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How do people "flatten" churn to a single number? In my experience churn is very high in the first month, then falls as time goes on.

My current (consumer) startup has a churn of around 25% the first month, then dropping to almost nothing after a few months. Using a single churn number doesn't even come close to approximating real behavior.

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This is a sign that there might be something wrong with your positioning/marketing/messaging. The initial high churn means your customers think they will get X but they get Y - so they abandon the product. The ones that "get it" stick around. For now i would just remove the 1st month from the stats and look at it independently and then try to tweak the perception. Talking to the people who drop out will give you a better picture (it's hard but very much worth pursuing).

ps: we sell project management at https://www.paymoapp.com - every time someone cancels or deletes an account we show them a form where we collect data.

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