RetentionLifecycleCRM

You paid to
acquire them.
Now make them
compound.

Compound Lab builds retention systems for D2C brands and consumer apps, so the rupees spent on acquisition keep paying back.

See the work
Raviraj Ramavarapu

Run by Raviraj Ramavarapu, who works every account himself. Meet the operator
THE COMPOUND EFFECTCn
ACQUIRERETAINCOMPOUNDCUSTOMER VALUE Each cycle feedsthe next.
Small improvements. Lasting returns.
77%

Of CRM revenue from automations at PNG Jewellers

+79%

Revenue from one behaviour-led engine

+49.6%

App subscription revenue, month on month

₹27.6Cr

Annual CRM revenue run-rate across Healthify, PNG Jewellers and DS Mills

Brands I've worked with
  • Swiggy
  • Healthify
  • MyGate
  • Zymrat
  • Cumin Co
  • PNG Jewellers
  • DS Mills
  • House of Viya
  • Cooper Corp
  • Prachay Group
  • Amplicomm
  • TruFlo Intelligence
  • Blend It Raw Apothecary
FROM CAC TO LTV

Acquire once.
Build value over time.

ORDER 05 / 05Loyalty

That's LTV.

Acquisition gets the first order. Retention earns the rest.

HOVER OR TAP AN ORDER

Illustrative, not measured data. A real LTV:CAC also accounts for margins and cost to serve.

₹ CACPAID TO ACQUIRE ZERO ORDER 1Welcome journey ORDER 2Replenishment ORDER 3Cross-sell ORDER 4Win-back ORDER 5Loyalty PAID BACK CAC LTVBUILT BYRETENTION
What Compound Lab does

One service. Two systems.

Retention works differently when you sell a product and when you sell a habit. Pick the one that sounds like your business.

Illustrative journey

D2C brands

For brands whose customers arrive, browse, maybe buy once, and drift.

Repeat purchaseCross-sell and upsellReplenishmentWin-backChurn reductionLifetime value

Channels: WhatsApp, RCS, Email, SMS

See the D2C system
Illustrative journey

Consumer apps

For apps where users install, try once, and drift away.

ActivationEngagementHabitSubscription renewalChurn reductionReactivation

Channels: Push, In-app, WhatsApp, RCS, Email, SMS

See the app system
D2C system

From the first click to the fifth order.

Commercial by design. The system starts the day a customer arrives, and it is measured on revenue, not open rates.

THE D2C JOURNEY MAPBefore the first orderAfter it
  1. Pop-upFirst visit
  2. BrowseLooked, left
  3. ProductStudied one
  4. CartAdded, left
  5. CheckoutAlmost paid
  6. First orderThe knot
  7. Cross-sellComplete the set
  8. UpsellBetter pack
  9. ReplenishRuns out
  10. Win-backGone quiet
  11. LoyaltyFifth order
11 / 11

Loyalty

The fifth order and beyond. Each cycle feeds the next.

WhatsApp · RCS · Email · SMS

Illustrative journey map. Bar sizes show direction, not measured volumes.

HOW THE SYSTEM IS BUILT
  1. 01

    Audit

    Read every cohort from the day it arrived, buyers and non-buyers alike, and find where churn starts.

  2. 02

    Capture

    Start listening at acquisition: sign-ups, browsing, carts, first clicks.

  3. 03

    Segment

    Group customers by stage: arrived, first order, repeat, at risk, lapsed.

  4. 04

    Activate

    Turn arrivals into first orders, and lapsed buyers into returning ones.

  5. 05

    Automate

    Run a journey for every stage, from day zero onward.

  6. 06

    Experiment

    Test offers, timing and messages. Keep the ones that pay for themselves.

  7. 07

    Compound

    Each cycle feeds the next, so lifetime value builds on the customers you already have.

What it movesRepeat purchaseCross-sellReplenishmentWin-backChurn reductionLTV

Channels: WhatsApp, RCS, Email, SMS

Consumer app system

From the first open to the fifth renewal.

Built on events and funnels. The system starts at install, and the goal is a user who comes back without being asked.

THE APP JOURNEY MAPBefore the first paymentAfter it
  1. InstallFirst open
  2. OnboardingSet up
  3. First valueAha moment
  4. HabitCame back
  5. PaywallSees the plan
  6. First paymentThe knot
  7. RenewalPlan ending
  8. UpgradeBetter tier
  9. StreaksKeeps going
  10. Win-backLapsed
  11. ReferralBrings others
11 / 11

Referral

Loyal users bring the next ones in, and the cycle starts again.

