Thread by @_inpractise

Hello Fresh as an ecommerce membership model is interesting

$HFG looks to benefit from the sales retention of SaaS businesses with the lower CAC and high reactivation of ecommerce businesses

The weekly cadence of an ecommerce membership gives $HFG a large TAM, ecomm like CAC, and the option to reactivate customers as they wish.

One misconception about $HFG is churn breaks the model. But the fact customers come and go PLUS AoV is $60+ per week gives very high LTV and 6-month payback

What other DTC business has such low paybacks?

Full CMD and transcript is well worth reading for anyone covering DTC

ir.hellofreshgroup.com/websites/hello…