Learn to run your business by the numbers.
What to look at, with which numbers and why. Start with the path, or go straight to the question you brought.
- 14 topics
- 5 free
- 76 min of reading
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5 readings, in this order. Each one builds on the one before.
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- Profitability: knowing whether the business can afford to growBefore spending a peso on growth, know whether the business can take it.
- How much you really keep from each saleThe lines almost everyone forgets when working out their margin.
- The sales funnel: from stranger to customerHow a stranger gets all the way to buying from you.
- The cheapest lever: your website's conversionWith planSell more to those who already arrive, before paying for more people.
- Building a profitable strategy from scratchWith planOnly now: build the plan with everything above.
Every topic, by question
Chapter 1
The numbers
Whether the business works, what you actually keep, and what each dashboard metric means.
- Profitability: knowing whether the business can afford to growThe four metrics that decide whether it pays to invest more, the rule that tells you if you can scale, and how each one is calculated.5 min · 4 partsFree
- How much you really keep from each saleThe full Argentine cost structure, the difference between markup and margin, and why the number almost everyone calculates is wrong.5 min · 4 partsFree
- ROAS: why the number alone means nothingThe break-even point of advertising, how to calculate it, and the calculation that changes everything if you sell services.5 min · 4 partsFree
Chapter 2
Getting customers
How a stranger gets to buying from you, and how you build what they'll see.
- The sales funnel: from stranger to customerThe three stages, which campaign you build in each one, which audience you choose and what content goes in, with the ads written out.8 min · 8 partsFree
- The insight: why an ad connects or bounces offThe uncomfortable truth that makes someone feel seen. It's where everything else comes from.4 min · 4 partsFree
- Advertising anglesThe perspective you tell the product from: it's most of what makes an ad work.6 min · 4 partsWith plan
- Anatomy of an ad creative that sellsThe elements of a piece, the formats that work, the hook second by second, and why AI writes you generic copy.6 min · 5 partsWith plan
- The full creative process, step by stepFrom idea to published video: topic, brainstorming, script, stress-testing and production.7 min · 6 partsWith plan
Chapter 3
Selling more with what you have
The levers that don't depend on spending more on ads.
- The cheapest lever: your website's conversionHow it's measured, what to compare it against, where people get lost and what to fix first.5 min · 5 partsWith plan
- Building a landing page that convertsSection by section, in order, with what goes in each one and the mistakes that kill conversion.6 min · 5 partsWith plan
- Retention: the money that's already in your customer baseWhy ten customers who buy ten times are worth more than a hundred who buy once, and how you build that.4 min · 4 partsWith plan
- Services: why you don't run them like an online storeA different main metric, different targeting, a different rhythm. And the calculation almost nobody makes.5 min · 5 partsWith plan
Chapter 4
Deciding and managing
For once the above makes sense: building the plan and running it day to day.
- Building a profitable strategy from scratchThe order it's built in, why that order, and what happens when you skip a step.5 min · 5 partsWith plan
- Reading and managing a campaignThe thresholds you decide with, how much to raise the budget and why, what you touch and what you leave alone, and how to diagnose when something isn't working.5 min · 7 partsWith plan
The strategy, creative and campaign topics come with the plan.
Those are the ones with the full processes, the thresholds decisions are made on, and cases worked end to end.
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