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Marketing Technology Stack

How to Build a Marketing Technology Stack (MarTech Stack) for Your Startup

A lean marketing technology stack can help your startup automate many daily tasks. We look at how to build a MarTech stack and why startup teams should care about it.

Unit Economics

What Are Unit Economics and Why Are They Important in Early Stage Startups?

Unit economics is one of the best ways that early stage startups can track and measure their growth and profitability. Read on to learn why taking a unit economics approach helps you steer your SaaS company in the right direction.

Customer Acquisition Cost CAC

Why a Low Customer Acquisition Cost (CAC) Isn’t Always a Good Benchmark

Reducing CAC is one of the best ways to increase a company’s profitability and likelihood of success, but a lower CAC can also have unforeseen consequences.

Business Roadmap

A Business Roadmap to Grow SaaS Startups From $0 to $50M ARR

Company growth from $0 to $50M seems like an impossible dream as a SaaS startup. We take a look at some fundamental pieces of getting to $10M ARR, and beyond.

Authority Marketing

6 Effective ‘Authority Marketing’ Tactics to Promote Your Brand’s Expertise

Authority marketing is achieved when you make your digital brand a known entity in the market. Use these effective tactics to promote your brand's expertise.

Cohort Analysis

What Is Cohort Analysis and Why Is It Useful?

What is a cohort? What is cohort analysis? Why should you care? In this article, we dive into the what, why, and how of cohort analysis with a definition and examples.

Stock Warrants

What are Stock Warrants and Why Lighter Capital Doesn’t Use Them

A stock warrant is an agreement in which a lender has a right to buy equity in the future at a price established when the warrant was issued. But what are the risks? Why do venture lenders require them? Here's everything startup founders need to know.

Venture Capital Investment Evaluation

The Role of Data in Venture Capital and Revenue-Based Financing

Data matters at Lighter Capital. It’s the primary tool we use to make financing decisions. Data matters to venture capitalists (VCs) as well. But is it the primary tool that VCs use to make investment decisions?