"[Y]oung teens... are the users with the potential for highest loyalty and value over time"

"All figures are presented as ballpark approximations since many simplifying assumptions were made." "The major takeaway from this work is that we are in the right range if we spend $100-$200 per teen." "The lifetime value of a 13 y/o teen is roughly $270 per teen" • "However, do note that older users have much higher average revenue per users (ARPU) than younger users" ◦ "A case could be made to pursue young adults if we are able to increase their long-term retention" "Because of the high value of young teens, more product teams, and not just the Youth Team, should care about young teens as those are the users with the potential for highest loyalty and value over time" "If we are looking to spend near or more than the lifetime value ($270) per young teen, then that spending should result in extra scrutiny" "Given the importance of lifetime value, we should find a long term owner for the model—Youth leadership likely needs to make the case to Finance" "Analytics should track long term retention to understand app health and user behavior"