{"id":6696,"date":"2015-12-10T10:17:04","date_gmt":"2015-12-10T15:17:04","guid":{"rendered":"http:\/\/www.forentrepreneurs.com\/ko\/ltv\/"},"modified":"2016-12-22T12:04:31","modified_gmt":"2016-12-22T17:04:31","slug":"ltv","status":"publish","type":"post","link":"https:\/\/www.forentrepreneurs.com\/ko\/ltv\/","title":{"rendered":"\ub2f9\uc2e0\uc758 \uc9c4\uc9dc \uace0\uac1d \uc0dd\uc560 \uac00\uce58(LTV)\ub294 \ubb34\uc5c7\uc778\uac00\uc694?"},"content":{"rendered":"<h2>\uac1c\uc694<\/h2>\n<p>\uae30\uc874\uc5d0 LTV(\uace0\uac1d \uc0dd\uc560 \uac00\uce58)\ub97c \uad6c\ud558\ub294\ub370 \uc0ac\uc6a9\ub418\ub358 \uc624\ub798\ub41c \uacf5\uc2dd(\uace0\uac1d \ub2f9 \ud3c9\uade0 \ub9e4\ucd9c \ucd1d \uc774\uc775\uc744 Churn\uc73c\ub85c \ub098\ub204\ub294 \uac83)\uc740 \uace0\uac1d\uc758 \uc218\uba85\uc774 \uae38\uace0, Negative Churn\uc744 \uac00\uc9c0\uace0 \uc788\uc744 \ub54c, \uc81c\ub300\ub85c \uc791\ub3d9\ud558\uc9c0 \uc54a\ub294\ub2e4\ub294 \ubb38\uc81c\uac00 \uc788\uc2b5\ub2c8\ub2e4. LTV\ub294 \ubb34\ud55c\ud788 \uc9c0\uc18d\ub420 \uc218\ub3c4 \uc788\uc9c0\ub9cc \uc2e4\uc81c \ud604\uc2e4\uc744 \uba85\ud655\ud558\uac8c \ubc18\uc601\ud558\uc9c0\ub294 \uc54a\uc2b5\ub2c8\ub2e4. \uc774 \uae00\uc5d0\uc11c\ub294 \ubbf8\ub798\uc758 \uc218\uc775 \uc704\ud5d8\uc131\uacfc \ud654\ud3d0\uc758 \uc2dc\uac04 \uac00\uce58\ub97c \uace0\ub824\ud55c \ud604\uae08 \ud750\ub984 \ud560\uc778\ubc95\uc744 \uae30\ucd08\ub85c \uc0c8\ub85c\uc6b4 LTV \uacc4\uc0b0\ubc95\uc744 \uc18c\uac1c\ud569\ub2c8\ub2e4. \uc0c8\ub85c\uc6b4 LTV \uacc4\uc0b0\ubc95\uc740 \ud68c\uc0ac\uac00 \ubbf8\ub798\uc758 \ub9e4\ucd9c \ud750\ub984\uc744 \uc774\ud574 \ubc0f \uad00\ub9ac\ud558\ub294\ub370 \ub3c4\uc6c0\uc744 \uc8fc\uba70, \ud22c\uc790\uc790\uac00 \ubbf8\ub798\uc758 \ud604\uae08 \ud750\ub984\uc744 \uace0\ub824\ud558\uc5ec \ud22c\uc790\ud560 \uae08\uc561\uc744 \ub354 \uc815\ud655\ud788 \uc0b0\uc815\ud560 \uc218 \uc788\uac8c \ud569\ub2c8\ub2e4.<\/p>\n<p>\uc774 \uae00\uc758 \ub0b4\uc6a9 \ub300\ubd80\ubd84\uc740 \ubc18\ubcf5\uc801\uc774\uace0 \uc218\uc775\uc131 \ub192\uc740 \uc601\uc5c5 \ud504\ub85c\uc138\uc2a4 \ubcf4\uc720 \ub2e8\uacc4\ub97c \uc9c0\ub098 \ud655\uc7a5 \ub2e8\uacc4\uc5d0 \uc811\uc5b4 \ub4e0 SaaS \ud68c\uc0ac\ub4e4\uc744 \ub300\uc0c1\uc73c\ub85c \ud569\ub2c8\ub2e4. \ub9cc\uc57d \uc5ec\uc804\ud788 \uc2dc\uc7a5\uc5d0 \ub9de\ub294 \uc81c\ud488\uc744 \ub9cc\ub4e4\uae30 \uc704\ud574 \ub178\ub825\ud558\uace0 \uc788\uac70\ub098, \ubc18\ubcf5\uc801\uc774\uace0 \ud655\uc7a5 \uac00\ub2a5\ud55c \ub9c8\ucf00\ud305, \uc138\uc77c\uc988 \ubc29\ubc95\uc744 \ud14c\uc2a4\ud2b8 \ud558\uace0 \uc788\ub294 \ucd08\uae30 \ub2e8\uacc4\uc758 \uc2a4\ud0c0\ud2b8\uc5c5\uc774\ub77c\uba74, CAC \ubc0f LTV\ub97c \uc0ac\uc6a9\ud558\ub294 \uac83\uc740 \ud604\uc7ac \ub2f9\uc2e0\uc774 \ud68c\uc0ac\uac00 \uc5b4\ub5a4 \uc0c1\ud0dc\uc778\uc9c0 \ud30c\uc545\ud558\ub294\ub370 \ub9e4\uc6b0 \uc720\uc6a9\ud569\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \uc774\ub7ec\ud55c \ubc29\ubc95\uc740 \uc601\uc5c5, \ub9c8\ucf00\ud305\uc5d0 \ub300\ud55c \ud504\ub85c\uc138\uc2a4\uc640 \ube44\uc6a9\uc744 \uc608\uce21\ud558\uace0, \ud655\uc7a5 \ud560 \uacbd\uc6b0\uc5d0\ub9cc \uc720\uc758\ubbf8\ud55c \uacb0\uacfc\ub97c \ub3c4\ucd9c\ud560 \uc218 \uc788\ub2e4\ub294 \uac83\uc744 \uc720\uc758\ud574\uc57c \ud569\ub2c8\ub2e4. CAC\uc640 LTV\uc5d0 \uc0ac\ub85c\uc7a1\ud600 \ub108\ubb34 \ub9ce\uc740 \uc2dc\uac04\uc744 \ub0ad\ube44\ud558\ub294 \ub300\uc2e0\uc5d0, <a href=\"http:\/\/www.forentrepreneurs.com\/part-1-accelerate-your-startup-get-the-right-productmarket-fit\/\">\uc81c\ud488\uc744 \uc2dc\uc7a5\uc5d0 \uaf2d \ub9de\uac8c\ub054 \uac1c\uc120<\/a>\ud558\uace0, <a href=\"http:\/\/www.forentrepreneurs.com\/accelerate-your-startup-develop-a-repeatable-sales-model\/\">\ubc18\ubcf5\uc801, \ud655\uc7a5\uc801, \ud6a8\uacfc\uc801<\/a>\uc73c\ub85c \uace0\uac1d\uc744 \uc5bb\uc744 \uc218 \uc788\ub294 \ubc29\ubc95\uc744 \ucc3e\ub294\ub370 \uc628 \ud798\uc744 \ub2e4\ud558\ub294 \uac83\uc744 \uad8c\ud569\ub2c8\ub2e4.<\/p>\n<p>\uba3c\uc800 \uc774 \uae00\uc5d0 \ub2e4\uc18c \ubcf5\uc7a1\ud55c \uc218\uc2dd\ub4e4\uc744 \uc0ac\uc6a9\ud55c \uc810\uc744 \uc0ac\uacfc \ub4dc\ub9bd\ub2c8\ub2e4. \uc774 \uae00\uc5d0\ub294 \ud575\uc2ec \uac1c\ub150\uc5d0 \ub300\ud55c \uc694\uc57d\uacfc LTV \ubaa8\ub378\uc758 \uc2a4\ud504\ub808\ub4dc\uc2dc\ud2b8\ub85c \ubc14\ub85c \uc774\ub3d9\ud560 \uc218 \uc788\ub294 <a href=\"http:\/\/www.forentrepreneurs.com\/accelerate-your-startup-develop-a-repeatable-sales-model\/\">\ub9c1\ud06c<\/a>\ub97c \uc81c\uacf5\ud569\ub2c8\ub2e4. \uc774 \ubaa8\ub378\uc758 \uc774\ub860\uc744 \uc774\ud574\ud558\ub294\ub370 \uad00\uc2ec \uc788\ub294 \ubd84\ub4e4\uc744 \uc704\ud574 \uc6b0\ub9ac\ub294 \uc0c1\uc138\ud55c \uc124\uba85\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4.