SaaS Customer Lifetime Value (CLV) Calculator

考える SaaS Customer Lifetime Value (CLV) as the total revenue you can expect from a single customer throughout their entire relationship with your SaaS. It’s a crucial metric that helps you understand the long-term value of your customer relationships.

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    Strategic Value Importance

    Understanding customer lifetime value aids in making informed financial decisions and resource allocation.

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    Enhancing Operational Effectiveness

    Improving onboarding and support processes increases retention rates and customer lifetime value.

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    Focus on Company Growth

    A clear grasp of customer lifetime value is crucial for directing company efforts towards growth.

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SaaS Customer Lifetime Value (CLV)

$0.00
ARPA $0.00
解約率 0.00%
Customer Lifetime Value (CLV) is calculated by dividing the Average Revenue Per Account (ARPA) by the Customer Churn Rate. This metric helps determine the total revenue a business can expect from a single customer account.

How to Calculate SaaS Customer Lifetime Value (CLV)

To determmine your SaaS CLV, follow these steps: 

  1. Calculate your ARPA. This is your total monthly recurring revenue divided by the number of active customers you have. For example, if your monthly recurring revenue is $50,000 and you have 500 customers, your ARPA is $100. Tooltip: What is ARPA?
  2. Determine your customer churn rate. This is the percentage of customers who cancel their subscriptions during a given period, usually monthly. For example, if you lose 10 out of 500 customers in a month, your churn rate is 2% (10 / 500 = 0.02). Tooltip: What is Churn Rate?
  3. Calculate CLV. Divide your ARPA by your customer churn rate. For example, with an ARPA of $100 and a churn rate of 2%, your CLV is $5000 ($100 / 0.02 = $5000). This is the estimated total revenue a single customer will generate during their entire relationship with your business.

Notes: When calculating CLV, ensure you are using consistent time periods for both ARPA and churn rate (e.g., both monthly or annually). Also, the churn rate can fluctuate, so consider using an average rate over a longer period to get a more accurate view of CLV.

CLV = ARPA / Customer Churn Rate

Understanding SaaS Customer Lifetime Value (CLV)

Ioana Grigorescu

12月 17, 2024

顧客生涯価値（CLV）とは？

In the context of SaaS, 顧客生涯価値 (CLV) represents the total revenue a company anticipates earning from a single customer account throughout their time as a subscriber.

This value is crucial because it helps SaaS companies gauge the long-term worth of their customer relationships, factoring in all the recurring payments made during the subscription period.

  • Maximize profitability by focusing on long-term customer revenue streams.

  • Guide strategic planning through accurate long term revenue predictions.

  • Prioritize customer retention by understanding the value of loyal customers.

Practical Examples of SaaS Customer Lifetime Value (CLV)

  • Example 1: A SaaS company with a customer lifespan of 3 years and an average monthly revenue of $100 at a 75% gross margin calculates their CLV as: $100 * 36 * 0.75 = $2,700. Each customer is therefore worth $2,700 over their lifetime.
  • Example 2: A subscription service with a 5-year customer tenure, generating $500 revenue per customer annually at an 80% gross margin, has a CLV of $500 * 5 * 0.80 = $2,000. This indicates potential unprofitability as the customer acquisition cost exceeds the subscription cost.
  • Example 3: An enterprise software company earning $10,000 annually per customer with a 90% gross margin computes its CLV as: $10,000 * 8 * 0.90 = $72,000. This high CLV suggests room for increased investment in customer acquisition.
期間 新規顧客 Average MRR per Customer Customer Churn Rate Customer Lifetime CLV Period over Period CLV Change Period over Period CLV Change (%)
2023年第1四半期 100 $100 5% 20 Months $2,000 – –
Q2 2023 120 $110 4% 25 Months $2,750 +$750 +37.5%
Q3 2023 130 $115 3% 33 Months $3,795 +$1,045 +38%

CLV = $50 / 10% = $500

Different Ways to Calculate SaaS Customer Lifetime Value

  • Basic CLV: Multiply the average customer value by the average customer lifespan. Useful for creating general patterns and initial overviews.
  • Historical CLV: Based on previous customer behavior to understand performance over a specific period. Useful for data-driven decision-making.
  • Predictive CLV: Uses historical data to predict future customer value. Useful for forecasting and resource planning.
  • Segmented CLV: Calculates CLV for different customer groups, aiding in targeted marketing and understanding value across customer types.
  • Adjusted CLV: Modifies the CLV calculation to include factors like inflation, turnover rates, and discount rates.

How to Improve SaaS Customer Lifetime Value (CLV)

  • Organize your tasks in a task management tool. This serves as a centralized hub for both individual and team activities, enhancing visibility and preventing task overlap, which can potentially improve CLV through better team coordination and efficiency.
  • Enhance communication within your team by utilizing the organized structure of your task management tool. Regular updates and clear communication pathways support improved project execution and customer satisfaction.
  • Regularly evaluate and adjust your strategies based on feedback. Monitor progress metrics to ensure continuous improvement in customer interaction and retention, directly influencing CLV.

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