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.

Business

Period

Subscription revenue

$835,832

12.3%39% of total revenue

Active subscribers

6,079

1.8% monthly churn

Customer lifetime value

$199

4.88x against CAC of $41

Owned-channel revenue share

16.3%

Email and SMS attributed revenue

Subscription revenue against total revenue

21 Jul 2026 to 18 Oct 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	1.2K	$150	$240	$362	$487	$678
Oct 25	967	$153	$227	$339	$454	$632
Nov 25	986	$156	$233	$348	$467	$650
Dec 25	931	$159	$233	$347	$464	-
Jan 26	871	$162	$233	$345	$460	-
Feb 26	1K	$165	$251	$377	$505	-
Mar 26	1.1K	$168	$259	$389	$434	-
Apr 26	1.2K	$171	$272	$410	$454	-

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 · 20.1K sends · 54.2% open · 6.8% click

$1,889,042

Live

Abandoned cart & browse

High-intent non-buyers · 30.2K sends · 48.7% open · 9.1% click

$1,553,890

Live

Post-purchase → subscription

First-time buyers, day 14 · 19.8K sends · 41.3% open · 5.2% click

$853,116

Under-performing

Replenishment reminder

Buyers at 80% of grind cycle · 23.9K sends · 46.9% open · 7.4% click

$1,127,332

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

$578,900

Not built

SKUs by repeat behaviour

The products worth acquiring customers into

House blend 1kg

$6,622,304

25% repeat · 13% on subscription

Single origin - Huila 250g

$6,107,372

39% repeat · 29% on subscription

Subscription - fortnightly 500g

$5,420,845

52% repeat · 44% on subscription

Decaf Swiss Water 1kg

$3,948,800

35% repeat · 25% on subscription

Filter roast trio pack

$2,747,751

24% repeat · 12% on subscription