Florian DE LIMA

French. I do acquisition: paid, funnels, outbound. Payback and MER, not ROAS. I’ll look at your numbers and tell you what’s actually broken. DMs open.

[Florian DE LIMA @DeL93615]

app doing 20k new android users a month, 150 on ios. founder thought ios was broken.

android: $0.012 per user. ios: $4.90 per subscriber.

one ios sub is worth 400 android users. 20k users producing $240 isn’t growth, it’s a hosting bill.

[Florian DE LIMA @DeL93615]

cold outreach: track positive reply rate, not opens. under 2% means targeting or offer is wrong and volume won’t save you. above 5%, scale it.

[Florian DE LIMA @DeL93615]

for your last 5 paying customers, how did each one find you? if you can’t answer, you don’t have a channel. you have activity.

[Florian DE LIMA @DeL93615]

your first 10 customers don’t come from a channel.

a channel repeats something that already works. if nothing works yet, it repeats nothing, expensively.

take 50 specific names. reach each one with something useful. the goal of the first message is a reply, not a sale.

[Florian DE LIMA @DeL93615]

300 to acquire someone paying 50/mo is 6 months payback. fine with 12 months of runway, brutal with 4.

every new customer makes your cash worse before it makes it better.

[Florian DE LIMA @DeL93615]

signups are the easiest number to move and the least connected to revenue. if 70% never reach first value, doubling signups doubles the leak.

[Florian DE LIMA @DeL93615]

asked 50 founders four questions last week.

cost per paying customer. what they pay monthly. months to payback. retention at month 12.

nine could answer all four. the data was in stripe the whole time, they just never did the division.

[Florian DE LIMA @DeL93615]

“our CAC is low because we’re organic” is not a CAC. it’s an absence of measurement. your time is the most expensive input you have.

[Florian DE LIMA @DeL93615]

cut retargeting 60% on a shopify brand. dashboard ROAS dropped, founder panicked.

revenue flat 8 days, then up. real MER went 1.7 to 2.4.

meta was taking credit for people already in cart. moved that budget to cold creative, ended around 45k/mo.

[Florian DE LIMA @DeL93615]

@scaling_rn it will look terrible and it means nothing.

if revenue holds or goes up, the spend was never incremental. if it drops proportionally, it was real and you put it back.

three weeks because the first week is noise. most people panic on day 4 and kill the test.

[Florian DE LIMA @DeL93615]

ROAS is a platform metric. MER is a business metric. the gap between them is usually retargeting claiming sales that would have happened anyway.

[Florian DE LIMA @DeL93615]

@scaling_rn holdout. turning it off completely is too blunt, you lose the signal in the noise.

what I do: cut retargeting spend by 50-60% for 3 weeks, keep prospecting budget identical, and watch total revenue and MER only. ignore campaign level ROAS during the test.