WhatsApp · In-app · SMS

Illustrative journey map. Bar sizes show direction, not measured volumes.

HOW THE SYSTEM IS BUILT
  1. 01

    Audit

    Read the funnel from install to renewal, stage by stage, and find where churn starts.

  2. 02

    Capture

    Track the events that matter from the first open.

  3. 03

    Segment

    Cohort users by behaviour: new, active, slipping, lapsed.

  4. 04

    Activate

    Get new users to first value fast, and bring lapsed ones back to it.

  5. 05

    Automate

    Trigger the right nudge the moment a user acts.

  6. 06

    Experiment

    Test timing, message and offer. Keep what moves retention.

  7. 07

    Compound

    Habit turns into renewal, and renewal into the next cycle.

What it movesActivationEngagementHabitRenewalChurn reductionReactivation

Channels: Push, In-app, WhatsApp, RCS, Email, SMS

The churn maths

What a few points of churn are worth.

Compounding is two jobs: grow what stays, and plug what leaks. Put in your numbers and see what the second job is worth.

For D2C, the share of active customers who don't buy again in a month.

Cutting 2 points takes 8% monthly churn to 6%.

Average customer lifetime
Lifetime revenue per customer
Extra revenue kept over 12 months

A simple model: constant monthly churn, no new customers added. Apply your own margins for the profit view.

How engagements work

Start small. Stay if it compounds.

Three ways in. Most brands start with the audit.

Start here

Retention Audit

A read of every cohort from the day it arrived, buyers and non-buyers alike, with fixes ranked by rupee impact.

  • Day-zero analysis
  • Churn diagnosis
  • Cohort and funnel analysis
  • Journey and channel review
  • Prioritised fix list
Build

System Build

The journeys, segments and automations, built inside your CRM stack and handed over running.

  • Journey architecture
  • Segment logic
  • Copy and creative briefs
  • Launch and QA
Operate

Ongoing Partnership

Monthly experiments, revenue reporting, and a system that improves every cycle.

  • Experiment roadmap
  • At-risk monitoring
  • Monthly performance review
  • Campaign calendar

No CRM yet, or the wrong one? Onboarding comes first: platform choice, data and event setup, channels, and the first journeys live. See which CRM fits

Compound Lab takes a limited number of partnerships at a time. If your brand needs acquisition first, you'll hear that on the first call.

Selected work

What compounding looks like.

Six problems, the call made on each, and what changed.

D2C / 01
Funnel automation

Six journeys, built from scratch. 77% of CRM revenue came from them.

Read the case
77%CRM revenue from automations
Illustration of the system
CONSUMER APP / 02
Win-back

Same lapsed users. Same channels. Revenue up 79%.

Read the case
+79%Win-back revenue
Illustration of the system
D2C / 03
Repeat-led category growth

Supplements grew from 37% to 45% of the website's revenue. That's the category customers reorder.

Read the case
39%Store revenue driven by CRM
Illustration of the system
CONSUMER APP / 04
In-app funnels

The app already had the traffic. Every screen became a way in.

Read the case
11Surfaces. One connected funnel.
Illustration of the system
D2C / 05
Channel health

Three in four WhatsApp messages never arrived. A month later, delivery nearly doubled.

Read the case
+91%WhatsApp delivery, 23% to 44% in one month
Illustration of the system
CONSUMER APP / 06
Churn reduction

Residents took a cab to the airport. More of them booked the ride home.

Read the case
+43%Airport return pickups
Illustration of the system

Six systems. Built to keep working.

Why a specialist

Retention usually gets whatever time is left.

Full-service agencies are built around acquisition. CRM sits in the corner, running the flows it launched with. Compound Lab does one thing.

A TYPICAL FULL-SERVICE AGENCY WEEKRetention gets what's left
Paid adsCreativesReportingPitchesClient callsRetention
A COMPOUND LAB WEEKAll of it compounds
Cohort readsJourneysExperimentsRevenue review

Illustrative split of a 40-hour week, not survey data.

One service, obsessively deep.

Portrait of Raviraj Ramavarapu Bengaluru
CRM revenue run-rate, across brands₹27.6 Cr a year
Built from zero, owned channels only₹0 to ₹50L a month
Who's behind it

Raviraj Ramavarapu. Operator first.

