The Core Objective: Must-Hit Metrics
Blended LTV Target
≥ $70
Combined value of monthly and annual subscribers.
Dec Revenue Run-Rate
$80k-$120k
Demonstrates path to break-even.
The Bottom Line: Decision Gate
GO ✅
Hit $70+ LTV AND $80-120k Dec Run-Rate.
→ Continue Funding
PARTIAL MISS ⚠️
Miss one of the two primary targets (LTV or Run-Rate).
→ Reassess Burn / Optimize Growth Spend / Adjust Strategy
NO-GO ❌
Miss both the $70+ LTV and $80-120k Dec Run-Rate targets.
→ Stop Funding and Sell
Where We Stand Today (June 2025)
Blended LTV (no renewals)
Our current Blended LTV (excluding renewals) shows a gap to the $70 target. The App channel is performing stronger, closer to the goal, indicating a solid user base on mobile.
Monthly Retention Rate
Web retention is currently higher, but both platforms need a significant boost to reach the 70% target, which is a key driver for increasing LTV.
App (iOS + Android)
Web (PayPal)
Levers to Reach $70+ LTV
To bridge the gap, we will pull three strategic levers in sequence, prioritizing the fastest and most cost-effective lifts first.
| Priority | Lever | What It Does | Expected Lift |
|---|---|---|---|
| 1 | Retention Push | Cuts churn, which directly raises Monthly LTV for both Web & App platforms. | +$12-15 to Blended LTV |
| 2 | Yearly-First Offer | Shifts 45% of new subscribers to the higher-value annual plan. | Moves LTV to $70-75 |
| 3 | Price Test (Monthly $19.99) | Provides a direct ARPU bump with minimal churn impact once value is proven. | +$6-8 to Blended LTV |
Execution Timeline & Milestones
Our execution plan is a phased sprint from August to November, with clear monthly milestones to track progress and iterate if necessary.
August – September: Retention Sprint
Goal: Increase overall retention from ~58% to 70%.
Milestone (30 Sep): Retention ≥ 65%. If not, we fast-track onboarding tweaks.
October: Yearly Default Roll-out
Launch the "Yearly-First" offer to capitalize on NFL season traffic.
Milestone (31 Oct): Blended LTV ≥ $65. If not, we further optimize the yearly plan's appeal to shift more users to it.
November: Price A/B Test
Only execute if Blended LTV is still below $70 after the first two levers.
Milestone (30 Nov): Blended LTV ≥ $70. If not, we trigger the price increase test.