&AndAssociates.io

Use case

Fixing CAC: when to bring in a fractional CMO

How a fractional CMO rebuilds acquisition economics for African B2C and B2B startups.

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First 90 days

A fractional CMO diagnoses channel mix and pricing first, then rebuilds the funnel with a defensible payback target. By day 90 you have a CAC/LTV story you can put in a board deck.

Frequently asked questions

Under 12 months for subscription models, under 6 months for transactional. Above 18 months signals a channel or pricing problem, not just a spend problem.

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Role guide
What a fractional CMO does (and when to hire one)

What a fractional CMO owns — from ICP and pricing to CAC and channel mix — and when African founders should bring one in.

Use case
Preparing for Series B: which fractional roles matter

A practical order for engaging fractional executives 6–9 months before a Series B — CFO first, then CMO or CTO depending on the story.

Use case
International expansion: hiring fractional talent in a new African market

Bring in a fractional country lead and a local advisor before you set up an entity. Fastest path into a new African market.

Pillar
How to engage a board advisor

A plain-language guide to engaging board advisors: vesting, equity ranges by stage, and the FAST agreement AndAssociates ships as standard.

Pillar
How to hire a fractional executive

Everything you need to scope, brief, interview and onboard a fractional executive — with African market context and typical NGN retainers.

Role guide
What a fractional CFO does (and when to hire one)

What a fractional CFO owns, when to bring one in during your funding journey, and what to pay in NGN and USD.