<\/p>\n<p>\uc774 \uc791\ud488\uc744 \uc800\uc640 \ud568\uaed8 \uacf5\ub3d9 \uc800\uc220\ud558\uc600\uace0, \uc218\ud559\uc801\uc778 \ub3c4\uc6c0\uc744 \uc81c\uacf5\ud55c \ud30c\ud2b8\ub108 <a href=\"http:\/\/www.matrixpartners.com\/team\/stan_reiss\/\">Stan Reiss<\/a>\uc5d0\uac8c \uac10\uc0ac \ub4dc\ub9bd\ub2c8\ub2e4.<\/p>\n<p><em>*Spreadsheet updated 2\/23\/16 \u2013 errors corrected\u00a0in Cell B78 on Real World Model tab.<\/em><\/p>\n<h2>\uc694\uc57d<\/h2>\n<p>Negative Churn (\uace0\uac1d \uc774\ud0c8\ub85c \uc778\ud55c \uc190\uc2e4\ubcf4\ub2e4 \ud070 \ube44\uc728\ub85c \uc720\ubcf4 \uace0\uac1d\uc73c\ub85c\ubd80\ud130 \uc218\uc775\uc744 \ucc3d\ucd9c\ud558\ub294 \uac83)\uc744 \uac00\uc9c0\uace0 \uc788\ub294 \uc815\uae30\uad6c\ub3c5 \ubaa8\ub378 \uae30\ubc18 \ube44\uc988\ub2c8\uc2a4\uc758 \uacbd\uc6b0, \uc774 \ud655\uc7a5 \ube44\uc728\uacfc \uc774\ud0c8 \ube44\uc728\uc744 \ubaa8\ub450 \ud3ec\ud568\ud558\uace0 \uc788\ub294 \uc0c8\ub85c\uc6b4 LTV \uacc4\uc0b0 \uc218\uc2dd\uc774 \ud544\uc694\ud569\ub2c8\ub2e4.<\/p>\n<p>\uac8c\ub2e4\uac00, \ubbf8\ub798\uc5d0 \ubc1c\uc0dd\ud560 \uc218 \uc788\ub294 \uc218\uc775\uc744 \ubaa8\ub378\ub9c1 \ud558\uae30 \ub54c\ubb38\uc5d0 \uc704\ud5d8\uacfc \ud654\ud3d0\uc758 \uc2dc\uac04\uac00\uce58\ub97c \uace0\ub824\ud558\uc5ec \ud560\uc778\uc728\uc744 \uc801\uc6a9\ud574\uc57c \ud569\ub2c8\ub2e4. 10 % \ud560\uc778\uc728\uc744 \uc801\uc6a9\ud558\ub294 \uac83\uc744 \ucd94\ucc9c\ud558\uc9c0\ub9cc, \uc774\ub294 \ub2f9\uc2e0 \ud68c\uc0ac\uc758 \uc790\ubcf8 \ube44\uc6a9\uc5d0 \ub530\ub77c \ub2e4\ub97c \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\uc774 \uc811\uadfc \ubc29\ubc95\uc740 \ub2f9\uc2e0\uc758 LTV\ub97c \uc815\ud655\ud55c \uad00\uc810\uc5d0\uc11c \ubcfc \uc218 \uc788\uc9c0\ub9cc \ub2e4\uc18c \ub0ae\uac8c \uce21\uc815\ub429\ub2c8\ub2e4. \uc774\uc804\uc5d0 \uc6b0\ub9ac\ub294 LTV\uac00 CAC\uc758 3\ubc30 \uc774\uc0c1\uc774 \ub418\uae30\ub97c \uad8c\uc7a5\ud588\uc2b5\ub2c8\ub2e4. \uadf8\ub807\uae30 \ub54c\ubb38\uc5d0 SaaS \ud68c\uc0ac\uc640 \ud611\ub825\ud558\uc5ec \uc774 \uc811\uadfc \ubc29\ubc95\uc73c\ub85c \uc778\ud574 \ub2e4\uc18c \ub0ae\uac8c \uacc4\uc0b0\ub41c LTV\uac00 \uc5b4\ub5a4 \uc601\ud5a5\uc744 \ub07c\uce58\ub294\uc9c0 \ud30c\uc545\ud558\uace0, \uc0c8\ub85c\uc6b4 LTV\uc640 CAC\uc758 \uad8c\uc7a5 \ube44\uc728\uc744 \uacf5\uac1c \ud560 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p>\ud22c\uc790 \ud68c\uc218 \uae30\uac04\uc774 \ubcc0\uacbd\ub418\uc9c0 \uc54a\uace0, \ub9ce\uc740 \uc790\ubcf8\uc5d0 \uc27d\uac8c \ub04c\uc5b4 \uc62c \uc218 \uc5c6\ub2e4\uba74 12 \uac1c\uc6d4\uc758 \ud22c\uc790 \ud68c\uc218 \uae30\uac04\uc744 \uad8c\uc7a5\ud569\ub2c8\ub2e4. \uc774 \uacbd\uc6b0 \uadc0\ud558\uc758 \ud22c\uc790 \ud68c\uc218 \uae30\uac04\uc740 18 \uac1c\uc6d4 \uc774\uc0c1\uc774 \ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\uc774 \uc0c8\ub85c\uc6b4 LTV\ub97c \ubaa8\ub378\ub9c1 \ud558\ub294\ub370 \ud544\uc694\ud55c \ub370\uc774\ud130 \ubaa9\ub85d\uc740 \uc544\ub798\uc640 \uac19\ub2e4.<\/p>\n<ol>\n<li>\uacc4\uc815\ub2f9 \ud3c9\uade0 \uacc4\uc57d \uc218\uc775<\/li>\n<li>\ucd1d \ub9c8\uc9c4 (\uc5ec\uae30\uc5d0\ub294 \uace0\uac1d \uc720\uc9c0 \ubc0f \uc0c1\ud5a5 \ud310\ub9e4\uc5d0 \ud22c\uc785\ub418\ub294 \uace0\uac1d \uc9c0\uc6d0 \ud300\uacfc Account Manager\uc758 \uc2dc\uac04\uc774 \ud3ec\ud568 \ub418\uc5b4\uc57c \ud569\ub2c8\ub2e4)<\/li>\n<li>Churn Rate<\/li>\n<li>\uc720\uc9c0 \uace0\uac1d \uc131\uc7a5\ub960<\/li>\n<\/ol>\n<p>**These #s can be monthly or annual #s, rates.<\/p>\n<h2>\uc2e4\uc81c \ubaa8\ub378<\/h2>\n<p>\ub370\uc774\ud130 \uc785\ub825\uc774 \uac00\ub2a5\ud55c \uc544\ub798\uc5d0 \ub9c1\ud06c \ub41c \uc2a4\ud504\ub808\ub4dc \uc2dc\ud2b8\uc758 \ub450 \ubc88\uc9f8 \ubaa8\ub378\uc740 \uace0\uac1d \uc9d1\ub2e8 (Cohort)\uc758 \uc804\uccb4 \uc0dd\uc560 \uae30\uac04 \ub3d9\uc548 \uc774\ud0c8\ub960 \ubc0f \uc131\uc7a5\ub960\uc774 \uc5b4\ub5bb\uac8c \ubcc0\ud654\ud558\ub294\uc9c0 \ubcf4\uc5ec\uc90d\ub2c8\ub2e4. \uc774 \ub370\uc774\ud130\ub294 \ub2f9\uc2e0\uc774 \ubcf4\uc720\ud55c \uae30\uac04 (1\ub144, 18\uac1c\uc6d4, 2\ub144 \ub4f1)\uc5d0 \uc0c1\uad00\uc5c6\uc774 \uc785\ub825 \ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \uc774 \ub370\uc774\ud130\uc758 \uc815\ud655\uc131\uc5d0 \uc9d1\ucc29\ud558\uc9c0 \ub9d0\uace0, \ub2f9\uc2e0\uc774 \uac00\uc9c0\uace0 \uc788\ub294 \ucd5c\uc0c1\uc758 \ub370\uc774\ud130\ub97c \uc0ac\uc6a9\ud558\uc138\uc694. \uc774 \ubaa8\ub378\uc740 \ub2e4\uc18c \uba3c \ubbf8\ub798\uc758 \ub370\uc774\ud130\uc5d0\ub294 \uacb0\uacfc\uac12\uc774 \uc81c\ub300\ub85c \ubc18\uc601\ub418\uc9c0 \uc54a\uc2b5\ub2c8\ub2e4. \uadf8\ubcf4\ub2e4 \ub2f9\uc2e0\uc774 \uc138\uc6b4 1\ub144 \ub610\ub294 2\ub144 \ub0b4\uc758 \uac00\uc124\ub4e4\uc774 \uc815\ud655\ud55c\uc9c0 \ud655\uc778\ud558\ub294 \uac83\uc774 \ub354\uc6b1 \uc911\uc694\ud569\ub2c8\ub2e4.