Cohort retention
Share of one month's starts still subscribed, by month since start.
Profit per customer after CAC
Cumulative contribution minus CAC. The dot marks payback.
Active subscribers
All cohorts combined, using your monthly volume inputs.
Cumulative cash
Contribution minus ad spend, summed over time. The low point is the cash you need.
Plans breakdown
Cohort by billing
% of each plan’s starts billed, and the month it happens.
Monthly P&L
How the model works
- Plans: each plan (e.g. 1-month and 3-month) has its own take rate, billing interval, prices, costs and rebill %. Results blend the plans by take rate. If take rates don't add up to 100%, they're scaled so they do.
- % of starts rebilled: enter the share of all starts billed on rebill 1, 2, 3… (e.g. 80, 60, 40). After the last value, retention keeps dropping at the rate between your last two values, or at the churn % you set.
- Pay first: everyone pays the first order. The first churn value applies before rebill 1.
- Trial: everyone takes the trial order, then Trial → paid sets who reaches rebill 1. The first churn value applies before rebill 2.
- Churn curve (alternative input): one value per rebill. The last value repeats for every later rebill.
- Win-back: each cycle, this share of everyone who has churned rejoins at the rebill price. Returning customers churn at the long-term (last) rate.
- Contribution per order = price × (1 − refund % − chargeback % − processing %) − order cost − chargeback % × chargeback fee.
- LTV is contribution per start over the horizon. It isn't discounted and doesn't include fixed costs.
- Saving: the dropdown at the top opens a saved scenario in the current tab. Save changes overwrites it, and Save as new keeps the original and saves a copy. To compare two saved scenarios, click + Add scenario, then pick the other one from the dropdown. A • on a tab means it has unsaved changes.
- Cash assumes ad spend and order revenue land in the same month.