What a customer is worth.

From revenue per customer, gross margin and churn, get lifetime value, LTV:CAC and CAC payback. Then see how much one point less churn adds.

Currency
$
%

Revenue minus hosting, payment fees and support, as a share of revenue.

%
$

Sales and marketing spend ÷ new customers.

What if churn dropped?

%

In percentage points: 1 means from 3 % to 2 %.

Customer lifetime value (LTV)

—

Gross margin earned per new customer, with churn Today’s churnLower churnCAC

Average customer lifetime
—
LTV : CAC
—
CAC payback
—
LTV with lower churn
—
LTV gained per customer
—
Reduce my churn

How it is calculated: LTV = revenue per customer × gross margin ÷ monthly churn. Lifetime = 1 ÷ monthly churn. LTV:CAC = LTV ÷ CAC. CAC payback = CAC ÷ (revenue per customer × gross margin). This simple model assumes churn stays the same every month and leaves out upgrades and discounting. Default values are an example: enter your own.

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(nc_test_…) until I say we go live.

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