Author: Aliyan Ahmed
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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 exit button.
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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 from $28 to $1, and the brand became a cautionary tale. The brutal part: most of that damage was preventable with a single framework applied 18 months…