SaaS LTV Calculator

	A	B	C	D	E	F	G	H	I	J	K	L	M	N	O	P	Q	R	S	T	V
1		Get an editable copy of this sheet		If you like the sheet, consider an upvote on ProductHunt. Thanks. :-)
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3		Assumptions		1	2	3	4	5	6	7	8	9	10	11	12	13	14	15	16	17	The sample data is generated based on these inputs. You can modify it by changing the blue parameters. To keep it simple, all cohorts have the same ARPA, customer churn rate and revenue churn rate. This is a gross oversimplification, but you can replace the cohort data below with your own real data.
4		Customer churn rate in lifetime month		3.0%	3.0%	3.0%	3.0%	3%	3%	3%	3%	3%	3%	3%	3%	3%	3%	3%	3%	3%
5		Customers retained at lifetime month	100%	97%	94%	91%	89%	86%	83%	81%	78%	76%	74%	72%	69%	67%	65%	63%	61%	60%
6		Customers beginning of month 0	0
7		New customers month 0	100
8		New customers, m/m growth rate	6%
9		MRR beginning of month 0	$0
10		MRR per staying customer in lifetime month	$100	$101	$102	$103	$104	$105	$106	$107	$108	$109	$110	$111	$112	$113	$114	$115	$116	$117
11		MRR increase relative to lifetime month 0		1%	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%
12		MRR retained at lifetime month	100%	98%	96%	94%	92%	90%	88%	86%	85%	83%	81%	79%	78%	76%	74%	73%	71%	70%
13		Gross Margin	80%
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37		Retained customers by lifetime month	Lifetime month
38		Customer cohort	Month 0	Month 1	Month 2	Month 3	Month 4	Month 5	Month 6	Month 7	Month 8	Month 9	Month 10	Month 11	Month 12	Month 13	Month 14	Month 15	Month 16	Month 17
39	0	1/2019	100	97	94	91	89	86	83	81	78	76	74	72	69	67	65	63	61	60
40	1	2/2019	106	103	100	97	94	91	88	86	83	81	78	76	74	71	69	67	65	63
41	2	3/2019	112	109	106	103	99	96	94	91	88	85	83	80	78	76	73	71	69
42	3	4/2019	119	116	112	109	105	102	99	96	93	91	88	85	83	80	78	75
43	4	5/2019	126	122	119	115	112	108	105	102	99	96	93	90	88	85	82
44	5	6/2019	134	130	126	122	118	115	111	108	105	102	99	96	93	90
45	6	7/2019	142	138	133	129	126	122	118	115	111	108	105	101	98
46	7	8/2019	150	146	141	137	133	129	125	121	118	114	111	108
47	8	9/2019	159	155	150	145	141	137	133	129	125	121	118
48	9	10/2019	169	164	159	154	150	145	141	137	132	128
49	10	11/2019	179	174	169	163	159	154	149	145	140
50	11	12/2019	190	184	179	173	168	163	158	153
51	12	1/2020	201	195	189	184	178	173	168
52	13	2/2020	213	207	201	195	189	183
53	14	3/2020	226	219	213	206	200
54	15	4/2020	240	232	225	219
55	16	5/2020	254	246	239
56	17	6/2020	269	261
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58			0	1	2	3	4	5	6	7	8	9	10	11	12	13	14	15	16	17
59		Retained customers by month	Month
60		Customer cohort	1/2019	2/2019	3/2019	4/2019	5/2019	6/2019	7/2019	8/2019	9/2019	10/2019	11/2019	12/2019	1/2020	2/2020	3/2020	4/2020	5/2020	6/2020
61	0	1/2019	100	97	94	91	89	86	83	81	78	76	74	72	69	67	65	63	61	60
