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"Thank you to Wheat from Chaff for compiling this report on our current capital raise.
I am happy with much of the reports accuracy. However I would like to provide some further context on your points regarding CAC and on sales performance to date –
In 2017, the management team made a strategic decision to shift more of our marketing effort on SEO vs. paid marketing. Key to this thinking was the long term benefit of SEO outweighed the short term traffic and sales spike from paid channels.
The investment in SEO brings long term benefits, especially reduced CAC, but take time to realise. Additionally the investment is upfront but does not need to be sustained to same levels as say, Google Adwords.
This change in marketing direction was the key reason why sales performance didn’t meet plan in 2017 but will have far more positive long term impact.
Already we are ranking top pages of key search terms including “Vintage Gucci”and month on month traffic is increasing – for example, organic traffic is up 41% Year on Year for November!
With the focus on driving growth next year, this investment will make a big difference to both exceeding sales targets and driving down the CAC.
I hope this provides your readers with a broader understanding both of company performance to date and also more generally, how we as a team approach making decisions."
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