Glossary

Deal breakers are decisive factors or conditions in negotiations which, if not met, can lead to the failure of an agreement or investment.

Deal flow refers to the continuous stream of investment opportunities that reach investors and venture capital companies for evaluation.

aily Active Users (DAU) refers to the number of unique users who use a product or service within a day, while Monthly Active Users (MAU) refers to the number of unique users who are active within a month.

Customer Lifetime Value (CLV) is an important key figure that quantifies the total net revenue that a company can expect over the entire duration of its relationship with a customer.

The customer journey describes the entire path that a customer takes from the first perception of a product or brand to the final purchase decision and beyond.

Customer development is a methodical approach that start-ups use to understand and validate their target customers by systematically testing hypotheses about the market and customer needs.

Cost per action (CPA) is an online marketing metric that measures the cost to an advertiser for a specific user action, such as a purchase, registration or download.

The click-through rate (CTR) is an important metric in digital marketing that measures the ratio of clicks on a link or advert to the total number of impressions (ad impressions).

A call to action (CTA) is a crucial element in marketing and sales strategies that prompts users to perform a specific action such as purchase, registration or contact enquiry.