Cohort Analysis Template (published)

	C	D	E	G	H	I	J	K	L	M	N	O	P	R	S	T	U	V	W	X	Y	Z	AA	AC	AD	AE	AF	AG	AH	AI	AJ	AK	AL
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3	Customer Churn
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5	Conversion month	New customers		# of retained customers in month										Retained customers in lifetime month										# of churned customers in lifetime month
6	Conversion month	New customers		Jan-20	Feb-20	Mar-20	Apr-20	May-20	Jun-20	Jul-20	Aug-20	Sep-20	Oct-20	0	1	2	3	4	5	6	7	8	9	0	1	2	3	4	5	6	7	8	9
7	Jan-20	80		80	75	72	70	69	67	66	66	65	64	80	75	72	70	69	67	66	66	65	64	0	5	3	2	1	2	1	0	1	1
8	Feb-20	88			88	86	82	78	77	76	73	72	70	88	86	82	78	77	76	73	72	70		0	2	4	4	1	1	3	1	2
9	Mar-20	105				105	103	98	94	92	90	86	82	105	103	98	94	92	90	86	82			0	2	5	4	2	2	4	4
10	Apr-20	110					110	106	102	99	97	92	90	110	106	102	99	97	92	90				0	4	4	3	2	5	2
11	May-20	115						115	112	105	98	97	96	115	112	105	98	97	96					0	3	7	7	1	1
12	Jun-20	128							128	122	119	115	110	128	122	119	115	110						0	6	3	4	5
13	Jul-20	137								137	129	122	118	137	129	122	118							0	8	7	4
14	Aug-20	151									151	145	135	151	145	135								0	6	10
15	Sep-20	161										161	154	161	154									0	7
16	Oct-20	168											168	168										0
17				80	163	263	365	466	580	697	823	955	1,087
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19	Conversion month	New customers		% of retained customers in lifetime month										% of churned customers in lifetime month (relative to base number)										% of churned customers in lifetime month (relative to previous month)
20	Conversion month	New customers		0	1	2	3	4	5	6	7	8	9	0	1	2	3	4	5	6	7	8	9	0	1	2	3	4	5	6	7	8	9
21	Jan-20	80		100.0%	93.8%	90.0%	87.5%	86.3%	83.8%	82.5%	82.5%	81.3%	80.0%	0.0%	6.3%	3.8%	2.5%	1.3%	2.5%	1.3%	0.0%	1.3%	1.3%	0.0%	6.3%	4.0%	2.8%	1.4%	2.9%	1.5%	0.0%	1.5%	1.5%
22	Feb-20	88		100.0%	97.7%	93.2%	88.6%	87.5%	86.4%	83.0%	81.8%	79.5%		0.0%	2.3%	4.5%	4.5%	1.1%	1.1%	3.4%	1.1%	2.3%		0.0%	2.3%	4.7%	4.9%	1.3%	1.3%	3.9%	1.4%	2.8%
23	Mar-20	105		100.0%	98.1%	93.3%	89.5%	87.6%	85.7%	81.9%	78.1%			0.0%	1.9%	4.8%	3.8%	1.9%	1.9%	3.8%	3.8%			0.0%	1.9%	4.9%	4.1%	2.1%	2.2%	4.4%	4.7%
24	Apr-20	110		100.0%	96.4%	92.7%	90.0%	88.2%	83.6%	81.8%				0.0%	3.6%	3.6%	2.7%	1.8%	4.5%	1.8%				0.0%	3.6%	3.8%	2.9%	2.0%	5.2%	2.2%
25	May-20	115		100.0%	97.4%	91.3%	85.2%	84.3%	83.5%					0.0%	2.6%	6.1%	6.1%	0.9%	0.9%					0.0%	2.6%	6.3%	6.7%	1.0%	1.0%
26	Jun-20	128		100.0%	95.3%	93.0%	89.8%	85.9%						0.0%	4.7%	2.3%	3.1%	3.9%						0.0%	4.7%	2.5%	3.4%	4.3%
27	Jul-20	137		100.0%	94.2%	89.1%	86.1%							0.0%	5.8%	5.1%	2.9%							0.0%	5.8%	5.4%	3.3%
