WriteChoice — Leadership Dashboard

MRR

Active MRR

$79,040

Target: $100,000

Avg Ticket

$3,162

Active customers with MRR

Median Ticket

$2,400

Less skewed by whales

Revenue / Writer

$3,952

20 writers

Target: $5,000

Net New MRR (this month)

$1,200

New $1,200 · Churned $0

Churn

Monthly Logo Churn

11.1%

Avg of last 12 months · 75.7% if sustained for a year

Target: 4.0%

Monthly Revenue Churn

9.3%

Avg of last 12 months · 69.2% if sustained for a year

Target: 4.0%

90-Day Churn

39.4%

43 of 109 eligible

Target: 25.0%

Median Tenure (churned)

2 mo

Of ended customers

Avg Customer Lifetime

6.2 mo

Mean tenure of ended customers

New vs Churned — Last 12 Months

Customers

New Churned

MRR ($)

New MRR Churned MRR

Monthly Churn — Last 12 Months

Month	Active at Start	Churned	Logo Churn %	Rev Churn %
2026-04	30	4	13.3%	6.8%
2026-03	32	3	9.4%	7.4%
2026-02	32	3	9.4%	5.9%
2026-01	35	5	14.3%	16.4%
2025-12	31	0	0.0%	0.0%
2025-11	32	5	15.6%	13.4%
2025-10	31	4	12.9%	13.2%
2025-09	27	4	14.8%	14.8%
2025-08	29	5	17.2%	12.5%
2025-07	34	6	17.6%	14.6%
2025-06	34	3	8.8%	7.4%
2025-05	31	0	0.0%	0.0%

Tenure Distribution (Churned)

Tenure	Count	Share
0-3mo	45	52.9%
3-6mo	11	12.9%
6-12mo	17	20.0%
12-24mo	5	5.9%
24+mo	7	8.2%

Teams

Mars

$27,380

9 projects ·

34.6% of total

Saturn

$22,000

12 projects ·

27.8% of total

Mintlify

$15,000

1 project ·

19.0% of total

Mercury

$14,660

7 projects ·

18.5% of total

Top Accounts

#	Account	MRR	% of Total
1	Mintlify	$15,000	19.0%
2	Getnet 4 contracts Getnet SEP: $4,080 Getnet Cartão Presente: $2,040 Getnet Catálogo: $4,080 Getnet Webcheckout: $2,040	$12,240	15.5%
3	Subflow	$6,300	8.0%
4	Pay.com	$6,000	7.6%
5	Fourth 2 contracts Fourth: $2,400 Fourth Implementation: $2,400	$4,800	6.1%
6	Nayax 2 contracts Nayax Guides: $1,600 Nayax: $2,800	$4,400	5.6%
7	Rillet	$4,200	5.3%
8	Sunsynk	$4,000	5.1%
9	PhoenixTechnologies	$3,500	4.4%
10	X-CD	$3,500	4.4%

Team Detail

Team	Writers	Projects	Revenue	Team Cost	Avg TW Cost	Rev / TW	Leverage	ROI
Mars	5	9	$27,380	$6,620	$1,324	$5,476	4.0x (4/1)	313.6%
Saturn	5	12	$22,000	$6,230	$1,246	$4,400	4.0x (4/1)	253.1%
Mintlify	4	1	$15,000	$5,480	$1,370	$3,750	3.0x (3/1)	173.7%
Mercury	5	7	$14,660	$7,980	$1,596	$2,932	1.5x (3/2)	83.7%

New This Quarter

Customer	Joined	MRR
Fourth Implementation	2026-04-01	$2,400
Subflow	2026-04-15	$6,300
Partner Portal	2026-05-04	$1,200
ZenoBank	2026-05-05	$0

At Risk — Days 60–90 (2)

