The Evolution of Business Models: From Customer Acquisition to Full-Stack Software Providers


Hatched by Glasp

Jul 30, 2023

4 min read


The Evolution of Business Models: From Customer Acquisition to Full-Stack Software Providers


In the world of startups, one of the most common causes of failure is the misconception that customers will naturally flock to a business simply because it offers an interesting product or service. However, the reality is that acquiring and retaining customers can be a costly and challenging task. This article explores the importance of a sustainable business model that focuses on acquiring customers at a lower cost than their lifetime value. We will analyze five different business models, with a special focus on the Flexport business model, to understand how entrepreneurs can build successful ventures.

The Importance of a Sustainable Business Model:

Entrepreneurs often fall into the trap of being too optimistic about customer acquisition. They assume that building an attractive website or product will automatically attract customers. However, the cost of acquiring customers (CAC) can quickly surpass the lifetime value of those customers (LTV), leading to a non-viable business model. To ensure a capital-efficient business, it is crucial to recover the cost of acquiring customers within 12 months. This realization highlights the need for scalable customer acquisition strategies and monetization models that generate higher revenue than the cost of acquisition.

The Flexport Business Model:

Flexport is a digitally enabled freight forwarder that provides comprehensive logistics services to businesses worldwide. Their business model revolves around various services related to the shipment of goods. The primary source of income for Flexport is the fees charged for transporting goods. In addition to transportation, they offer services such as warehousing, customs brokerage, shipment insurance, and trade financing.

The Challenges of Freight Forwarding:

Shipping larger shipments, typically weighing over 150kg, involves complex logistics and regulatory requirements. Traditionally, freight forwarders have managed these challenges by leveraging their expertise in local markets and their network of partners. However, communication and coordination between different parties involved in the shipment process were often cumbersome, relying on outdated methods such as emails, faxes, and spreadsheets. This presented an opportunity for Flexport to disrupt the industry by providing software solutions that streamline logistics activities.

Flexport's Software Solutions:

Flexport offers a comprehensive platform that allows companies to manage and track their logistics activities. Their software enables shipments via ocean, air, and truck, which can be executed either through partnerships with other firms or by utilizing their own fleet. Additionally, Flexport provides supply chain services such as customs filing, shipment insurance, and trade financing. The platform offers features that allow users to track orders, communicate with suppliers, access critical metrics, store documents, and more. This digitization of supply chain processes eliminates transparency issues that have plagued the industry for centuries.

Opportunities in Trade Wars and Financial Services:

Flexport's business model gained significant traction during the ongoing trade wars between China and the United States. By building additional warehouses and offering features that helped customers avoid tariffs, Flexport positioned itself as a valuable partner for businesses navigating the complexities of international trade. Furthermore, they launched Flexport Capital, a suite of financial offerings aimed at alleviating the cash crunch faced by growing shippers. These strategic moves allowed Flexport to diversify its revenue streams and provide added value to its customers.

Becoming a Full-Stack Software Provider:

Flexport's ultimate goal is to become a full-stack software provider capable of digitizing any supply chain-related process. By offering end-to-end visibility and seamless coordination, Flexport aims to revolutionize the industry and address long-standing inefficiencies. Their business model is built on scalability, as they leverage partnerships and their own infrastructure to grow rapidly. Unlike traditional freight forwarders that bear the costs of operating carriers, Flexport focuses on software development and ensuring a seamless user experience.

Actionable Advice:

  • 1. Focus on Customer Acquisition Cost (CAC) vs. Lifetime Value (LTV): Understand the importance of acquiring customers at a lower cost than their lifetime value. Continuously evaluate and optimize your customer acquisition strategies to ensure long-term profitability.
  • 2. Embrace Digitization: Explore opportunities to digitize processes within your industry. By offering software solutions that streamline operations, you can differentiate yourself from competitors and provide added value to customers.
  • 3. Diversify Revenue Streams: Look for opportunities to expand your revenue streams beyond your core offering. Consider complementary services or financial offerings that align with your business model and address customer pain points.


The evolution of business models highlights the need for entrepreneurs to approach customer acquisition and monetization strategies with a realistic and sustainable mindset. The Flexport business model exemplifies the power of digitization and diversification in creating a scalable and profitable venture. By focusing on customer acquisition costs, embracing technology, and exploring new revenue streams, entrepreneurs can build successful businesses in today's competitive landscape.

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