{
  "company": {
    "name": "Lumora Tech SAS",
    "sector": "SaaS B2B — collaboration & ops",
    "product": "Lumora — plateforme de gestion documentaire IA",
    "sizeFte": 65,
    "growthLead": "Inès Carvalho",
    "fiscalYear": "2026",
    "northStarMetric": "Documents traités par utilisateur actif / semaine",
    "northStarValue": 14.6,
    "northStarUnit": "docs/WAU",
    "northStarTarget": 20
  },
  "channels": [
    {
      "id": "ch_seo",
      "name": "SEO organique (blog + glossaire IA)",
      "type": "SEO",
      "tofu": 184000,
      "signups": 1820,
      "activated": 765,
      "paying": 122,
      "spend": 4800,
      "cac": 39,
      "ltv": 1480,
      "roiPct": 3692,
      "share": 35
    },
    {
      "id": "ch_linkedin",
      "name": "LinkedIn Ads + outbound",
      "type": "Paid",
      "tofu": 92000,
      "signups": 1300,
      "activated": 612,
      "paying": 138,
      "spend": 28500,
      "cac": 207,
      "ltv": 1680,
      "roiPct": 711,
      "share": 25
    },
    {
      "id": "ch_out",
      "name": "Outbound SDR (Apollo + Lemlist)",
      "type": "Outbound",
      "tofu": 24000,
      "signups": 780,
      "activated": 360,
      "paying": 96,
      "spend": 18900,
      "cac": 197,
      "ltv": 1820,
      "roiPct": 824,
      "share": 15
    },
    {
      "id": "ch_content",
      "name": "Content marketing (newsletter + podcast)",
      "type": "Content",
      "tofu": 48000,
      "signups": 520,
      "activated": 224,
      "paying": 41,
      "spend": 6200,
      "cac": 151,
      "ltv": 1320,
      "roiPct": 774,
      "share": 10
    },
    {
      "id": "ch_partner",
      "name": "Partenariats (Notion, Slack apps marketplace)",
      "type": "Partner",
      "tofu": 28000,
      "signups": 410,
      "activated": 198,
      "paying": 58,
      "spend": 3200,
      "cac": 55,
      "ltv": 1550,
      "roiPct": 2718,
      "share": 8
    },
    {
      "id": "ch_sem",
      "name": "Google Ads (high-intent)",
      "type": "SEM",
      "tofu": 16000,
      "signups": 260,
      "activated": 122,
      "paying": 34,
      "spend": 12400,
      "cac": 365,
      "ltv": 1680,
      "roiPct": 360,
      "share": 5
    },
    {
      "id": "ch_referral",
      "name": "Programme parrainage (1 mois offert)",
      "type": "Referral",
      "tofu": 9800,
      "signups": 165,
      "activated": 92,
      "paying": 28,
      "spend": 1850,
      "cac": 66,
      "ltv": 1980,
      "roiPct": 2900,
      "share": 2
    },
    {
      "id": "ch_organic",
      "name": "Direct & word-of-mouth",
      "type": "Organic",
      "tofu": 22000,
      "signups": 145,
      "activated": 81,
      "paying": 22,
      "spend": 0,
      "cac": 0,
      "ltv": 1620,
      "roiPct": 0,
      "share": 0
    }
  ],
  "activation": {
    "ahaMoment": "Premier document analysé par l'IA en < 90 secondes",
    "activationRatePct": 42,
    "timeToValueMinutes": 4.8,
    "onboardingCompletionPct": 67,
    "steps": [
      {
        "id": "step1",
        "name": "Compte créé",
        "description": "Inscription + vérification email",
        "reachedUsers": 5400,
        "conversionPct": 100
      },
      {
        "id": "step2",
        "name": "Espace de travail configuré",
        "description": "Nom workspace + invitation team",
        "reachedUsers": 4320,
        "conversionPct": 80
      },
      {
        "id": "step3",
        "name": "Premier import doc",
        "description": "Upload ou Drive sync",
        "reachedUsers": 3240,
        "conversionPct": 75
      },
      {
        "id": "step4",
        "name": "Aha moment — premier doc analysé IA",
        "description": "Insights extraits automatiquement",
        "reachedUsers": 2268,
        "conversionPct": 70
      },
      {
        "id": "step5",
