Steve Hartert

And we will see what shows up as far as, is that one of our competitors?

Is it something completely random that no one ever knew about?

And so when we structure it that way, the picture starts to develop and show you where that path is at and which way you need to go with it.

I mean, really what we're willing to pay is, you know, I think we would go as high as maybe 20 to $30 per acquisition for a paid customer.

Um, but we're not paying anything near that, to be honest with you.

Um, because again, because the way our, the model works for us when they come in and they will spend, um,

they will generally come in as a free user to start with.

We do get a certain percentage that come paid right off the gate, but we get a certain percentage that will come in as a free user.

And then when they, they will stick around as a free user, probably for say,

six to eight weeks maybe nine maybe 90 days and then they start to see the value and their needs grow and then at that point it's like well i need the i need to purchase the product because i need additional forms or i need more form submissions or i need additional features maybe they want to take more online payments something along those lines and then from that point then they come on and then the long term the long term of a customer for us is and we measure that in years how many years do you assume they stick with you usually

According to our measurements, we have an average of right around three years with a paid customer.

So you can see if we're looking to go in as high as $20 an acquisition cost or maybe even $30 an acquisition cost, and we're multiplying, say, even if they came in at the low rate at $19 a month times 36 months.

That's pretty good.

Right.

Yeah, the churn, I mean, we've been studying our churn for the last, really since I came on board.

And what I'm looking at on the churn, our churn rates are probably, I wouldn't say they're average.

They're average for our space.

We want them to go lower.

Yeah, I think in the space itself, it's around 5% is probably your typical, actually 5% to 7%, I would say, probably your typical churn.

That's actually, that's the monthly churn.