TREPO
INTERNAL ONLY — contains real user behavior. Names shortened to first name + initial. Do not put this in a deck or share outside Matt / Zach / Mike.
Power user analysis · 2026-07-31

Who our best users are
and what they do differently

Ranked all 9,386 real users (founder + partner accounts excluded) on sustained engagement: active days, distinct weeks, weighted value actions and feature breadth. Below: profiles of the top 15, then what separates the top 100 from everyone else — and which of those behaviors we can actually manufacture.

9,386
Real users scored
7/8
Median feature families a top-100 user touches
55.7%
D14 retention when 7 features are used in week 1 (vs 15.2% at zero)
62%
Of all users never do a single value action

1 · The top 15

Ranked by sustained engagement, minimum 5 active days. Excluded on that rule: Jillian (rank 7, 3 active days — one big binge, not a habit), Ciara (rank 33, 4 active days — one big binge, not a habit).

#1Greta M. List-only
signed up 2026-03-27 · 126d tenure · Phone auth · ZIP 92694 · warm
81active days
76%of days in span
444app opens
6/8features
178items logged
Action mix List 82% · Maintain 6% · Capture 5% · Receipt 4%
Pantry produce 63, pantry 36, dairy 14, snacks sweets 5, dairy and eggs 5
Brands Trader Joe's, Kirkland Signature, Freshpet, Sargento, Siggi's, Bob's Red Mill
Sample Ziploc Sandwich Bags; Lime; Sea Salt Chocolate Chip Cookies; Costco Wholesale Receipt; Siggi's Simple Ingredient Skyr Plain, 0% milkfat; Trader Joe's Steamed Lentils Ready to Eat Warm or Cold; Heirloom Pasture Chicken; Plain Greek Yogurt 5.3 Oz
#2James B. Pantry stocker
signed up 2026-07-18 · 13d tenure · Apple auth · ZIP — · warm
12active days
86%of days in span
150app opens
8/8features
615items logged
Action mix Capture 27% · AI 21% · Search 20% · Receipt 13%
Pantry pantry 437, spices 109, snacks sweets 19, dairy eggs 13, beverages 11
Brands Great Value, McCormick, Rosarita, Del Monte, Solvang Spice Merchant, Signature Select
Sample Postum Instant Warm Beverage Roasted Wheat Bran & Molasses; Country Hearth Hamburger Buns Enriched; Wyler's Beef Cubes Instant Bouillon Artificial Flavor, 3.25 oz; Jell-O Pistachio Instant Pudding & Pie Filling; Great Value Spice Cake Mix; Essential Everyday Instant Mashed Potatoes 100% Russet Potatoes, 13.75 oz; Unknown Spice dried herbs; Del Monte Whole Kernel Corn Golden Sweet
#3Rainy S. Pantry manager
signed up 2026-07-19 · 12d tenure · Apple auth · ZIP — · warm
10active days
77%of days in span
310app opens
8/8features
346items logged
Action mix Search 49% · Maintain 16% · Recipes 13% · AI 9%
Pantry pantry 115, prepared other 111, spices 43, produce 26, dairy eggs 26
Brands Velveeta, Activia, Signature Select, French's, Signature, Da Bomb
Sample Tomato Sauce; Signature Select Gold Potatoes; Hot Sauce; Peas; Rice Paper; Aioli; Coriander Powder; Carmelized Onion Butter Seasoning
#4Malama B. List-only
signed up 2026-04-19 · 103d tenure · Phone auth · ZIP 95608 · cold
44active days
50%of days in span
370app opens
3/8features
—items logged
Action mix List 99% · AI 1% · Recipes 0%
Pantry —
Brands —
Sample —
#5Skylar V. Recipe collector
signed up 2026-07-13 · 18d tenure · Phone auth · ZIP 10009 · warm
19active days
100%of days in span
521app opens
