B. Marketing, Sales & Customers

17. Customer Acquisition Cost (CAC) – by sales channel and geographic region

DeltaX has historically acquired customers almost entirely through organic and inbound channels, rather than through paid advertising. The company has not run meaningful paid advertising campaigns, so paid CAC is effectively zero / not applicable at the current stage.

However, CAC should not be understood as zero. The more relevant metric is cash-based CAC, which includes the direct cost of maintaining the website, basic marketing infrastructure, sales/marketing staff cost, and referral/partner discounts.

Since 2024, DeltaX’s estimated annual direct sales and marketing cash cost has been:

This excludes founder time and engineering pre-sales time.

Based on shipment records from 2024 to the present, DeltaX has acquired approximately 50–60 robot customers per full year. Therefore, the blended cash CAC is estimated at approximately VND 7–8 million per acquired robot customer, excluding founder time and engineering pre-sales.

The company has not historically tracked CAC by individual channel or geography in a formal CRM system. However, based on management estimates, the customer acquisition channel mix is approximately:

The key point is that approximately 90% of demand generation comes from YouTube and website/SEO, showing that DeltaX’s sales funnel has been strongly organic and content-driven.

For Europe, CAC has not been separately measured yet. However, the company expects European CAC to increase after CE certification due to distributor onboarding, partner support, local service expectations, and compliance-related sales materials. At the same time, CE certification is expected to materially increase conversion rates in Europe.

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18. Current advertising budget – how is it allocated across channels?

DeltaX currently does not spend meaningful budget on paid advertising.

The current marketing and sales budget is mostly allocated to basic sales infrastructure and human sales effort:

The company’s historical customer acquisition has been driven mainly by:

• YouTube demonstration videos;
• Website / SEO;
• Founder-led technical sales;
• Inbound customer inquiries;
• Existing customer referrals;
• Limited partner-led sales.

After investment, DeltaX plans to professionalize the sales and marketing function by adding CRM discipline, regional partner management, better sales materials, structured distributor onboarding, and post-CE European sales execution.

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19. How many robots are sold on average per month? What is the average selling price (ASP) per deal?

Based on shipment records from 2024 to the present, DeltaX shipped approximately:

On average, DeltaX has shipped approximately 7 robots per month from 2024 to the present.

The ASP has increased significantly from 2024 to 2026. This reflects a gradual product mix shift from lower-priced education / desktop robots toward higher-value products such as Delta X Smart, Delta X S, and Delta X 3 packages.

For future pipeline estimation, management uses an approximate target ASP of USD 4,000 per robot, especially for the post-CE European pipeline.

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20. What is the return/cancellation policy? How many returns have occurred to date?

DeltaX’s current policy is:

In the last two years:

• 2 customers cancelled before shipment;
• 0 product returns after delivery;
• 0 refund cases;
• 2 robots were replaced because the robots were no longer repairable;
• 5 customers received warranty replacement parts;
• No customer project was formally stopped after installation.

This indicates that DeltaX has had very low return/refund exposure. The main warranty cost is replacement parts or, in rare cases, full robot replacement.

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21. How many active customers are there? What is the definition of “active” in a hardware context?

For a hardware robotics company, DeltaX defines an active customer as:

A customer who purchased a robot, accessories, spare parts, or related products from DeltaX within the last 12 months.

Based on shipment records, DeltaX has approximately 60 active robot customers in the last 12 months.

Management estimates that around 90% of customers who purchased within the last 12 months are still using the robot. Therefore, approximately 50–55 recent customers are estimated to still be operating their DeltaX robots.

This definition is intentionally conservative because DeltaX has not yet implemented a full field-hour tracking or installed-base monitoring system. After investment, the company plans to improve active customer tracking through CRM, support logs, warranty records, and product registration.

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22. What is the Repeat Purchase Rate? How many customers have bought more than one robot?

Based on shipment records from 2024 to the present:

• Approximately 136 unique robot customers were identified;
• Approximately 13 customers placed more than one robot-related order;
• Approximately 29 customers bought more than one robot.

This suggests:

• Repeat order rate: approximately 9–10%;
• Multi-unit customer rate: approximately 20–22%.

Customers who buy again typically purchase the same robot configuration and accessories as their previous order. This is a positive signal because it suggests that once customers validate a DeltaX configuration, they may replicate the same setup for additional production lines, labs, or applications.

Examples of larger or repeat customers include:

• BuenaFruta Solutions;
• Nidec Philippines Corporation;
• Level Finish;
• Kitanoho-Solutions LLC;
• True Honey Teas.

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23. How long does it take from first contact to deal close? Does it vary by product?

The typical sales cycle from first inquiry to payment is approximately 2–5 weeks.

For standard products such as Delta X 3, Delta X Smart, Delta X S, and education/desktop robot packages, the sales cycle is usually within this range.

