ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Dec 2018Jan 2019Feb 2019Mar 2019Apr 2019May 2019Jun 2019Jul 2019Aug 2019Sep 2019Oct 2019Nov 2019Dec 2019
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Acquisition Model
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Acquisition - Team ProjectRates
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Existing Users 9,791 94,060 275,738 562,708 1,022,951 1,764,503 2,959,759 4,884,209 7,977,988 12,944,587 20,908,448 33,666,824
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% Learners that start invitation flow45% 4,406 42,327 124,082 253,218 460,328 794,026 1,331,892 2,197,894 3,590,095 5,825,064 9,408,802 15,150,071
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Invitation flow completion rate65% 2,864 27,513 80,653 164,592 299,213 516,117 865,730 1,428,631 2,333,561 3,786,292 6,115,721 9,847,546
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# Invitations per inviter3.3
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Total Invitations 9,451 90,792 266,156 543,153 987,403 1,703,187 2,856,907 4,714,483 7,700,753 12,494,763 20,181,880 32,496,901
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% Recipients that open the invitation77% 7,277 69,910 204,940 418,228 760,301 1,311,454 2,199,819 3,630,152 5,929,580 9,620,967 15,540,047 25,022,614
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% Recipients that click the invitation83% 6,040 58,025 170,101 347,129 631,050 1,088,507 1,825,850 3,013,026 4,921,551 7,985,403 12,898,239 20,768,770
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% Recipients that finish the signup flow...60% 3,624 34,815 102,060 208,278 378,630 653,104 1,095,510 1,807,816 2,952,931 4,791,242 7,738,944 12,461,262
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...Basic80% 2,899 27,852 81,648 166,622 302,904 522,483 876,408 1,446,252 2,362,345 3,832,993 6,191,155 9,969,009
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...Pro18% 652 6,267 18,371 37,490 68,153 117,559 197,192 325,407 531,528 862,423 1,393,010 2,243,027
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...Premium2% 72 696 2,041 4,166 7,573 13,062 21,910 36,156 59,059 95,825 154,779 249,225
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Total Cost To Acquire Invited User 0$
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Costs
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Cost per Lead (CpL/CpA)0$0.000.000.000.000.000.000.000.000.000.000.000.00
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Total Cost to Support Free Users $ 956,114,412 $ 107,511 $ 1,032,857 $ 3,027,824 $ 6,178,972 $ 11,232,807 $ 19,375,635 $ 32,500,487 $ 53,632,464 $ 87,604,595 $ 142,141,766 $ 229,591,238 $ 369,688,254
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Total Cost to Acquire All Paid Customers $ 956,114,412 $ 107,511 $ 1,032,857 $ 3,027,824 $ 6,178,972 $ 11,232,807 $ 19,375,635 $ 32,500,487 $ 53,632,464 $ 87,604,595 $ 142,141,766 $ 229,591,238 $ 369,688,254
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Customer Acquisition Cost $ 29.67 $ 29.67 $ 29.67 $ 29.67 $ 29.67 $ 29.67 $ 29.67 $ 29.67 $ 29.67 $ 29.67 $ 29.67 $ 29.67 $ 29.67
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Acquisition - Paid Referral
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Existing Users 36,501 286,865 633,550 1,181,216 2,099,249 3,611,668 6,077,228 10,070,452 16,510,736 26,868,763 43,496,285 70,153,150
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% Learners that start invitation flow38% 13,870 109,009 240,749 448,862 797,714 1,372,434 2,309,347 3,826,772 6,274,080 10,210,130 16,528,588 26,658,197