Customer	Day	MRR
Getnet Catálogo	Day 86	$4,080
Pay.com	Day 82	$6,000

Revenue per Writer

#	Writer	Position	Revenue	Hours/mo	Monthly Cost	ROI
1	Julieth Sandoval Mars	Technical Writer Mid-Level III	$10,250	120	$2,000	412.5%
2	Queendoline Saturn	Technical Writer Junior III	$9,150	240	$870	951.7%
3	Evangelina Sorello Saturn	Technical Writer Mid-Level I	$7,250	260	$1,600	353.1%
4	Nicolau Dreicon Mars	Technical Writer Intern III	$5,250	120	$800	556.2%
5	Anayse Sardinha Saturn	Technical Writer Junior III	$4,400	120	$1,260	249.2%
6	Diego Castro Alves Mintlify	—	$3,750	200	$800	368.8%
7	Lucas Lomiento Mintlify	—	$3,750	200	$880	326.1%
8	Lucas Procópio Mintlify	—	$3,750	200	$1,040	260.6%
9	Bruno Imperatriz Mercury	Technical Writer Junior III	$3,240	160	$1,260	157.1%
10	Guilherme Borges Mars	Technical Writer Junior I	$3,240	140	$1,100	194.5%
11	Douglas Roque Machado Mars	Technical Writer Intern I	$2,700	120	$540	400.0%
12	Amanda Lices Mercury	Technical Writer Mid-Level II	$2,040	120	$1,600	27.5%
13	Guilherme de Souza Mercury	Technical Writer Junior I	$1,300	35	$960	35.4%
14	Marco Antonio Colucci Saturn	Technical Writer Intern I	$1,200	20	$600	100.0%

LinkedIn Outbound

Accept Rate

—

Connections accepted / sent

Reply Rate

—

Replies / connections accepted

Connections Sent

—

Connections Accepted

—

Messages Sent

—

Message Replies

—

Investment & Revenue

Monthly Investment

$2,200

Fixed costs only

Revenue Generated

$24,650

$12,325 avg / deal

Commission Paid

$1,232

5.0% of revenue

Net Revenue

$23,418

Revenue minus commission

CAC

$5,335

Total investment / won deals

ROI

119.5%

Since Jan 2026 · 4.3 months · $10,669 invested

Monthly Cost Breakdown

Item	Monthly (USD)	Notes
BDR Team	$1,825	R$10,400 @ 5.7 BRL/USD
HeyReach	$236	4 seats × $59
Instantly	$97
Pipedrive	$42
Total Fixed	$2,200	per month

Conversion Funnel — All Time

Stage	Count	Conversion
Total Replies	448	—
Positive/Neutral Replies	301	67.2%
Booked Call	10	3.3%
Won	2	20.0%

Avg Activities Before Lost — by Owner

Owner	Lost Deals	Total Activities	Avg / Deal
Heitor Gode	127	402	3.2
Guilherme Silveira Cândido	105	252	2.4
Cassiano Moraes	1	0	0.0
Overall avg	233	—	2.8

Active Campaigns (10) — All Time

Campaign	Leads	In Progress	Conn. Sent	Accepted	Accept Rate	Msg Sent	Replies	Reply Rate
Jobs test WEEK 2	887	562	129	3	2.3%	0	0	0.0%
Jobs Test	558	503	418	35	8.4%	34	9	25.7%
Re-assign \| CTO	671	543	120	5	4.2%	3	2	40.0%
Re-assign \| CEO	1272	996	808	34	4.2%	57	9	25.0%
API Documentation Platforms \| CEO	1593	10	135	30	22.2%	90	10	33.3%
Tech Documentation Platforms \| CEO	1496	43	967	174	18.0%	668	50	26.5%
2-100 CEO \| Postman	1646	416	1455	227	15.6%	796	65	26.3%
Tech Documentation Platforms \| CTO	2718	646	1981	225	11.4%	655	69	28.5%
API Documentation Platforms \| CTO	896	20	548	76	13.9%	264	27	32.9%
2-100 CTO \| Postman	1210	290	1025	101	9.9%	284	31	29.0%

Current Month — May 26

Revenue

$16,222

Month to date

Net Profit

$12,004

74.0% margin

Cash Position

$37,386

Current assets

Quarter & Year to Date

Revenue Q1

$248,328

Jan 26 - Mar 26

Operating Profit Q1

$80,672

32.5% margin

Net Profit Q1

$73,629

29.6% margin

Revenue YTD

$349,235

Jan 26 - May 26

Net Profit YTD

$108,975

31.2% margin

Revenue (T12)

$819,385

Trailing 12 months

P&L Summary — Jan 26 - Mar 26

Line	Amount	Margin
Revenue	$248,328	100%
Cost of Sales	$120,960	48.7%
Gross Profit	$127,368	51.3%
Operating Expenses	$46,696	18.8%
Operating Profit (EBITDA)	$80,672	32.5%
Other Income	$246
Other Expenses	$7,290
Net Profit	$73,629	29.6%

