Retention: The Revenue Catalyst

	B	C	D	F	G	K	L	M	N	O	P	Q
1
2	Model parameters
3	Imaginary app name	Sticky
4	Essay link
5	Number of users Week 0	10,000
6	Number of weeks	12
7
8	Week	Retention	Week index	Logistic function parameters
9	Week 1	39%	0	Max (L)	0.8878852834
10	Week 2	52%	1	Log growth rate (k)	0.6
11	Week 3	64%	2	x min	0.4265180917
12	Week 4	73%	3
13	Week 5	79%	4
14	Week 6	83%	5
15	Week 7	86%	6
16	Week 8	87%	7
17	Week 9	88%	8
18	Week 10	88%	9
19	Week 11	89%	10
20	Week 12	89%	11
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22
23
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25	4th week retention increase	10%
26
27	4th week retention Variant A	9.4%
28	4th week retention Variant B	10.4%
29
30	12 weeks revenue A	$11,865
31	12 weeks revenue B	$13,051
32
33	Revenue increase	10.0%
34
35								Number of users A	Revenue A		Number of users B	Revenue B
36						Week 0		10,000	0		10,000	0
37						Week 1		3,874	$3,874		4,262	$4,262
38						Week 2		2,013	$2,013		2,214	$2,214
39						Week 3		1,287	$1,287		1,415	$1,415
40						Week 4		941	$941		1,036	$1,036
41						Week 5		748	$748		823	$823
42						Week 6		624	$624		687	$687
43						Week 7		535	$535		589	$589
44						Week 8		466	$466		513	$513
45						Week 9		410	$410		451	$451
46						Week 10		362	$362		398	$398
47						Week 11		320	$320		352	$352
48						Week 12		284	$284		312	$312
49						12 weeks revenue			$11,865			$13,051
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52
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55
56
57
58	AURR increase	10%
59
60	AURR Variant A	61.1%
61	AURR Variant B	73.6%
62
63	12 weeks revenue A	$11,865
64	12 weeks revenue B	$13,051
65	12 weeks revenue C	$17,850
66
67	Revenue increase	50.4%
68
69							CURR Variant A	Number of users A	Revenue A	CURR Variant C	Number of users C	Revenue C
70						Week 0		10,000	0		10,000	0
71						Week 1	39%	3,874	$3,874	43%	4,262	$4,262
72						Week 2	52%	2,013	$2,013	57%	2,436	$2,436
73						Week 3	64%	1,287	$1,287	70%	1,713	$1,713
74						Week 4	73%	941	$941	80%	1,378	$1,378
75						Week 5	79%	748	$748	87%	1,205	$1,205
76						Week 6	83%	624	$624	92%	1,106	$1,106
77						Week 7	86%	535	$535	94%	1,043	$1,043
78						Week 8	87%	466	$466	96%	1,000	$1,000
79						Week 9	88%	410	$410	97%	966	$966
80						Week 10	88%	362	$362	97%	938	$938
81						Week 11	89%	320	$320	97%	913	$913
82						Week 12	89%	284	$284	97%	890	$890
83						12 weeks revenue			$11,865			$17,850
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85
86
87
88	AURR increase	Revenue Increase
89	1%	3.9%
90	3%	12.3%
91	5%	21.7%
92	10%	50.4%
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94
95
96
97	AURR and Revenue interplay
98
99	Number of users Week 0	10,000
100	Number of weeks	12