Churn Rate
Source: https://coachadib.com/module/6ac0406091312412ad203c12
Automatic full-length draft. Uncertain wording and figures require review.

[00:00:00.000 – 00:00:05.640] Churn Rate. Ni yang paling penting. Sebab saya nak anda desain enjin Ferrari.

[00:00:05.820 – 00:00:10.260] Biarlah luar nampak kancil, ofis tak lawa, takde ofis ke apa ke. Tapi enjin Ferrari.

[00:00:10.640 – 00:00:14.220] Untuk desain enjin Ferrari ni, kita ada satu benda yang dipanggil Churn Rate.

[00:00:14.780 – 00:00:19.460] Kadar orang yang unsubscribe. Kita acquire je. Kasper masuk ni tak cukup. Yang penting berapa ramai yang kekal.

[00:00:19.780 – 00:00:24.360] Contoh ambil restoran. Restoran tu buat ads, ads, ads, ads. Orang datang, datang, datang, datang.

[00:00:24.360 – 00:00:25.860] Tapi yang repeat tak banyak

[00:00:26.520 – 00:00:29.900] Yang repeat tu hanyalah 20% je

[00:00:29.900 – 00:00:31.800] Maksudnya 80% tak repeat

[00:00:32.660 – 00:00:34.680] 80% change rate

[00:00:35.600 – 00:00:37.160] Maksudnya customer tak stay

[00:00:38.080 – 00:00:39.340] So masalah lah

[00:00:39.340 – 00:00:40.900] Run X macam mana pun tak ada orang

[00:00:40.900 – 00:00:42.660] Orang datang sekali je tak sedap habis

[00:00:42.660 – 00:00:44.580] Lepas tu cukup 3-6 bulan viral

[00:00:44.580 – 00:00:46.080] Kedai ni tak sedap orang dah try sekali

[00:00:46.080 – 00:00:48.460] Kawasan tu 20km ataupun 10km

[00:00:48.460 – 00:00:49.420] Tak ramai sangat borang

[00:00:49.420 – 00:00:51.060] Bila semua orang dah hampir cuba

[00:00:51.060 – 00:00:52.200] Memang tak sedap kedai ni

[00:00:52.200 – 00:00:54.380] So that's why kita kena pastikan

[00:00:54.380 – 00:00:56.020] Kita serve customer sedia ada

[00:00:56.020 – 00:00:58.200] Formula untuk change ni adalah

[00:00:58.200 – 00:00:59.500] Yang hilang

[00:00:59.500 – 00:01:00.760] Bahagi

[00:01:01.900 – 00:01:04.200] Permulaan ataupun total dapat berapa

[00:01:04.200 – 00:01:06.700] Ni bahasa tinggi pula

[00:01:06.700 – 00:01:07.860] 10

[00:01:07.860 – 00:01:10.060] Yang hilang daripada

[00:01:10.060 – 00:01:11.080] 100 customer

[00:01:12.020 – 00:01:14.560] Yang ada dapatlah 10%

[00:01:14.560 – 00:01:15.580] Macam tu je simple je

[00:01:17.280 – 00:01:18.080] Kenapa

[00:01:18.080 – 00:01:18.660] Customer

[00:01:19.800 – 00:01:20.600] Unsubscribe

[00:01:22.380 – 00:01:23.320] Kadang-kadang

[00:01:23.320 – 00:01:25.040] Memang dia sangat sengaja nak keluar

[00:01:25.040 – 00:01:26.600] Ataupun mungkin ada isu-isu lain

[00:01:26.600 – 00:01:27.760] Payment yang gagal ke

[00:01:27.760 – 00:01:30.400] Ataupun adalah mungkin ada isu-isu besar

[00:01:30.400 – 00:01:31.380] Yang memang dia tak dapat nak settle

[00:01:31.380 – 00:01:32.140] Kena check balik

[00:01:32.140 – 00:01:33.680] Kadang-kadang bukan service buruk

[00:01:33.680 – 00:01:34.680] Mungkin ada sebab lain

[00:01:34.680 – 00:01:35.480] So

[00:01:36.320 – 00:01:37.280] Kita contohlah

[00:01:37.280 – 00:01:38.060] Saya dekat BBS

[00:01:38.060 – 00:01:39.580] Saya target 5% ke bawah

[00:01:39.580 – 00:01:40.980] Ataupun 10%

[00:01:40.980 – 00:01:42.300] Dan sebenarnya yang paling healthy

[00:01:42.840 – 00:01:45.300] Adalah kita kena pastikan 10%

[00:01:46.040 – 00:01:47.720] 10% ni paling healthy

[00:01:47.720 – 00:01:48.940] Lebih daripada 10%

[00:01:48.940 – 00:01:49.660] Dah tak healthy dah

[00:01:51.260 – 00:01:52.380] Netflix

[00:01:52.380 – 00:01:54.000] Oh, cuba teka

[00:01:54.000 – 00:01:55.640] Netflix, guys, tengok

[00:01:55.640 – 00:01:57.020] Change rate dia

[00:01:57.020 – 00:01:59.960] Hanya 2.5% sahaja

[00:02:01.180 – 00:02:04.820] Orang yang melihat Netflix di US unsubscribe

[00:02:04.820 – 00:02:05.980] Gila, tak?