<\/p>\n<h3>\uc2a4\ud504\ub808\ub4dc \uc2dc\ud2b8 \ucca8\ubd80 \uc790\ub8cc<\/h3>\n<p>\ub3c5\uc790\uc801\uc778 LTV \ubaa8\ub378\ub9c1\uc5d0 \uad00\uc2ec\uc774 \uc788\ub294 \ub3c5\uc790\ub97c \uc704\ud574 Excel \uc2a4\ud504\ub808\ub4dc \uc2dc\ud2b8\uac00 \ucca8\ubd80\ub429\ub2c8\ub2e4. <a href=\"http:\/\/dskok.wpengine.netdna-cdn.com\/wp-content\/uploads\/2015\/12\/What-is-your-TRUE-LTV-v2.xlsx-2.zip\">\ub2e4\uc6b4\ub85c\ub4dc\ub97c \ud558\ub824\uba74 \uc774 \ub9c1\ud06c<\/a>\ub97c \ud074\ub9ad\ud558\uc138\uc694.<\/p>\n<p><em>*Spreadsheet updated 2\/23\/16 \u2013 errors corrected\u00a0in Cell B78 on Real World Model tab.<\/em><\/p>\n<h2>\uc18c\uac1c<\/h2>\n<p>\uc81c\uac00 \ub3c5\uc790\ub4e4\uc5d0\uac8c \ud56d\uc0c1 \uac15\uc870\ud558\ub294 \ud575\uc2ec \uac1c\ub150 \uc911 \ud558\ub098\ub294 \ubc14\ub85c \uace0\uac1d \uc218\uc900\uc5d0\uc11c \ub2e8\uc704 \uacbd\uc81c\ub97c \uce21\uc815\ud558\ub294 \uac83\uc785\ub2c8\ub2e4. \uc774\uac83\uc740 \ub2f9\uc2e0\uc758 \uc0ac\uc5c5\uc774 \ud604\uc7ac \uc88b\uc740 \ubc29\ud5a5\uc73c\ub85c \ud758\ub7ec\uac00\uace0 \uc788\ub294\uc9c0 \ud30c\uc545 \ud560 \uc218 \uc788\ub294 \uc7a3\ub300\uc774\uba70, \uadf8\ub807\uc9c0 \uc54a\uc740 \uacbd\uc6b0 \uadf8\uac83\uc5d0 \uc9d1\uc911\ud574\uc57c \ud569\ub2c8\ub2e4. \ub2e8\uc704 \uacbd\uc81c\ud559\uc740 \ub2e8\uc21c\ud55c \uac1c\ub150\uc73c\ub85c, \uace0\uac1d\uc73c\ub85c\ubd80\ud130 \ud3c9\uc0dd \ub3d9\uc548 \uc5bb\ub294 \uc774\uc775 (LTV)\uc774 \uace0\uac1d \ud68d\ub4dd \ube44\uc6a9 (CAC)\ubcf4\ub2e4 \ud070\uc9c0 \ud655\uc778\ud558\ub294 \uac83 \uc785\ub2c8\ub2e4. \ud22c\uc790\uc790\uc640 \uc774\uc0ac\ud68c \uad6c\uc131\uc6d0\uc740 \uc774 \uc0ac\uc5c5\uc774 \uacb0\uad6d \ud070 \uc774\uc775\uc744 \uc81c\uacf5\ud558\ub294 \uc88b\uc740 \ube44\uc988\ub2c8\uc2a4\uc778\uc9c0, \uc544\ub2c8\uba74 \uacb0\ucf54 \uc774\uc775\uc744 \ucc3d\ucd9c \ud560 \uc218 \uc5c6\ub294 \ub098\uc05c \ube44\uc988\ub2c8\uc2a4\uc778\uc9c0 \ubd84\ubcc4\ud558\uace0 \uc2f6\uc5b4\ud569\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \uc804\ud1b5\uc801\uc778 \ubd84\uc11d \ub3c4\uad6c\ub4e4\uc740 \uc774\ub97c \uc81c\uacf5\ud560 \uc218 \uc5c6\uc2b5\ub2c8\ub2e4. \ub530\ub77c\uc11c \ud22c\uc790\uc790\uc640 \uc774\uc0ac\ud68c \uad6c\uc131\uc6d0\uc740 \uace0\uac1d \uc218\uc900\uc5d0\uc11c \ub2e8\uc704 \uacbd\uc81c\ub97c \uce21\uc815\ud558\ub294 \ubc29\ubc95\uacfc \uac19\uc740 \uc0c8\ub85c\uc6b4 \ubc29\uc2dd\uc744 \ud544\uc694\ub85c \ud569\ub2c8\ub2e4. \ub530\ub77c\uc11c \ucd08\uae30\uc5d0 \uae09\uc131\uc7a5\ud558\uace0 \uc788\uc73c\uba70, EBITDA \uc190\uc2e4\uc774 \ud074 \uc218\ub3c4 \uc788\ub294 SaaS\/\uc815\uae30\uad6c\ub3c5 \ube44\uc988\ub2c8\uc2a4\uc5d0 \uc774 \uac1c\ub150\uc740 \ubc18\ub4dc\uc2dc \ud544\uc694\ud569\ub2c8\ub2e4. (\uc774 \ud56d\ubaa9\uc5d0 \ub300\ud55c \uc790\uc138\ud55c \ub0b4\uc6a9\uc740 <a href=\"http:\/\/www.forentrepreneurs.com\/saas-metrics-2\/\">SaaS Metrics 2.0<\/a>\uc744 \ucc38\uc870\ud558\uc138\uc694.)<\/p>\n<p>\uc9c0\ub09c \uba87\uba87\uc758 \ud3ec\uc2a4\ud2b8\ub4e4\uc5d0\uc11c \uace0\uac1d \uc720\uc9c0\uc758 \uc911\uc694\uc131\uacfc Negative Churn\uc744 \uc5bb\ub294 \uac83\uc5d0 \ucd08\uc810\uc744 \ub9de\ucdc4\uc2b5\ub2c8\ub2e4. \uc6b0\ub9ac\ub294 \uc774\uc81c \ubbf8\ub798 \ud604\uae08 \ud750\ub984\uc744 \uc774\ud574\ud558\uae30 \uc704\ud574\uc11c Negative Churn\uc758 \ubcf5\ud569\uc801 \uce21\uc815\uc744 \uac1c\uc120\ud574\uc57c \ud569\ub2c8\ub2e4.<\/p>\n<h2>\uc804\ud1b5\uc801\uc778 Churn and LTV<\/h2>\n<p>Churn\uc744 \ud559\uc2b5\ud558\uae30 \uc804\uc5d0, \ud2b9\uc815 \uae30\uac04\uc5d0 \uac00\uc785\ud55c \ud2b9\uc815 \uace0\uac1d \uadf8\ub8f9\uc744 \uc0b4\ud3b4\ubd10\uc57c \ud569\ub2c8\ub2e4. \uc6b0\ub9ac\ub294 \uc774\ub7f0 \uace0\uac1d \uadf8\ub8f9\uc744 Cohort \ub77c\uace0 \ubd80\ub985\ub2c8\ub2e4. \ub530\ub77c\uc11c 2014\ub144 1\uc6d4\uc5d0 \uac00\uc785 \ud55c \ubaa8\ub4e0 \uace0\uac1d\uc740 2014\ub144 1\uc6d4 Cohort\uac00 \ub429\ub2c8\ub2e4. \uc6b0\ub9ac\ub294 \uc5bc\ub9c8\ub098 \ub9ce\uc740 \uace0\uac1d\ub4e4\uc744 \uc720\uc9c0\ud558\uace0, \uac01 Cohort \ubcc4 \uc774\uc775\uc774 \uc2dc\uac04\uc774 \uc9c0\ub0a8\uc5d0 \ub530\ub77c \uc5b4\ub5bb\uac8c \ubcc0\ud558\ub294\uc9c0 \ucd94\uc801\ud558\uae38 \uc6d0\ud569\ub2c8\ub2e4. \ub2e4\uc74c\uc740 \uc6d4\ubcc4 Customer Chrun \uc138 \uac00\uc9c0\ub97c \uc0ac\uc6a9\ud558\uc5ec, \uc218\ub144 \ub3d9\uc548 \ud2b9\uc815 Cohort\uc5d0 \uc5b4\ub5a4 \ubcc0\ud654\uac00 \uc0dd\uacbc\ub294\uc9c0\ub97c \ubcf4\uc5ec\uc8fc\ub294 \uadf8\ub798\ud504\uc785\ub2c8\ub2e4<\/p>\n<p id=\"DtUTLFI\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-4609\" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/img_56475aa1a2bd1.png?resize=690%2C460\" alt=\"\" width=\"690\" height=\"460\" \/><\/p>\n<p>\uadf8\ub798\ud504\ub294 \uae30\ud558\uae09\uc218\uc801\uc73c\ub85c \uac10\uc18c\ud558\uace0 \uc788\uace0 \uc788\uc73c\uba70, \uc774\ub7f0 \uc0c1\ud669\uc5d0\uc11c \uac04\ub2e8\ud55c \uacf5\uc2dd\uc744 \ud1b5\ud574 \ud3c9\uade0 \uace0\uac1d \uc0dd\uc560 \uae30\uac04 (Average Customer Lifetime)\uc744 \uad6c\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p id=\"AvwYPKP\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignnone size-full wp-image-4585 \" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/img_5647529830e24.png?w=800\" alt=\"\" \/><\/p>\n<p>\uc704\uc758 \uc218\uc2dd\uc73c\ub85c\ubd80\ud130 \uc6b0\ub9ac\ub294 \ud3c9\uade0 \uace0\uac1d \uc0dd\uc560 \uae30\uac04 (Average Customer Lifetime)\uc744 \ub9e4\ub144 \uac01 \uace0\uac1d\uc73c\ub85c\ubd80\ud130 \uc5bb\ub294 \ud3c9\uade0 \ucd1d \uc774\uc775\uacfc \uacf1\ud568\uc73c\ub85c\uc368 LTV\ub97c \uad6c\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p id=\"qDaGgCl\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignnone size-full wp-image-4588 \" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/img_564753a016858.png?w=800\" alt=\"\" \/><\/p>\n<p>\ud3c9\uade0 \uace0\uac1d \uc0dd\uc560 \uae30\uac04 (Average Customer Lifetime)\uacfc \uacc4\uc815 \ub2f9 \ucd1d \uc774\uc775\uc744 \ucc44\uc6b4\ub2e4\uba74 \uc6b0\ub9ac\ub294 \uc544\ub798\uc640 \uac19\uc740 \uacf5\uc2dd\uc744 \uc5bb\uc2b5\ub2c8\ub2e4.<\/p>\n<p><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignnone size-full wp-image-4591 \" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/img_5647543adc00e.png?w=800\" alt=\"\" \/>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0(APRA\uc740 \uacc4\uc815\ub2f9 \ud3c9\uade0 \uc218\uc775\uc744 \ub9d0\ud569\ub2c8\ub2e4)<\/p>\n<p>\uc9c0\uae08\uae4c\uc9c0\ub294 \uac00\uc7a5 \ub2e8\uc21c\ud55c \ub2e8\uacc4\uc758 Churn\ub9cc \uc0b4\ud3b4 \ubcf4\uc558\uc2b5\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \uc774 \uc218\uc2dd\uc740 Churn\uc774 \uc788\uc744 \ub54c,\u00a0 \uc218\uc775\uc5d0 \uc5b4\ub5a4 \uc601\ud5a5\uc744 \uc8fc\ub294\uc9c0 \uc0b4\ud3b4 \ubcfc \uacbd\uc6b0 \ub354\uc6b1 \ubcf5\uc7a1\ud569\ub2c8\ub2e4.<\/p>\n<h2>\uc65c Dollar Retention Rate (DRR)\uc740 Customer Retention Rate\uc640 \ub2e4\ub978\uac00?<\/h2>\n<p>\ub9e4\ucd9c\uc774 \uc791\uc740 \uace0\uac1d \ud55c \uba85\uacfc \ud070 \uace0\uac1d \ud55c \uba85\uc774 \uc0c8 \ud574\ub97c \uc2dc\uc791\ud558\ub294 \uc0c1\ud669\uc744 \uc0c1\uc0c1\ud574\ubd05\uc2dc\ub2e4.<\/p>\n<p id=\"sqTHlBa\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignnone size-full wp-image-4594 \" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/img_564756485c93b.png?w=800\" alt=\"\" \/><\/p>\n<p>\uc774\uc81c \uace0\uac1d 1(\ub9e4\ucd9c\uc774 \uc791\uc740 \uace0\uac1d)\uc744 \uc783\uc73c\uba74 \uc5b4\ub5bb\uac8c \ub420\uc9c0 \uc0b4\ud3b4 \ubcf4\uaca0\uc2b5\ub2c8\ub2e4.<\/p>\n<p id=\"ZPuzcGg\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignnone size-full wp-image-4597 \" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/img_5647567d373d2.png?w=800\" alt=\"\" \/><\/p>\n<p>Customer Churn\uc740 50%\ub098 \ub418\ub294 \uac83\uc5d0 \ube44\ud574, Dollar Churn\uc740 17% \ubc16\uc5d0 \uc548\ub429\ub2c8\ub2e4. \uc6b0\ub9ac\ub294 \uc774 \ub450 \uc218\uce58\uac00 \ub2e4\ub974\uac8c \uc791\ub3d9\ud558\uace0 \uc788\ub2e4\ub294 \uac83\uc744 \uc54c \uc218 \uc788\uace0, \ud604\uc7ac \ube44\uc988\ub2c8\uc2a4\uac00 \uc5b4\ub5bb\uac8c \ub3d9\uc791\ud558\uace0 \uc788\ub294\uc9c0 \uc804\uccb4\uc801\uc73c\ub85c \uc0b4\ud3b4\ubcf4\uae30 \uc704\ud574 \uac01\uac01\uc744 \ubd84\ub9ac\ud574\uc11c \ucd94\uc801\ud560 \ud544\uc694\uac00 \uc788\uc2b5\ub2c8\ub2e4. \uc774\ub294 \u2018\ub9e4\ucd9c\uc774 \uc791\uc740 \uace0\uac1d\uc744 \ubcf4\uc720\ud558\ub294 \uac83\ubcf4\ub2e4 \ub354 \ud070 \uace0\uac1d\uc744 \ubcf4\uc720\ud558\ub294 \uac83\uc774 \uc911\uc694\ud558\ub2e4\u2019\ub77c\ub294 \uba85\ubc31\ud55c \uc0ac\uc2e4\uc744 \ub9d0\ud574\uc90d\ub2c8\ub2e4.<\/p>\n<p>\uc774\uc81c \uace0\uac1d 2\uac00 \uc5bb\ub294 \uc218\uc775\uc744 $ 5k\uc5d0\uc11c $ 7k\ub85c \uc99d\uac00 \uc2dc\ud0a8\ub2e4\uba74 \uc5b4\ub5a0\ud55c \uc0c1\ud669\uc774 \ubc8c\uc5b4\uc9c8\uc9c0 \uc0b4\ud3b4\ubcf4\uaca0\uc2b5\ub2c8\ub2e4.<\/p>\n<p id=\"EghldWd\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignnone size-full wp-image-4600 \" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/img_5647578a34951.png?w=800\" alt=\"\" \/><\/p>\n<p>\ub9e4\uc6b0 \ud765\ubbf8\ub85c\uc6b4 \ubd80\ubd84\uc774 \ubcf4\uc785\ub2c8\ub2e4. \uc720\uc9c0 \ub41c \uace0\uac1d\uc73c\ub85c\ubd80\ud130 \uc5bb\uc740 $ 2k \ub2ec\ub7ec\uc758 \ucd94\uac00 \uc218\uc775\uc740 \uc774\ud0c8 \uace0\uac1d\uc73c\ub85c\ubd80\ud130 \uc190\uc2e4 \ub41c $ 1K \ub2ec\ub7ec\ubcf4\ub2e4 \ucef8\uc73c\uba70, Customer Churn\uc774 50 %\uc784\uc5d0\ub3c4 \ubd88\uad6c\ud558\uace0 Negative Dollor Churn\uc744 \uac16\uace0 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\uc774\uac83\uc740 \uc774\uc804\uc5d0 \u2018<a href=\"http:\/\/www.forentrepreneurs.com\/why-churn-is-critical-in-saas\/\">\uc65c SaaS\uc5d0\uc11c \uc131\uacf5\ud558\uae30 \uc704\ud574 Churn\uc774 \uc911\uc694\ud55c\uac00?