Retention & lifetime value

The second order is the whole business

Acquisition buys a first order; lifecycle buys the next twelve. This view tracks subscription health, cohort value and the flows that move a one-off buyer onto a standing order.

Subscription revenue

$1,055,209

7.6%27% of total revenue

Active subscribers

4,040

3.7% monthly churn

Customer lifetime value

$272

8.56x against CAC of $32

Owned-channel revenue share

18.6%

Email and SMS attributed revenue

Subscription revenue against total revenue

24 May 2026 to 21 Aug 2026 · Group

Average order value

Basket growth is the cheapest revenue in the portfolio

Cohort lifetime value

Cumulative revenue per customer by acquisition month · Group

Cohort	Customers	Month 0	Month 1	Month 3	Month 6	Month 12
Sep 25	5.3K	$155	$247	$374	$503	$701
Oct 25	4.3K	$158	$235	$350	$469	$653
Nov 25	4.4K	$161	$241	$360	$482	$671
Dec 25	4.2K	$164	$241	$358	$479	-
Jan 26	3.9K	$167	$240	$356	$475	-
Feb 26	4.6K	$170	$260	$389	$521	-
Mar 26	4.8K	$173	$268	$402	$448	-
Apr 26	5.2K	$176	$281	$424	$469	-

Lifecycle flow coverage

Two of the highest-value flows are missing or under-built - that is recoverable revenue, not new spend.

Welcome & first order

New subscribers · 73.4K sends · 54.2% open · 6.8% click

$1,962,540

Live

Abandoned cart & browse

High-intent non-buyers · 110.1K sends · 48.7% open · 9.1% click

$1,614,347

Live

Post-purchase → subscription

First-time buyers, day 14 · 25.8K sends · 41.3% open · 5.2% click

$886,308

Under-performing

Replenishment reminder

Buyers at 80% of grind cycle · 31.1K sends · 46.9% open · 7.4% click

$1,171,193

Live

Winback - lapsed 90 days

Lapsed customers · no messages sending

Not built

Wholesale nurture

Café & workplace enquiries · 1.7K sends · 38.4% open · 4.6% click

$601,424

Not built

SKUs by repeat behaviour

The products worth acquiring customers into

House blend 1kg

$6,879,960

25% repeat · 13% on subscription

Single origin - Huila 250g

$6,344,993

39% repeat · 29% on subscription

Subscription - fortnightly 500g

$5,631,755

52% repeat · 44% on subscription

Decaf Swiss Water 1kg

$4,102,438

35% repeat · 25% on subscription

Filter roast trio pack

$2,854,659

24% repeat · 12% on subscription