How Do You Get From 300 K to 30 Million?

Every single subscriber that we signed up for the first two and a half years had to be what I called box one profitable, which means we had to make money on you as a customer. We were maniacal about like reaching out to everybody. Just going to people and being like, do you want to be included in the box? And like, can you tweet about us? Yep. That's how we built the business. So then you've got this bowl list of subscribers who are starting to fund the business and are profitable on the first customers. After a while, it was like, okay, we'll spend the profit of box one and box two on acquiring that customer. Because we

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