Magic Subscription Project

 This project analyses the performance of a subscription-based digital product (“Magic Subscription”), focusing on pricing strategy, churn behaviour, and margin efficiency.
The analysis was designed to replicate a real commercial scenario, with the goal of identifying revenue drivers, cost leakage, and opportunities for sustainable profitability.

The primary output is a board-level report intended for non-technical stakeholders, translating detailed analysis into clear, actionable insight.

Tools & Skills Demonstrated

• Excel-based financial and subscription modelling

• Pricing and margin analysis

• Churn and retention analysis

• Executive-level data storytelling and reporting

Business Context & Objectives  

Subscription businesses often appear healthy at a headline level while hiding inefficiencies within pricing tiers and cost structures. This project was framed around the following objectives:

• Understand how revenue and profit are distributed across subscription plans

• Identify tiers that drive volume but underperform on margin

• Examine churn behaviour by plan to assess sustainability

• Evaluate cost structures and highlight margin leakage

• Develop realistic, data-driven recommendations suitable for executive decision-making

Data Design & Scope

The dataset used in this analysis was custom-designed to simulate the behaviour of a real subscription product. This approach allowed full control over pricing tiers, cost allocation, and churn dynamics, enabling targeted exploration of subscription economics rather than reliance on a generic public dataset.

 Scope of the dataset includes:

• Multiple subscription tiers with distinct pricing and cost profiles

• Revenue, customer count, and churn metrics by plan

• Cost of Goods Sold (COGS) structured to reveal efficiency differences

• A defined time period suitable for trend and comparative analysis

This design supports realistic commercial questions while remaining transparent and reproducible.

Analytical Approach

The analysis followed a structured, business-first methodology:

• Revenue and ARPU analysis by subscription tier

• Margin and COGS evaluation to identify efficiency and leakage

• Churn comparison across plans to assess customer stability

• Scenario-based reasoning to test potential pricing and cost adjustments

Technical complexity was intentionally kept behind the scenes, with findings prioritised over process in stakeholder-facing outputs.