Oliver Spark grew The White Company from £6m to £50m in six years. It all started with building a growth model - the "magic spreadsheet" - which he now uses to help other entrepreneurs grow their businesses. 

More recently, Oliver founded Sweet Analytics, a platform inspired by that same magic spreadsheet. He explains why retention is not the growth lever you may think it is, the metrics that really matter in e-commerce and how it all comes together in a growth model.