<\/a>\u2019\uc5d0 \ub2f4\uc558\ub358 \ub9e4\uc6b0 \uc911\uc694\ud55c \uac1c\ub150\uc785\ub2c8\ub2e4. \uc774 \uae00\uc5d0\uc11c\ub294 \ud604\uc7ac \uace0\uac1d\uc744 \ud655\uc7a5\ud558\ub824\uba74 \uc5b4\ub5a4 \ubc29\ubc95\uc774 \uc788\ub294\uc9c0 \uc0b4\ud3b4\ubcf4\ub294 \uac83\uacfc \ud568\uaed8, \uac00\ubcc0\uc801\uc778 \uac00\uaca9 \ucc45\uc815 \ub610\ub294 \ucd94\uac00 \uc81c\ud488 \ubaa8\ub4c8 \ud310\ub9e4\ub97c \ub300\uc548\uc73c\ub85c \uc81c\uc2dc\ud569\ub2c8\ub2e4. <a href=\"http:\/\/www.forentrepreneurs.com\/multi-axis-pricing-a-key-tool-for-increasing-saas-revenue\/\">\ub2e4\uc911 \uac00\uaca9 \ucd95<\/a>\uc5d0 \ub300\ud574\uc11c\ub294 \uc774\uc804 \uac8c\uc2dc\ubb3c\uc5d0\uc11c \uc790\uc138\ud788 \ub2e4\ub918\uc2b5\ub2c8\ub2e4.<\/p>\n<h2>CRR\uacfc DRR<\/h2>\n<p>\uc9c0\uae08\uae4c\uc9c0 \uc6b0\ub9ac\ub294 Customer Churn\uacfc Dollar Churn \uc5d0 \ub300\ud574 \uc774\uc57c\uae30\ud588\uc2b5\ub2c8\ub2e4. \uc5ec\uae30\uc5d0 Churn\uc5d0 \ubc18\ub300\ub418\ub294 \ub450 \uac1c\uc758 \ub2e4\ub978 \uc6a9\uc5b4\uac00 \uc0ac\uc6a9\ub418\uace0 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<ul>\n<li>CRR (Customer Retention Rate)\uc740 Customer Churn Rate\uc640 \ubc18\ub300 \uac1c\ub150 \uc785\ub2c8\ub2e4.<\/li>\n<li>DRR (Dollar Retention Rate)\u00a0\uc740 Dollar Churn Rate\uc640 \ubc18\ub300 \uac1c\ub150 \uc785\ub2c8\ub2e4.<\/li>\n<\/ul>\n<p>Negative churn \uc744 \uac00\uc9c0\uace0 \ube44\uc988\ub2c8\uc2a4\ub4e4\uc740 Dollar Retention Rate\uac00 100%\ubcf4\ub2e4 \ud07d\ub2c8\ub2e4. \uc774\ub7f0 \uacbd\uc6b0\ub294 SaaS \ube44\uc988\ub2c8\uc2a4\uc758 \ucd5c\uc0c1\uc758 \uacbd\uc6b0\uc774\uba70, \uc77c\ubd80\uc5d0 \ubd88\uacfc\ud569\ub2c8\ub2e4. DRR\uc774 100%\ub97c \ucd08\uacfc\ud558\ub294 \uc608\ub85c\ub294 Zendesk : 123%, NewRelic 115%, Box : 130%, Rally Software 127%\uac00 \uc788\uc2b5\ub2c8\ub2e4. (\ub354 \ub9ce\uc740 \uacf5\uac1c \uae30\uc5c5 \uc720\uc9c0\uc728\uc744 \ubcf4\ub824\uba74 <a href=\"http:\/\/www.pacific-crest.com\/saas-reporting-metrics\/\">Pacific Crest\uc5d0\uc11c \uc774 \uae30\uc0ac<\/a>\ub97c \ud655\uc778\ud574\ubcf4\uc138\uc694.)<\/p>\n<h2>LTV \uc218\uc2dd\uc744 \ubb34\ub825\ud654 Negative Churn<\/h2>\n<p>\uc704\uc758 LTV \uc218\uc2dd\uc5d0\uc11c\ub294 &#8220;Churn Rate&#8221;\uc774\ub77c\ub294 \uc6a9\uc5b4\ub97c \uc0ac\uc6a9\ud558\uc5ec \uac04\ub2e8\ud788 \ud588\uc2b5\ub2c8\ub2e4. \uadf8\ub7ec\ub098 Customer Churn Rate\uc640\uc758 \ud63c\ub780\uc744 \ud53c\ud558\uae30 \uc704\ud574 Dollor Churn Rate\ub77c\ub294 \ubcf4\ub2e4 \uc815\ud655\ud55c \uc6a9\uc5b4\ub97c \uc0ac\uc6a9\ud574\uc57c \ud588\uc2b5\ub2c8\ub2e4. \ud558\uc9c0\ub9cc \uc774\uc81c LTV \uc218\uc2dd\uc5d0 \uc74c\uc758 \uac12\uc744 \ub300\uc785\ud558\uba74 \uc815\ud655\ud55c \ub2f5\uc744 \uc5bb\uc744 \uc218 \uc5c6\uac8c \ub418\ub294 \ubb38\uc81c\uac00 \ubc1c\uc0dd\ud569\ub2c8\ub2e4. \uadf8\ub9ac\uace0 Cohort\uac00 \ud574\ub9c8\ub2e4 16 % \uc529 \uc131\uc7a5\ud55c\ub2e4\uba74, (\uc774\uac83\uc740 Negative Churn rate\uac00 16%\uc784\uc744 \ub9d0\ud569\ub2c8\ub2e4) \uc6b0\ub9ac\ub294 \uc218\uc2dd \uc5c6\uc774\ub3c4 \uc774 Cohort\ub85c\ubd80\ud130 \uc9c0\uc18d\uc801\uc73c\ub85c \uc131\uc7a5\ud558\ub294 \ubb34\ud55c\ud55c \ubbf8\ub798 \uc218\uc785\uc6d0\uc744 \uac00\uc9c8 \uac83\uc774\ub77c\ub294 \ub9d0\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\uc774 \uacbd\uc6b0\ub97c \ubaa8\ub378\ub9c1 \ud55c \uac83\uc744 \uc0b4\ud3b4\ubcf4\uba74 Customer Churn\uc774 \ub9e4\ucd9c \uac10\uc18c \uc9c0\uc810\uc5d0 \uc788\uc74c\uc744 \ubcf4\uc5ec\uc90d\ub2c8\ub2e4. \uc544\ub798\ub294 \ud55c \ub2ec\uc5d0 100 \ub2ec\ub7ec\ub97c \uc9c0\ubd88\ud558\uae30 \uc2dc\uc791\ud55c \uace0\uac1d\uc774 100\uba85\uc774 \uc788\uace0, \uc794\uc874\ud558\ub294 \uace0\uac1d\ub4e4\uc774 \ub9e4\ub2ec 5\ub2ec\ub7ec \uc529 \uc9c0\ubd88\uc561\uc744 \ub298\ub9ac\ub294 \uacbd\uc6b0\uc5d0 \ubc1c\uc0dd\ud558\ub294 \uc0c1\ud669\uc744 \ubcf4\uc5ec\uc8fc\ub294 \uadf8\ub798\ud504\uc785\ub2c8\ub2e4. \uc6d4\ubcc4 Customer Churn\uc740 3 %\uc785\ub2c8\ub2e4.