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Invitation flow completion rate85% 11,790 92,657 204,637 381,533 678,057 1,166,569 1,962,945 3,252,756 5,332,968 8,678,611 14,049,300 22,659,468
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# Invitations per inviter7.8
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Total Invitations 91,960 722,728 1,596,165 2,975,956 5,288,847 9,099,237 15,310,968 25,371,496 41,597,149 67,693,162 109,584,542 176,743,847
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% Recipients that open the invitation70% 64,372 505,910 1,117,316 2,083,169 3,702,193 6,369,466 10,717,677 17,760,047 29,118,005 47,385,213 76,709,179 123,720,693
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% Recipients that click the invitation60% 38,623 303,546 670,389 1,249,902 2,221,316 3,821,680 6,430,606 10,656,028 17,470,803 28,431,128 46,025,507 74,232,416
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% Recipients that finish the signup flow...35% 13,518 106,241 234,636 437,466 777,460 1,337,588 2,250,712 3,729,610 6,114,781 9,950,895 16,108,928 25,981,345
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...Basic80% 10,814 84,993 187,709 349,972 621,968 1,070,070 1,800,570 2,983,688 4,891,825 7,960,716 12,887,142 20,785,076
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...Pro18% 2,433 19,123 42,235 78,744 139,943 240,766 405,128 671,330 1,100,661 1,791,161 2,899,607 4,676,642
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...Premium2% 270 2,125 4,693 8,749 15,549 26,752 45,014 74,592 122,296 199,018 322,179 519,627
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Total Cost To Acquire Invited User $ 100.00
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Costs
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Cost per Lead (CpL/CpA) $ -
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Total referral bonuses $ 6,704,318,025 $ 1,351,805 $ 10,624,107 $ 23,463,629 $ 43,746,556 $ 77,746,047 $ 133,758,788 $ 225,071,222 $ 372,960,986 $ 611,478,097 $ 995,089,483 $ 1,610,892,760 $ 2,598,134,544
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Total Cost to Support Free Users $ 1,988,970,028 $ 401,040 $ 3,151,854 $ 6,960,955 $ 12,978,291 $ 23,064,920 $ 39,682,220 $ 66,771,880 $ 110,646,336 $ 181,407,207 $ 295,213,197 $ 477,903,555 $ 770,788,575
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Total Cost to Acquire All Paid Customers $ 8,693,288,053 $ 1,752,845 $ 13,775,961 $ 30,424,584 $ 56,724,847 $ 100,810,967 $ 173,441,007 $ 291,843,102 $ 483,607,322 $ 792,885,303 $ 1,290,302,680 $ 2,088,796,315 $ 3,368,923,120
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Customer Acquisition Cost $ 130 $ 130 $ 130 $ 130 $ 130 $ 130 $ 130 $ 130 $ 130 $ 130 $ 130 $ 130 $ 130
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Acquisition - Paid Search
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Total Ad Budget$29,001,667$1,000,000$1,150,000$1,322,500$1,520,875$1,749,006$2,011,357$2,313,061$2,660,020$3,059,023$3,517,876$4,045,558$4,652,391
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Cost per Click (CpC)$2.70$2.70$2.70$2.70$2.70$2.70$2.70$2.70$2.70$2.70$2.70$2.70
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Ad CTR on Google3.14%
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Total Clicks 370,370 425,926 489,815 563,287 647,780 744,947 856,689 985,193 1,132,971 1,302,917 1,498,355 1,723,108
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Impressions
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% Landing page visitors that start the signup flow35% 129,630 149,074 171,435 197,150 226,723 260,731 299,841 344,817 396,540 456,021 524,424 603,088
