Diagnosis

Business Diagnosis

11 years of sales data reveal critical patterns: 54% revenue decline, 83% churn rate, and 14-month average customer tenure.

54%

Revenue Decline

83.3%

Churn Rate

14

Months Avg Tenure

63.4%

Top 5 City Concentration

Executive Summary
The "so what" from 11 years of data

Key facts, implications, and what they mean for the business. A McKinsey-style synthesis of the diagnosis.

Analysis Reports

Revenue Trends
Year-over-year revenue analysis
2016 (Peak)$29.35M
2025 (Current)$13.64M
Decline-54%
Customer Segments
RFM segmentation analysis
Champions959 (70.8%)
Loyal478 (15.2%)
At Risk1,215 (8.9%)
Churn Analysis
Customer lifecycle and attrition
Churn Rate83.3%
Customers Lost5,504
Revenue Lost$60.82M
Geographic Analysis
City and zone concentration
BARRANQUILLA29.2%
CUCUTA11.4%
MONTERIA10.2%

Methodology

Data sources, RFM methodology, and analysis approach