Imagine that all these 400k consumers were bringing just $1 of income (not profit) each. I suppose that operating the whole thing is significantly less than $400k a month. To sensibly kill a service that brings in a couple hundred thousand dollars of profit a month you must be a large corporation, not a startup.
$1 of income per unique visitor per month is much too high to be a good number to plan with. If your site doesn't have a natural commercial interest you're going to be selling adds at a rate that corresponds to maybe a $0.01-$1 CPM. If the average unique visitor views 50 pages a month that's just $0.0005-$0.05 in income per person.
Consumer startups with such little traction don't get anywhere close to $1 per user per month. I ran a start-up with a million uniques a month and we were making a fraction of a penny per visitor.
You said "visits" which implied you were making a website. This is very different than the gaming space.
We make more than $1 per monthly active user and I know for a fact that our game monetises poorly when compared to the free to play games that monetize very well.
