Paid Acquisition Growth Model
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Apr—17May—17Jun—17Jul—17Aug—17Sep—17Oct—17Nov—17Dec—17Jan—18Mar—18Apr—18
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Existing Users1,0001,1601,3841,6501,9662,3442,7943,3303,9694,7315,6396,721
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Existing Users who haven't paid8001,1201,3281,5831,8872,2492,6813,1963,8094,5405,4126,450
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% of Existing Users Convert to Paying
5%5%5%5%5%5%5%5%5%5%5%5%
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New Paying Users4056667994112134160190227271323
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Average LTV per User$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000$3,000
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New Marketing Spend$120,000$168,000$199,200$237,480$283,062$337,395$402,158$479,351$571,362$681,033$811,757$967,572
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Average CAC per User$750$750$750$750$750$750$750$750$750$750$750$750
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New Users1602242663173774505366397629081,0821,290
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Total Users1,1601,3841,6501,9662,3442,7943,3303,9694,7315,6396,7218,011
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Viral coefficient, k0.160.190.190.190.190.190.190.190.190.190.190.19
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Overview
Base + Growth