Capital Allocation · Demand
Demand Infrastructure
Creates qualified demand where none is being captured.
The problem
What this category exists to solve.
The business has capacity to serve more customers, but demand generation is inconsistent, unmeasured, or dependent on a single channel.
Signals
- CAC is unknown or unstable
- Marketing spend has no clear attribution model
- Revenue depends on one referral or channel
Investments
Typical infrastructure Uru builds inside this category.
- Paid acquisition frameworks with attribution
- SEO and content systems tied to revenue
- Outbound programs with tracked conversion
- Positioning and offer architecture
Adjacent categories
Where Demand interacts.
Capital Allocation
Revenue Infrastructure
Reduces friction between customer interest and collected payment.
Learn moreCapital Allocation
Conversion Infrastructure
Improves the share of opportunities that become revenue.
Learn moreCapital Allocation
Retention Infrastructure
Increases repeat purchase, loyalty, and lifetime value.
Learn moreCross-reference