Glossary
🎯Shared vocabulary for the UnderX project.
| Term | Meaning |
|---|---|
| AOV | Average Order Value — revenue per order; raised via multi-packs (Unit-Economics) |
| CAC | Customer Acquisition Cost — spend to win one buyer |
| CAGR | Compound Annual Growth Rate |
| COD | Cash on Delivery — pay when parcel arrives; dominant in PK (Payments-and-COD) |
| Contribution margin | Revenue minus variable costs (COGS, shipping, RTO) per order |
| DTC | Direct-to-Consumer — selling via own store, no middleman |
| GSC | Google Search Console — rankings/impressions/clicks |
| GA4 | Google Analytics 4 |
| Landed cost | True COGS incl. unit + freight + duty + clearing (Sourcing-and-Import) |
| LTV | Lifetime Value of a customer |
| MHM | Menstrual Hygiene Management |
| MOQ | Minimum Order Quantity (supplier) |
| PFAS | "Forever chemicals"; we sell PFAS-free as a trust claim |
| Pillar / cluster | SEO hub page + supporting articles (SEO-Strategy) |
| pSEO | Programmatic SEO — template-generated pages at scale (Programmatic-SEO) |
| ROAS | Return On Ad Spend |
| RTO | Return To Origin — refused COD parcel; a key margin risk (Payments-and-COD) |
| SAM/SOM/TAM | Serviceable Available / Obtainable / Total Addressable Market (TAM-SAM-SOM) |
| Sell-through | % of stock sold in a period |
| Wardrobe | The 4–7 pairs a user needs for a full cycle |