Base · Overview
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The base is the compounding asset acquisition feeds — the resellers we already have. This week it's growing in headcount but hollowing out: active is up, yet the ones we have order less often and spend less each, and the at-risk pool keeps climbing. £4,740 of monthly revenue now sits at risk — and winning it back is far cheaper than acquiring new. The health numbers, then how each stage is moving, then what to worry about before the trading meeting.
Primary metrics
Big Value
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Catalog Error: Table with name base_overview_kpi does not exist!
Did you mean "pg_catalog.pg_description"?
LINE 5: from demo.base_overview_kpi order by week_start
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Big Value
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Catalog Error: Table with name base_engagement_kpi does not exist!
Did you mean "pg_catalog.pg_prepared_statements"?
LINE 5: from demo.base_engagement_kpi order by week_start
^
Big Value
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Catalog Error: Table with name base_engagement_kpi does not exist!
Did you mean "pg_catalog.pg_prepared_statements"?
LINE 5: from demo.base_engagement_kpi order by week_start
^
Big Value
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Catalog Error: Table with name base_overview_kpi does not exist!
Did you mean "pg_catalog.pg_description"?
LINE 5: from demo.base_overview_kpi order by week_start
^
Secondary metrics
Big Value
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Catalog Error: Table with name base_new_kpi does not exist!
Did you mean "pg_catalog.pg_namespace"?
LINE 4: from demo.base_new_kpi order by week_start
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Big Value
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Catalog Error: Table with name base_engagement_frequency does not exist!
Did you mean "pg_catalog.pg_prepared_statements"?
LINE 5: from demo.base_engagement_frequency group by week_start
^
Big Value
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Catalog Error: Table with name base_churn_kpi does not exist!
Did you mean "pg_catalog.pg_description"?
LINE 5: from demo.base_churn_kpi order by week_start
^
Big Value
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Catalog Error: Table with name base_churn_kpi does not exist!
Did you mean "pg_catalog.pg_description"?
LINE 5: from demo.base_churn_kpi order by week_start
^
What to be most concerned about
The base is hollowing and leaking — three to watch, churn first.
| Where | Fact | Cause | Proposed action |
|---|---|---|---|
| Churn | £4,740 at risk across 40 lapsed/dormant resellers; two ex-High accounts carry ~£900. Reactivation ~£25 vs £160 new CAC. | The at-risk pool is growing faster than recovery can reach it; winning back is far cheaper than acquiring. | Save the two ex-High lapsers this week; divert budget into the cheap early-lapsed tier while the pool is full. |
| Engagement | Headcount grew 42 → 54 while revenue per active fell £520 → £440; the once-a-month band has doubled to half the base. | Existing regulars are de-frequenting and downgrading — a silent contraction headcount growth masks. | Track depth not headcount; target the 3× → 1× slide with reorder plays, not the average. |
| New & activating | Only a third of newly-activated resellers become established regulars; month-1 retention has slid to 48%. | Nothing prompts or rewards the second order; the first month is lost after the first order is won. | Add a post-first-order onboarding sequence and a 2nd-order prompt around day 10. |
The base chapters
| Chapter | This week | Status |
|---|---|---|
| New & activating | Only a third of new resellers become regulars; M1 retention sliding. | Act |
| Engagement & cadence | Headcount up, revenue per active down; frequency drifting to once-a-month. | Act |
| Churn & dormancy | £4,740 at risk; reactivation ~£25 vs £160 CAC, but the pool is growing. | Act |