Commercial
Growth KPIs
The measurable indicators that define our progress.
Overview
The Tru ecosystem tracks success through a focused set of KPIs that measure both community growth (TruSelf) and platform monetization (TruCore).
Each KPI ties directly to investor goals: traction, conversion, and revenue predictability.
TruSelf drives reach. TruCore drives recurring revenue. Together they form a compounding loop of growth.
1️⃣ North Star Metric
Metric | Definition | 2026 Target |
|---|---|---|
Qualified Provider Activations | Clinics or medspas using TruCore that originated from TruSelf user demand | 1,000+ |
Why it Matters: | Measures full-loop success — from consumer trust (TruSelf) → provider adoption (TruCore). |
2️⃣ Growth KPI Summary
Category | KPI | 2025 (Current / Projected) | 2026 Target | Notes |
|---|---|---|---|---|
Community (TruSelf) | Total Members | 130,000 | 250,000 | Organic + partner growth |
Weekly Growth Rate | +4,000 | +5,000 | Sustainable funnel | |
Engagement (DAU/MAU) | 16% | 20% | Indicates loyalty | |
Email Open Rate | 45% | 50% | Benchmark of community trust | |
Providers (TruCore) | Active Clinics | 10 | 100 (beta) → 1,000 (public) | Scaling SaaS |
Conversion from TruSelf | — | 2–3% | Organic acquisition | |
Monthly Recurring Revenue (MRR) | $1,930 | $193,000 | Based on $193/seat | |
Churn | <3% | <2% | High stickiness from CRM integrations | |
Partners / Marketplace | Active Partnerships | 4 | 10+ | SaaS, recovery, e-comm |
Transaction GMV | $10K pilot | $100K+ | Early affiliate testing | |
Financial | CAC | <$50 | <$75 | Organic acquisition |
LTV | $2,100+ | $3,000+ | Recurring SaaS value | |
Brand & Reach | Monthly Impressions | 6M+ | 10M+ | Across all Tru brands |
Media / PR Features | 2 | 10+ | Beauty tech recognition |
3️⃣ Quarterly KPI Roadmap
Quarter | Focus Area | Key KPI Targets |
|---|---|---|
Q4 2025 | TruCore Beta Launch | 25 active clinics, 3 partner integrations |
Q1 2026 | TruCore SaaS Public Launch | 100 paying providers, 200K TruSelf users |
Q2 2026 | AI & Insights Rollout | +20% ARPU, 3 enterprise pilots |
Q3 2026 | Marketplace & E-Commerce | ShopTru active, 5 brand partners |
Q4 2026 | Enterprise Expansion | 1,000 paying providers, $2.3M ARR |
4️⃣ Conversion & Retention KPIs
Stage | KPI | Current | Target |
|---|---|---|---|
TruSelf → TruCore Conversion | % of members who engage with providers and convert to TruCore leads | — | 3% |
Lead → Trial Conversion | % of TruCore demos that activate | — | 20% |
Trial → Paid Conversion | % of trial users converting to paid plans | — | 60% |
Provider Retention | % of providers active after 90 days | 80% | 90% |
Customer Expansion (Upsells) | % of paying clinics upgrading plans | — | 25% |
5️⃣ Financial Growth Indicators
KPI | Definition | Baseline | 12-Mo Target |
|---|---|---|---|
Monthly Recurring Revenue (MRR) | Recurring SaaS income from TruCore | $1,930 | $193,000 |
Annual Recurring Revenue (ARR) | Total SaaS subscription value | $23,000 | $2.3M |
Gross Margin | Revenue after infrastructure costs | 80% | 85% |
Burn Rate | Operational expenses | $30K/month | $60K (post-scale) |
Runway | Months of funding coverage | 18 | Maintain 12–18 months |
6️⃣ Engagement & Growth Health Indicators
Indicator | Description | Health Range | Current | Trend |
|---|---|---|---|---|
Activation Rate | % of new users engaging within 7 days | >60% | 62% | ✅ Healthy |
Community Retention | Returning users / 30 days | >70% | 78% | ✅ Excellent |
Provider Activity | Logins per provider per week | >2.0 | 3.4 | ✅ High engagement |
Referral Rate | % of new users joining via invite/referral | >40% | 48% | ✅ Viral loop |
Churn Rate | Monthly user drop-off | <3% | 2.7% | ✅ Strong retention |
7️⃣ KPI Heatmap Summary
KPI Category | Weight | Status | Confidence Level |
|---|---|---|---|
Community Traction | 25% | ✅ Achieved | 🔵 90% |
Product Adoption | 25% | ⚙️ Early Stage | 🟡 75% |
Revenue Growth | 25% | ⚙️ Building | 🟡 70% |
Partner Expansion | 15% | In Motion | 🟢 80% |
Operational Readiness | 10% | Strong | 🔵 85% |
Overall Readiness Index: 82% (Strong Pre-Seed Stage Traction)
8️⃣ Key Takeaways
✅ North Star Achieved Early: TruSelf → TruCore conversion path already validated
✅ Sustainable Growth: 4,000+ new users monthly without paid ads
✅ SaaS Economics: 80%+ gross margin model from day one
✅ Scalable KPIs: Metrics tie directly to recurring revenue growth
✅ Investor Transparency: Quarterly KPI tracking ready for future updates
TruSelf fuels the pipeline. TruCore builds the revenue.
Each metric is designed to prove traction, retention, and scalability - the core pillars investors look for.