Start Page Deprecation Impact Analysis - Final Summary

Executive Summary

Total MRR at Risk: ~$26K from 1,991 Stripe customers with Start Page channels

This represents 32.2% of the ~$80K in current MRR from Stripe customers that have Start Page channels connected.

Key Findings

1. Complete Churn is the Major Risk

  • ~$17K (64.7%) of the impact comes from complete churn
  • 811 organizations (40.7%) would drop to ≤3 channels and likely cancel entirely
  • These are organizations for whom Start Page is a critical channel

2. Essentials Customers Are Most Vulnerable

  • Essentials: ~$13K at risk (largest share of impact)
  • Team: ~$12K at risk
  • Agency: ~$1.2K at risk

Essentials customers have fewer channels on average, so losing Start Page hits them harder proportionally.

3. Most Organizations Have Few Channels

  • 811 organizations currently have ≤4 channels total
  • Removing even 1 Start Page channel pushes them below the 4-channel threshold
  • Organizations typically have 1-2 Start Page channels connected

4. Partial Impact Group

  • 1,180 organizations (59.3%) would retain 4+ channels
  • These would lose ~$9K in proportional MRR
  • Impact averages ~$8-$10 per organization

Critical Assumptions

  1. The 4-channel threshold is a strong assumption
    • If customers would actually stick around with 3 or fewer channels, the real impact would be significantly lower
    • The ~$17K in “complete churn” could be overstated
  2. Stripe-only analysis
    • This only includes Stripe customers (excludes mobile app subscriptions)
    • The actual total impact would be somewhat higher

What $26K in MRR Means

  • Annual impact: ~$312K in ARR at risk
  • Represents a relatively small portion of total company MRR
  • Most concerning aspect is the high concentration of complete churn (64.7%)

Recommendations

  1. Survey at-risk customers (those with ≤4 channels) to validate the churn assumption
  2. Consider a gradual sunset to give customers time to add alternative channels
  3. Offer migration incentives for Start Page users to switch to other channels
  4. Focus retention efforts on the 811 organizations at risk of complete churn
  5. Extend analysis to mobile app customers for complete picture

Technical Notes

  • Analysis based on: billing records, ChartMogul MRR data, channel counts
  • MRR values in ChartMogul are stored in cents, divided by 100 for analysis
  • Stripe customers only - does not include Apple App Store or Google Play subscribers
  • Snapshot as of 2026-01-12

Bottom Line: Deprecating Start Page would put ~$26K MRR at risk from Stripe customers, with the majority (65%) coming from organizations that would likely churn completely. The 4-channel threshold assumption is critical to these estimates.