer.

The cost is just buried in some other detail but never fully articulated.

But for a business to survive and thrive, as a start-up, you need to know that cost to you.

Customers also have a long-term value, and so long as the LTV outweighs the acquisition cost, you’ll make money.