The cohort view is the only view
Subscription D2C reporting at the customer level hides everything that matters. Customers churn at different rates depending on when they joined, what offer they came in on, and which channel acquired them. Only cohort reporting — every customer who joined in a given month tracked forward — surfaces the truth. The first thing Oro builds for a subscription brand is a clean cohort retention table.
From there, churn-adjusted LTV is producible, contribution per cohort is producible, and CAC payback by cohort is producible. Without cohort reporting these numbers are guesses. With it, they are the most reliable view of brand health a subscription founder can have.
Monthly versus annual prepay
The choice between monthly and annual prepay is the single biggest cash-flow lever in a subscription brand. Annual prepay typically requires a 15–20% discount to convert at scale, which reduces contribution margin per shipment but injects 8–11 months of forward cash. A brand that needs cash to fund inventory growth should bias to annual; a brand running comfortably on cash should bias to monthly and protect contribution. The right answer is a modelled decision, not a default.