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Critical Evaluation (Experimenting and Evolving (Digital Store (value…

- - - - cost per acquisition (CPA)
      - people and their actions
      - referral / viral coefficient: how many new customers will use a product as a consequence of each new customer who signs up?
      - customer lifetime value (LTV)
      - activation / conversion rate
      - retention / churn
  - - - referrals
    - - low attrition rate
- - - - affordable loss
      - commitment from stakeholders - new directions
      - leverage surprise
      - means
      - Partners rather than competitive analysis
      - Leveraging contingencies rather than avoiding them
- - - - early adopters want to buy direct
      - customers want to buy from who understands them
      - people want convenience
- - - - Customer knowledge (feedback) is valuable and can assist strategy formulation.