Question 1: Diagnosis - what's breaking the funnel

Problem Statement

GlowSKN is a premium U.S.-based skincare brand founded in 2019. It focuses on dermatologist-formulated products and sells primarily via DTC (60%), Amazon (30%), and Retail partners (10%). Recently, the DTC channel has shown softness: revenue is down -7% in H1 2025 compared to last year, repeat rates are declining, and a new Starter Kit may be cannibalizing core products. Data for Analysis: Q3'24: 50,000 Users, 40% Repeat Rate, $60 AOV (New), $90 AOV (Repeat) Q2'25: 52,000 Users, 25% Repeat Rate, $55 AOV (New), $85 AOV (Repeat) Based on the provided data for Q3'24 and Q2'25, what is the estimated percentage change in revenue between these two quarters? +5.25% -9.72% -15.40% -2.10% Based on the performance trends and the diagnostic data, which part of the funnel appears to be underperforming, and what is the most appropriate recommendation? Top-of-funnel awareness; increase social media spend to drive more new users. Retention/Repeat customers; address Starter Kit cannibalization and imp