8/8features
83items logged
Action mix Recipes 65% · List 14% · Capture 6% · Search 5%
Pantry pantry 30, prepared other 15, produce 13, dairy eggs 11, meat seafood 7
Brands Amazon Grocery, Thai Kitchen, Swanson, Olipop, Applegate, Goodles
Sample Graham Crackers; Rice Vinegar; Lemon Juice; Amazon Grocery Basil Pesto 8 Oz; Cucumber; Garlic; Cherry Tomatoes; Amazon Grocery Baking Powder Double Acting, 8.1 Oz
#6? List-only
signed up 2025-12-13 · 230d tenure · Phone auth · ZIP — · warm
58active days
55%of days in span
353app opens
5/8features
44items logged
Action mix List 91% · AI 5% · Recipes 3% · Capture 1%
Pantry pantry 41, prepared other 2, pet food 1
Brands Kirkland Signature, Bush's Best, Barilla, Cento, Trader Joe's, Dole
Sample Zoe Dog Delights Super; Milton's Everything Gourmet Crackers; Bush's Best Cannellini Beans; Kinder's Crispy Panko Blend Italian Herb; Hatch Diced Green Chiles Mild; Unknown item; Bionaturae Lasagne Durum Semolina; De Cecco Penne Lisce no. 40 16 oz
#7Megan M. Pantry stocker
signed up 2026-07-20 · 11d tenure · Phone auth · ZIP 33716 · warm
9active days
75%of days in span
272app opens
8/8features
337items logged
Action mix Capture 27% · AI 22% · Recipes 16% · Receipt 13%
Pantry pantry 164, spices 44, dairy eggs 35, snacks sweets 28, produce 22
Brands Trader Joe's, Publix, Good & Gather, Kirkland Signature, Fishwife, Member's Mark
Sample DeLallo Pickled Giardiniera Mild, 25.5 FL. OZ.; Kirkland Signature Free Range Eggs Grade A Large, 24 Eggs; Good & Gather Granulated Sugar 4 lb; Fishwife Sardines with Preserved Lemon Packed in 100% Spanish Extra Virgin Olive Oil, 4.2 oz; Birds Eye Garlic Butter Broccoli; Trader Joe's Pickled Jalapeno Pepper Slices 12.5 fl oz; Trader Giotto's Balsamic Glaze 8.45 fl oz; Daisy Sour Cream Squeeze Pouch Pure & Natural, 14 oz
#8Kelly C. Pantry manager
signed up 2026-07-06 · 25d tenure · Apple auth · ZIP — · warm
19active days
79%of days in span
178app opens
8/8features
253items logged
Action mix Search 32% · Maintain 29% · AI 20% · Capture 10%
Pantry pantry 53, beverage 39, produce 37, spices and seasonings 21, condiment 15
Brands Thrive Market, Kirkland Signature, O Organics, Sprouts, Wild Aroma, Martini & Rossi
Sample Campari Liqueur; Suntory Kanade Matcha Liqueur; Lemon; Bob's Red Mill Potato Starch Unmodified; Tortilla Chips Crispy; Palinka Olasz Rizling 2019; Avocado; Thrive Market Himalayan Pink Salt Coarse Ground
#9Christine S. AI-first
signed up 2026-07-14 · 17d tenure · Apple auth · ZIP — · warm
13active days
68%of days in span
125app opens
7/8features
398items logged
Action mix AI 31% · Search 19% · Capture 18% · Maintain 16%
Pantry pantry 187, snacks sweets 54, produce 47, beverages 45, dairy eggs 25
Brands Trader Joe's, Essential Everyday, Hy-Vee, McCormick, Good & Gather, Bigelow
Sample Spice House Hungarian Paprika; Sun Chips Garden Salsa Flavored Whole Grain Chips Garden Salsa, 7 oz; Lea & Perrins Worcestershire Sauce The Original; Jeni's Brambleberry Crisp Ice Cream Brambleberry Crisp, One Pint (473 ml); Topo Chico Passion Fruit Hard Seltzer; Simply Cheetos White Cheddar; Country Hearth English Muffins Plain, 12 count; Kitchen Basics Original Beef Stock
#10Jack K. Pantry stocker
signed up 2026-04-04 · 118d tenure · Phone auth · ZIP 92109 · warm
