Shop Rat by Emilia Petrarca
Investor Due Diligence Report
by Emilia Petrarca
substackLifestyle
One fashion writer's attempt to get offline, go outside, and engage with style in real life.
31K
3.1K paid
~0%
Subscriber count is a platform estimate
Pricing
$6/mo
$60/yr annual option
$15K
3.1K paid subs
$15K/mo – $15K/mo(±0%)
7.6
71.0
0.25%
(comments + likes) / subscribers
Weekly
1.1 posts/week
50/100
Variable (~6.8d avg)
| Newsletter | Subscribers | Weekly Growth | Price | Platform |
|---|---|---|---|---|
| Everything Happens with Kate Bowler | 163K | +0.4% | $8/mo | substack |
| The Curiosity Chronicle | 159K | N/A | Free | substack |
| Danielle LaPorte | 101K | -0.6% | $5/mo | substack |
| Burned Haystack | 49K | N/A | $5/mo | substack |
| Month | Subscribers | Est. Revenue | Change |
|---|---|---|---|
| Feb 2026 | 31K | $14,787 | — |
| Mar 2026 | 31K | $14,787 | ~0% |
| Apr 2026 | 31K | $14,787 | ~0% |
Platform Dependency
Hosted on substack subdomain
Publishing Consistency
Variable publishing frequency
Key Person
Single-author publication — key-person dependency
Revenue Model
Active paid subscription tier
Subscriber threshold
31K subscribers — above the 2K category median for first paid tier
Has paid tier
Active paid subscription offering
Peer monetization
100% of 121 similar-size peers in Lifestyle have paid tiers
Pricing position
$6/mo vs $6/mo category median (1828 newsletters)
| Date | Monthly | Annual |
|---|---|---|
| Mar 2026 | $6 | $60 |
Disclaimer: This report is generated automatically based on publicly available data and proprietary estimation models. Estimated subscriber counts are derived from engagement patterns and should be verified through direct disclosure. Revenue estimates are based on known pricing and estimated paid subscriber counts. This report is for informational purposes only and should not be the sole basis for investment decisions.
Score based on available components only.
| Component | Score | Weight |
|---|---|---|
| Engagement Rate | 25/100 | 30% |
| Paid Subscriber Ratio | 100/100 | 25% |
| Publishing Consistency | 22/100 | 10% |
| a twenties pov |
| 38K |
| N/A |
| $5/mo |
| substack |