The Ledger
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Samuel Thompson: Direct-response businesses require a negative cash conversion cycle
“Like at the end of the day, at the end of the day, it's all like a math equation, right? And so like CAC versus LTV and really like you want your cash conversion cycle to be negative. So you're like, all right, how do I spend 20 dollars to sell this book for 2…”
Thompson: 90% of DTC Shopify ad traffic goes directly to product pages
“You're running when you're running ads at a product direct consumer on Shopify 90% of the time you're running that directly to the product page of which we need a product. So I need to do that. And so I don't really mess around with the homepage that much. It'…”
Thompson: Brand info products as 'starter kits' to unlock higher prices
“One thing I'm going to do on this one is call it the starter kit because I want to push AOV up, right? If it's just the book, it's hard to sell a book for 70 bucks. Like, it's just not really It's just not really gonna be a thing.”
Thompson: 3% to 5% Meta conversion rate is a strong benchmark
“I would say if you're sitting between like three and five on something like this, you're in like a reasonably good space.”
Thompson: AI should provide an 80% head start, not final output
“Cause I am very rarely trying to get a final output out of AI. I need like, I want like an 80% head start, right? So it's like, I'll grab these and be like, all right, like that's cool. And then I'll edit this stuff a little bit more.”
Thompson: Test Meta Ad Campaigns at Product Price or $50 Minimum
“I generally like minimum 50 bucks a day, but like if your product is more than 50 bucks a day, I would just, whatever your product is priced at, if you know you can get one purchase off of that ad spend to break even, it's like where I would start.”
Thompson: Use dropshipping suppliers to validate demand before manufacturer MOQs
“But to test something and like validate that it works before going and trying to fill an MOQ. At, you know, a legit manufacturer, like a merit manufacturing or someone similar, this gets you in the door to like test products faster.”