[00:02:08.100 – 00:02:09.980] Mungkin daripada berapa juta?

[00:02:10.240 – 00:02:11.940] Mungkin daripada 50 juta rakyat US

[00:02:11.940 – 00:02:13.420] Rakyat US dah berapa 300 juta

[00:02:13.420 – 00:02:14.900] Mungkinlah 30 juta kot

[00:02:14.900 – 00:02:17.420] Yang subscribe Netflix

[00:02:17.420 – 00:02:20.640] Hanya 2.5% sahajanya unsubscribe

[00:02:20.640 – 00:02:22.880] So maksudnya Netflix ni sangat healthy

[00:02:22.880 – 00:02:24.140] That's why company-company besar

[00:02:24.140 – 00:02:25.080] Dia maintain 5%

[00:02:25.720 – 00:02:27.100] Maksudnya kalau 5%

[00:02:27.100 – 00:02:28.980] 95% repeat rate

[00:02:28.980 – 00:02:29.900] Gila

[00:02:29.900 – 00:02:32.340] 95% repeat setiap bulan

[00:02:32.340 – 00:02:33.320] Sikit je

[00:02:33.320 – 00:02:34.720] Sebab tu Netflix tak buat yearly payment

[00:02:34.720 – 00:02:36.760] Sebab dia nak ada monthly behaviour

[00:02:36.760 – 00:02:38.260] Dan company pun lebih secure

[00:02:38.260 – 00:02:38.900] Tak guna duit

[00:02:38.900 – 00:02:39.820] Cashflow pun cantik

[00:02:39.820 – 00:02:40.760] Customer pun ingat

[00:02:40.760 – 00:02:41.940] Dia kena bayar Netflix setiap bulan

[00:02:41.940 – 00:02:43.120] Sebab tu Netflix buat Netflix

[00:02:43.120 – 00:02:44.020] Original Netflix ni

[00:02:44.020 – 00:02:45.700] Sebab kita nak kena deliver value setiap bulan

[00:02:46.860 – 00:02:47.880] So nampak tak

[00:02:47.880 – 00:02:48.560] That's why

[00:02:48.560 – 00:02:49.400] Memang power

[00:02:49.400 – 00:02:50.360] Astro

[00:02:50.360 – 00:02:51.380] Apa jadi dengan Astro sekarang

[00:02:51.380 – 00:02:53.260] Mungkin chance rate dia

[00:02:53.260 – 00:02:54.720] 60%

[00:02:54.720 – 00:02:55.920] Unsubscribe lagi

[00:02:55.920 – 00:02:56.700] Unsubscribe lagi

[00:02:56.700 – 00:02:57.100] Kenapa

[00:02:57.100 – 00:02:58.500] Service buruk

[00:02:58.500 – 00:03:00.180] Dia tak jaga customer sedia ada

[00:03:00.180 – 00:03:01.260] Tak berevolusi

[00:03:01.260 – 00:03:02.800] Jadi orang pun benci dengan Astro

[00:03:02.800 – 00:03:03.900] Kalau tanya Astro

[00:03:03.900 – 00:03:04.340] Menyampah

[00:03:04.340 – 00:03:05.340] Astro menyampah

[00:03:05.340 – 00:03:07.540] Orang subscribe Astro dulu

[00:03:07.540 – 00:03:08.460] Sebab tak ada pilihan

[00:03:08.460 – 00:03:09.660] Simply sebab dia adalah

[00:03:09.660 – 00:03:10.800] Pioneer dan monopoli

[00:03:10.800 – 00:03:12.040] Bila kita dah ada pilihan

[00:03:12.040 – 00:03:13.800] Bye bye Astro

[00:03:14.880 – 00:03:16.120] Sokak tenang ngai sekarang

[00:03:16.120 – 00:03:16.880] Tahniah Astro

[00:03:17.920 – 00:03:18.540] So

[00:03:18.540 – 00:03:19.480] Macam itulah

[00:03:19.480 – 00:03:19.940] Sebab tu

[00:03:19.940 – 00:03:21.200] kalau katalah kita tambah

[00:03:21.200 – 00:03:22.980] kita tambah 100

[00:03:22.980 – 00:03:25.660] dan kalau kita hilang 10%

[00:03:26.260 – 00:03:27.600] kita punya shilling adalah

[00:03:27.600 – 00:03:29.820] 1000. Dia macam ni. Kita tambah 100

[00:03:29.820 – 00:03:31.880] 100, 100, 100 setiap bulan. Kita hilang

[00:03:31.880 – 00:03:33.880] 10%, 10%, 10%. Kita ada shilling dia

[00:03:33.880 – 00:03:35.600] dia sebenarnya setiap yang

[00:03:35.600 – 00:03:37.580] masuk tu dengan yang keluar dia akan ada

[00:03:37.580 – 00:03:39.760] 1 shilling. Kita akan shilling dia

[00:03:39.760 – 00:03:41.740] stay je dekat 1000. Sebab

[00:03:41.740 – 00:03:43.660] yang masuk 100, yang hilang pun

[00:03:43.660 – 00:03:45.220] 100. Dia sudah akan stay dekat 1000.

