This is a report that aims to review the literature relating to the business issue. Find and analyse valid and reliable evidence to draw sound business conclusions. This management report should have 5 sections. These are, Executive summary, Introduction, Project plan, Data collection and findings and contribution to the business. This report should be tailored to the company RUN1 as the aim of the report is to come up with what retention strategy would work best for Run1’s subscription model and why using supportive evidence.