Know your numbers.
Forecasts, pricing, churn and cash, in plain English. Written for founders who’d rather run the business than a spreadsheet.
Latest
Customer lifetime value (LTV): how to work it out simply
How to calculate customer lifetime value for a subscription business, why churn matters more than price, and how to use LTV to decide what a customer is worth.
· 4 min read
How to calculate churn rate, and what it really costs you
How to calculate customer churn and revenue churn for a subscription business, with worked examples, and how to turn churn into lifetime value.
· 5 min read
How to calculate MRR (monthly recurring revenue) properly
How to calculate MRR for a subscription business, what to leave out, how annual plans and discounts count, and how to split it into new, lost and expansion.
· 4 min read
Stripe failed payments: why they happen and how to win them back
Why subscription payments fail in Stripe, what the common decline reasons mean in plain English, and a simple routine to recover more of them.
· 4 min read
AI revenue forecasting: how a calculator beat GPT-6-Astra
Two days ago a free AI beat our forecast engine. We rebuilt it and tested it against GPT-6-Astra on the same simulated businesses. Here's what happened.
· 6 min read
Default alive or default dead? How to check in five minutes
Will your business reach profit before the cash runs out, if nothing changes? Here's how to work out whether you're default alive, with a worked example.
· 4 min read
How to raise SaaS prices without losing revenue
A price rise pays off as long as you don't lose too many customers. Here's the break-even maths, a worked example and how to announce the rise.
· 5 min read
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