recurring revenue · the real game
05Retention
"I'm staying."
Job to be done
"When I'm 60+ days in and questioning the spend, I want enough proof of progress and warmth from the care team to keep going through the awkward middle."
Top tactics
- ▪ Monthly clinician check-in (titration logic visible)
- ▪ Progress dashboard: weight, NSV, energy, sleep
- ▪ Refill reminders (7 days out, SMS)
- ▪ Cohort-stratified content (M2 vs M4 patient ≠ same)
Watch this number
M3 retention
Logo churn
NPS
Cohort LTV curves
Eudaven note
Compounded compresses the LTV ceiling vs branded (lower price), so the only path to LTV:CAC ≥ 3 is retention months. Every month past M3 is gross-margin gold. Engineer for M6 like a SaaS company engineers for net retention.
Operator action
Generate a brief for this stage
Pre-loads the brief synthesizer with this stage's JTBD, tactics, and KPIs. Pick a persona, channel, and offer to scope the brief. Costs ~$0.05 in OpenRouter calls and takes 5–10 seconds.