Acacia vs. Teak Wood (and Straight grain vs. Interlocked grain)

Acacia (a.k.a Babul in India) is a bushy kind of a tree that takes a lot of time to mature. It is known for its huge thorns. It is indigenous to the Indian Sub-continent as also in Tropical Africa, Burma, Sri Lanka, Saudi Arabia, Egypt and in West and East Sudan. In India, natural babul forests are …

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Rich Couch and Poor Couch – The Ferrari and Maruti of Couches are not so distinguishable!

As a child, I was always excited to buy something new and I still have that child in me every time I have to buy something new. As a buyer, I want to see the value I am getting for that extra buck (even in terms of vanity). When you start to research about cars …

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The importance of LTV to CAC Ratio and why should it atleast be 3X?

Measuring the LTV:CAC ratio is important because you don’t want the cost of acquiring a customer to be higher than the value of the customer. Even if it is 1:1, it is harder to be profitable. Even if it is just >1, it is difficult to be profitable because you have other costs involved in …

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Foam Mattress – Market Overview, Manufacturing Process, Adulteration Methods, Cost Structure and Density Testing

In this blog post, we will discuss the foam mattress market in India, the manufacturing process involved, adulteration methods used by manufacturers, the cost structure of manufacturing and the testing methods of various density foams. Market Overview The market size of the Indian mattress industry is close to 10,000 Crores (INR) and is comprised of …

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Import Costing: FOB vs. CIF vs Landing Cost

In this blogpost, we will understand the cost structure of importing an electronic good from China to India in detail.  When importing any item and negotiating with the seller in another country, broadly the options available are FOB and CIF. Not all sellers provide CIF but they atleast will have some agents who can take …

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Branded Traffic vs. Non-Branded Traffic

Brand traffic and Non-brand traffic provides the proportion of the SEO traffic that is coming from people (search queries) looking specifically for a particular company X vs. people who were looking for the solution that company X provides. This provides a share of traffic that the company X garners for the category of solutions that …

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E-commerce Marketing Touchpoints, Channels, Funnels and Attribution

Rarely will a buyer click your advertisement, fill in the details, read a blog post, then purchase your product in one single continuous journey; the journey is just not that linear. Customers evolve w.r.t. their awareness, trial, usage and brand/product loyalty across time and across devices and platforms. Therefore, how you want to develop a touchpoint …

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The Psychology of Cart Abandonments

eCommerce cart abandonment is when online shoppers add items to the shopping cart, and then leave your site before completing the purchase. Category Managers witness that one of the primary reasons for a dip in purchase conversion is an increase in abandoned carts. While one witnesses statistics that 80% of the cart additions gets abandoned …

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How e-commerce merchandising teams study various customer cohorts to devise merchandising strategies that drive discovery and shape demand?

Merchandising essentially is answering the question of what products should we show to which customers. Merchandisers should show the right products to the right customers at the right time and drive maximum CTRs and conversions on various pages and slots on the website. Broadly, for any e-commerce website, there are customers coming and searching (showing …

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Whether to Expense or Capitalize An Expenditure

A capitalized cost is an expense that is added to the cost basis a fixed asset on a company's balance sheet. Capitalized costs are incurred when building or financing fixed assets. Capitalized costs are not expensed in the period they were incurred but recognized over a period of time via depreciation or amortization. A fixed …

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Cost of Capital and IRR, Explained!

When you take a loan, you pay an EMI for the loan at a specific rate of interest, which is the bank's rate of return. Similarly, when you invest in a home and lease it to a tenant, the returns you get are the monthly rent and the final underlying asset value. So, each investment …

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Why shouldn’t companies use equity for working capital requirements?

Companies requiring funds can categorize all their requirements essentially into two buckets, debt financing and equity financing. Typically, debt financing involves borrowing funds from a bank or from the general public by issuing bonds. Equity financing includes selling shares of stock or taking on additional owners. The one common mistake entrepreneurs make is thinking that these …

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Life lessons from Sportsmen and Sports

I've always found sportsmen's life very interesting. I believe that a sportsman's life encapsulates in a short span of 10-15 years everything that normal people see in their lifetime. They almost live in a fast forward mode. I just love the passion sportsmen exhibit on the field and the fire in the belly they have …

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Push Notifications – Web and App

Push notifications are messages that an application initiates and sends to a computing device such as desktop, mobile or tablet. A web push notification enables you to interact with personalized and customized content with customers who have opted-in over a web-app. Web push notifications can be sent over browsers on desktop, tablet or mobile.  Mobile …

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Amazon CTR: What It Is? How To Improve CTR Rate Explained?

The below article was written by Ankitha Nagaraj and was originally posted at https://www.sellerapp.com/help/article/low-ctr/. What is a good CTR rate? Anything around 0.5% and above can be considered as a good CTR rate. CTR rates below 0.3% are very bad and require a lot of attention. However, a well refined and targeted campaign on Amazon …

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Amazon Sponsored Ads Retargeting on off-amazon websites

Amazon broadly has three different types of ads for brands or sellers, headline search ads, sponsored ads, and display ads (as shown above). All of these advertising options are Pay Per Click (PPC) so you only need to pay when someone clicks on your ad. Earlier, Amazon Sponsored Ads only used to be shown on Amazon …

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Sessions vs. Page views vs. Hits

A session is a count of a user until the cookie of that user expires, and it is essentially a set of interactions by a user within a time frame. If you go to amazon.in and browse around a few products, you will register a session – 1 session. If you go to the product …

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The how and why of innovation adoption

If only we would know how a new product will do in the market, we will be super-rich. In this data-driven world, all innovations are highly backed by data and are really coming from consumer needs measured on a regular basis. However, still, new products fail in the market causing drastic losses and stalling growth …

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How to split your marketing budget between customer acquisition and retention activities?

In any industry, customer acquisition and customer retention don't increase indefinitely as marketing spend continues to increase. One hits a ceiling (depending on industry to industry) even though marketing spends continue to increase. This brings an entrepreneur or a marketing leader to an important question: how can one determine the optimal way to split marketing …

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