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The Entrepreneur · № 07

Repeat Customer

Had the same customer buy from you twice without being asked, proving they came back on their own.

The idea

The repeat customer is the single most useful data point a kid will ever have about their business. The second time someone buys, have your kid ask one question: what made you come back. Whatever the answer is, that's the actual product. Build everything else around that one sentence. Ignore whatever you thought the business was supposed to be.

Steps
  1. Set up a way to notice the second sale. Most kids miss it.
  2. After the second purchase, ask: "what made you come back?" Write down the answer.
  3. Lean into what they said. If it's the flavor, make more flavor. If it's the kid, that's the brand.
  4. Send a thank-you within a week. Repeat customers reward attention.
What counts

One customer bought twice without being asked, and your kid knows why. A note documenting the second sale is plenty.