For B2C and especially DTC companies, the critical challenge is getting an early sense of what it's going to cost to acquire a customer, so that you can work out your payback period as part of your unite economics. Particularly ahead of fundraising round, it's important to demonstrate that you're able to manage this effectively, as investors will eventually be looking for a 3:1 ratio on every dollar you spend. Seedcamp-backed Habitual wanted to test and learn with paid Facebook ads: with Passionfruit they were able to have a specialist help them just a month at a time.