Spending money to grow.
WHAT TO ESTABLISH FIRST
That the business is profitable per unit That you can fulfil more orders without failing That you know where customers come from
Growing an unprofitable business makes the losses larger.
WHAT TO INVEST IN, IN ORDER
Fixing what loses customers now: slow site, broken form, poor delivery
Better photographs and descriptions, which improve conversion of traffic you already have Content, which compounds over years Advertising, once you know what a customer is worth
WHAT NOT TO INVEST IN EARLY
An elaborate website redesign Features nobody asked for Advertising before the site converts Expanding delivery areas you cannot serve
THE CHEAPEST IMPROVEMENTS
Asking every customer for a review Following up after delivery Compressing your images Putting your phone number on every page
Each costs nothing and produces measurable results.
MEASURING
Record where you are before spending. Without a baseline, you cannot tell whether the investment worked.