32active days
30%of days in span
348app opens
7/8features
131items logged
Action mix Capture 33% · AI 30% · Maintain 18% · List 12%
Pantry produce 62, pantry 19, prepared other 15, dairy eggs 8, meat seafood 8
Brands Trader Joe's, Signature Select, Barilla, Signature SELECT, Sabra, Rao's
Sample Signature Select Navel Oranges; Chicken Breast; Avocado; Fresh Blueberries; Vanilla Greek Yogurt; Red Bell Pepper; Nectarine; Whole Garlic Bulbs
#11lynda l. Recipe collector
signed up 2026-07-12 · 19d tenure · Apple auth · ZIP — · warm
18active days
100%of days in span
340app opens
8/8features
84items logged
Action mix Recipes 58% · List 25% · MealPlan 8% · Capture 3%
Pantry pantry 60, spices 11, dairy eggs 4, prepared other 2, beverages 2
Brands Best Choice, McCormick, Great Value, Stonemill, Kinder's, El Arroyo
Sample El Arroyo Salsa Medium; Thyme Leaf; Garlic Powder; Thai Kitchen Red Curry Paste 4 oz; Tostitos Queso Blanco Dip Medium; Whole Milk Powder 28.5%; Earth Grains White Rice; Nissin Top Ramen Soy Sauce Flavor
#12Brooke Balanced all-rounder
signed up 2026-07-11 · 20d tenure · Phone auth · ZIP 43230 · warm
22active days
100%of days in span
234app opens
7/8features
297items logged
Action mix Recipes 33% · Maintain 22% · Capture 13% · AI 12%
Pantry pantry 66, produce 48, condiment 31, dairy eggs 29, snacks sweets 18
Brands Trader Joe's, Kroger, Meijer, Tabasco, Siete, Kirkland Signature
Sample La Preferida Frijoles Negros; McCormick Organic Whole Black Peppercorns; Ground Turkey; Frontier Ceylon Cinnamon; Trader Joe's Milk Gallon Low Fat 2%; WAFFLES; Dry Milk; Trader Joe's Almond Butter Raw Creamy
#13Anna K. Recipe collector
signed up 2026-07-11 · 20d tenure · Apple auth · ZIP — · cooling
10active days
91%of days in span
291app opens
7/8features
238items logged
Action mix Recipes 47% · Capture 14% · AI 13% · Maintain 12%
Pantry pantry 51, produce 45, condiment 43, prepared other 22, dairy 11
Brands Ziploc, Sendik's, Sabra, Van Leeuwen, Kikkoman, Good & Gather
Sample Tiger Beans; Furikake; Shrimp Broth; Krinos Capers; Pantai Sweet Soy Sauce 35 oz / 730 ml / 990g; Better Than Bouillon Roasted Chicken Base; Parmesan; Sandwich Oil
#14Faith Balanced all-rounder
signed up 2026-07-14 · 17d tenure · Phone auth · ZIP 98801 · warm
15active days
79%of days in span
214app opens
6/8features
238items logged
Action mix Maintain 31% · Recipes 30% · AI 17% · Capture 11%
Pantry pantry 83, prepared other 58, spices 28, dairy eggs 25, produce 15
Brands Trader Joe's, Kodiak, Goodles, Panda Express, Knorr, Js
Sample Bicetennial Meat Rub; Vinegar; Corn; Pizza Seasoning; Red Pepper Flakes; Butter; Cheezits; Butter
#15Sarah S. Recipe collector
signed up 2026-07-12 · 19d tenure · Apple auth · ZIP — · warm
14active days
74%of days in span
239app opens
8/8features
142items logged
Action mix Recipes 47% · Capture 12% · Search 12% · Maintain 10%
Pantry pantry 72, produce 18, meat seafood 17, dairy eggs 17, beverages 7
Brands Meijer, Four Sixes, Goodles, Taco Bell, Velveeta, Gatorade
Sample Bigelow Lemon Lift Tea; Priano Roasted Garlic Alfredo Sauce Roasted Garlic, 15 oz; Tortillas; roasted garlic sausage; Boulder Frozen Meat Patty Freezer Bag; Kodiak Flapjack and Waffle Mix Buttermilk; Pancake Syrup; Sweet Corn

