평균 판매 가격(ASP)이란?

The Average Selling Price (ASP), also called the average sales price, is the average price at which a product or service sells and is measured by taking the total revenue divided by the number of units sold. In SaaS, it can be measured as the average monthly revenue per new client: for example, 1,500 USD in new MRR from 15 new clients gives an ASP of 100 USD. This data provides insight into your company’s financial posture, market position, and pricing plans.

the ASP of a product or subscription service sold to new clients 에 달려있으며, 여러 things, such as the product line, lifecycle stage, and distribution channels. ASP is measured per channel.

Your average selling price and your average revenue per user (ARPU) are important SaaS metrics, but they reveal different metrics. To be clear, ASP average is the revenue of new sales in a period, so it shows how well you price and sell to new customers.

In contrast, ARPU divides total revenue by all users, new and existing, and is a measure of how well monetization tactics work over a certain length of time. A complete understanding of ASP and ARPU can indicate the sustainability of a SaaS business model.

• 필요한 데이터 수집 To figure out your ASP, you will need access to your MRR and the number of new sales within the selected period.
• 전체 MRR 결정 Add together all of your regular monthly income from new clients during the selected time frame.
• MRR divided by sales 평균 판매 가격을 찾으려면 총 MRR을 신규 판매 건수로 나누십시오.

Subscriptions not included, average sale price is total product revenue divided by the number of units sold. For example, your January ASP would be USD 100 (1,500 ÷ 15) if your business brought in USD 1,500 in MRR from 15 new clients.

다음 사항을 염두에 두십시오. the average selling price is a dynamic statistic, therefore monitoring it on a frequent basis can help you understand your pricing and subscription-based revenue model.

ASP는 다음과 같은 여러 요인에 크게 영향을 받을 수 있습니다.

• 가격 책정 계획 A key factor in establishing ASP is the pricing plan you have selected, such as usage-based, tiered, or flat subscription pricing.
• Product Differentiation A plan’s features, functions, and value proposition impact customer decisions and, in turn, impact the average selling price.
• 목표 시장 The price that your target client segments are willing to pay is strongly influenced by their unique needs and willingness to pay.
• 마케팅 및 영업 이니셔티브 To bring in high value customers, make use of your sales and marketing tactics to raise the ASP.
• 경쟁 환경 귀사의 가격 책정 결정과 고객 기대치는 경쟁사의 가격 전략에 영향을 받을 수 있습니다.

Increasing your ASP can improve revenue, but only if the higher price cost is less than lost sales. Here are a few tried-and-true tactics:

• 가격 책정 방식 개선 Try out various price structures and tiers to determine the optimal combination of revenue maximization and client acquisition.
• 업셀링 and cross-selling 애드온 및 업그레이드된 플랜을 포함하여 기존 고객에게 제공 가능한 제품 옵션을 확장하면 조직에 고객 경험과 수익에 영향을 미칠 수 있습니다.
• 고객 세분화 향상 Improve your comprehension of your target market and target particular 소비자 세분화 가장 매력적인 가치 제안을 강조하는 가격 책정 및 메시징으로
• 가치 제안 개선 Clearly state the benefits and issues your product resolves. Customers are more likely to invest when there is a compelling value offer that supports increased prices.
• Effectively Negotiate 영업 직원에게 더 높은 ASP로 가격을 성공적으로 협상하고 계약을 체결하는 데 필요한 지식과 확신을 제공하세요.

Precise computation of ASP is essential for making well-informed decisions. Consider these challenges:

• 프로모션 또는 할인 고려 안 함: 신규 고객에게 제공하는 인센티브나 할인을 고려하세요. 이는 실제 평균 판매 가격에 큰 영향을 미칠 수 있습니다.
• 이탈한 고객을 계산에 포함: 데이터 왜곡을 방지하려면, 해당 기간 동안 유입된 신규 고객에만 집중하고 이탈 고객은 제외하세요.
• 다양한 고객 세그먼트를 고려하지 않음: 보다 현실적인 그림을 위해, 각각 고유한 요구 사항과 가격 민감성을 가진 여러 고객 범주에 따라 ASP 추정치를 분리하세요.
• 무료 체험판과 프리미엄 비즈니스 모델의 영향 무시: If you offer 무료 체험 또는 프리미엄 모델, only the users who convert to paid subscriptions as new sales should be counted.

Comparing your average sales price (ASP) to industry averages gives you important information with which to assess your performance. The following resources are available:

• 업계 요약 Reports containing ASP statistics for various segments and verticals are 전문 기업이 발행한 by SaaS research companies and trade journals.
• 경쟁 분석 To learn more about your rivals’ average selling prices, examine data that is readily available to the public from them, such as investor reports or 가격 페이지.
• 온라인 커뮤니티 Join in online forums and communities with other SaaS experts to share your knowledge and learn the ASP benchmarks in your industry.