CRM & Data
Your best acquisition channel is your existing customer base.
How to organize, understand, and monetize existing buyers: frequency, average order value, product mix, retention, and referrals, before spending more on paid media.
PDF guide (18 pages) + Excel spreadsheet · Free
The guide and spreadsheet are currently in Portuguese.
Who it is for
- You do not know how much revenue comes from repeat buyers.
- Customers buy once and disappear.
- Your customer list is scattered or outdated.
- You have never tested a campaign dedicated exclusively to your customer base.
- Every customer receives the exact same message.
What you get
The PDF guide
18-page PDF guide with an end-to-end walkthrough: Architecture · Levers & Organization · RFM & Segments · Journeys & Testing · Measurement. Concludes with a one-page summary, common pitfalls, a glossary, and an onboarding checklist.
The Excel spreadsheet
Excel spreadsheet with 7 linked tabs, pre-filled with an example (Café Raiz, online specialty coffee): Base · RFM · Segments · Levers · Journey · Tests · Dashboard. Swap the yellow cells with your data and the rest calculates automatically, complete with green, yellow, and red status indicators.
How to use it
- 1
Organize your customer base
a single customer list with the date and amount of every purchase.
- 2
Segment by RFM
separate high-volume buyers, cooling accounts, and churned customers.
- 3
Test your customer base
one campaign per segment, with a control group, over 4 weeks.
What changes in your business
You uncover revenue already sitting inside your business. Selling again to people who already trust you costs significantly less than acquiring a new customer.
Frequently asked questions
What is RFM?
It is a methodology to segment customers by recency (last purchase date), frequency (how often they buy), and monetary value (total spend).
Do I need a CRM to use the toolkit?
Not to get started. The spreadsheet organizes your customer base and segmentation. It also helps you evaluate and implement a CRM later.
What are the 5 levers of the customer base?
Frequency, average order value, product mix, customer lifetime, and referrals.
Other tools on this front
Free material
Where does your growth stall?
A practical 60-minute diagnostic to run with your leadership team. Walk away with your bottleneck, the evidence, and a 7-day plan.