Add To Cart. Australia's ecommerce podcast.

A damaged product used to mean a chain of emails. Justin Bausch automated the whole thing.

Before: customer sends a photo, waits for customer service to arrange a pickup and resend.

Now the system reads the image, decides repair or replace, and gives the customer a portal to book a courier.

It creates the Shopify order and tags dispatch automatically.

AI removing a whole workflow. Not the team.

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We're all in a race to acquire new customers right now. But how do you know what a new customer is actually worth? Not just what they spent on that first purchase, but over time. A customer who came in at 30% off is not the same customer as one who paid full price, even though the two of them look identical in your reporting.

In this Playbook, we get into how to know what a new customer is worth, anchored by Rob Ward, who bootstrapped Quad Lock from a novelty bottle opener to more than $200 million in revenue and a $500 million exit to Thule. His three gates framework runs every new customer through three checkpoints: are they profitable on the first purchase, how long until you get your money back, and what are they worth across the whole relationship. We break down why you have to split new customers from returning before you calculate anything, why payback has to be observed with a real cohort rather than hoped for, and how to find the customers worth having and go looking for more of them. Featuring lessons from Carla Penn-Kahn at Profit Peak, Danny Chiha at Kelly+Partners, and Mark Baartse.

Brands and tools mentioned: Quad Lock, Profit Peak, Kelly+Partners, Meta, Google

This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/

Connect with us on LinkedIn:
👤 Rob Ward → https://www.linkedin.com/in/robwardau/
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/

🎓 The Ecommerce Foundations course is coming soon → https://addtocart.com.au

🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed

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Stop pitching brand as a cost. Pitch it as an investment.

That one word changes the whole conversation with whoever holds the budget.

Nathan Bush: ring-fenced brand money isn't a free ride. It's a budget with a job. Awareness and reach, then laddered down to conversion.

Left alone, the algorithm eats it alive reshowing your best ad to the same people.

A cost gets cut. An investment gets defended.

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"We break an arm and everyone gets the cast. With mental things, we don't realise the damage, or how long it takes to repair."

Rohan McCloskey, honest in a way founders rarely are.

Someone named it all for him. CEO. Three restaurants. Married, three kids. You have to get through, but everything else has to go.

When his wife asked where he wanted to holiday, he couldn't even comprehend the question. Just survival.

We talk about building businesses. Rarely what it costs to build them.

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