Every customer is simulated individually: acquired through a channel at a cost, born into a monthly cohort with a personality and a mix of products, growing or shrinking their spend, and eventually churning, sometimes to return. Watch the population live, then read cohorts, CAC and ARR across many runs.
Each square is one customer. Rows are monthly cohorts in order of acquisition, with the opening customer base at the top. Colour shows personality, acquisition channel or the products each customer holds (one stripe per product), and depth shows spend. Hollow squares have churned; squares with a dark outline churned and came back. Hover a square for its story.
0of 36 months
Bands show the 95% range of total ARR across runs.
Average cost to acquire one paying customer. Paid channels get more expensive as spend rises.
Lifetime value is average monthly revenue × gross margin ÷ monthly churn rate, using each group’s observed churn. Payback is CAC ÷ (starting monthly revenue × gross margin).