Since the date range considered is 2014 to early 2017, but we are only in mid-2017, the metrics shown for 30 months out and beyond are based on customers in the earlier part of the range. In addition, it shows the lifetime revenues for customer over various periods after their first paid order. I’m not sure why it’s called CPC (“Cost per Customer”), but it’s more normally called CPA (“Cost per Acquisition”). What the graphic shows is the average cost to acquire a customer during the 2014 to early 2017 period. The below graphic is the one that has been making the rounds. More important than what the numbers they shared reveal is what the implications are for their own business as well as others in the meal delivery space, and the broader subscription business. My goal here is to show how you can dig through information that may not be explicitly detailed and how I got to my conclusions. And certainly, if someone or the Company proves me wrong, I’ll be the first to acknowledge it. I’ve since spent the last 2 years helping my clients use information to dramatically improve their customer acquisition and retention efforts. Other than saying that the current number is probably higher than the $94 figure they disclose in their filing – but that number is based on the average of 2014 through early 2017 results.įor background, I helped to build the analytics team at Beachbody, then ran media and customer acquisition there for the last 5 of my 8 years. I frankly haven’t seen even educated guesses at specific numbers. No one else, as far as I have found, has published them. Those numbers aren’t written in their S-1, but the analysis used to come up with them is based entirely on the information provided in that S-1. I have no inside information, but my analysis has lead me to conclude that Blue Apron is acquiring customers at a rough CPA of $150, its current monthly churn appears to be ~10%, and the Company eventually nets ~$150+ of contribution margin over the lifetime of an average customer.
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