It doesn't apply with to every startup, but it does to most. Getting early adopters is usually a very "manual" process, even more so in B2B startups. My busin

It doesn't apply with to every startup, but it does to most. Getting early adopters is usually a very "manual" process, even more so in B2B startups. My business' sales will be entirely online once (if) it gets into cruise speed. Then, the CAC will lower and the LTV will rise. But until then, I have to spend a lot of) time cold calling, getting intros and doing the first B2B sales myself. If I don't do this, I won't have any customers from where to compute a CAC or a LTV.