2 · Six archetypes

The top 100 are not one persona. Grouped by where their actions actually go:

Balanced all-rounder37 of the top 100
37%
Pantry stocker19 of the top 100
19%
List-only13 of the top 100
13%
Pantry manager12 of the top 100
12%
Recipe collector12 of the top 100
12%
AI-first7 of the top 100
7%
Read: the largest group uses nearly everything, but a real 13% treat Trepo as a shopping-list app and touch almost nothing else — and they still rank in the top 100 on frequency. That's a legitimate, cheap-to-serve wedge, not a failure.

3 · What predicts a power user

Feature breadth in week 1 → D14 retention

The single strongest signal we have. Monotonic, and it doesn't flatten out.

0 features in week 1n=3,175 · 0.19% became top-100
15.2%
1 features in week 1n=1,502 · 0.13% became top-100
20.1%
2 features in week 1n=906 · 0.22% became top-100
18.4%
3 features in week 1n=1,028 · 0.39% became top-100
24.2%
4 features in week 1n=623 · 1.93% became top-100
36.3%
5 features in week 1n=333 · 3.9% became top-100
39.9%
6 features in week 1n=180 · 10.56% became top-100
49.4%
7 features in week 1n=70 · 20.0% became top-100
55.7%

Items captured on day 1 → D14 retention

0 itemsn=5,720
19.1%
1-4n=801
23.7%
5-9n=549
25.7%
10-19n=482
32.8%
20-49n=237
45.1%
50+n=65
43.1%
Careful: this is correlation. People who were always going to stick around also try more features. Treat breadth as a leading indicator to instrument and A/B against, not a proven lever. The one number that is unambiguous: capture volume on day 1 saturates around 20 items — pushing past that buys nothing.

4 · Week-1 behavior gap

Share of each cohort that did the thing in their first 7 days. Sorted by how sharply it separates.

ActionTop 100Everyone elseLift
clean_kitchen_keep26%1.6%16.2x
meal_plan_open32%2.1%15.2x
shelf_life_tile_tap62%5.9%10.5x
assistant_message_sent57%6.7%8.5x
kitchen_quantity_changed61%8.3%7.3x
recipe_saved52%8.2%6.3x
kitchen_search63%11.5%5.5x
kitchen_text_add_submit46%9.3%4.9x
receipt_job_created56%11.6%4.8x
shopping_list_item_added66%15.4%4.3x
thyme_button_tap55%12.3%4.5x
camera_capture85%31.7%2.7x
recipe_view90%47.1%1.9x
tutorial_completed65%61.5%1.1x
notification_permission_granted65%60.3%1.1x
The two that don't move: tutorial completion (65% vs 61.5%) and notification permission (65% vs 60.3%). Our onboarding funnel does not select for power users at all. Everyone finishes the tutorial; almost nobody goes on to use the product.

5 · Honest caveats

The top 100 are mostly 18 days old. Median tenure is 18 days and 81 of 100 signed up in the Jul 11–17 spike week. "Power user" here means an intense first three weeks, not proven long-term retention. Only 11 are pre-spike, and those 11 over-index 2.3x — the pre-spike cohort is where durable retention is actually demonstrated.
The Sunday/Monday usage peak is fake. 46% of top-100 value actions land on Sun+Mon — but so do everyone else's, because the July spike itself started on a Sunday. Restricted to pre-spike signups, usage is nearly flat across the week (Mon 18.2% → Fri 11.8%). There is no proven meal-prep rhythm yet.
D30 numbers by capture bucket are unreliable — most high-capture users aren't 30 days old yet, so the 50+ bucket reads 0% purely from tenure, not churn.
12 of the top 100 are hitting api_error repeatedly (worst: 48, 38, 36, 36 occurrences). We are shipping errors to our most valuable users.

6 · What to actually do

Ranked by expected impact over effort, given everything above.

  1. Replace the tutorial with a breadth-forcing first session. Tutorial completion predicts nothing. Week-1 feature breadth predicts everything we can measure. Rebuild onboarding so the first session ends with the user having done four distinct things — capture, a list add, a recipe save, and one search — instead of watching four screens. Target: move the median new user from 0 features to 4+.
  2. Fix the 62% who never take a single value action. That's the biggest number on this page and it dwarfs every retention tweak. Median time-to-first-value-action is 1.7 min for the people who get there at all — so it isn't friction at the moment of the action, it's that most users never start. Instrument exactly where they stop.
  3. Surface the high-lift features that nobody finds. Clean Kitchen (16.4x), meal plan (15.2x), shelf life (10.6x) and the assistant (8.6x) are used by the best users and essentially nobody else. Either they're buried or their value isn't legible. Cheapest test we have.
  4. Stop pushing capture volume past ~20 items on day 1. Retention gains flatten there. The energy is better spent on the second and third feature.
  5. Serve the list-only segment deliberately. 13 of the top 100 use nothing but the shopping list and are still among our most frequent users — including our single longest-tenured (230 days, 58 active days). A great standalone list is a real acquisition wedge; the pantry can be the upsell.
  6. Triage the api_errors hitting the top 100 first. Small, unglamorous, and it protects the only users we've proven we can retain.
Sources: MySQL new_users + per-user _master_feed ledgers, DynamoDB TrepoAnalyticsEvents (1,216,708 events). Read-only. Founder/partner accounts (Matt, Anna, Zach, Caroline) and backend# pseudo-users excluded throughout. Scripts: trepo-analytics/scripts/power_users_deep.py, power_user_behaviors.py, power_user_archetypes.py, build_power_users_html.py. Generated 2026-07-31.