Once we've acquired a user (via the tactics listed in the last step), what does that user actually do?

For example, when a user lands on your website or store, or logs into your service, or opens up your app, what are the specific activities they will be doing? How long will they spend there? How often will they return? What will the "churn rate" be? What are some of the industry statistics for other services similar to yours?

Try to find blog posts, industry reports, Quora answers or articles with figures you could use as a benchmark. Obviously, if you have historical operating data, you can use that, too.

Just be sure to adjust it for how you think it will change going forward (for example, engagement metrics may increase over time).