Key Findings:

1. Sharp early churn across all cohorts

• Month-1 retention drops to ~20-40% across cohorts
• Indicates weak initial habit formation

2. Retention stabilizes after Month 2

Cohorts flatten between ~20-35% customer retention

Suggests repeat usage among a smaller, consistent user base

3. Later cohorts do not outperform earlier cohorts

No visible upward shift in retention curves over time

Implies limited product improvement during 2010-2011

4. Revenue retention mirrors customer retention

Revenue declines proportionally with user drop-off

No strong evidence of revenue expansion from retained users

5. Late-period spikes are artifacts, not improvement

Small cohort sizes amplify noise in later months

Not indicative of real retention or revenue recovery

Decisions:

Prioritize improving early retention before investing in acquisition growth.

Implications:

• Scaling acquisition would increase top-line traffic but not long-term value