28	Aug-20	151		100.0%	96.0%	89.4%								0.0%	4.0%	6.6%								0.0%	4.0%	6.9%
29	Sep-20	161		100.0%	95.7%									0.0%	4.3%									0.0%	4.3%
30	Oct-20	168		100.0%										0.0%										0.0%
31				100.0%	96.0%	91.4%	88.1%	86.6%	84.5%	82.2%	80.6%	80.4%	80.0%	0.0%	4.0%	4.7%	3.7%	1.9%	2.2%	2.6%	1.8%	1.8%	1.3%	0.0%	4.0%	4.9%	4.0%	2.2%	2.5%	3.1%	2.2%	2.2%	1.5%
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35	MRR Churn
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37	Conversion	New		Cohort MRR in month										Retained MRR in lifetime month										MRR churn in lifetime month
38	month	MRR		Jan-20	Feb-20	Mar-20	Apr-20	May-20	Jun-20	Jul-20	Aug-20	Sep-20	Oct-20	0	1	2	3	4	5	6	7	8	9	0	1	2	3	4	5	6	7	8	9
39	Jan-20	$ 7,851		$7,851	$7,536	$7,234	$6,982	$6,876	$6,780	$6,678	$6,567	$6,454	$6,342	$7,851	$7,536	$7,234	$6,982	$6,876	$6,780	$6,678	$6,567	$6,454	$6,342	$0	$315	$302	$252	$106	$96	$102	$111	$113	$112
40	Feb-20	$ 7,988			$7,988	$7,688	$7,232	$6,998	$6,890	$6,789	$6,679	$6,589	$6,459	$7,988	$7,688	$7,232	$6,998	$6,890	$6,789	$6,679	$6,589	$6,459		$0	$300	$456	$234	$108	$101	$110	$90	$130
41	Mar-20	$ 9,234				$9,234	$8,897	$8,678	$8,569	$8,432	$8,352	$8,152	$7,988	$9,234	$8,897	$8,678	$8,569	$8,432	$8,352	$8,152	$7,988			$0	$337	$219	$109	$137	$80	$200	$164
42	Apr-20	$ 10,123					$10,123	$9,657	$9,222	$8,901	$9,201	$9,468	$9,688	$10,123	$9,657	$9,222	$8,901	$9,201	$9,468	$9,688				$0	$466	$435	$321	-$300	-$267	-$220
43	May-20	$ 11,788						$11,788	$11,546	$11,321	$11,678	$11,755	$11,868	$11,788	$11,546	$11,321	$11,678	$11,755	$11,868					$0	$242	$225	-$357	-$77	-$113
44	Jun-20	$ 12,876							$12,876	$12,546	$12,433	$12,399	$12,976	$12,876	$12,546	$12,433	$12,399	$12,976						$0	$330	$113	$34	-$577
45	Jul-20	$ 13,212								$13,212	$12,756	$13,345	$13,456	$13,212	$12,756	$13,345	$13,456							$0	$456	-$589	-$111
46	Aug-20	$ 14,789									$14,789	$14,201	$14,897	$14,789	$14,201	$14,897								$0	$588	-$696
47	Sep-20	$ 15,786										$15,786	$14,988	$15,786	$14,988									$0	$798
48	Oct-20	$ 16,119											$16,119	$16,119										$0
49				$7,851	$15,524	$24,156	$33,234	$43,997	$55,883	$67,879	$82,455	$98,149	$114,781
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51	Conversion	New		% of retained MRR in lifetime month										% MRR churn in lifetime month										% MRR churn in lifetime month (relative to previous month)
52	month	MRR		0	1	2	3	4	5	6	7	8	9	0	1	2	3	4	5	6	7	8	9	0	1	2	3	4	5	6	7	8	9
53	Jan-20	$7,851		100.00%	95.99%	92.14%	88.93%	87.58%	86.36%	85.06%	83.65%	82.21%	80.78%	0.00%	4.01%	3.85%	3.21%	1.35%	1.22%	1.30%	1.41%	1.44%	1.43%	0.00%	4.01%	4.01%	3.48%	1.52%	1.40%	1.50%	1.66%	1.72%	1.74%
