Customer Success
定義定義
Customer Lifetime Value is the projected total revenue from a customer over their full relationship. Common formula: ARPU × Gross Margin / Churn Rate. High LTV justifies higher acquisition costs and signals strong product-market fit.
キーポイント
- Simple formula: Average Revenue Per User / Churn Rate
- Better formula includes gross margin: ARPU × GM / Churn Rate
- LTV:CAC ratio of 3:1 is a common healthy benchmark
- Expansion customers have much higher LTV than flat customers
事例紹介
ARPU of $1,000/month, 70% gross margin, 2% monthly churn: LTV = $1,000 × 0.7 / 0.02 = $35,000.