by EmilyDolton | Aug 24, 2026 | Growth Strategy
A target like £5m or £10m is wonderfully simple. The route to it often isn’t. Say you’re currently at £6m and want to reach £10m. Where’s the £4m going to come from? It’ll likely be a combination of these, as a starting point… more new...
by EmilyDolton | Aug 24, 2026 | Customer Behaviour
I’m of course a big believer in using data to understand a business, but there are questions it can’t answer on its own. Say customers who order samples are considerably more likely to buy. That’s great – but why? Maybe it’s that...
by EmilyDolton | Aug 24, 2026 | Marketing Performance
Imagine you’ve got two acquisition channels. Channel A (let’s say, TikTok ads, as an example) has a ROAS of 8. Channel B (let’s say, Meta ads) has a ROAS of 3. Which gets the extra budget? On that information alone, probably TikTok. Now imagine that...
by EmilyDolton | Aug 24, 2026 | Commercial Thinking
Sometimes you can analyse customer data beautifully and still be missing the thing that matters, because businesses aren’t just numbers. A conversion change might coincide with a website change. A drop in repeat purchase might relate to a product issue....
by EmilyDolton | Aug 24, 2026 | Commercial Thinking
Growing revenue feels great. The first £1m, then £3m to £4m then up to and beyond £10m. More customers. More orders. More scale. But growth brings costs with it too. Product costs rise. Fulfilment gets more expensive. Payroll increases. Acquisition costs change....