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% Landing page visitors that complete the signup flow...75% 97,222 111,806 128,576 147,863 170,042 195,549 224,881 258,613 297,405 342,016 393,318 452,316
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...Free65% 63,194 72,674 83,575 96,111 110,527 127,107 146,173 168,098 193,313 222,310 255,657 294,005
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...Basic25% 24,306 27,951 32,144 36,966 42,511 48,887 56,220 64,653 74,351 85,504 98,330 113,079
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...Pro9% 8,750 10,063 11,572 13,308 15,304 17,599 20,239 23,275 26,766 30,781 35,399 40,708
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...Premium1% 972 1,118 1,286 1,479 1,700 1,955 2,249 2,586 2,974 3,420 3,933 4,523
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Total Ads Budget $ 29,001,667.37
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Costs
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Cost per Lead (CpL/CpA) $ 10.29 $ 10.29 $ 10.29 $ 10.29 $ 10.29 $ 10.29 $ 10.29 $ 10.29 $ 10.29 $ 10.29 $ 10.29 $ 10.29 $ 10.29
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Total Cost to Support Free Users $ 83,649,268 $ 2,884,291.67 $ 3,316,935.42 $ 3,814,475.73 $ 4,386,647.09 $ 5,044,644.15 $ 5,801,340.77 $ 6,671,541.89 $ 7,672,273.17 $ 8,823,114.15 $ 10,146,581.27 $ 11,668,568.46 $ 13,418,853.73
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Total Cost to Acquire All Paid Customers $ 112,650,935 $ 3,884,291.67 $ 4,466,935.42 $ 5,136,975.73 $ 5,907,522.09 $ 6,793,650.40 $ 7,812,697.96 $ 8,984,602.66 $ 10,332,293.05 $ 11,882,137.01 $ 13,664,457.57 $ 15,714,126.20 $ 18,071,245.13
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Customer Acquisition Cost $ 39.95 $ 69.62 $ 69.62 $ 69.62 $ 69.62 $ 69.62 $ 69.62 $ 69.62 $ 69.62 $ 69.62 $ 69.62 $ 69.62 $ 69.62
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Blended
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Registered Users102091000 114,364 252,862 465,273 793,606 1,326,132 2,186,240 3,571,103 5,796,038 9,365,117 15,084,152 24,241,189 38,894,923
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Paid Customers - Basic80122017 38,019 140,796 301,501 553,560 967,383 1,641,441 2,733,198 4,494,594 7,328,521 11,879,213 19,176,626 30,867,165
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Paid Customers - Pro18122615 11,836 35,453 72,177 129,541 223,400 375,924 622,559 1,020,012 1,658,955 2,684,366 4,328,015 6,960,378
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Paid Customers - Premium2013624 1,315 3,939 8,020 14,393 24,822 41,769 69,173 113,335 184,328 298,263 480,891 773,375
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Paid Customers - All Plans100258256 51,170 180,188 381,698 697,495 1,215,605 2,059,134 3,424,930 5,627,940 9,171,803 14,861,842 23,985,532 38,600,918
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Costs
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Cost per Lead (CpL/CpA) $ 57.78 $ 20.56 $ 46.56 $ 53.27 $ 57.04 $ 59.95 $ 62.10 $ 63.67 $ 64.81 $ 65.62 $ 66.20 $ 66.62 $ 66.92
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Total Cost to Support Free Users $ 3,028,733,707.83 $ 3,392,842.68 $ 7,501,645.94 $ 13,803,254.32 $ 23,543,910.32 $ 39,342,371.45 $ 64,859,195.58 $ 105,943,908.81 $ 171,951,073.00 $ 277,834,916.02 $ 447,501,544.73 $ 719,163,361.96 $ 1,153,895,683.02
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Total Cost to Acquire All Paid Customers $ 9,762,053,400.21 $ 5,744,647.46 $ 19,275,752.95 $ 38,589,383.59 $ 68,811,341.31 $ 118,837,424.96 $ 200,629,340.33 $ 333,328,191.90 $ 547,572,079.27 $ 892,372,035.41 $ 1,446,108,904.41 $ 2,334,101,679.86 $ 3,756,682,618.77
