In-App Purchase Revenue Model

Year 1 Year 2 Year 3 Year 4 Year 5

Monthly Active Users

Churn rate 55.0% 50.0% 45.0% 40.0% 30.0%

Additions / Growth rate 60 10.0% 5.0% 5.0% 5.0% 4.0%

Opening 90 90 290 587 1,159 2,313

Additions 1,283 2,861 5,138 9,227 15,494

Churn -1,083 -2,564 -4,566 -8,073 -12,961

Ending 290 587 1,159 2,313 4,846

Revenue
DAU / MAU 15.0% 20.0% 20.0% 25.0% 25.0%

DAU to paying user conversion % 4.0% 4.0% 4.0% 3.0% 3.0%

ARPPU 2.80 3.00 3.20 4.00 4.50

Gross revenue 1,109 3,960 8,346 19,470 46,952

Platform share % 30.0% 30.0% 30.0% 30.0% 30.0%

Net revenue 776 2,772 5,842 13,629 32,866

© 2015 www.planprojections.com 397714124.xlsx

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