How to Build a Customer Growth System With The FUEL Framework

Customer acquisition costs have surged 222% since 2013, with Google and Facebook CPCs climbing relentlessly. But what if the solution isn't just doubling down on retention or throwing more money at ads? Matt Edmundson introduces the FUEL Framework—a systematic approach to customer growth that doesn't rely on a single channel, doesn't assume yesterday's tactics will work tomorrow, and doesn't leave you vulnerable when platforms change their algorithms. Through Foundation, Unlock, Elevate, and Leapfrog strategies, this framework addresses all three levers of business growth: acquiring customers, increasing purchase frequency, and raising average order value. Key Point Timestamps: 00:00 - Introduction: The Challenge of Rising CAC 01:00 - The iOS 14 Impact on Facebook Ads 02:00 - The CAC Crisis in eCommerce 03:00 - The Bathtub Principle 04:34 - Introducing the FUEL Framework 09:00 - Foundation: Email Beyond Templates 13:00 - Foundation: Building Referral Engines 15:00 - Foundation: Customer Experience Post-Purchase 19:00 - Unlock: Strategic Partnerships 22:00 - Unlock: Content Amplification 26:00 - Unlock: Community Seeding 28:00 - Elevate: Advanced Segmentation 32:00 - Elevate: AI-Powered Personalisation 38:00 - Leapfrog: Experimenting Without FearFoundation: Building Your Unshakeable Base (09:00) Matt challenges the common assumption that having Shopify and Google Analytics means your foundations are sorted. Real foundations aren't about having tools—they're about having systems that work even when paid ads don't. Email marketing generates 30-40% of revenue for most eCommerce businesses, yet many brands still rely on generic templates. Matt references Ken Rapp from BluStream's brilliant rule: don't send any coupons or review requests in the first five messages. "Just deliver value. Help customers succeed with their purchase. Build trust," Matt explains. Over 90% of customers stay engaged with these journeys months—sometimes years—later. The referral engine sits in foundations because referred customers are 16-24% more loyal than customers acquired through other channels, have 16% higher lifetime value, and cost £17 less to acquire. But standard refer-a-friend programmes don't work because they assume everyone just wants £10 off. "Maybe a complementary product has higher perceived value than cash. Maybe inviting them to a VIP board meeting matters more," Matt suggests. The Post-Purchase Gap (15:00) Standing in his favourite Liverpool coffee shop, Matt had an epiphany about customer experience. The journey was brilliant until he paid—then he stood awkwardly with others, unable to listen to music in case they called his name, no bench to sit on, no system. "I started thinking, well actually, am I doing the same thing in my own eCommerce businesses?" Matt reflects. "We obsess over the journey to checkout. We A/B test button colours, we track every click. Then someone buys, and we forget about them. Or worse—we immediately hit them with a review request before they've even opened the box." The gap between acquisition and loyalty is where most brands lose the game. Customer experience—particularly post-purchase—directly impacts whether customers buy again. Unlock: Diversifying Beyond Paid Ads (19:00) Once foundations are solid, Matt recommends devoting 5-10% of marketing resources to unlocking other channels. Strategic partnerships work because 72% of companies report lower CAC through partnerships than direct acquisition. Matt shares his experience with Through Doc, the clothing company he frequently purchases from. When they partnered with Elliot Brown watches, he'd never heard of the...