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04 / The foundation underneath
Profitable growth
Revenue is visible. The decisions that make growth sustainable run much deeper.
- 01Review contribution after advertising, not just revenue, ROAS or ACoS; contribution is not net profit.
- 02Ask what would have happened without the activity, and use controlled tests where practical.
- 03Assess repeat purchasing, replenishment and working capital before committing to a larger growth plan.
Scale when the economics, evidence and operational capacity support it, not when one percentage looks good.
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