What a Subscription Business Is Actually Doing RECUR
Revenue can grow while the product is failing, as long as new customers arrive faster than old ones leave. The month that stops being true, everything stops at once.
The business
Month by month
MonthStartNewExpansionContractionChurned
Expansion is more money from customers you already had; contraction is less. Churn is the ones who left entirely. Those three are different things and collapsing them into one number is how a business loses sight of itself.
Where the last month went
The rates
The working
Questions people ask about RECUR