No vanity metrics. No rounded-up MRR. This is FetchCoach's actual dashboard — live from Stripe and our database.
FetchCoach started with a simple frustration: dog training advice is everywhere, but none of it sticks. You watch a YouTube video, try it twice, and give up when your dog doesn't respond. What actually works is a coach who knows your dog, your situation, and keeps you accountable. That costs $75–200 an hour.
We decided to price it honestly. $5/mo for the first 200 people who believe in what we're building — locked forever, no asterisks. The 200-user cap isn't just a marketing trick: it's a real constraint that forces us to make those first 200 users successful. Word of mouth from 200 happy users beats any ad spend.
Building in public keeps us honest. If MRR is $47, you see $47. Not "$5K ARR." The founders, employees, investors, and users all see the same page. We think that's how trust is built — and trust is how a small company competes with a large one.
Per founding member, per month. No hand-waving.
At 10 founding members, infra costs ~$2.50/user. At 200, it drops to ~$0.13. We're not there yet — right now every founding member is subsidized by runway. That's the deal we made, and we're keeping it.
At scale with standard pricing ($12/mo) and 200+ users, unit economics turn positive at ~$9 margin. Founding members stay at $5 forever — we eat the difference until scale catches up.
Annual plan ($50/yr) — the math changes
Annual members are $10 cheaper for them, $10 cheaper for us in Stripe fees (one charge vs twelve), and zero churn risk in year 1. The math wins on both sides. Monthly is still available for anyone who prefers it.
Annual mix effect: At 200 founding members, if 30% pick annual and 70% stay monthly, MRR-equivalent is (140 × $5) + (60 × $4.17) = $700 + $250 = $950/mo vs $1,000/mo all-monthly — but with 60 members locked in for 12 months and no churn risk on that cohort. Net upfront from annual cohort: 60 × $48.25 = $2,895 in year-1 cash vs $2,908.80 in monthly collections. Effectively break-even on cash but zero churn exposure on the annual segment.
Voice coaching converts. Users who try a voice session are 3× more likely to subscribe. The "Call Coach" button is the most-clicked thing in the app. We didn't expect voice to be the hook — turns out people want to feel like they're talking to someone, not typing at a form.
Breed-specific pages drive organic traffic. The /breeds pages are outranking some established competitors on long-tail searches like "golden retriever training tips" and "husky training guide." Zero ad spend. This is the SEO moat we hoped for.
The founding price is a real magnet. $5/mo is a conversation starter. People screenshot it and send it to friends. The Pack Pass referral program works because the invite means something — "I got you a $5/mo coach for life."
Win Cards create shares. Every milestone share card that hits iMessage or X brings back 1.2 new sessions on average. Not massive, but it's compounding.
Smart reminders + web push notifications are live. Opt-in card surfaces in-app, copy is coach-personalized (Sarge, Sage, Best-in-Show, Buddy variants), and the admin tap-rate dashboard shows per-type breakdown and recent send log.
6 /vs comparison pages live. Private trainer, YouTube, PetSmart class, group class, board-and-train, and e-collar. Honest framing — we don't trash the alternatives, we explain tradeoffs. Built to capture comparison-intent search.
/plan generator is indexing. 156 plan pages live (13 breeds × 12 issues). Each one is SSR, HowTo schema, cross-linked from /fix and /breeds. Email gate delivers the 21-day plan and captures leads.
Domain migration complete. fetchcoach.app everywhere. 301 redirects from the old polsia subdomain are in place and working.
70+ SEO pages total. 15 /fix, 25 breeds, 20 skills, 6 /vs, 156 /plan results. The content surface area is real now.
Shareable milestone + win cards with referral attribution. Every share card carries a referral code. Compounding slowly but it's there.
0 real paying customers. 35 signups, 0 converted. The 1 subscriber is the founder. Everything above is infrastructure — none of it has produced revenue yet.
Pageview→lead conversion is 0.34%. Traffic exists. Most of it bounces. Need more top-of-funnel entry points that pull people into the product, not just the landing page.
Partner pipeline hasn't moved. Cold outreach to rescues just started — AARCS pitched, awaiting response. No partner pages built yet. This was supposed to be a distribution lever; it's still theoretical.
No Twitter presence yet. A 14-day posting cadence is drafted but not live. @FetchCoach account not connected. Zero social proof from the channel most likely to drive word-of-mouth in the dog training niche.
Voice coaching adoption is a black box. No data on how many users actually try a voice session after onboarding. It converts when they try it — but we don't know what fraction ever try it.
Retention past day 14 is soft. Users who don't hit a skill milestone in the first 2 weeks churn. The "first win" flow isn't shipped yet.