UV New Free Premium Billed Premium Paying

Month UVs Growth Members Free Trials Through Cancels Members

1/2014 250,000 n/a 2,500 1,250 125 n/a n/a
2/2014 257,500 0.03 2,575 1,288 129 -6 122.5
3/2014 265,225 0.03 2,652 1,326 133 -12 120
4/2014 273,182 0.03 2,732 1,366 137 -18 118
5/2014 281,377 0.03 2,814 1,407 141 -24 116
6/2014 289,819 0.03 2,898 1,449 145 -30 115
7/2014 298,513 0.03 2,985 1,493 149 -36 113
8/2014 307,468 0.03 3,075 1,537 154 -42 112
9/2014 316,693 0.03 3,167 1,583 158 -47 111
10/2014 326,193 0.03 3,262 1,631 163 -53 110
11/2014 335,979 0.03 3,360 1,680 168 -58 110
12/2014 346,058 0.03 3,461 1,730 173 -64 109
1/2015 356,440 0.03 3,564 1,782 178 -69 109
2/2015 367,133 0.03 3,671 1,836 184 -75 109
3/2015 378,147 0.03 3,781 1,891 189 -80 109
4/2015 389,492 0.03 3,895 1,947 195 -86 109
5/2015 401,177 0.03 4,012 2,006 201 -91 110
6/2015 413,212 0.03 4,132 2,066 207 -96 110
7/2015 425,608 0.03 4,256 2,128 213 -102 111
8/2015 438,377 0.03 4,384 2,192 219 -108 112
9/2015 451,528 0.03 4,515 2,258 226 -113 113
10/2015 465,074 0.03 4,651 2,325 233 -119 114
11/2015 479,026 0.03 4,790 2,395 240 -124 115
12/2015 493,397 0.03 4,934 2,467 247 -130 117
1/2016 508,199 0.03 5,082 2,541 254 -136 118
2/2016 523,444 0.03 5,234 2,617 262 -142 120
3/2016 539,148 0.03 5,391 2,696 270 -148 122
4/2016 555,322 0.03 5,553 2,777 278 -154 124
5/2016 571,982 0.03 5,720 2,860 286 -160 126
6/2016 589,141 0.03 5,891 2,946 295 -166 128
7/2016 606,816 0.03 6,068 3,034 303 -173 131
8/2016 625,020 0.03 6,250 3,125 313 -179 133
9/2016 643,771 0.03 6,438 3,219 322 -186 136
10/2016 663,084 0.03 6,631 3,315 332 -193 139
11/2016 682,976 0.03 6,830 3,415 341 -200 142
12/2016 703,466 0.03 7,035 3,517 352 -207 145
 Paying Paid
Members Revenue
125 $1,250 Assumptions
248 $2,475 Starting UVs 250,000
368 $3,677 Monthly UV Growth 0.03
486 $4,859 Free Membership Conversion Rate 0.01
602 $6,023 Percent New Members Premium (Free Trial) 0.5
717 $7,171 Billthrough Rate 0.1
831 $8,305 Avg MRPU Premium 10
943 $9,427 Monthly Premium Retention Rate 0.95
1,054 $10,539
1,164 $11,643
1,274 $12,741
1,383 $13,834
1,492 $14,925
1,601 $16,014
1,710 $17,104
1,820 $18,197
1,929 $19,293
2,039 $20,394
2,150 $21,502
2,262 $22,619
2,375 $23,746
2,488 $24,884
2,603 $26,035
2,720 $27,200
2,838 $28,381
2,958 $29,579
3,080 $30,796
3,203 $32,033
3,329 $33,291
3,457 $34,572
3,588 $35,878
3,721 $37,209
3,857 $38,567
3,995 $39,954
4,137 $41,372
4,282 $42,820
 UV New Free Premium Members Paying
Month UVs Growth Members Free Trials Billed Renewals Members
1/2014 250,000 n/a 2,500 1,250 125 n/a 125
2/2014 257,500 0.03 2,575 1,288 129 n/a 129
3/2014 265,225 0.03 2,652 1,326 133 n/a 133
4/2014 273,182 0.03 2,732 1,366 137 n/a 137
5/2014 281,377 0.03 2,814 1,407 141 n/a 141
6/2014 289,819 0.03 2,898 1,449 145 n/a 145
7/2014 298,513 0.03 2,985 1,493 149 n/a 149
8/2014 307,468 0.03 3,075 1,537 154 n/a 154
9/2014 316,693 0.03 3,167 1,583 158 n/a 158
10/2014 326,193 0.03 3,262 1,631 163 n/a 163
11/2014 335,979 0.03 3,360 1,680 168 n/a 168
12/2014 346,058 0.03 3,461 1,730 173 n/a 173
1/2015 356,440 0.03 3,564 1,782 178 119 297
2/2015 367,133 0.03 3,671 1,836 184 122 306
3/2015 378,147 0.03 3,781 1,891 189 126 315
4/2015 389,492 0.03 3,895 1,947 195 130 325
5/2015 401,177 0.03 4,012 2,006 201 134 334
6/2015 413,212 0.03 4,132 2,066 207 138 344
7/2015 425,608 0.03 4,256 2,128 213 142 355
8/2015 438,377 0.03 4,384 2,192 219 146 365
9/2015 451,528 0.03 4,515 2,258 226 150 376
10/2015 465,074 0.03 4,651 2,325 233 155 387
11/2015 479,026 0.03 4,790 2,395 240 160 399
12/2015 493,397 0.03 4,934 2,467 247 164 411
1/2016 508,199 0.03 5,082 2,541 254 282 536
2/2016 523,444 0.03 5,234 2,617 262 291 552
3/2016 539,148 0.03 5,391 2,696 270 299 569
4/2016 555,322 0.03 5,553 2,777 278 308 586
5/2016 571,982 0.03 5,720 2,860 286 318 604
6/2016 589,141 0.03 5,891 2,946 295 327 622
7/2016 606,816 0.03 6,068 3,034 303 337 640
8/2016 625,020 0.03 6,250 3,125 313 347 659
9/2016 643,771 0.03 6,438 3,219 322 357 679
10/2016 663,084 0.03 6,631 3,315 332 368 700
11/2016 682,976 0.03 6,830 3,415 341 379 721
12/2016 703,466 0.03 7,035 3,517 352 391 742
 Paid
Revenue
$12,500 Assumptions
$12,875 Starting UVs 250,000
$13,261 Monthly UV Growth 0.03
$13,659 Free Membership Conversion Rate 0.01
$14,069 Percent New Members Premium (Free Trial) 0.5
$14,491 Billthrough Rate 0.1
$14,926 Subscription Cost (Annual) 100
$15,373 Annual Paid Retention Rate 0.95
$15,835
$16,310
$16,799
$17,303
$29,697
$30,588
$31,506
$32,451
$33,424
$34,427
$35,460
$36,524
$37,619
$38,748
$39,910
$41,108
$53,622
$55,231
$56,888
$58,594
$60,352
$62,163
$64,028
$65,948
$67,927
$69,965
$72,064
$74,226