Diagnosis Summary
The key facts and their implications for Inveragro
Total Revenue (11 years)
$212.50M
Total Customers
6,605
Revenue declined 54% from 2016 peak
From $29.35M to $13.64M
83.3% of customers are no longer active
5,504 customers have churned, only 1,100 remain active
Average customer tenure is just 14 months
Customers aren't staying long enough to build loyalty
Top 5 cities generate 63.4% of revenue
High geographic concentration creates risk
This is a retention problem, not a sales problem.
The data shows that Inveragro has successfully acquired 6,605 customers over 11 years. However, it has struggled to retain them. The average customer leaves after just 14 months, well before they become profitable long-term accounts.
The revenue decline isn't due to market contraction or competitive pressure. It's due to customer attrition. Each year, more customers leave than are being retained or replaced.
Revenue lost to churn:
$60.82M
This represents the cumulative revenue from customers who have stopped purchasing
The good news is that churn is addressable. The data reveals clear patterns that can be acted upon:
38 "Cannot Lose" customers
High-value customers showing warning signs. $5.14M at immediate risk. Urgent intervention can prevent loss.
1,215 "At Risk" customers
Customers with declining engagement. $8.66M in savable revenue through proactive outreach.
959 "Champions"
Best customers generating 70.8% of revenue. Protect and grow these relationships.