At 10% or under retention, you can't afford to acquire users -- the total customer lifetime value would occur in 3 months or less. You'd have to charge a lot t

At 10% or under retention, you can't afford to acquire users -- the total customer lifetime value would occur in 3 months or less. You'd have to charge a lot to make that a viable business. edit: from your above comment, you're using a nonstandard definition of retention. For your business to work, CLV must be greater than acquisition costs. My guess would be you need lifetime value / acquisition costs to be greater than 3 to have a particularly viable business.