Oh, how many people love to increase LTV in unit economics, thereby making it positive. But do you ever think about what a positive unit means only when the number of repeat purchases is > 1, or even worse > 2?
At such moments, I like to step away from formulas and fantasize a little. This means we attracted a user from advertising for 1000 rubles, sold them a product for 2000 rubles, with a cost of 1200 rubles. But usually they come back and buy another one. So overall, the first sale is -200, but the second is already +800, cool? But what if there are 4 months between the first and second? What if during these 4 months the cost increases to 1600? What if… There can be 100 of these ifs. But they all lead to cash gaps. It's best to count on a working business model with short LTV without repeat sales. It's better if they come as a bonus later, rather than a necessity!