While a business without any customers isn’t actually a business, many startups spend too much money acquiring new customers (which is why customer acquisition cost is a key startup metric).
Yet, oddly enough, those startups often spend very little money retaining the customers they landed to continue an existing relationship so it pays dividends over the long term (which is why lifetime customer value is also a key startup metric). This baffles me since working to retain customers costs significantly less in money, time, and other resources.
