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A research blog transforming data into stories about consumer behavior. Hundreds of journalists trust our data. We have been cited in The New York Times, The Wall Street Journal, Bloomberg, and more.

The success of Gobble’s pivot

Gobble was started in 2011 as a marketplace for home-cooked food. By 2014, they had become a pre-cooked meal subscription service as part of YC. Neither model really took off, so in September they pivoted again – this time to meal kits. Here’s what happened: Gobble hasn’t revealed their monthly numbers, but we believe this … Continued

Mike Babineau — 24 Jun 2015

Nothing hairy about Dollar Shave Club’s growth

Dollar Shave Club has had quite a ramp leading up to their $75M round. Since launching their subscription service in March 2012, they’ve grown to $100M+ ARR and have yet to lose steam. For May 2015: Revenue was up 134% year over year Customer base was up 123% year over year As seen over time: … Continued

Mike Babineau — 23 Jun 2015

Did Munchery juice their numbers before fundraising?

In the months before their Series C, Munchery acquired a large number of low-quality customers. While this doubled their customer base, revenue increased just 30%. The impact on Munchery’s numbers was profound: Monthly revenue per customer dropped from $75 to $53 Month-over-month retention dropped from 56% to 38% Comparing the newly-acquired customers to prior cohorts: … Continued

Mike Babineau — 12 Jun 2015