> For the complete documentation index, see [llms.txt](https://docs.reachplatform.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.reachplatform.com/starter-kit/starter-kit/for-isps/what-to-know-before-launch/end-goal.md). # End Goal Decide whether the launch is optimized for ARPU growth, churn reduction, or both. This shapes pricing, bundling, and how success is measured. This is the foundational decision that shapes the rest of the launch. Before committing resources, leadership should align on the primary objective. That choice affects pricing, bundle design, marketing, and operating priorities. ### Option 1: ARPU growth Use mobile to grow revenue per subscriber and per household. This usually means: * More lines per account * Higher data-tier mix * More VAS attachment * More device and protection attach Success is usually measured by: * Incremental revenue per subscriber * Total service revenue growth * Lines per account * Attach rate on higher-value offers {% hint style="info" %} **Best fit when** * Leadership wants a new revenue stream quickly * Your team can sell bundles and add-ons well * You want to expand wallet share inside the broadband base {% endhint %} ### Option 2: Retention and churn reduction Use mobile to make broadband materially stickier. Subscribers with both broadband and mobile typically churn less than broadband-only households. This usually means: * Strong bundle pricing * Simple offers * High port-in focus * Fast ramp into existing broadband households Success is usually measured by: * Broadband churn reduction * Customer lifetime value * Bundle penetration * Port-in conversion {% hint style="info" %} **Best fit when** * Churn is the main financial problem * Competitive pressure is increasing * Protecting the base matters more than near-term ARPU lift {% endhint %} ### Option 3: Both This is where most ISPs land. Mobile can lift ARPU and reduce churn at the same time. But one goal should still lead in year 1. That lead goal should shape: * Pricing strategy * Bundle structure * Offer design * Marketing message * Year-1 KPI reporting ### What to align on Before launch, decide: * Which KPI matters most in year 1 * Whether ARPU lift or churn reduction leads the business case * What attach rate target you want * What success will look like in leadership reviews {% hint style="success" %} If leadership is split, use churn reduction as the floor case and ARPU growth as the upside case. {% endhint %} {% hint style="info" %} Questions or clarification? Email us at . {% endhint %} --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation by asking a question. Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters: ``` GET https://docs.reachplatform.com/starter-kit/starter-kit/for-isps/what-to-know-before-launch/end-goal.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.