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So, when you look at CLV's of these.
再来看一下这个图表
Let's just suppose you get a customer for $300 after 12 months, that is, in the first month they're worth $100.
假设12个月以后，客户对你的价值是300美元，在第一个月他可能只值100美元
If you wait til the end of the 12 month period, then they give you the other $200.
另外的200美元价值要等到12个月以后才能见效
But if, in the first period you're actually paying $200 for them,
但是假如在第一个月，你就已经投进去了200美元
then you're in the whole for $100 until the end of the 12 month period
然后12个月之后，只得到了100美元的价值
And that's when you start getting into potentially unsustainable growth,
然后增长变得不可持续
which is something could happen where at the end of the 12 months,
可能12个月以后
you don't actually get the $200 from the customer, and you end up in a very bad situation
从顾客那得不到那200美元的价值，那么你的运营情况会变得很糟糕
and essentially just at the end of the day, you could be running out of money.
最终你的企业会因为没有钱运作而倒闭
And if you're doing this with credit cards,
如果你前期是用信用卡支付的钱
you will definitely find that you're gonna have to, you know, declare bankruptcy very soon.
那么最终你很快会宣布破产
So again, payback time is very important, a safe one to go with is 3 months if you have very high risk,
因此，回报时间非常关键，比较安全的回报期是3个月
if you're very risk loving, maybe 12 months is better.
如果你的风险承受能力还算不错，爱冒险的话 12个月更好
Beyond 12 months is very much an unsafe territory.
但是一旦超过了12个月，事情就不是那么乐观了
