Monthly report
July 2026
Published 2026-08-01
Revenue
₹3.67 L
−10.8% MoM
Revenue per head
₹3.67 L
−10.8% MoM
Profit
₹84,100
−35.0% MoM
Blended CPL
₹54.27
−1.6% MoM
Ad spend
₹2.15 L
+13.9% MoM
Headcount
1
0.0% MoM
Doors live
2
0.0% MoM
Email list
6,240
+49.3% MoM
The breakdown
| Source | Revenue | Share |
|---|---|---|
| Books | ₹71,800 | 19.5% |
| Courses | ₹1,72,400 | 46.9% |
| Mastery Club | ₹1,23,300 | 33.6% |
| Blueprint | ₹0 | 0.0% |
| Alpha Club | ₹0 | 0.0% |
| Total | ₹3,67,500 | 100.0% |
Acquisition
| Ad spend | ₹2,14,900 |
| Leads | 3,960 |
| Blended cost per lead | ₹54.27 |
| Revenue per lead | ₹92.80 |
| Return on ad spend | 1.71× |
Headcount
| Deepak K | Everything | Full-time |
What shipped
- Second book manuscript finished and sent to edit
- Mastery Club retention emails automated
- Ad account restructured to a single blended-CPL objective
What broke
- Revenue fell 10.8% month on month. Courses declined ₹41,900 and nothing replaced it.
- Spent ₹26,300 more on ads for ₹44,500 less revenue.
- Blueprint slipped a second month. It is now a commitment I have missed twice in public.
What I am worried about
This is the first month the line goes down, and it goes down in month two, which is the least convenient possible place for it. The honest read is that June's Courses number was a launch spike and July is closer to the real baseline. I am worried that I will be tempted to fix the chart with a discount push rather than fix the business, and that the ad spend is quietly buying me leads I have no second product to sell to.