Sample cohort analysis

	A	B	C	D	E	F	G	H	I	J	K	L	M	N	O
1	SAMPLE COHORT ANALYSIS			DON"T ASK FOR ACCESS FOR THIS DOCUMENT. INSTEAD JUST DOWNLOAD IT AND MAKE YOUR CHANGES LOCALLY
2
3		Date of initial subscription
4		Mth 1	Mth 2	Mth 3	Mth 4	Mth 5	Mth 6	Mth 7	Mth 8	Mth 9	Mth 10	Mth 11	Mth 12	Average	Retained from previous month
5	Still Subs at end of first month	98.1%	90.3%	91.1%	89.7%	92.4%	91.5%	90.5%	95.3%	94.4%	94.2%	99.1%	97.3%	93.7%
6	Second month	54.7%	60.8%	48.7%	49.0%	53.4%	50.5%	56.7%	54.6%	48.0%	52.0%	51.7%		52.7%	56%
7	Third month	54.8%	48.9%	43.4%	46.8%	50.8%	53.3%	54.4%	44.2%	46.1%	46.0%			48.9%	93%
8	Fourth month	48.7%	45.9%	43.1%	43.4%	52.5%	49.7%	40.8%	42.8%	44.2%				45.7%	93%
9	Fifth month	40.7%	43.0%	40.6%	44.9%	47.6%	37.2%	41.2%	40.2%					41.9%	92%
10	Sixth month	41.2%	41.3%	44.2%	42.8%	37.3%	38.0%	39.4%						40.6%	97%
11	Seventh month	40.5%	45.7%	38.9%	33.2%	36.5%	34.8%							38.3%	94%
12	Eighth month	40.0%	41.9%	29.5%	33.8%	34.8%								36.0%	94%
13	Ninth month	37.3%	34.0%	30.0%	32.8%									33.5%	93%
14	Tenth month	35.8%	33.0%	30.1%										32.9%	98%
15	Eleventh month	29.3%	30.9%											30.1%	91%
16	Twelfth month	29.2%												29.2%	97%
17
18	Average mth/mth drop after first month														94%
19
20	Projected subs after
21	13 months													27.5%
22	14													26.0%
23	15													24.5%
24	16													23.1%
25	17													21.8%
26	18													20.5%
27	19													19.4%
28	20													18.3%
29	21													17.2%
30	22													16.2%
31	23													15.3%
32	24													14.4%
33	25													13.6%
34	26													12.8%
35	27													12.1%
36	28													11.4%
37	29													10.8%
38	30													10.1%
39	31													9.6%
40	32													9.0%
41	33													8.5%
42	34													8.0%
43	35													7.6%
44	36													7.1%
45	37													6.7%
46	38													6.3%
47	39													6.0%
48	40													5.6%
49	41													5.3%
50	42													5.0%
51	43													4.7%
52	44													4.5%
53	45													4.2%
54	46													4.0%
55	47													3.7%
56	48													3.5%
57	49													3.3%
58	50													3.1%
59	51													3.0%
60	52													2.8%
61	53													2.6%
62	54													2.5%
63	55													2.3%
64	56													2.2%
65	57													2.1%
66	58													2.0%
67	59													1.8%
68	60													1.7%
69
70
71
72	Expected cumulative subscriber months after
73	1 year													5.23
74	2 years													7.68
75	3 years													8.88
76	4 years													9.48
77	5 years													9.77