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2014\/05\/clip_image013_thumb1.png\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignnone size-full wp-image-2200\" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2014\/05\/clip_image013_thumb1.png?resize=375%2C289\" alt=\"clip_image013_thumb.png\" width=\"375\" height=\"289\" srcset=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2014\/05\/clip_image013_thumb1.png?w=375&amp;ssl=1 375w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2014\/05\/clip_image013_thumb1.png?resize=300%2C231&amp;ssl=1 300w\" sizes=\"(max-width: 375px) 100vw, 375px\" \/><\/a><\/p>\n<p>\uc774 \uadf8\ub798\ud504\ub97c \uacc4\uc0b0\ud558\ub294 \uc218\uc2dd\uc740 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2014\/05\/clip_image014.png\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignnone size-full wp-image-2201\" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2014\/05\/clip_image014.png?resize=135%2C34\" alt=\"clip_image014.png\" width=\"135\" height=\"34\" \/><\/a><\/p>\n<p>a = initial ARPA per month x GM %<\/p>\n<p>m = \uacc4\uc815 \ub2f9 ARPA\uc758 \uc6d4\uac04 \uc131\uc7a5\ub960 \uace0\uc815 \uae08\uc561 (\ubc30\ud569\ud558\uc9c0 \uc54a\uc74c)<\/p>\n<p>c = Customer Churn Rate % (in months)<\/p>\n<p>\uc774 \uc218\uc2dd\uc740 \uc5f0\uac04 \uac12\uc5d0\ub3c4 \ub611\uac19\uc774 \uc801\uc6a9\ub429\ub2c8\ub2e4.<\/p>\n<p>(\ucc38\uace0 : \uc6b0\ub9ac\uac00 \ub098\uc911\uc5d0 \ub2e4\ub8f0 \uc774 \uc218\uc2dd\uc740 \ud06c\uac8c \ub2e8\uc21c\ud654\ud588\uc2b5\ub2c8\ub2e4. \uc218\uc775\uc5d0\uc11c \uc2dc\uac04\uc774 \uc9c0\ub0a8\uc5d0 \ub530\ub77c \uace0\uc815 \ub41c \uc120\ud615 \ud655\uc7a5\uc774 \uc788\ub2e4\uace0 \uac00\uc815\ud558\uc600\uace0, \ub300\ubd80\ubd84\uc758 \uacbd\uc6b0 \ud655\uc7a5 \uc218\uc775\uc774 \ubc1c\uc0dd\ud558\uc9c0\ub294 \uc54a\uc2b5\ub2c8\ub2e4.)<\/p>\n<h2>DCF\ub97c \uc0ac\uc6a9\ud558\uc5ec \uc704\ud5d8\uacfc \ud654\ud3d0\uc758 \uc2dc\uac04\uac00\uce58 \uacc4\uc0b0<\/h2>\n<p>\uc774\ub7ec\ud55c \uc0c1\ud669\uc5d0\uc11c \uace0\uac1d \uac00\uce58\uc758 \uc0c1\ub2f9 \ubd80\ubd84\uc740 \uc2dc\uc7a5 \ubcc0\ud654, \uc0c8\ub85c\uc6b4 \uacbd\uc7c1\uc790, \uae30\uc220 \ud50c\ub7ab\ud3fc\uc758 \ubcc0\ud654 \ub4f1\uc758 \uc5ec\ub7ec \uc704\ud5d8\uc131\uc744 \uac00\uc9c4 \ubbf8\ub798\uc5d0\uc11c \ubc1c\uc0dd\ud569\ub2c8\ub2e4. LTV\ub97c \uacc4\uc0b0\ud560 \ub54c \uc5b4\ub5a4 \uc2dd\uc73c\ub85c\ub4e0 \uc704\ud5d8\uc744 \uac10\uc218\ud574\uc57c \ud55c\ub2e4\ub294 \uac83\uc740 \uc911\uc694\ud55c \uc0ac\uc2e4\uc785\ub2c8\ub2e4. \ube44\uc2b7\ud558\uac8c, \ub9cc\uc57d 10\ub144 \ud6c4\uc5d0 1\ub2ec\ub7ec\ub97c \uc81c\uacf5 \ubc1b\uae30\ub85c \ud588\ub2e4\uba74, \uc6b0\ub9ac\ub294 \uadf8\uac83\uc774 \uc624\ub298\uc758 1\ub2ec\ub7ec\ubcf4\ub2e4 \ub0ae\uc740 \uac00\uce58\ub77c\ub294 \uac83\uc744 \uc54c\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \ud604\uc0c1\uc744 \ubaa8\ub378\ub9c1 \ud558\ub294\ub370 \ubbf8\ub798 \ud604\uae08 \ud750\ub984\uc5d0 \ud560\uc778\uc744 \uc801\uc6a9\ud558\ub294 \uac83\uc774 \ud5c8\uc6a9\ub429\ub2c8\ub2e4.<\/p>\n<p>\ub2e4\uc74c\uc740 \uc5f0\uac04 Dollar Churn\uc774 10% \uc778 SaaS \ube44\uc988\ub2c8\uc2a4\uc758 \ud604\uae08 \ud750\ub984\uc5d0 \uc5f0\uac04 10%\uc758 \ud560\uc778\uc744 \uc801\uc6a9\ud55c \uacbd\uc6b0\uc785\ub2c8\ub2e4.<\/p>\n<p id=\"CLADcac\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignnone size-full wp-image-4627 \" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/img_5647938479981.png?w=800\" alt=\"\" \/><\/p>\n<p>\uc218\uc9c1 \ucd95\uc740 \ucd08\uae30 Cohort \uacc4\uc57d \uac12\uc758 \ubc31\ubd84\uc728\uc744 \ub098\ud0c0\ub0b4\uba70, \uc5f0\uac04 Churn rate\uac00 10% \uc77c \ub54c \uc2dc\uac04 \uacbd\uacfc\uc5d0 \ub530\ub77c \uc5b4\ub5bb\uac8c \ud558\ub77d \ud558\ub294\uc9c0\ub97c \ub098\ud0c0\ub0c5\ub2c8\ub2e4. \uadf8\ub9ac\uace0 \uc624\ub80c\uc9c0\uc0c9\uacfc \ub179\uc0c9 \uc120\uc740 \ud30c\ub780\uc0c9 \uae30\uc900\uc120\uc5d0 \ubbf8\ub798 \ud604\uae08 \ud750\ub984\uc5d0 \ud560\uc778 \ud6a8\uacfc\ub97c \uc801\uc6a9\ud588\uc744 \uacbd\uc6b0\ub97c \ub098\ud0c0\ub0c5\ub2c8\ub2e4.<\/p>\n<p>\uc774\uac83\uc740 \uc6b0\ub9ac\uac00 \uae30\ub300\ud588\ub358 \ubc14\ub97c \uadf8\ub300\ub85c \ubcf4\uc5ec\uc90d\ub2c8\ub2e4. \uc2dc\uac04\uc774 \uc9c0\ub0a0\uc218\ub85d \ub354 \ub0ae\uc544\uc9c0\ub294 \ud604\uae08 \ud750\ub984\uc758 \uac00\uce58\ub294 \ubbf8\ub798\uc758 \uc704\ud5d8\uacfc \ud654\ud3d0\uc758 \uc2dc\uac04 \uac00\uce58\ub97c \ubc18\uc601\ud569\ub2c8\ub2e4.<\/p>\n<h2>True LTV : Negative Churn\uc5d0 DCF\ub97c \uc801\uc6a9<\/h2>\n<p>\uc544\ub798\uc758 \uadf8\ub798\ud504\ub294 Negative Churn\uc774 \uc788\ub294 \uc0c1\ud669\uc5d0\uc11c \ud604\uae08 \ud750\ub984\uc774 \uc5b4\ub5bb\uac8c \ub098\ud0c0\ub098\ub294\uc9c0 \ubcf4\uc5ec\uc90d\ub2c8\ub2e4.<\/p>\n<ul>\n<li>\ub2e4\uc74c\uc758 \ub450 \ubcc0\uc218\uc758 \uacb0\uacfc\ub85c Negative Chrun Rate\ub294 10%\uc785\ub2c8\ub2e4.<\/li>\n<li>Customer Churn\uc740 \ub9e4\ub144 10% \uc785\ub2c8\ub2e4.