62	1	2/2019		106	103	100	97	94	91	88	86	83	81	78	76	74	71	69	67	65
63	2	3/2019			112	109	106	103	99	96	94	91	88	85	83	80	78	76	73	71
64	3	4/2019				119	116	112	109	105	102	99	96	93	91	88	85	83	80	78
65	4	5/2019					126	122	119	115	112	108	105	102	99	96	93	90	88	85
66	5	6/2019						134	130	126	122	118	115	111	108	105	102	99	96	93
67	6	7/2019							142	138	133	129	126	122	118	115	111	108	105	101
68	7	8/2019								150	146	141	137	133	129	125	121	118	114	111
69	8	9/2019									159	155	150	145	141	137	133	129	125	121
70	9	10/2019										169	164	159	154	150	145	141	137	132
71	10	11/2019											179	174	169	163	159	154	149	145
72	11	12/2019												190	184	179	173	168	163	158
73	12	1/2020													201	195	189	184	178	173
74	13	2/2020														213	207	201	195	189
75	14	3/2020															226	219	213	206
76	15	4/2020																240	232	225
77	16	5/2020																	254	246
78	17	6/2020																		269
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80			0	1	2	3	4	5	6	7	8	9	10	11	12	13	14	15	16	17
81		Retained MRR by lifetime month	Lifetime month
82		Customer cohort	Month 0	Month 1	Month 2	Month 3	Month 4	Month 5	Month 6	Month 7	Month 8	Month 9	Month 10	Month 11	Month 12	Month 13	Month 14	Month 15	Month 16	Month 17
83		1/2019	$10,000	$9,797	$9,597	$9,401	$9,207	$9,017	$8,830	$8,645	$8,464	$8,287	$8,112	$7,940	$7,771	$7,605	$7,442	$7,282	$7,125	$6,971
84		2/2019	$10,600	$10,385	$10,173	$9,965	$9,759	$9,558	$9,359	$9,164	$8,972	$8,784	$8,598	$8,416	$8,237	$8,062	$7,889	$7,719	$7,553	$7,389
85		3/2019	$11,236	$11,008	$10,783	$10,562	$10,345	$10,131	$9,921	$9,714	$9,511	$9,311	$9,114	$8,921	$8,732	$8,545	$8,362	$8,182	$8,006
86		4/2019	$11,910	$11,668	$11,430	$11,196	$10,966	$10,739	$10,516	$10,297	$10,081	$9,869	$9,661	$9,456	$9,255	$9,058	$8,864	$8,673
87		5/2019	$12,625	$12,368	$12,116	$11,868	$11,624	$11,383	$11,147	$10,915	$10,686	$10,462	$10,241	$10,024	$9,811	$9,601	$9,396
88		6/2019	$13,382	$13,111	$12,843	$12,580	$12,321	$12,066	$11,816	$11,570	$11,327	$11,089	$10,855	$10,625	$10,399	$10,177
89		7/2019	$14,185	$13,897	$13,614	$13,335	$13,060	$12,790	$12,525	$12,264	$12,007	$11,755	$11,507	$11,263	$11,023
90		8/2019	$15,036	$14,731	$14,431	$14,135	$13,844	$13,558	$13,276	$13,000	$12,727	$12,460	$12,197	$11,939
91		9/2019	$15,938	$15,615	$15,296	$14,983	$14,675	$14,371	$14,073	$13,779	$13,491	$13,207	$12,929
92		10/2019	$16,895	$16,552	$16,214	$15,882	$15,555	$15,234	$14,917	$14,606	$14,300	$14,000
93		11/2019	$17,908	$17,545	$17,187	$16,835	$16,488	$16,148	$15,812	$15,483	$15,159
94		12/2019	$18,983	$18,598	$18,218	$17,845	$17,478	$17,116	$16,761	$16,412
95		1/2020	$20,122	$19,713	$19,311	$18,916	$18,526	$18,143	$17,767
96		2/2020	$21,329	$20,896	$20,470	$20,051	$19,638	$19,232
97		3/2020	$22,609	$22,150	$21,698	$21,254	$20,816
98		4/2020	$23,966	$23,479	$23,000	$22,529
99		5/2020	$25,404	$24,888	$24,380
100		6/2020	$26,928	$26,381