        "name": "Premier partage interne",
        "description": "Doc partagé à un collègue",
        "reachedUsers": 1452,
        "conversionPct": 64
      },
      {
        "id": "step6",
        "name": "5 docs traités (habit loop)",
        "description": "Comportement récurrent installé",
        "reachedUsers": 942,
        "conversionPct": 65
      }
    ]
  },
  "retention": {
    "dauMau": 0.38,
    "dau": 4560,
    "mau": 12000,
    "stickiness": 0.38,
    "cohorts": [
      {
        "cohort": "2025-12",
        "size": 1820,
        "retentionByWeek": [
          100,
          68,
          54,
          48,
          44,
          41,
          39,
          38,
          37,
          36,
          36,
          35,
          35
        ]
      },
      {
        "cohort": "2026-01",
        "size": 2040,
        "retentionByWeek": [
          100,
          71,
          58,
          51,
          47,
          45,
          43,
          41,
          40,
          39,
          39,
          38,
          38
        ]
      },
      {
        "cohort": "2026-02",
        "size": 2210,
        "retentionByWeek": [
          100,
          73,
          60,
          54,
          50,
          47,
          45,
          44,
          43,
          42,
          42,
          41
        ]
      },
      {
        "cohort": "2026-03",
        "size": 2380,
        "retentionByWeek": [
          100,
          75,
          62,
          56,
          52,
          50,
          48,
          46,
          45,
          44
        ]
      },
      {
        "cohort": "2026-04",
        "size": 2620,
        "retentionByWeek": [
          100,
          76,
          64,
          58,
          54,
          52,
          50
        ]
      },
      {
        "cohort": "2026-05",
        "size": 2870,
        "retentionByWeek": [
          100,
          78,
          66,
          60,
          56
        ]
      }
    ]
  },
  "referral": {
    "nps": 52,
    "promoters": 64,
    "passives": 24,
    "detractors": 12,
    "viralCoefficientK": 0.28,
    "loops": [
      {
        "id": "loop_invite",
        "name": "Invitation collègue (in-product)",
        "invitesSent": 8400,
        "acceptedPct": 18,
        "newUsers": 1512,
        "kFactor": 0.18
      },
      {
        "id": "loop_share",
        "name": "Partage public lien doc analysé",
        "invitesSent": 12600,
        "acceptedPct": 6,
        "newUsers": 756,
        "kFactor": 0.09
      },
      {
        "id": "loop_referral_prog",
        "name": "Programme parrainage rémunéré",
        "invitesSent": 2100,
        "acceptedPct": 9,
        "newUsers": 189,
        "kFactor": 0.02
      },
      {
        "id": "loop_embed",
        "name": "Widget embed sur sites clients",
        "invitesSent": 4800,
        "acceptedPct": 3,
        "newUsers": 144,
        "kFactor": 0.01
      }
    ]
  },
  "revenue": {
    "mrr": 184500,
    "arr": 2214000,
    "arpu": 89,
    "conversionFreemiumPct": 6.8,
    "segments": [
      {
        "id": "seg_starter",
        "segment": "Starter (1–5 utilisateurs)",
        "customers": 1240,
        "arpu": 29,
        "mrr": 35960,
        "conversionFreeToPaidPct": 4.2,
        "expansionMrr": 1800
      },
      {
        "id": "seg_team",
        "segment": "Team (6–25 utilisateurs)",
        "customers": 580,
        "arpu": 119,
        "mrr": 69020,
        "conversionFreeToPaidPct": 12.5,
        "expansionMrr": 6400
      },
      {
        "id": "seg_business",
        "segment": "Business (26–100 utilisateurs)",
        "customers": 184,
        "arpu": 320,
        "mrr": 58880,
        "conversionFreeToPaidPct": 18.2,
        "expansionMrr": 9200
      },
      {
        "id": "seg_enterprise",
        "segment": "Enterprise (100+)",
