Trial funnels leak more than they convert. That's the opportunity.

Four numbers, multiplied

Factor	Where it comes from
Signups per week	Your answer — midpoint of the range you pick
× estimated leak rate	Conservative lookup keyed to your Funnel Score — cold gaps, written-off no-shows, and unasked attendees push it up
× conversion when nurtured	Set LOW deliberately (10–20%) — even well-run trial funnels convert at trial rates; the estimate prices only the recoverable share
× lifetime value of one member	Your answer

A studio getting 42 signups a week, scoring in the "Leaking" band (40% leak rate), a 15% nurtured-conversion rate and an $1,800 member lifetime: 42 × 4.3 × 40% × 15% × $1,800 ≈ $19,500 a month vanishing between the form and the front desk. The marketing that filled the list already ran; this is its unfinished half.

Estimates from your own answers using stated assumptions — labeled that way in every report. The measured discovery replaces the estimate with stage-by-stage counts.

The acquisition-cost multiplier

Every signup carries the ad spend, content work, or referral capital that produced it. A leaking funnel forces the marketing to run harder to fill the same classes — the treadmill where studios burn out. Fixing conversion is the only lever that makes every EXISTING signup worth more, which is why it out-earns another campaign at a fraction of the cost.