<\/li>\n<li>\ub0a8\uc740 \uace0\uac1d\uc740 \ub9e4\ub144 \uc6d0\ub798 \uc9c0\ubd88\ud588\ub358 \uae08\uc561\ubcf4\ub2e4 22% \uc99d\uac00\ud55c \uae08\uc561\uc744 \uc9c0\ubd88\ud569\ub2e4. (\uc774 \uc99d\uac00 \ud3ed\uc740 \uae30\ud558\uae09\uc218\uc801\uc774\uc9c0 \uc54a\uace0 \uc120\ud615\uc801\uc785\ub2c8\ub2e4)<\/li>\n<\/ul>\n<p id=\"TplpOMw\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignnone size-full wp-image-4630 \" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/img_564793b40158a.png?w=800\" alt=\"\" \/><\/p>\n<p>\uc774\uc81c \uc6b0\ub9ac\ub294 LTV \uacc4\uc0b0\uc744 \uc704\ud55c \uc0c8\ub85c\uc6b4 \uc218\uc2dd\uc774 \ud544\uc694\ud569\ub2c8\ub2e4.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/12\/LTV-formula.png\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\" wp-image-5287 aligncenter\" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/12\/LTV-formula.png?resize=538%2C53\" alt=\"LTV Formula\" width=\"538\" height=\"53\" srcset=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/12\/LTV-formula.png?w=650&amp;ssl=1 650w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/12\/LTV-formula.png?resize=300%2C30&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/12\/LTV-formula.png?resize=480%2C47&amp;ssl=1 480w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/12\/LTV-formula.png?resize=24%2C2&amp;ssl=1 24w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/12\/LTV-formula.png?resize=36%2C4&amp;ssl=1 36w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/12\/LTV-formula.png?resize=48%2C5&amp;ssl=1 48w\" sizes=\"(max-width: 538px) 100vw, 538px\" \/><\/a><\/p>\n<p>\uc5ec\uae30\uc11c G\ub294 Churn\uc774 \uc5c6\ub294 \uace0\uac1d \uc131\uc7a5\ub960\uc774\uace0, K\ub294 \uc544\ub798\uc758 \uc218\uc2dd\uc73c\ub85c \uc815\uc758\ub429\ub2c8\ub2e4.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-2.png\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"wp-image-5193 aligncenter\" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/formula-for-k-in-the-ltv-formula.png?resize=354%2C25\" alt=\"LTV - 2\" width=\"354\" height=\"25\" srcset=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/formula-for-k-in-the-ltv-formula.png?w=608&amp;ssl=1 608w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/formula-for-k-in-the-ltv-formula.png?resize=300%2C21&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/formula-for-k-in-the-ltv-formula.png?resize=480%2C34&amp;ssl=1 480w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/formula-for-k-in-the-ltv-formula.png?resize=24%2C2&amp;ssl=1 24w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/formula-for-k-in-the-ltv-formula.png?resize=36%2C3&amp;ssl=1 36w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/formula-for-k-in-the-ltv-formula.png?resize=48%2C3&amp;ssl=1 48w\" sizes=\"(max-width: 354px) 100vw, 354px\" \/><\/a><\/p>\n<p>\uc5ec\uae30\uc11cChurn\uc740 Customer Churn rate\uc785\ub2c8\ub2e4.<br \/>\n\uc774 \uacf5\uc2dd\uc744 \uc0ac\uc6a9\ud558\uba74 \ucd1d \ub9c8\uc9c4\uc774 $1\ub85c \uc2dc\uc791\ub41c \uacc4\uc57d\uc5d0 \ub300\ud55c LTV\ub294 \ub2e4\uc74c\uacfc \uac19\uc774 \ubcc0\ud569\ub2c8\ub2e4.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Table.png\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-5202 aligncenter\" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Table.png?resize=800%2C190\" alt=\"LTV Table\" width=\"800\" height=\"190\" srcset=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Table.png?w=1131&amp;ssl=1 1131w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Table.png?resize=300%2C71&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Table.png?resize=1024%2C243&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Table.png?resize=740%2C175&amp;ssl=1 740w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Table.png?resize=480%2C114&amp;ssl=1 480w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Table.png?resize=24%2C6&amp;ssl=1 24w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Table.png?resize=36%2C9&amp;ssl=1 36w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Table.png?resize=48%2C11&amp;ssl=1 48w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><br \/>\n<\/a><\/p>\n<p><a href=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Graph1.png\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-5211 aligncenter\" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Graph1.png?resize=800%2C524\" alt=\"LTV Graph\" width=\"800\" height=\"524\" srcset=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Graph1.png?w=1096&amp;ssl=1 1096w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Graph1.png?resize=300%2C197&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Graph1.png?resize=1024%2C671&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Graph1.png?resize=740%2C485&amp;ssl=1 