Question: CM = 26% (Contribution Margin) AOR = 1.8 (Average Order Rate) RPO = $57.30 (Revenue per Order) If retention rates do not change, by how

CM = 26% (Contribution Margin) AOR = 1.8 (Average Order Rate) RPO

CM = 26% (Contribution Margin) AOR = 1.8 (Average Order Rate) RPO = $57.30 (Revenue per Order)

If retention rates do not change, by how much would Blue Apron have to increase its monthly contribution margin for active customers to make the low value segment profitable?

Retention Curve Probabilities

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