The real price of a customer
Know exactly what you can pay to win a customer, and the point where you're paying to lose money.
DTC UNIT ECONOMICS MASTERY
The secret of
DTC scale vs DTC fail
See through any business model. Think like a 9-figure entrepreneur.
6
Short lessons
5
Strategic actions
Lifetime
Application
Scale vs fail
Before a dollar is spent on ads
One brand is set up for success. The other is about to send its media buyers to their doom.
The discount ceiling
Know how deep a sale can go before it starts murdering margins.
The number that compounds
Know why margin percentages lie, and which number pays for scale.
What's Inside
Six lessons.Five strategic actions.
Entrepreneur X-Ray Vision
See through the business model of any business, a DTC brand, a restaurant or a factory.
When Bigger Is Cheaper and When It's Not
When volume makes every sale more profitable, and the point where it breaks.
Order Anatomy
The only five parts of an order worth analyzing.
Follow the Money
Every dollar that leaves after checkout, and the profit most brands never see.
Moving the Needle
The decisions that move profit, and who in the business should make them.
Built to be implemented
Short lessons, structured
Six lessons, none longer than six minutes. The whole course takes less time than a lunch break.
Visuals that make the concepts click
Every lesson comes with the deck. Frameworks you'll pull up long after you've finished.
Before you buy
Not for you if:
- ✕You're new to DTC and still learning the basics
- ✕You want ad hacks and tactics
- ✕You're happy using ROAS to run the business
Perfect for you if:
- ✓You want to know what a customer is worth before you bid on one
- ✓You'd rather set the targets than be handed them
- ✓You want to see the business, not just the ad account
Testimonials
“Most CFOs are proficient with cashflow, P&Ls… what sets Val apart is his thorough understanding of Marketing.”
Kieran Stott · E-commerce partner for independent UK retailers · Val’s client
Donal Breslin
Managing Director, Nomad the Label
8 figure apparel brand, Australia
“Val is my go-to guy for any eCommerce client that needs financial expertise… I’ve introduced him to several of my clients.”
Adam Kitchen
CEO, Magnet Monster
“Val excels at simplifying complex concepts… his ability to build models paints a clear picture of profitability and cash flow.”
Toby Waller
Founder, Brick
“I’ve worked with Valentin on a bunch of projects… he’s great with finances, operations, and linking it all back to marketing.”
Nathan Perdriau
CEO, Blue Sense Digital
Also included: the Beyond ROAS eBook
Beyond ROAS eBook
- ✓The full argument for why ROAS stopped being a useful number, and what replaces it
- ✓Written for operators, not accountants
- ✓Includes Kindle and PDF versions
The instructor
Valentin Kuznetcov
I'm a fractional CFO to DTC brands, and I've sat in the Chief Growth Officer seat too, so I know what each side is up against.
Most of my work is directly with founders, helping them make better calls. I've also coached CFOs, CMOs, agency owners and performance marketers on how the two sides fit together.
I've thrived in DTC because of the gap between finance and marketing. I want to share everything I've learned, in the fastest way possible, because this industry never slows down.
Outside of work I'm deep into biohacking and energy optimisation, mostly around the nervous system.
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Get Started
Full Course
- ✓Six lessons on what makes a DTC brand scale or fail
- ✓Five strategic actions to put it to work
- ✓The full deck
- ✓Beyond ROAS eBook