Hive Hospitality is building a blended subscription + retail concept called Farina. In addition to having physical stores, Farina will offer a wine-focused subscription. They need your help launching the business, including financial modeling paying careful attention to metrics like  Customer Acquisition Cost, (CAC) and Lifetime Value (LTV). They're also hoping you can help inform budgets for personnel, technology, and marketing. They also need to understand how their flagship locations will differ from the subscription model in terms of revenue and resources required. Should the business have two different P&Ls? What resources can they plan to share vs. what resources need to be individually itemized? Is the concept as synergistic and scalable as they think? What are the pros and cons of opening two stores (one in the Reston Town Center next to the Audi / Volkswagen HQ and one in Arlington next to Amazon) at launch instead of one?