The sales cycle can become longer for more complex industrial applications, especially when the customer requires:

• Application feasibility review;
• Vision testing;
• Custom gripper discussion;
• Conveyor or frame configuration;
• ROI discussion;
• CE certification confirmation;
• Distributor or system integrator involvement.

For future CNC, food automation, or custom industrial integration projects, DeltaX expects the sales cycle to be longer than standard robot sales because these projects require more technical validation and customer-side decision making.

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24. Who are the 3 largest customers? What is their share of revenue? Is there over-dependency?

Based on shipment records from 2024 to the present, the largest customers by revenue include:

The top 3 customers account for approximately 22% of robot-related revenue from 2024 to the present.

The top 10 customers account for approximately 36% of robot-related revenue from 2024 to the present.

This customer concentration appears manageable. DeltaX does not appear to be overly dependent on a single customer. The customer base is geographically diverse and includes customers across North America, Europe, Asia, and other regions.

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25. Is there a documented deal pipeline? What is the current pipeline value?

DeltaX currently tracks pipeline mainly through direct customer communication, recent customer inquiries, quotations, and ongoing discussions, but the company does not yet operate a fully formalized CRM-based pipeline system.

Management estimates the current pipeline as follows:

Using an indicative ASP of approximately USD 4,000 per robot, the current pipeline represents approximately:

A large portion of the pipeline is dependent on CE certification, especially in Europe. Therefore, CE certification is expected to be one of the most important conversion triggers for the company’s next growth phase.

After investment, DeltaX plans to implement a more formal CRM process to track:

• Lead source;
• Product interest;
• Country / region;
• Pipeline value;
• Probability of closing;
• CE dependency;
• Expected close date;
• Distributor involvement.

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26. How are sales conducted? Direct, distributors, online? By region?

DeltaX’s sales are currently conducted through a combination of founder-led direct sales, internal sales staff, and partners.

Estimated current sales execution mix:

Engineering also participates in pre-sales, especially when customers require application feasibility review, vision configuration, gripper selection, or technical integration advice.

Demand generation is mainly online and organic:

By region:

• North America: mostly direct inbound and online content;
• Europe: currently strong interest, but many leads are waiting for CE certification;
• Asia: a mix of direct sales, education customers, and some partner-led opportunities;
• Vietnam: direct relationship-based sales and local support;
• Other international markets: mostly inbound through YouTube, website, and direct communication.

The current model has proven organic demand, but it is still highly founder-dependent. After investment, DeltaX needs to reduce founder dependency by building a structured sales organization, CRM process, distributor onboarding program, and regional partner support system.

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27. What is the Go-to-Market plan for Europe after receiving CE certification?

Europe is one of the most important growth markets for DeltaX after CE certification.

Current situation:

• DeltaX already has customers and leads in Europe, including Spain, Germany, Netherlands, Poland, France, Estonia, Denmark, and other countries;
• Many European leads are waiting for CE certification before purchasing;
• Management estimates approximately 300 robots in the Europe pipeline;
• Approximately 400 robots in the total pipeline are CE-dependent.

Priority products for Europe:

• Delta X Smart;
• Delta X 3;
• Delta X S for selected industrial applications;
• Accessories, conveyors, frames, and grippers;
• Custom integration for qualified industrial customers.

Sales model after CE:

• Direct sales for inbound customers and key accounts;
• Distributor-led sales for regional coverage;
• System integrator partnerships for industrial deployment;
• Education / research resellers for universities and training centers;
• Local service/support partners over time.

Management’s 12-month post-CE target:

• Minimum USD 2 million revenue;
• Approximately 500 robots;
• Approximately 60 partners.

Management also estimates that, over time, distributors could support around 500 robot sales and system integrators could support around 300 robot sales. These are volume targets, not the number of partners.

The post-CE product revenue target mix is:

DeltaX does not currently have a fixed trade show plan. The initial European GTM strategy will focus on converting existing CE-waiting leads, onboarding distributors/system integrators, and using current customer references to support sales.

This is an aggressive but evidence-based target, supported by existing inbound demand and CE-dependent leads. Execution will depend on CE completion, production scale-up, working capital, distributor onboarding, and after-sales support capability.

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28. Sales graph over 3 years by product and geographic region

Based on shipment records from 2024 to the present, DeltaX’s robot sales show a transition from lower-priced education/desktop products toward higher-value industrial and integrated products.

Approximate robot units shipped by year:

Approximate robot units shipped by product from 2024 to the present:

Key observations:

• 2024 still included a significant number of Delta X 1 and Delta X 2 education/desktop products;
• 2025 and 2026 show a shift toward higher ASP products;
• Delta X Smart, Delta X S, and Delta X 3 are expected to become the main growth products after CE certification;
• Europe is expected to become a major growth region after CE approval;
• The sales dataset should be further cleaned by standardized country codes to generate a formal investor-ready region chart.

For investor reporting, DeltaX will present the sales graph by:

• Year;
• Product line;
• Region;
• Customer type;
• Direct vs partner/distributor sales.