Expense Breakdown — Jan 26 - Mar 26

Category	Amount	Share
General Operations	$23,344	50.0%
Learning, Training, & Development	$10,500	22.5%
Software - Operating Expense	$4,977	10.7%
Independent Contractors	$4,334	9.3%
Other Sales & Marketing	$3,513	7.5%
Bank Fees	$22	0.0%
Utilities	$6	0.0%

Annual Revenue

$200k

$400k

$600k

↑ 176.6%

↑ 103.5%

↑ 44.4%

↓ 47.9%

2022

2023

2024

2025

2026 YTD

Quarterly Revenue + Pipeline Projection

$50k

$100k

$150k

$200k

↑ 3.3%

↓ 8.3%

↑ 24.7%

↑ 1.3%

↑ 4.5%

↑ 60.0%

↑ 4.2%

2024-Q2

2024-Q3

2024-Q4

2025-Q1

2025-Q2

2025-Q3

2025-Q4

2026-Q1

2026-Q3

Actual Open pipeline

Month	Revenue	Gross Profit	Op. Profit	Net Profit	Net Margin
2026-04	$84,685	$43,600	$31,468	$23,342	27.6%
2026-03	$90,545	$49,480	$27,846	$26,513	29.3%
2026-02	$67,907	$28,000	$8,225	$8,204	12.1%
2026-01	$89,877	$49,888	$44,601	$38,912	43.3%
2025-12	$69,904	$33,153	$14,356	$12,241	17.5%
2025-11	$94,550	$36,785	$25,262	$26,972	28.5%

H1 2026 · Apr–Sep

Monthly check-ins · Strong review Jun 30 · Final retro Sep 30

1 on track 20 off track / at risk

O1 Transform WriteChoice into the owner of client documentation 0/5 on track

KR1.1

Accounts on ownership model

Manual Update

0 accounts → 16 accounts (Jun: 4 accounts)

Off Track

KR1.2

Ownership playbook published internally

Manual Update

Not yet · due May 31

Off Track

KR1.3

90-day churn drops to 25%

39.4% → 25.0%

63%

At Risk

KR1.4

Monthly logo churn drops to 4%

11.1% → 4.0%

35%

Off Track

KR1.5

Case studies written from ownership clients

Manual Update

0 studies → 3 studies

Off Track

O2 Build predictable revenue through consistent outbound pipeline 0/9 on track

KR2.1

Total New Revenue from Outbound

Manual Update

$0 → $10,000

Off Track

KR2.2

Deals closed per month at ~$3.5K avg ticket

Manual Update

0 deals/mo → 3 deals/mo

Off Track

KR2.3

Funnel metrics baseline published (accept, reply, call, close)

Manual Update

Not yet · due May 31

Off Track

KR2.4

Top 3 client concentration drops to 30%

42.4% → 30.0%

70%

At Risk

KR2.5

Existing accounts expanded (upsell or new project)

Manual Update

0 accounts → 2 accounts

Off Track

KR2.6

Revenue per writer grows to $5,000/month

$3,952 → $5,000

79%

At Risk

KR2.7

Calls booked per month (14–20)

Manual Update

0 calls/mo → 17 calls/mo

Off Track

KR2.8

Connection rate (accept rate) reaches 25%

14.2% → 25.0%

56%

At Risk

KR2.9

Positive/Neutral reply → call conversion reaches 15%

3.3% → 15.0%

22%

Off Track

O3 Build reputation as the reference for docs in SaaS and FinTech 0/4 on track

KR3.1

Qualified inbound leads per month via website

Manual Update

0 leads/mo → 3 leads/mo

Off Track

KR3.2

Co-marketing pieces published (VC, hub, partner)

Manual Update

0 pieces → 4 pieces

Off Track

KR3.3

CEO running founder-led content channel (LinkedIn or newsletter)

Manual Update

Not yet

Off Track

KR3.4

Case studies from O1 turned into public content

Manual Update

0 pieces → 3 pieces

Off Track

O4 Team grows into owners without breaking 1/3 on track

KR4.1

eNPS stays ≥85 throughout the semester

Manual Update

91 score → 85 score

100%

On Track

KR4.2

Client-facing team completes ownership training

Manual Update

0 % → 100 %

Off Track

KR4.3

Client NPS program live with first measurement

Manual Update

Not yet · due May 31

Off Track