They love disruption. Casper is a company that lives and dies by its ability to succeed with their marketing. A +20% increase in advertising rates on Facebook/Google and they’re hit HARD.Casper also relies on referral traffic from websites like sleepopolis.com, SleepAdvisor.org, verywellhealth.com, mattressfirm.com, mattressclarity.com, myslumberyard.com and sleephelp.org.If any of their direct competitors would acquire just those seven websites, Casper will, as they say, Their average order value was $495 in 2017, $700 in 2018, and $754 in 2019.It seems like a stretch that they’d be able to go from $754 to $1,068 without any additional investment in marketing or operations. Anyone with skin in the game will confirm that digital advertising will get My bet — The cost to acquire a customer for Casper will INCREASE over time.That’s a huge liability: They spend almost as much money on advertising as manufacturing their mattresses. But, it’s certainly a possibility (with low probability in the short term). And if they end up, say, building an app that improves your sleep, they’re suddenly up against Sleep Cycle, Spotify, Calm and Headspace. Okay… moving on…This is up from 44% in the same previous period, which is a notable improvement for Casper's bottom line.Based on all previous numbers, the math breaks down as follows: The marketing team at Casper invests $305 to acquire a customer that spends $754.It costs $377 to manufacture the products they sell, so they’re left with $377.

We’ll return to this later.Because of the rapid expansion of their retail stores, it’s a bit tricky to make an apples-to-apples comparison of 2018/2019, but they managed to increase average order value (up roughly +8% year over year) while increasing their advertising spend by 23.0% and increasing the revenue in their direct-to-consumer channels by +20%.Building on the previous conclusion: Casper increased their average customer acquisition cost even though they increased their retention rateAccording to several mattress industry reports, a “residential user” (i.e. The problem is–See‚ there’s something else that Venture Capital loves more than anything else: Hockey-stick growth. ... entrepreneurs and investors that look up to companies like Casper. Deduct $305, and Casper have $72 left to run the other aspects of their business.This would be pretty good if the marketing team was operating in isolation, but they’re not. They have a 31% aided brand awareness, 80% positive brand sentiment and 60 in Net Promoter Score.This is brand equity at play: Casper is aiming to convince its (future) investors that their brand holds a lot of value. Prueba Prime Hola, Identifícate Cuenta y listas Identifícate Cuenta y listas Pedidos Suscríbete a Prime Cesta. Buy Casper movie posters from Movie Poster Shop. Fast-forward 3 years, to Aug 8 (2018), and the narrative has changed to It does, indeed, seem like Melia Robinson will be buying her next mattress in a store :-)There’s no way to know if any of the 1.5 million customers that bought a Casper mattress between 2015–2019 will return (organically at that, without aggressive marketing), to buy a new mattress in 2025–2029 because of their affinity for the loyalty or affinity for the Crazy talk. And… I’m getting ahead of myself.To fully understand the financials of this company, you need to understand consumer marketing. All casper posters are produced on-demand using archival inks, ship within 48 hours, and include a 30-day money-back guarantee. I’ll return to this point, but that would mean that Casper is yet to complete a full cycle (their first customers are from 2015). This isn’t a secret… in fact, the word And hey — I’m not writing this to hate on Casper. A treasure-trove of insights. 597 of which are employed full-time. My favorite part of any company filing to going public is the second they open up their books and show the world what their entire business model looks like. But, that would potentially be at the cost of reduced conversion rates.A total of 829 full-time and part-time staff. No pinholes or tape and has never been hung or displayed. Okay… moving on…This is up from 44% in the same previous period, which is a notable improvement for Casper's bottom line.Based on all previous numbers, the math breaks down as follows: The marketing team at Casper invests $305 to acquire a customer that spends $754.It costs $377 to manufacture the products they sell, so they’re left with $377. With fancy branding, poor unit economics… and a marketing team with deep pockets.Granted, I’m a marketer, not a financial analyst. Remember — this all assumes that they maintain their existing operating costs and nothing else happens to their business.It seems unlike, impossible even, to lower the cost from $377 to $220.

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