[00:03:45.860 – 00:03:47.460] Kalau kita punya chancurit 5%,

[00:03:47.460 – 00:03:49.600] dia akan stay dekat 2000 pula. Sebab

[00:03:49.600 – 00:03:51.700] yang masuk 100, yang hilang 50.

[00:03:51.980 – 00:03:53.680] Dia macam tu lah. Nanti anda boleh buat kiraan sendiri.

[00:03:54.120 – 00:03:55.540] Contoh macam ni. Masuk

[00:03:55.540 – 00:03:57.660] 100, customer baru. Tapi yang hilang

[00:03:57.660 – 00:03:59.560] 10%. Dia akan

[00:03:59.560 – 00:04:01.700] last kali maintain kat 1000 je.

[00:04:01.880 – 00:04:03.640] Ambil lah restoran eh. Setiap

[00:04:03.640 – 00:04:05.580] bulan restoran tu, ada 100

[00:04:05.580 – 00:04:08.870] orang baru yang cuba. Yang

[00:04:08.870 – 00:04:10.670] lain tu repeat. So dia akan maintain lah dekat

[00:04:10.670 – 00:04:12.870] 1000 je. Kalau 5%,

[00:04:12.870 – 00:04:14.690] oh dia akan maintain dekat 2000 je orang yang

[00:04:14.690 – 00:04:16.730] repeat setiap bulan. Kalau 3%,

[00:04:16.730 – 00:04:18.870] lagi power. Kalau saya letak

[00:04:18.870 – 00:04:20.790] 20%, dia akan drop kau-kau

[00:04:20.790 – 00:04:22.470] kat sini 500 je orang yang maintain

[00:04:22.470 – 00:04:23.230] sebab

[00:04:24.370 – 00:04:25.930] masuk dengan keluar tu tak balance

[00:04:27.290 – 00:04:28.650] masuk sikit keluar

[00:04:28.650 – 00:04:30.290] banyak, so dia akan stay dekat 500

[00:04:30.290 – 00:04:32.550] macam itulah, that's why change rate ni sangat

[00:04:32.550 – 00:04:34.710] penting, kalau kita nak buat business

[00:04:34.710 – 00:04:36.610] yang ada compounding effect, yang kita

[00:04:36.610 – 00:04:38.810] boleh buat multiple cawangan, grow daripada

[00:04:38.810 – 00:04:40.550] satu cawangan mungkin 200,000

[00:04:40.550 – 00:04:42.550] sale, ataupun satu cawangan

[00:04:42.550 – 00:04:44.570] sejuta, kita ada 10 cawangan 10 juta

[00:04:44.570 – 00:04:46.490] dah, semudah tu je, sebab apa? kita jaga

[00:04:46.490 – 00:04:48.610] change rate setiap cawangan, business

[00:04:48.610 – 00:04:50.710] model yang subscription based

[00:04:50.710 – 00:04:52.570] Instead of kita kena run ads

[00:04:52.570 – 00:04:54.150] Kita ambil duit ads tu

[00:04:54.150 – 00:04:55.130] Fokus kepada

[00:04:55.130 – 00:04:57.170] Happikan customer sedia ada

[00:04:57.170 – 00:04:57.710] Saya ulang ya

[00:04:57.710 – 00:04:59.710] Cost ads yang kita duk spend

[00:04:59.710 – 00:05:02.650] 10%, 15% ke 5% tu

[00:05:02.650 – 00:05:04.190] Ambil sikit duit tu

[00:05:04.190 – 00:05:05.730] Bagi kepada customer sedia ada

[00:05:05.730 – 00:05:07.350] Ibarat macam kita rasuah dia

[00:05:07.350 – 00:05:09.030] Kita incentivize kan dia

[00:05:09.030 – 00:05:10.370] Kita happy kan dia

[00:05:10.370 – 00:05:11.190] Tambah quality

[00:05:11.190 – 00:05:12.470] Kan itulah asas business

[00:05:12.470 – 00:05:13.230] Sebab tu saya suka

[00:05:13.230 – 00:05:14.270] Subscription business model

[00:05:14.270 – 00:05:15.650] Dia fokus kepada

[00:05:15.650 – 00:05:16.730] Amanah wajib syarikat

[00:05:16.730 – 00:05:18.130] Memberi nilai kepada

[00:05:18.130 – 00:05:19.430] Customer sedia ada

[00:05:19.430 – 00:05:21.690] so jaga censirit pastikan

[00:05:21.690 – 00:05:23.750] kurang daripada 10%