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Assumptions/ Calcuations to arrive at initial numbers
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Funnel ratesSpecific numbersHow its calculated/basis of assumption
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Monthly User Visits128637proportional % of worldwide unique visitors - https://www.notion.so/growthxclub/Visit-to-Sign-Up-Ratio-f84cfa418d89455fbe46e78efde75803?pvs=4
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Visit to signup rate5%1 - check details below
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Monthly New Sign Ups6432Monthly User Visits * Visit to Sign Up Rate
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Sign Up to install ratio33.00%This is an activation metrics, check 1 below
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install to paid rate7%https://www.notion.so/growthxclub/Install-to-Paid-Rate-47dc7492ea0a4df498dcdad5b6a2d8de?pvs=4
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install to paid rate new5%Assuming there will be a drop because of recent pricing change and Indian market
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Non Enterprise Users
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Churn Rate45.00%See Churn Sheet at Last for detailed calculations
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Resurrection rate →2.00%Standard rate assumed per month
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Free Non Enterprise Users30536Computed
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Paid Non Enterpise Users2301See User Break Up Sheet
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Enterprise Users
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Retention rate - M198%https://www.cometly.com/post/b2b-benchmark-2023
https://www.lennysnewsletter.com/p/monthly-churn-benchmarks#:~:text=For%20B2C%20SaaS%3A%20Between%203,less%20than%201.5%25%20is%20GREAT
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Churn Rate24.00%See Churn Sheet at Last for detailed calculations
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Resurrection rate →0%Assuming Enterprise customers will not come back, based on user calls
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Free Enterprise Users499Assuming Same % as paid users from Others vs Enterprise
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Paid Enterprise Users35See User Break Up Sheet
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Current Total Users who have installed33371Number of websites using hotjar as per builtwith
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Total Paid Users2336Current Total Users * install to paid rate
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Avg ARPA$1,000https://www.notion.so/growthxclub/ARPU-79d1f0e4e663460db09db073b7cbdd7b?pvs=4
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Current Revenue$2,336,000Paid Users * ARPU
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Target Revenue$4,672,0002x of current Revenue
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Enterprise Share15%Based on user call insights
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Enterprise ARPA$10,000.00Based on user call insights
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Other ARPA$862.93
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1 - Visit to signup rate ComputationHow its calculated/basis of assumption
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Avg2-5%Source - https://www.klipfolio.com/metrics/marketing/sign-up-rate/
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Good11%
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Computed3.25%Same as wordwide conversion rate - https://www.notion.so/growthxclub/Visit-to-Sign-Up-Ratio-f84cfa418d89455fbe46e78efde75803?pvs=4
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Used for calculations5%Based on our onboarding flow - https://docs.google.com/spreadsheets/d/1oaZ58i5YuPBGrM8ISEzlu-FEaTBbytJey6jLHPynWqs/edit#gid=1364248806
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Taken 5% based on feedback from UD that 3.25% is low. 25 percentile industry average is also 5%
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A lot of visitors on hotjar might be for reading the content they have on CRO and other related material. Those are not necessarily users who will use hotjar
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2 - Signup to installHow its calculated/basis of assumption
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Good40%Source - https://www.lennysnewsletter.com/p/what-is-a-good-activation-rate
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Great65%
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Used for calculations33%B2B Median Saas
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