【文章內(nèi)容簡介】 to acquire your first 1,000 users, $2 to acquire your next 10,000, and $5 to $10 to acquire your next 100,000. That’s why you can’t afford to ignore the metrics about volume of users acquired via each channel.　　第六、用戶生命周期總價(jià)值/LTV (Life Time Value)　　嚴(yán)格來講，LTV的定義是：特定用戶對公司貢獻(xiàn)的未來所有期間凈利潤的現(xiàn)值。現(xiàn)值是一個(gè)財(cái)務(wù)管理上的概念，簡單的講，未來的錢沒有現(xiàn)在的錢值錢，所以，折現(xiàn)就是要把未來經(jīng)濟(jì)利益的面值折算成為現(xiàn)在的價(jià)值。　　我們不在此向讀者具體展示和說明LTV的計(jì)算公式，僅僅說明一下LTV的用途以及需要注意的事項(xiàng)?！　τ诔鮿?chuàng)企業(yè)，LTV的主要用途是用于衡量公司(特別是SaaS公司)市場支出的有效性并用以決定是否需要進(jìn)入加速擴(kuò)大市場支出的階段。理想而言，SaaS公司LTV/CAC的經(jīng)驗(yàn)比率數(shù)字應(yīng)該大于3?！　∨cLTV相關(guān)的因素主要有：ARPU（平均單個(gè)用戶收入）、用戶流失率（其倒數(shù)為用戶生命周期）、服務(wù)單個(gè)用戶成本、CAC（獲客成本）。這幾個(gè)因素之間是相互影響的，它們的背后實(shí)質(zhì)是公司行為和用戶行為之間的互動(dòng)結(jié)果。因此，在計(jì)算LTV時(shí)所使用的假設(shè)應(yīng)該是基于業(yè)務(wù)實(shí)際情況進(jìn)行的謹(jǐn)慎且合理的推斷。投資人和管理層的出發(fā)點(diǎn)在有些時(shí)候可能不同，投資人需要減少風(fēng)險(xiǎn)，創(chuàng)業(yè)者需要加大投入推進(jìn)業(yè)務(wù)。這就造成大家所使用的假設(shè)可能不同，假設(shè)的合理性與否就要看各自的職業(yè)判斷能力了?！　?shí)際上，計(jì)算LTV并不需要得到特別精確的數(shù)字，只要平衡謹(jǐn)慎性和合理性原則對各個(gè)參數(shù)進(jìn)行假設(shè)得到有價(jià)值的決策結(jié)果即可?！　ifetime value is the present value of the future net profit from the customer over the duration of the relationship. It helps determine the longterm value of the customer and how much net value you generate per customer after accounting for customer acquisition costs (CAC).　　A mon mistake is to estimate the LTV as a present value of revenue or even gross margin of the customer instead of calculating it as net profit of the customer over the life of the relationship.　　Reminder, here’s a way to calculate LTV:　　Revenue per customer (per month) = average order value multiplied by the number of orders.　　Contribution margin per customer (per month) = revenue from customer minus variable costs associated with a customer. Variable costs include selling, administrative and any operational costs associated with serving the customer.　　Avg. life span of customer (in months) = 1 / by your monthly churn.　　LTV = Contribution margin from customer multiplied by the average lifespan of customer.　　Note, if you have only few months of data, the conservative way to measure LTV is to look at historical value to date. Rather than predicting average life span and estimating how the retention curves might look, we prefer to measure 12 month and 24 month LTV.　　Another important calculation here is LTV as it contributes to margin. This is important because a revenue or gross margin LTV suggests a higher upper limit on what you can spend on customer acquisition. Contribution Margin LTV to CAC ratio is also a good measure to determine CAC payback and manage your advertising and marketing spend accordingly.　　　第七、 （Gross Merchandise Value (GMV) vs. Revenue）　　這是非常傳統(tǒng)的電商和交易平臺指標(biāo)，在撮合交易平臺上適用?！　MV通常是針對交易平臺而言的，它衡量的是特定期間里平臺上發(fā)生的交易流水總額。它說明了交易平臺對流量的吸納能力?！　〗灰灼脚_的收入包括其在GMV里的提成（takes）、廣告收入及其他增值服務(wù)收費(fèi)?！　n marketplace businesses, these are frequently used interchangeably. But GMV does not equal revenue!　　GMV (gross merchandise volume) is the total sales dollar volume of merchandise transacting through the marketplace in a specific period. It’s the real top line, what the consumer side of the marketplace is spending. It is a useful measure of the size of the marketplace and can be useful as a “current run rate” measure based on annualizing the most recent month or quarter.　　Revenue is the portion of GMV that the marketplace “takes”. Revenue consists of the various fees that the marketplace gets for providing its services。 most typically these are transaction fees based on GMV successfully transacted on the marketplace, but can also include ad revenue, sponsorships, etc. These fees are usually a fraction of GMV.　　　第八、未實(shí)現(xiàn)收益（預(yù)收賬款）以及開票額（Unearned or Deferred Revenue … and Billings）　　這是一個(gè)會(huì)計(jì)確認(rèn)的問題。根據(jù)會(huì)計(jì)準(zhǔn)則，公司不得把尚未履行的服務(wù)所產(chǎn)生的經(jīng)濟(jì)流入確認(rèn)為收入項(xiàng)目?！　≡谛问缴?，預(yù)收賬款項(xiàng)目記錄的就是用戶對已簽約但尚未履行服務(wù)的合同提前向公司支付的款項(xiàng)。因此公司財(cái)務(wù)必須把這部分提前收到的款項(xiàng)作為對客戶的負(fù)債記錄在資產(chǎn)負(fù)債表上?！　‘?dāng)公司履行了預(yù)收賬款所對應(yīng)的服務(wù)后，公司才可以在當(dāng)月把這部分被作為負(fù)債的“未實(shí)現(xiàn)收益”從資產(chǎn)負(fù)債表轉(zhuǎn)到利潤表里確認(rèn)為收入（即所謂“已實(shí)現(xiàn)收益”）。　　Billing的意思是開收據(jù)，在公司在收到客戶預(yù)付款項(xiàng)時(shí)需要開具收據(jù)并記錄，當(dāng)相應(yīng)的款項(xiàng)符合收入確認(rèn)條件時(shí)向客戶開具發(fā)票。Billing是財(cái)務(wù)流程中的一個(gè)動(dòng)作，其本身不屬于財(cái)務(wù)報(bào)告概念。　　當(dāng)期Billing這個(gè)數(shù)字所代表的是公司從用戶那里收到的全部現(xiàn)金金額。它反映了公司對用戶的議價(jià)能力、押款能力，如果Billing的增長勢頭好，可能說明公司的業(yè)務(wù)進(jìn)入強(qiáng)勢增長階段?！　n a SaaS business, this is the cash you collect at the time of the booking in advance of when the revenues will actually be realized.　　As we’ve shared previously, SaaS panies only get to recognize revenue over the term of the deal as the service is delivered — even if a customer signs a huge upfront deal. So in most cases, that “booking” goes onto the balance sheet in a liability line item called deferred revenue.