Big Salad
Investor Due Diligence Report
by Joanna Goddard
substackLifestyle
Life advice, fun finds, and dating gossip — from Joanna Goddard and the Cup of Jo team.
Investor Due Diligence Report
by Joanna Goddard
Life advice, fun finds, and dating gossip — from Joanna Goddard and the Cup of Jo team.
200K
17K paid
-0.3%
Insufficient data
29 of 30 days needed
Pricing
$6/mo
$60/yr annual option
$81K
17K paid subs
$81K/mo – $81K/mo(±0%)
253.8
208.7
0.23%
(comments + likes) / subscribers
Weekly
1.4 posts/week
76/100
Consistent (~5.0d avg)
| Newsletter | Subscribers | Weekly Growth | Price | Platform |
|---|---|---|---|---|
| How To Think More and Better | 725K | +3.5% | $5/mo | substack |
| The Quiet Life with Susan Cain | 270K | -0.2% | $9/mo | substack |
| Elevate with Yung Pueblo | 257K | -0.2% | $6/mo | substack |
| Entre Nous with Esther Perel | 200K | N/A | $9/mo | substack |
| Month | Subscribers | Est. Revenue | Change |
|---|---|---|---|
| Feb 2026 | 196K | $79,468.2 | — |
| Mar 2026 | 196K | $79,468.2 | ~0% |
| Apr 2026 | 196K | $79,468.2 | ~0% |
| May 2026 | 197K | $79,873.65 | ~0% |
| Jun 2026 | 202K | $81,900.9 | +2.5% |
| Jul 2026 | 202K |
Platform Dependency
Hosted on substack subdomain
Publishing Consistency
Regular publishing schedule
Key Person
Single-author publication — key-person dependency
Audience Concentration
Hit-driven — top post engagement 3x+ above average
Subscriber threshold
200K subscribers — above the 1K category median for first paid tier
Has paid tier
Active paid subscription offering
Peer monetization
70% of 30 similar-size peers in Lifestyle have paid tiers
Pricing position
$6/mo vs $5.99/mo category median (1039 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.
| Component | Score | Weight |
|---|---|---|
| Engagement Rate | 80/100 | 30% |
| Paid Subscriber Ratio | 100/100 | 25% |
| Growth Consistency | 97/100 | 15% |
| Publishing Consistency | 57/100 | 10% |
| Better You |
| 153K |
| -11.4% |
| Free |
| substack |
| $81,900.9 |
| ~0% |
| Aug 2026 | 202K | $81,900.9 | ~0% |
| Sep 2026 | 201K | $81,495.45 | ~0% |
| Oct 2026 | 200K | $81,090 | ~0% |
Revenue Model
Active paid subscription tier