So when you invest your time into getting the word out -- is it fair to say, "that is a real cost"? It's a time-cost. It's an effort-cost. It impacts your business. But is it a number?
I realize that for some people this number is easy -- how much are we spending on Ad Words? -- but for other businesses the effort that you mention is very hard to dollarize. It's kind of weird that some people assume you can.
You start to think. You started working on this full time 9 weeks ago. You've spent maybe 45 hours per week on the project total. You spent between 15 to 40% of your time managing the press, blogging, replying to email inquiries. Honestly, it's hard to estimate. You have not given your credit card out or made any bank transfers, it's been only just you. You are now closing a round at a valuation of 1.7 million. You have 745 users. Scenario A: your last day job was as a florist, working for someone else and netting $9.50 per hour after taxes. Scenario B: in your day job you make $165k as a senior engineer.
Question: what are your customer acquisition costs? If it's relevant, answer separately under scenario A and B. (A and B may also be red herrings,- a trick, irrelevant information.) if you need additional information to perform the calculation, ask and I'll give it to you.
What is your calculated response? Justify your calculation.
That can certainly be true, but don't most successful startups have some kind of viral, or networking, aspect, or get unexpected free press due to being the news itself, or piggybag on goodwill generated in other aspects of their business?
Why do people consider that "customer acquisition costs" are some kind of given, or are easy to estimate?