Hello everyone,

What happened at Melba in June? (Reminder June 2024)

• We scaled our budget on Meta and validated low variability of our CAC so far - supporting the hypothesis that our market is very wide
• We achieved top 10 in the Appstore in Health&Fitness
• We are ready to scale but need last step of our fundraising which will be the priority of back to school for us

(You can also read this shareholders' review on Notion)

July 2024 Metrics:

• €96.141 in revenue (+117% MoM).
• €12.139 in contribution margin (+16% MoM)
• 44k new couples installed the app, and 1.430 new premium users, resulting in a conversion rate of 3,26%.
• €50 customer acquisition cost (CAC) for premium users , leading to a 112% return on ad spend within 7 days (ROAS D7) .

Highlights of the month:

• [Acquisition] We accelerated creative testing and multiplied our budget by x2,5 with no significant increase of our CAC
• [Acquisition] We reworked our website SEO and achieved 1st position on “Melba” search
• [Product] We finalized first content data base for our on-demand experience module V2
• [Product] We have reworked our anti-churn CRM lifecycle to increase our trial-to-paid rate