Oleksandr Yaroshenko
Contributor
Oleksandr Yaroshenko is head of investor relations at Headway, an edtech startup with operations in Ukraine, the UK, Poland, and Cyprus.
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6 reasons to invest in startups from Ukraine
Investors wish they could forecast the future and decrease the uncertainty regarding how a business will grow. Subscribers’ retention on the annual plan is directly related to the product value. However, it comes with a significant lag, e.g., an annual plan is only observable a year after the customer signed up.
So, the best predictors for resubscription are the current engagement rates of your existing subscribers. Let’s see what engagement metrics gain the most significant interest from investors.
Engagement over long periods at the end of a subscription
There are many engagement metrics to look at. What matters most is how your subscribers engage with the core app functionality over longer periods, specifically closer to the end of their subscription. If they are using it actively, this signals they are getting the expected (or hopefully even beyond expected) value from the product, increasing the probability of their renewing for another year. The obvious metric to review is how often your user opens the app toward the end of the period i …
