Hey everyone
This one is a doozy. So I'm in very early talks with a pre-seed investor and they are challenging me on our ability to scale due to disproportionately high customer acquisition costs relative to projected customer lifetime value (LTV). I just need someone to take a look and let me know if my LTV calculation method will get me laughed at.
So my base method is: monthly revenue per customer x gross margin / monthly churn rate percentage = LTV. So for example $100 monthly customer revenue multiplied by 85% gross margin = $85, divided by 0.83% monthly churn (10% annual churn divided by 12 month ) = $10,240 LTV.
I know there are a few brave souls that will wade into these waters to help out a fellow IH. Are these calculations correct? Is this a valid method for figuring LTV?
Thanks a million
Cole
i think this explains it well... https://blog.hubspot.com/hs-fs/hubfs/ltv.png?t=1539395767413&width=1000&height=5230&name=ltv.png
Thanks for the link. This is a different method for calculating LTV. Did you have any feedback on the method I used here? Could definitely use some assistance.
Yeah - I don't think you calculation makes sense as you don't have customer life span anywhere there. In on order to calculate life time value you need to hav some estimate of life span of the user imo
Makes sense, but there are a few different models and the most popular ones based on the "traditional" LTV calculation actually doesn't numerate a lifespan term - it accounts for the term using a retention rate or churn percentage. See below. Will that work?
https://www.skycore.com/wp-content/uploads/2015/09/tradional-_-custom-1024x309.jpg
where you customer life span in that calc?