Afina: Building Channel Profitability Visibility
From prior and advisory engagements
About Afina
Afina creates premium filtered showerheads that remove chlorine, heavy metals, and contaminants from tap water. Founded by serial entrepreneur Ramon Van Meer, the company sells direct-to-consumer and through Amazon.
The Challenge
Afina's Amazon business was performing well, but the economics of their Shopify DTC channel were unclear. Without visibility into unit economics by channel, they risked losing money on DTC without realizing it. They needed to understand how customers convert from showerhead buyers to recurring filter subscribers.
The Solution
Built comprehensive unit economics analysis by channel and product. Developed LTV calculations segmented by business unit to establish clear customer acquisition cost (CAC) benchmarks. Created visibility into the relationship between installed base growth, filter retention, and new customer acquisition.
Key Services Provided
Results
Full visibility into product-level profitability across all channels. Marketing spend now guided by data-driven CAC targets rather than intuition.