I've been the person the revenue number belonged to. At Healthify, I ran app subscription CRM and the store's ecommerce P&L at the same time. At Amplicomm, I built CRM systems for brands that had none. The work on this site is what that looks like when someone owns the result.

How I work

  1. Margin before message.A discount has to make commercial sense before it gets a campaign. At Healthify, I built a CM2 discount playbook across 18 SKUs, with never-discount rails on the products that couldn't take one.
  2. Diagnose before prescribing.I read cohorts, surfaces and channels before touching a campaign. It's how my in-app funnel work at Healthify found that the Plans page alone drove 27% of Healthify+ revenue.
  3. Fix the pipe, then push volume.Cumin Co's WhatsApp delivery was at 23% and falling. Better engagement took it to 44% in a month, before any offer changed.
  4. Build what runs without me.At PNG Jewellers, automations drove 77% of CRM revenue, running without anyone pressing send.
  5. Let the customer's own data do the selling.Healthify's lapsed users got messages built from their own progress. Click-through rose up to 3.4x and revenue 79%.

Where I've operated, and the stack I ran

HealthifyCleverTap, KwikEngageRan app subscription CRM and the Healthify Store ecommerce P&L.
AmplicommFreshworksLaunched CRM as a new service line and ran lifecycle CRM for its clients.
PNG JewellersWebEngageSet up the CRM system from scratch and took every funnel journey live, from web pop-up to post-purchase cross-sell.
DS MillsContloSet up the CRM system from scratch for the saree brand and took its journeys live.
Blend It Raw ApothecaryOmnisendSet up the CRM system for the herbal skincare and haircare brand and took its journeys live.
House of ViyaKwikEngageChose the CRM stack and planned 13 lifecycle journeys across three phases for the demi-fine jewellery brand, alongside a 251-SKU pricing model.
Cumin CoMoEngageLed retention for a premium cast iron cookware brand.
MyGateCleverTapGrew partner categories inside the app, selling airport cabs, home services and diagnostics to residents through third-party partners like Quick Ride and Tata 1mg.
ZymratOmnisendBuilt the organic go-to-market playbook. Instagram grew from 6K to 20K followers.
SwiggySprinklrWrote over 10,000 live social replies, each signed ^Raviraj. Copy was the first job.

When you work with Compound Lab, you work with me. The person on the first call is the person who builds your system.

I don't run your paid media. My job is making sure the customers it brings in are worth more in month six than in month one.

CRM onboarding

Which CRM fits your business?

Answer three questions. You'll get what your CRM needs to do, the platforms I've run that fit, and where to start.

What do you run?

Where is your CRM today?

Where do your customers respond?

Your CRM needs to
    Platforms I've run that fit
    Where to start

      A starting point from hands-on work in each platform. The audit confirms the fit against your data, team and budget.

      FAQ

      Questions founders ask first.

      My agency already does CRM. Why add a specialist?

      Agencies often set up the core flows and move on to the next brief. Compound Lab works alongside them, taking the retention layer deeper while they keep acquisition.

      Which tools do you work with?

      CleverTap, MoEngage, WebEngage, KwikEngage, Omnisend and Contlo, with WhatsApp, RCS, SMS, email and push as channels. If your stack is different, the audit starts by checking what it can do.

      Can you help us choose and set up a CRM?

      Yes. Onboarding covers platform choice for your business model, data and event setup, channel setup across WhatsApp, RCS, email, SMS and push, and the first journeys going live.

      Do you execute, or just advise?

      Both. The audit gives you the plan. The build and partnership tiers put it live inside your stack.

      How soon will I see results?

      The quickest wins from the audit go live first. Compounding builds over the cycles after that, which is why the audit comes first.

      Can you reduce churn for a subscription business?

      Churn shows up in behaviour before the cancellation: fewer opens, longer gaps, skipped sessions. The audit finds those signals, and the system acts on them while the customer is still around.

      What does it cost?

      Every engagement starts with an audit. Scope and pricing come after the first call, once the problem is clear.

      Is my business the right fit?

      If customers can buy again or come back, retention can compound. If you're pre-launch, acquisition probably comes first, and you'll hear that plainly.

      Still unsure? Ask on WhatsApp.

      Start a conversation

      Your customers already chose you once.

      Tell me where retention is leaking. You'll get a straight read on whether Compound Lab can fix it.

      Taking a limited number of new partnerships.

      Send an enquiry

      Prefer a quick chat? Talk on WhatsApp

      Talk on WhatsApp