54	Feb-20	$7,988		100.00%	96.24%	90.54%	87.61%	86.25%	84.99%	83.61%	82.49%	80.86%		0.00%	3.76%	5.71%	2.93%	1.35%	1.26%	1.38%	1.13%	1.63%		0.00%	3.76%	5.93%	3.24%	1.54%	1.47%	1.62%	1.35%	1.97%
55	Mar-20	$9,234		100.00%	96.35%	93.98%	92.80%	91.31%	90.45%	88.28%	86.51%			0.00%	3.65%	2.37%	1.18%	1.48%	0.87%	2.17%	1.78%			0.00%	3.65%	2.46%	1.26%	1.60%	0.95%	2.39%	2.01%
56	Apr-20	$10,123		100.00%	95.40%	91.10%	87.93%	90.89%	93.53%	95.70%				0.00%	4.60%	4.30%	3.17%	-2.96%	-2.64%	-2.17%				0.00%	4.60%	4.50%	3.48%	-3.37%	-2.90%	-2.32%
57	May-20	$11,788		100.00%	97.95%	96.04%	99.07%	99.72%	100.68%					0.00%	2.05%	1.91%	-3.03%	-0.65%	-0.96%					0.00%	2.05%	1.95%	-3.15%	-0.66%	-0.96%
58	Jun-20	$12,876		100.00%	97.44%	96.56%	96.30%	100.78%						0.00%	2.56%	0.88%	0.26%	-4.48%						0.00%	2.56%	0.90%	0.27%	-4.65%
59	Jul-20	$13,212		100.00%	96.55%	101.01%	101.85%							0.00%	3.45%	-4.46%	-0.84%							0.00%	3.45%	-4.62%	-0.83%
60	Aug-20	$14,789		100.00%	96.02%	100.73%								0.00%	3.98%	-4.71%								0.00%	3.98%	-4.90%
61	Sep-20	$15,786		100.00%	94.94%									0.00%	5.06%									0.00%	5.06%
62	Oct-20	$16,119		100.00%										0.00%										0.00%
63				100.00%	96.30%	96.02%	94.40%	93.77%	92.07%	88.64%	84.33%	81.53%	80.78%	0.00%	3.70%	0.53%	0.66%	-1.01%	-0.22%	0.55%	1.46%	1.53%	1.43%	0.00%	3.70%	0.55%	0.69%	-1.09%	-0.24%	0.61%	1.70%	1.85%	1.74%
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67	CAC Payback
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69	Conversion	New		Cumulated Gross Profit in lifetime month vs. CACs
70	month	MRR	CACs	0	1	2	3	4	5	6	7	8	9	Cohort is profitable since lifetime month
71	Jan-20	$7,851	$50,000	$6,281	$12,310	$18,097	$23,682	$29,183	$34,607	$39,950	$45,203	$50,366	$55,440	8
72	Feb-20	$7,988	$50,000	$6,390	$12,541	$18,326	$23,925	$29,437	$34,868	$40,211	$45,482	$50,650		8
73	Mar-20	$9,234	$60,000	$7,387	$14,505	$21,447	$28,302	$35,048	$41,730	$48,251	$54,642			Not yet profitable
74	Apr-20	$10,123	$60,000	$8,098	$15,824	$23,202	$30,322	$37,683	$45,258	$53,008				Not yet profitable
75	May-20	$11,788	$70,000	$9,430	$18,667	$27,724	$37,066	$46,470	$55,965					Not yet profitable
76	Jun-20	$12,876	$70,000	$10,301	$20,338	$30,284	$40,203	$50,584						Not yet profitable
77	Jul-20	$13,212	$80,000	$10,570	$20,774	$31,450	$42,215							Not yet profitable
78	Aug-20	$14,789	$90,000	$11,831	$23,192	$35,110								Not yet profitable
79	Sep-20	$15,786	$90,000	$12,629	$24,619									Not yet profitable
80	Oct-20	$16,119	$90,000	$12,895										Not yet profitable
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82	Gross Margin %		80%
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