Articles
The math, frameworks, and verdicts most expansion agencies will not show you.
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AOV-to-CAC Math: The 4-Number Test That Decides Whether a New Market Is Worth Entering
4 numbers decide if a market is worth entering: local AOV, true CAC, contribution margin, and payback months. The AOV-to-CAC math test. rhetica.com
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The 3-Layer Protocol for International Funnel Analysis
Your country-level conversion rate is the most dangerous metric in your international dashboard. Here is the 3-layer protocol I run on every international funnel before anyone touches the…
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Should You Exit That International Market? The SCALE/FIX/MILK/EXIT Decision Framework for DTC Brands
Last Updated: February 10, 2026 Allbirds lost $419 million over five years trying to make international markets work. They eventually transitioned eight markets to distributors, their stock fell…