[jkestner]

Acquisition costs are an interesting discussion in themselves. GoPro will have a big number partially because they are marketing-heavy. If you're not (yet) aspiring to be a world-beater, there are plenty of scrappy ways to acquire customers.

Kickstarter, obviously, is a big one. Never mind what people say about needing your own audience - yes, but you gotta start somewhere, and if you've got the message, Kickstarter's got the soapbox.

Another is simply being media-saavy. The press has to write about something, so don't forget that they need you, too. But you have to learn how to pitch stories.