Vitacost.com Prepares $48 Million I.P.O. – DealBook Blog – NYTimes.com

Vitacost.com Prepares $48 Million I.P.O. – DealBook Blog – NYTimes.com.

I pick through the S-1 so you don’t have to:

- Our per-customer acquisition cost, determined by dividing our acquisition-related marketing costs by the number of gross new customers, was $10.16. On average

- Our customers make purchases from us two to three times a year, and over the last twelve quarters, our average order value has ranged between $72 and $77

(There’s probably some data hidden within these averages so you can’t use these numbers to compute lifetime value per customer)

- During the second quarter of 2009, approximately 49% of our orders were placed by repeat customers.

- Our customer base increased from approximately 699,000 active customers at June 30, 2008 to approximately 957,000 active customers at JuneĀ 30, 2009

- Our search marketing initiatives include managing over 25,000 relevant keywords and phrases on search engines, shopping engines and other online media.

- During the second quarter of 2009, approximately 33% of our site visitors arrived through direct navigation.

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