10 rungs. Each one starts pending and only counts once its proof is audited. Together, this family adds at most 14 points to the evidence block, so reaching the top takes proof from several families.
A subscription, a retainer or a contract with a renewal: money that comes back without having to sell again. Two months running, whatever the amount.
Proof asked for: Revenue dashboard for both months, or the contract with its renewal
Five thousand euros of revenue that repeats every month without selling again. Subscriptions, retainers or contracts with renewal.
Proof asked for: Recurring revenue dashboard for the last two months
Twenty thousand euros coming back every month. At this level the business pays for itself, or is very close.
Proof asked for: Recurring revenue dashboard for the last three months
One hundred thousand euros of revenue committed over twelve months. This is the number an investor looks for before any other.
Proof asked for: Recurring revenue dashboard or the list of live contracts
You lose less than 5% of customers a month, measured over at least a quarter. Without this, growing is filling a leaking bucket.
Proof asked for: Sign-up and cancellation series for the quarter
Somebody reached the end of their contract, could have walked away, and stayed. The one proof of value nobody can argue with.
Proof asked for: The renewed contract or the renewal notice
The customers you had a year ago bill more today than they did then, even counting the ones who left. Growth without a single new customer.
Proof asked for: Same-cohort comparison over twelve months
A measurable share of those who bought once have come back. This is what recurrence looks like when you do not sell subscriptions.
Proof asked for: Orders dashboard with the repeat-customer rate
One hundred people or organisations with a live subscription. A hundred paying decisions that renew themselves.
Proof asked for: Active subscriptions dashboard
What a customer leaves over their lifetime is three times what it costs to bring them in. The number that says whether the sales machine makes sense.
Proof asked for: The calculation with both halves: acquisition cost and lifetime value
On the free plan you can send one rung a month to audit. The FounderSeal is informative: it describes what has been checked, it never recommends investing.