I happen to be going through this process for the first time right now and it's good to see that I am, at least somewhat, on the right track.

The off-hand remark "what levers we can pull to increase revenue" has been particularly true for me. It wasn't until I put together a spreadsheet where each variable could be adjusted independently that I realized the far reaching effects of some seemingly minor aspects of our target demographic.

So the two revenue drivers were a monthly subscription fee and ads. Wouldn't it be more useful to put all potential revenue source into a spreadsheet and add/subtract different combinations of them to see how it affects revenue?

benrmatthews: Another revenue driver is also number of users. # of users X revenue per user. You can continue to breakdown both of these categories and have create user segmentation according to income per user, etc.