The company leverages its technology well, making purchases seamless. Keeping its focus on what it does best, KM is the clear recognized leader in the KET monitoring space. I would recommend a membership program and/or a “Subscribe and Save” model. My guess is that there is a drop off for customers after a given point, either because they have quit Keto or have continued Keto long term, but see monitoring as less necessary because they have a feel for where they are. A few ideas would be to email motivational content and keto dessert recipes for the potential quitters (people probably miss the sweets) while providing science as to why monitoring matters long term could extend customer lifespan.