12
Browser tabs open at the moment of inspiration
We Started With A Store Owner And Twelve Browser Tabs
The origin story is unglamorous. A friend with a subscription tea shop asked which ad channel was actually bringing back repeat buyers. Answering took a weekend, three exports, and one deeply suspicious pivot table that counted refunds as revenue.
Fixing it took a lot less than the big agencies quoted. A clean pipe from Shopify, Stripe and the ad accounts, one reconciled dashboard, and a cohort chart that finally showed who stuck around. Jorvella is that weekend, repeated for other stores, minus the pivot table.
We stay small on purpose. The person who scopes your project is the person who reads your cohorts, which keeps the readout honest and the invoice to a single line.