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Customer Acquisition Cost $ 95.62 $ 50.23 $ 76.23 $ 82.94 $ 86.71 $ 89.61 $ 91.77 $ 93.34 $ 94.47 $ 95.29 $ 95.87 $ 96.29 $ 96.59
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Unit Economics Scorecard Model
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Revenue
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Price - Basic Tier $ 100.00
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Price - Professional Tier $ 750.00
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Price - Premium Tier $ 1,200.00
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Average Sales Price $ 278.61
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Revenue - Basic Tier $ 8,813,421,835.87 $ 4,182,105.02 $ 15,487,587.23 $ 33,165,153.15 $ 60,891,629.07 $ 106,412,098.16 $ 180,558,468.82 $ 300,651,757.54 $ 494,405,295.33 $ 806,137,263.76 $ 1,306,713,444.88 $ 2,109,428,909.58 $ 3,395,388,123.32
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Revenue - Professional Tier $ 53,008,650,268.04 $ 34,619,000.51 $ 103,698,835.09 $ 211,118,504.20 $ 378,908,684.37 $ 653,445,107.13 $ 1,099,577,426.61 $ 1,820,985,761.50 $ 2,983,534,365.44 $ 4,852,442,056.39 $ 7,851,770,512.05 $ 12,659,445,155.35 $ 20,359,104,859.39
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Revenue - Premium Tier $ 7,007,411,317.48 $ 4,576,414.88 $ 13,708,336.03 $ 27,908,543.01 $ 50,089,353.15 $ 86,381,347.50 $ 145,357,243.86 $ 240,722,904.08 $ 394,404,542.90 $ 641,462,425.69 $ 1,037,954,848.32 $ 1,673,499,302.59 $ 2,691,346,055.49
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Revenue - Total $ 68,829,483,421.39 $ 43,377,520.41 $ 132,894,758.35 $ 272,192,200.36 $ 489,889,666.59 $ 846,238,552.79 $ 1,425,493,139.28 $ 2,362,360,423.13 $ 3,872,344,203.67 $ 6,300,041,745.84 $ 10,196,438,805.25 $ 16,442,373,367.51 $ 26,445,839,038.20
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CoGS
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Stripe Charge - Percentage2.90%
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Stripe Charge - Flat$0.30
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CoGS per customer - Basic Tier $ 3.49
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CoGS per customer - Professional Tier $ 85.13
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CoGS per customer - Premium Tier $ 101.22
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Total CoGS - Basic Tier $ 279,625,838.25 $ 132,686.79 $ 491,378.90 $ 1,052,239.86 $ 1,931,925.32 $ 3,376,165.66 $ 5,728,627.78 $ 9,538,860.31 $ 15,686,131.64 $ 25,576,536.82 $ 41,458,453.84 $ 66,926,426.31 $ 107,726,405.00
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Total CoGS - Professional Tier $ 1,542,687,642.42 $ 1,007,501.68 $ 3,017,902.00 $ 6,144,089.80 $ 11,027,214.28 $ 19,016,928.12 $ 32,000,522.54 $ 52,995,354.85 $ 86,828,500.12 $ 141,218,506.00 $ 228,506,654.65 $ 368,422,314.14 $ 592,502,154.24
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Total CoGS - Premium Tier $ 203,819,015.39 $ 133,110.55 $ 398,723.50 $ 811,753.66 $ 1,456,909.29 $ 2,512,505.75 $ 4,227,890.87 $ 7,001,716.19 $ 11,471,732.14 $ 18,657,708.83 $ 30,190,169.47 $ 48,675,746.96 $ 78,281,048.20
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Total CoGS (Blended) $ 2,026,132,496.05 $ 1,273,299.02 $ 3,908,004.40 $ 8,008,083.32 $ 14,416,048.89 $ 24,905,599.52 $ 41,957,041.20 $ 69,535,931.35 $ 113,986,363.90 $ 185,452,751.65 $ 300,155,277.96 $ 484,024,487.41 $ 778,509,607.44
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CoGS per Customer (Blended) $ 20.21 $ 24.88 $ 21.69 $ 20.98 $ 20.67 $ 20.49 $ 20.38 $ 20.30 $ 20.25 $ 20.22 $ 20.20 $ 20.18 $ 20.17