        "customers": 18,
        "arpu": 1148,
        "mrr": 20664,
        "conversionFreeToPaidPct": 24,
        "expansionMrr": 4800
      }
    ]
  },
  "experiments": [
    {
      "id": "exp_001",
      "hypothesis": "CTA « Essayer gratuitement » > « Démarrer »",
      "metric": "Signup rate",
      "variant": "B",
      "startDate": "2026-04-12",
      "endDate": "2026-04-26",
      "status": "concluded",
      "visitorsA": 8420,
      "conversionsA": 412,
      "visitorsB": 8380,
      "conversionsB": 498,
      "liftPct": 21.5,
      "pValue": 0.002,
      "significant": true
    },
    {
      "id": "exp_002",
      "hypothesis": "Onboarding 3 étapes vs 5 étapes",
      "metric": "Activation rate",
      "variant": "B",
      "startDate": "2026-04-20",
      "endDate": null,
      "status": "running",
      "visitorsA": 2100,
      "conversionsA": 882,
      "visitorsB": 2080,
      "conversionsB": 998,
      "liftPct": 14.3,
      "pValue": 0.008,
      "significant": true
    },
    {
      "id": "exp_003",
      "hypothesis": "Pricing 29€ vs 39€ Starter",
      "metric": "Free → Paid conversion",
      "variant": "B",
      "startDate": "2026-05-01",
      "endDate": null,
      "status": "running",
      "visitorsA": 1820,
      "conversionsA": 109,
      "visitorsB": 1790,
      "conversionsB": 98,
      "liftPct": -8.3,
      "pValue": 0.41,
      "significant": false
    },
    {
      "id": "exp_004",
      "hypothesis": "Email D+3 « Voici votre 1er doc IA » vs D+1",
      "metric": "Activation J7",
      "variant": "B",
      "startDate": "2026-04-05",
      "endDate": "2026-04-19",
      "status": "concluded",
      "visitorsA": 3400,
      "conversionsA": 1428,
      "visitorsB": 3380,
      "conversionsB": 1521,
      "liftPct": 5.7,
      "pValue": 0.18,
      "significant": false
    },
    {
      "id": "exp_005",
      "hypothesis": "Vidéo hero vs screenshot statique",
      "metric": "Bounce rate (inv)",
      "variant": "B",
      "startDate": "2026-03-22",
      "endDate": "2026-04-05",
      "status": "concluded",
      "visitorsA": 14200,
      "conversionsA": 4544,
      "visitorsB": 14100,
      "conversionsB": 5076,
      "liftPct": 12.3,
      "pValue": 0.001,
      "significant": true
    },
    {
      "id": "exp_006",
      "hypothesis": "Recommander 5 templates vs 0 (cold start)",
      "metric": "Time to value",
      "variant": "B",
      "startDate": "2026-04-28",
      "endDate": null,
      "status": "running",
      "visitorsA": 1240,
      "conversionsA": 521,
      "visitorsB": 1220,
      "conversionsB": 671,
      "liftPct": 18.4,
      "pValue": 0.0008,
      "significant": true
    },
    {
      "id": "exp_007",
      "hypothesis": "Sticky nav header vs hidden on scroll",
      "metric": "CTA click rate",
      "variant": "B",
      "startDate": "2026-04-15",
      "endDate": "2026-04-29",
      "status": "concluded",
      "visitorsA": 22400,
      "conversionsA": 1568,
      "visitorsB": 22300,
      "conversionsB": 1561,
      "liftPct": -0.5,
      "pValue": 0.86,
      "significant": false
    },
    {
      "id": "exp_008",
      "hypothesis": "Plan gratuit limité 3 docs vs illimité 7j",
      "metric": "Free → Paid",
      "variant": "B",
      "startDate": "2026-05-04",
      "endDate": null,
      "status": "running",
      "visitorsA": 980,
      "conversionsA": 58,
      "visitorsB": 970,
      "conversionsB": 81,
      "liftPct": 41.5,
      "pValue": 0.024,
      "significant": true
    },
    {
      "id": "exp_009",
      "hypothesis": "Notification push J+1 inactivité",
      "metric": "DAU/MAU",
      "variant": "B",
      "startDate": "2026-04-08",
      "endDate": "2026-04-22",
      "status": "concluded",
      "visitorsA": 5200,
      "conversionsA": 1976,
      "visitorsB": 5180,
