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
The following presentation represents the primary deliverable for this project.
It was designed to communicate findings clearly to senior stakeholders, focusing on commercial impact, trade-offs, and actionable recommendations rather than technical detail.
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
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.
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.