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Ideas to increase free Ideas to increase paid
CAC = $5 referrals conversion
CAC = $1.67
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Day Day Day
Branching Rate: 4 Conversion Rate: 50%
1 5 12
Cust (0) 1000 Initial customer set at time = 0
VARIABLES
i 5 Number of invites sent out by each new customer
Conv % 21% Conversion rate of invites into customers
CT 7 The time it takes to complete a full Viral Cycle in days
K 1.06 The Viral Coefficient (Invites * conversion rate)
Time: # of Days 0 365 730 761
Users 1,000 306,512 5,571,279 7,100,000
8,000,000
6,000,000
4,000,000
2,000,000
0
YEAR 1 YEAR 2 YEAR 3 YEAR 4
NEW USER
participation
75%
REFERRAL
40% VIRAL GROWTH LOOP branching rate
0.75 x 7 x 0.5 x 0.4
NEW VISITOR K = 1.05 7
conversion
50% RECEIVED
clickthrough rate
VIRAL COEFFICIENT BY SEGMENT
Desktop Advertising Mobile Advertising Payments
4500
Year 1 Year 2 Year 3 Year 4
215
2909
918
2250
0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
CUSTOMER ACQUISITION EXPENSES
Network scales faster as it lowers its customer acquisition cost
Month 1 Month 2
Pageviews 200,000 200,000
Total New Signups 5,000 6,000
Increase in
OVERVIEW Conversion Rate 2.50% 3.00%
Conversion Rate
Ad Spends $1,000 $1,000
Cost per Acquisition $0.20 $0.17
Increase in
Lead to customers 5000 6000
MARKETING New Customer
FUNNEL RESULTS Lead to customer Conversion Rate 10% 10%
Total Salaries $20,000 $20,000
MARKETING
VP Marketing $14,000 $14,000
EXPENSES
Paid Marketing Manager $6,000 $6,000
TOTAL EXPENSES $21,000 $21.000
CAC CAC Reduced
CAC $42.0 $35.0
by ~16.6%
NEW REFERRALS ADDED
Marketing campaign results
500 in significant uptick to users
added
300
250 260
200 210
Sep 20XX Oct 20XX Nov 20XX Dec 20XX Jan 20XX Feb 20XX
COHORT GROWTH
Acquisition Date Users Month 0 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10
Jan 01 1098 100% 33.9$ 23.5% 18.7% 15.9% 16.3% 14.2% 14.5% 13.3% 13.0% 12.1%
Jan 02 1358 100% 31.1% 18.6% 14.3% 16.0% 14.9% 13.2% 12.9% 14.5% 11.3%
Jan 03 1257 100% 27.2% 19.6% 14.5% 12.9% 13.4% 13.0% 10.8% 11.4$
Jan 04 1587 100% 26.6% 17.9% 14.6% 14.8% 14.9% 13.7% 11.9%
Jan 05 1758 100% 26.2% 20.4% 16.9% 14.3% 12.7% 12.5%
Jan 06 1624 100% 26.4% 18.1% 13.7% 15.4% 11.8%
Jan 07 1541 100% 23.9% 19.6% 15.0% 14.8%
Jan 08 868 100% 24.7% 16.9% 15.8%
Jan 09 1143 100% 25.8% 18.5%
Jan 10 1253 100% 24.1%
All Users 13487 100% 27.0% 19.2% 15.4% 14.9% 14.0% 13.3% 12.5% 13.1% 12.2% 12.1%
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