StretchLearn Course
The lifecycle marketing playbook for trials, dunning, churn, and MRR growth
Course Overview
Subscriptions live or die on retention, not acquisition. This course teaches the lifecycle marketing system behind durable recurring revenue: trial-to-paid conversion, dunning and failed-payment recovery, cancellation deflection, and pause-vs-cancel strategy. You will work with real frameworks, named tools, and the actual benchmark numbers operators use to forecast and defend MRR.
Learning Outcomes
Calculate the core subscription metrics MRR, gross and net revenue retention, LTV, and the LTV-to-CAC ratio for any plan
Design trial-to-paid conversion flows for both opt-in and opt-out free trials including activation milestones and reminder cadences
Build a dunning sequence that recovers failed payments using smart retries, card updaters, and multi-channel messaging
Deploy a cancellation-deflection flow with segmented save offers, pause options, and downgrade paths
Diagnose voluntary versus involuntary churn and prioritize the highest-leverage retention fix
Forecast the MRR impact of any lifecycle experiment before you ship it
Curriculum Preview
Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.
Before touching a single email, you learn the metrics that decide whether a subscription business is healthy. This module builds the financial literacy every lifecycle decision depends on.
The trial is where most subscription revenue is won or lost. This module covers trial design, activation, and the conversion sequences that turn free users into paying ones.
A large share of subscription cancellations are accidental, caused by failed payments. This module covers the recovery system, called dunning, that wins that revenue back.
When a customer reaches the cancel button, the relationship is not over. This module covers the deflection flow, save offers, and the pause-versus-cancel strategy that retains revenue.
Built for Application
This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.