Financials

• 1. Key Metrics (as of Q1 2025)
• 2. Unit Economics
• Segment 1: Card-Based Subscribers (B2C Recurring)
• ① Monthly Subscribers (Standard Plan)
• ② Annual Subscribers (One-Time Year Plan)
• ③ Trial-to-Paid Conversions (New Funnel)
• Segment 2: Crypto One-Time Users (Web3 / MiniApp)
• ① Promo Buyers — Entry-Level, Viral Traction
• ② Core One-Time Buyers — Pay-as-you-go
• ③ Power Buyers / Lifetime Users

1. Key Metrics (as of Q1 2025)

• Total paid users: 20,000+
• MRR: ~$2.000, growing steadily via returning users and new partner funnels
• Revenue split: ~70% B2C / 30% B2B2C (with revshare of 30–40%)
• ARPU:
• Subscription (card-based): $4.8/month
• Crypto one-time: $3–10 per transaction
• LTV:
• Card-based subscriptions: $20–40+ depending on cohort
• Crypto one-time users: $5–10 (low churn but rarely renew manually)
• CAC:
• Card-based users (subscriptions): $2–3
• Crypto one-time users (Web3/airdrop channels): <$0.50 (organic, viral, paid in tokens or points)
• Gross margin: consistently 50–60%+ after infra and revshare
• Burn rate: $7.5K–10K/month
• Team: 6 core contributors (engineering, product, ops), 3–5 part-time/contractors

2. Unit Economics

DeGuard's financial engine is built around two core user segments: recurring card-based subscribers and one-time crypto users. Each segment has distinct CAC, LTV, and margin profiles, forming a hybrid monetization model that supports both stable MRR and scalable distribution.

Segment 1: Card-Based Subscribers (B2C Recurring)

This is DeGuard’s core monetization segment — paying users who subscribe via card (monthly or annual plans) through the Telegram MiniApp, mobile app, or (soon) web interface. These users generate stable, predictable MRR and are a key signal of product-market fit in censorship-heavy geographies.

We further segment this group by plan type and acquisition channel:

① Monthly Subscribers (Standard Plan)

• Price point: $4.8/month
• Volume: Majority of recurring users
• Acquisition: Telegram banners, in-app MiniApp flows, paid ads
• CAC: ~$10–14 (blended)
• Churn: ~4–6% monthly
• LTV: $20–30
• Retention: 3–6 months on average

Strategic value: reliable cash flow, core MRR engine, upsellable to annual/lifetime plans.

② Annual Subscribers (One-Time Year Plan)

• Price point: $36–48/year
• Volume: Smaller but growing cohort (esp. mobile funnel)
• Acquisition: High-trust channels (referrals, blog mentions, long-form content)
• CAC: ~$12–15
• Churn: negligible within 12 months
• LTV: $36–48

Strategic value: cash-efficient cohort with high long-term value and low support load.

③ Trial-to-Paid Conversions (New Funnel)

• Mechanic: 3-day trial → automated upsell
• Conversion rate: ~15–20% (varies by entry point)
• Price point post-trial: same as monthly
• CAC: similar to monthly, but lower per net conversion

Strategic value: increases conversion among hesitant users; boosts LTV on low-CAC traffic.

• This segment powers recurring revenue and validates DeGuard as a consumer-facing, paid privacy product
• Strong LTV:CAC ratio (~2.5–3x) allows room for aggressive scaling
• Trial funnel and mobile onboarding expected to improve retention and ARPU
• Premium users often drive referrals and provide strongest product feedback

Segment 2: Crypto One-Time Users (Web3 / MiniApp)

Crypto users purchase DeGuard plans via dApp, Telegram MiniApp, and white-label integrations. This segment is highly heterogeneous in terms of ticket size, intent, and retention. We classify them into three behavioral cohorts:

① Promo Buyers — Entry-Level, Viral Traction

• Price point: $2–3
• Volume: Several thousand purchases
• Acquisition: Quests, token-gated airdrops, social incentives
• Conversion cost (CAC): $0.5–1.5 (partner revshare or bonus)
• LTV: $2–3
• Purpose: Fast access / trial / reward collection
• Retention: Low, often single use

Strategic value: volume driver and Web3 visibility; fuels MiniApp installs and early trust.

② Core One-Time Buyers — Pay-as-you-go

• Price point: $5–10
• Volume: ~5,000 purchases
• Acquisition: Direct via MiniApp, Telegram banners, or Web3 affiliates
• CAC: $1.5–3
• LTV: $5–10
• Purpose: Immediate access (e.g., travel, censorship spikes)
• Retention: Moderate — some repurchase manually

Strategic value: margin-positive segment, relatively low friction and stable conversion.

③ Power Buyers / Lifetime Users

• Price point: $100–129 (one-time lifetime plans)
• Volume: ~150 purchases
• Acquisition: Web3 dApp, private Telegram channels, blog launches
• CAC: $5–10 (due to manual targeting, content marketing, or revshare)
• LTV: $100–129
• Purpose: Strong alignment with privacy mission / friction aversion
• Retention: N/A — lifetime

Strategic value: high cashflow + brand trust indicator; often convert via trust-based channels.

• The Promo cohort powers distribution at scale with low CAC
• The Core cohort monetizes intent, creating stable margin
• The Power cohort represents user alignment with mission — and generates outlier revenue spikes

This segmentation enables us to fine-tune funnels, optimize revshare terms by user type, and align pricing with user intent across multiple ecosystems.

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