2. • Telemon is acquiring larger cohorts of customers.
• Newer cohorts have better retention. This suggests that the service is
improving and becoming more sticky.
Telemon is getting traction
40%
60%
80%
0
200
400
600
800
January February March April May
Month of sign-up
Retention Rate Trends (monthly cohorts)
Cohort size 1-month retention rate 2-month retention rate 3-month retention rate 4-month retention rate
3. The January cohort is expected to generate a
CLV of $106
$106
$0
$40
$80
$120
Expected CLV (January cohort)
4. • FB is the best acquisition channel. It has the highest 6-month CLV and best
ROAS. Although, it has the worse retention.
• The cost of acquiring a customer via FB is recovered in 1 month.
Improve retention for FB-acquired customers and
invest in FB ads to fuel growth
20%
40%
60%
80%
100%
1 2 3 4 5 6
Retention Rate by Channel
Facebook ads Google Adwords Referral Overall
0%
20%
40%
60%
80%
$-
$20
$40
$60
$80
Facebook
ads
Google
Adwords
Referral
CLV and Retention by Channel
6-month LTV 6-month Retention Rate
$0
$1
$2
$3
$4
$5
Facebook
ads
Referral Overall Google
Adwords
ROAS = CLV/CAC by Channel
