Customer math — how many subscribers to sell your herd?

Work backwards from animals to the customer base you must build and keep. Set your throughput, how you split the meat across channels, how much each customer buys, and your churn & conversion — it recalculates live.

Animals finished per year 50

Saleable meat per animal (kg) 224

Channel mix (% of your meat)

Subscription households 65%

Restaurants / trade 15%

Corporate / gift / farm-shop 10%

Remainder to abattoir/wholesale: 10%

Direct channels exceed 100% — trimming abattoir to 0.

How much each buys per year

Per household (kg/yr) 25

Per restaurant account (kg/yr) 200

Per corporate/gift order (kg) 15

Retention & acquisition

Annual household churn 30%

Lead → subscriber conversion 10%

Active households needed

–

New sign-ups / month

–

to replace churn (steady state)

Restaurant / trade accounts

–

Corporate / gift orders / yr

–

seasonal, high-margin

Households per animal

–

the "8–9 rule" benchmark

Share of Stockholm households

–

of ~1,000,000

Where your meat goes

Households

Restaurants

Corporate/gift

Abattoir

Customers you need (by type)

The acquisition funnel (per year, steady state)

To hold your base steady against churn — this is your marketing engine's annual job.

How it works. Total meat = animals × saleable kg. Each channel's kg ÷ how much a customer of that type buys = customers needed. Steady-state sign-ups = active households × churn (you must replace lapsed customers to stay flat; growth needs more). Leads = sign-ups ÷ conversion, where a "lead" is an engaged prospect (newsletter sign-up, REKO inquiry, market visitor), not a random impression. Stockholm household base ~1,000,000 (greater Stockholm). Planning tool — round generously and build a buffer.