      "conversionsB": 2124,
      "liftPct": 7.4,
      "pValue": 0.038,
      "significant": true
    },
    {
      "id": "exp_010",
      "hypothesis": "Pop-up exit-intent avec offre -20 %",
      "metric": "Signup",
      "variant": "B",
      "startDate": "2026-04-18",
      "endDate": "2026-05-02",
      "status": "concluded",
      "visitorsA": 18200,
      "conversionsA": 728,
      "visitorsB": 18100,
      "conversionsB": 905,
      "liftPct": 24.4,
      "pValue": 0.0001,
      "significant": true
    },
    {
      "id": "exp_011",
      "hypothesis": "Logo wall « Used by » au-dessus du fold",
      "metric": "Trust → Signup",
      "variant": "B",
      "startDate": "2026-05-08",
      "endDate": null,
      "status": "running",
      "visitorsA": 4200,
      "conversionsA": 168,
      "visitorsB": 4180,
      "conversionsB": 192,
      "liftPct": 14.7,
      "pValue": 0.12,
      "significant": false
    },
    {
      "id": "exp_012",
      "hypothesis": "Slack invite obligatoire onboarding",
      "metric": "K-factor",
      "variant": "B",
      "startDate": "2026-05-10",
      "endDate": null,
      "status": "running",
      "visitorsA": 820,
      "conversionsA": 148,
      "visitorsB": 810,
      "conversionsB": 218,
      "liftPct": 49,
      "pValue": 0.0002,
      "significant": true
    },
    {
      "id": "exp_013",
      "hypothesis": "Pricing annuel mis en avant -2 mois",
      "metric": "ARPU",
      "variant": "B",
      "startDate": "2026-04-30",
      "endDate": null,
      "status": "running",
      "visitorsA": 620,
      "conversionsA": 124,
      "visitorsB": 610,
      "conversionsB": 152,
      "liftPct": 25,
      "pValue": 0.03,
      "significant": true
    },
    {
      "id": "exp_014",
      "hypothesis": "Form 5 champs vs 2 champs (email + nom)",
      "metric": "Signup completion",
      "variant": "B",
      "startDate": "2026-03-28",
      "endDate": "2026-04-11",
      "status": "concluded",
      "visitorsA": 9800,
      "conversionsA": 1862,
      "visitorsB": 9750,
      "conversionsB": 2535,
      "liftPct": 36.4,
      "pValue": 0.00001,
      "significant": true
    },
    {
      "id": "exp_015",
      "hypothesis": "Testimonial vidéo client vs texte",
      "metric": "Demo request",
      "variant": "B",
      "startDate": "2026-04-22",
      "endDate": "2026-05-06",
      "status": "concluded",
      "visitorsA": 6400,
      "conversionsA": 192,
      "visitorsB": 6380,
      "conversionsB": 245,
      "liftPct": 28.4,
      "pValue": 0.015,
      "significant": true
    },
    {
      "id": "exp_016",
      "hypothesis": "Webhook Zapier mis en avant landing",
      "metric": "Activation Business segment",
      "variant": "B",
      "startDate": "2026-05-02",
      "endDate": null,
      "status": "running",
      "visitorsA": 1240,
      "conversionsA": 372,
      "visitorsB": 1230,
      "conversionsB": 418,
      "liftPct": 11.6,
      "pValue": 0.09,
      "significant": false
    },
    {
      "id": "exp_017",
      "hypothesis": "AI persona « DAF » vs persona « PM »",
      "metric": "Activation by persona",
      "variant": "B",
      "startDate": "2026-04-25",
      "endDate": null,
      "status": "paused",
      "visitorsA": 1820,
      "conversionsA": 728,
      "visitorsB": 1800,
      "conversionsB": 738,
      "liftPct": 0.9,
      "pValue": 0.78,
      "significant": false
    },
    {
      "id": "exp_018",
      "hypothesis": "Bouton « Inviter team » avant 1er doc",
      "metric": "Viral K-factor",
      "variant": "B",
      "startDate": "2026-05-12",
      "endDate": null,
      "status": "running",
      "visitorsA": 540,
      "conversionsA": 81,
      "visitorsB": 530,
      "conversionsB": 132,
      "liftPct": 64.8,
      "pValue": 0.0005,
      "significant": true
    }
  ]
}