Dejar de usar el producto anticipa la cancelación sin importar el precio

becomes a very valuable company. Now, let me give you some interesting data on School that manages hundreds of thousands of memberships that you can use for any recurring business. Number one is that the first amount of churn that's the greatest is month one. So, if you ever have to focus, focus first on your first 30 days. It across all categories it was over 20% plus churn in that first month, all right? The next big kind of like drop-off point in churn is about 10%, and that happens at about month three. The third and kind of final spot where you have a big drop in in churn is month six…

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Well, 40% of subscription services, those clients and customers make the decision to cancel in the first 90 days.

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horrifying yeah you know in some Industries it's like 93% of online courses that are bought are never even started not finished never even started don't's website too 97% of people who purchase your course are unlikely to ever complete it yeah um and we have

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trick off and then they cancel which by the way the easiest correlation with cancellation is lack of consumption so if you want people to stay and pay you got to get them to use it and one of the things I had in the gym world that I I think is worth writing down for anyone is that no matter how cheap a gym membership is a gym membership you never use is never worth it and so whether it's $5 or $50 if someone doesn't use it even if it's the most amazing thing in the world they will not keep paying for it at some point because it's a waste is a waste and so on the flip side almost no one…

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Because, like, you know, some industry stats, depending on the gym, but anywhere between 50 and 80% of members who buy a gym membership, after the day they buy it, they'll never go back.

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pay because of them not you so for example if you have a supplement to get very high stick if you're super geared towards beginners and beginners turn out as in they go to the gym they had a business that was geared around the regular user or somebody who already you truly have a Superior product and then that entire base of people who else's then you have a customer that is over again but when you target beginners they are still beginners within that Continuum and so you will have the churn in relation to how much of a beginner

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I missed you. We actually track this and we could watch people go from three times a week, three times a week, two times a week, one time a week, cancel. You can just watch it if you track attendance. But if you implement that, you go three times a week, three times a week, two times a week, Marley, get your ass in here, three times a week, three times a week, and she keeps going. They have to know that they're missed.

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people buy the course and at least half never touch it anytime someone cancels I go and look and if I see they bought the course three months ago and never watched a that's a huge issue I think the course completion across like everything is like I don't know 15% 20% saw this I think churn is an interesting one and um is that churn is generally overwhelm of people joining something and not knowing where to start so as you said

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so these guys would lose money because for them it would still cost them about $100 to get a customer. So you're like, wait a second, why would they pay $100 to make 21? This actually happens all the time in business. And then they'd get one out of three of these people to buy the $99 thing. And so it's really closer to $300 for them to get a $99 membership, which on average would stay six months. not a very good business, but this is what the industry standard

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have this massive Market but people tend to turn out of gyms even the very lowcost gyms like a lot of people have this misbelief that they think like oh well Planet Fitness or Crunch Fitness is 10 bucks a month so of course no one cancels but they actually have five or 6% monthly churn they just have a ton of people who sign up every month as well

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no gym model would work at $10, $20, $30 a month. Like if you actually had people pay who only used it, your gym membership would have to be something like $200 to $300 a month, which just so happens to coincide with the vast majority of service-based gyms.

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Even a business like Crunch or Planet Fitness they have $10 a month membership, but they still have like 5% or 6% per month of their customers who turn out. So that's like half the customers per year are leaving out the door. If you've got thousands of customers and you lose half of them every year,

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How many people don't actually use the membership? They like pay for it. And then 92% don't use the membership. Yeah. It's the only, it's the only way the business model works. If they did, they'd have to charge $200 a month.

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