Start / Scale / Disrupt: How startups scale online advertising

Christopher Goodfellow
Sift Media
Share this content

In the latest episode of Start / Scale / Disrupt, we were lucky enough to talk to toucanBox CMO Depesh Mandalia (who's worked with everyone from Lost My Name to Ann Summers, and is a mentor for Seedcamp). He shares his top advice for ecommerce startups that are trying to understand, develop and scale their marketing spend.

We covered:

  • Starting points for finding effective marketing channels and CPA
  • How Lost My Name started scaling spend
  • Key metrics for different types of ecommerce businesses
  • How to survey your customers
  • And more!

"At the very early stages, don’t expect a return on online advertising. Having a £10 Cost Per Acquisition (CPA) or a certain target will constrain your testing. Whatever the budget, experiment and be able to take risks. If that brings you zero return, but a tonne of learnings, is that good enough to develop from? Testing will be hampered if you’re expecting £500 to turn into £1,500," said Mandalia.

About Chris.Goodfellow

About Chris.Goodfellow

Journalist and editor with nine years' experience covering small businesses and entrepreneurship ( Follow his personal twitter account @CPGoodfellow and his events business @Box2Media. He has written for a wide range of publications in the UK, Ireland and Canada, including The Financial Times, The Guardian, The Independent and Vice magazine. 


Please login or register to join the discussion.

There are currently no replies, be the first to post a reply.