A graph of a company's profitability on a customer relationship over time, with time on the x-axis and profit per customer on the y-axis. This curve is often J-Shaped because a company has costs associated with acquiring and onboarding a new customer that are offset over time by incremental revenue from that customer. Some people refer to this as an S-Curve because, in most cases, incremental revenue stops being generated and the curve takes the shape of an S instead of a J. - See more at: http://www.startupdefinition.com/home#sthash.wk37BBcK.dpuf