740w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Graph1.png?resize=480%2C314&amp;ssl=1 480w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Graph1.png?resize=24%2C16&amp;ssl=1 24w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Graph1.png?resize=36%2C24&amp;ssl=1 36w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/LTV-Graph1.png?resize=48%2C31&amp;ssl=1 48w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p>\uac00\uc7a5 \uc67c\ucabd\uc758 \uadf8\ub798\ud504\ub294 \ud560\uc778\ub960\uc774 \uc801\uc6a9\ub418\uc9c0 \uc54a\uc558\uc744 \ub54c\uc758 LTV\ub97c \ubcf4\uc5ec\uc90d\ub2c8\ub2e4. \uc800\uc640 \uc774\uc57c\uae30\ub97c \ub098\ub208 \ubaa8\ub4e0 CFO\ub4e4\uc740 \uc774 \uc218\uce58\uac00 \ub108\ubb34 \ub192\ub2e4\uace0 \ub9d0\ud588\uc2b5\ub2c8\ub2e4. \ub2e4\uc74c \uc624\ub978\ucabd\uc5d0 \uc788\ub294 \ub124 \uac1c\uc758 \ub9c9\ub300 \uadf8\ub798\ud504\ub294 \ubbf8\ub798 \ud604\uae08 \ud750\ub984\uc5d0 \ud560\uc778\uc728\uc744 \uc801\uc6a9 \ud588\uc744 \uacbd\uc6b0, LTV\uac00 \uc5b4\ub5bb\uac8c \ub418\ub294\uc9c0 \ubcf4\uc5ec\uc90d\ub2c8\ub2e4.<\/p>\n<h2>\ud560\uc778\uc728\uc740 \uc5b4\ub290 \uc815\ub3c4\uac00 \uc801\ub2f9\ud55c\uac00?<\/h2>\n<p>\ubaa8\ub4e0 \uae08\uc735 \uc774\ub860\uc740 \ud55c \uac00\uc9c0 \uc0ac\uc2e4\uacfc \uc77c\uce58\ud569\ub2c8\ub2e4. \uad00\ub9ac\uc790\ub294 \ub3c8\uc744 \uc0ac\uc6a9\ud558\uac8c \ub418\ub294 \ub9e4 \uc21c\uac04\ub9c8\ub2e4, \ud68c\uc0ac\uc758 \uc790\ubcf8 \ube44\uc6a9\uc744 \uace0\ub824\ud574\uc57c \ud569\ub2c8\ub2e4. \uc790\uae08 \ucd9c\ucc98\uac00 \ub9ce\uc744 \uc218\ub3c4 \uc788\uc73c\uba70, \uc774\ub7ec\ud55c \uc790\uae08 \ucd9c\ucc98\uc758 \uac00\uc911 \ub41c \ud3c9\uade0\uc744 WACC (\uac00\uc911 \ud3c9\uade0 \uc790\ubcf8 \ube44\uc6a9)\ub77c\uace0 \ud569\ub2c8\ub2e4. \ub300\ubd80\ubd84\uc758 \ud68c\uc0ac\ub4e4\uc5d0\uac8c \uc774\uac83\uc740 \ub2e8\uc9c0 \ubd80\ucc44\uc640 \uc790\uae30 \uc790\ubcf8\uc758 \uac00\uc911 \ud3c9\uade0\uc774\uc9c0\ub9cc \uc77c\ubd80\ub294 \ub450 \uac00\uc9c0 \uad6c\uc131 \uc694\uc18c \uc774\uc0c1\uc744 \uac00\uc9c4 \uae30\uc774\ud55c \uad6c\uc870 \uc77c \uc218\ub3c4 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>DCF\uc5d0\uc11c \uc0ac\uc6a9\ub418\ub294 \ud560\uc778\uc728\uc774 \ub2f9\uc2e0 \ud68c\uc0ac\uc758 \uac00\uc911 \ud3c9\uade0 \uc790\ubcf8 \ube44\uc6a9 (WACC)\uc774\uc5b4\uc57c \ud569\ub2c8\ub2e4.<\/p>\n<p>\uc2e4\uc81c \uc790\ubcf8 \ube44\uc6a9\uc744 \uc0b4\ud3b4\ubcf8\ub2e4\uba74, \ub2e4\uc74c\uacfc \uac19\uc740 \ud560\uc778\uc728\uc744 \uad8c\ud569\ub2c8\ub2e4.<\/p>\n<ul>\n<li>\uc0c1\uc7a5 \uae30\uc5c5\uc740 10%<\/li>\n<li>\uc608\uce21\ub300\ub85c \ud655\uc7a5\ud558\uace0 \uc788\ub294 \ubbfc\uac04 \uae30\uc5c5\uc740 15% (ARR\uc774 $10m\uc744 \ub118\uace0, \uc804\ub144 \ub300\ube44 40% \uc774\uc0c1 \uc131\uc7a5\ud558\ub294 \uae30\uc5c5)<\/li>\n<li>\uaddc\ubaa8\uc801\uc73c\ub85c \uc608\uce21\ud55c \uc131\uc7a5\uc5d0 \uc544\uc9c1 \ub3c4\ub2ec\ud558\uc9c0 \ubabb\ud55c \ubbfc\uac04 \uae30\uc5c5\uc758 \uacbd\uc6b0 20-25 %<\/li>\n<\/ul>\n<p>\ucd08\uae30 \ub2e8\uacc4\uc758 \uc2a4\ud0c0\ud2b8\uc5c5\uacfc \uc704\ud5d8 \ubd80\ub2f4\uc774 \ud070 \ube44\uc988\ub2c8\uc2a4\uc5d0\uc11c\ub294 \ud560\uc778 \ud3ed\uc774 \uc870\uae08 \ub354 \ucee4\uc9d1\ub2c8\ub2e4.<\/p>\n<p>\uadf8\ub7ec\ub098 \uc2e0\uc0dd SaaS \uc2a4\ud0c0\ud2b8\uc5c5\uc740 \uc0c1\uc7a5\ud55c SaaS \uae30\uc5c5\uacfc \ub2e4\ub978 \ud560\uc778\uc728\uc744 \uc801\uc6a9\ud558\uae30 \ud798\ub4e4\ub2e4\ub294 \ub17c\uc7c1\uc774 \uc788\uc2b5\ub2c8\ub2e4. \uc2e0\uc0dd \uc2a4\ud0c0\ud2b8\uc5c5\ub4e4\uc758 \ubaa9\ud45c\ub294 \uad81\uadf9\uc801\uc73c\ub85c \uae30\uc5c5\uc774 \uc0c1\uc7a5 \ub420 \uc218 \uc788\uc744 \uc815\ub3c4\ub85c \ud0c4\ud0c4\ud55c \ub2e8\uc704 \uacbd\uc81c\uac00 \uc788\uc74c\uc744 \uc99d\uba85\ud558\ub294 \uac83\uc785\ub2c8\ub2e4. \uadf8\ub798\uc11c \uc774\uc0ac\ud68c \uba64\ubc84\ub4e4\uacfc \uacbd\uc601\uc790\ub4e4\uc740 LTV \uc218\uce58\ub97c \ub2e4\ub978 \ub300\uae30\uc5c5\uacfc \ube44\uad50\ud558\uae30\ub97c \uc6d0\ud560 \uac83\uc785\ub2c8\ub2e4. \uadf8\ub807\ub2e4\uba74 \uc5c5\uacc4 \uc804\uccb4\uac00 \ud560\uc778 \ub41c \ud604\uae08 \ud750\ub984\uc744 \uc801\uc6a9\ud558\uc5ec LTV\ub97c \uacc4\uc0b0\ud558\ub294 \ub3d9\uc77c\ud55c \ubc29\ubc95\uc73c\ub85c \ud45c\uc900\ud654\ud558\uace0, 10 %\uc758 \ub3d9\uc77c\ud55c \ud560\uc778\uc728\uc744 \uc801\uc6a9\ud558\ub294 \uac83\uc774 \uc88b\uc744 \uc218\ub3c4 \uc788\uc2b5\ub2c8\ub2e4. \uadf8\ub807\uac8c \ud558\uba74 \ubbfc\uac04 \uae30\uc5c5\uc758 LTV \uc218\uce58\uc640 \uacf5\uac1c \uae30\uc5c5\uc758 LTV \uc218\uce58\ub97c \ube44\uad50\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc6b0\ub9ac\ub294 \uc774 \ubd84\uc11d\uc744 \ud1b5\ud574 \uc0c8\ub85c\uc6b4 \uc601\uc5ed\uc744 \uac1c\ucc99\ud558\uace0 \uc788\uc73c\ubbc0\ub85c \uc774 \ubd80\ubd84\uc5d0 \ub300\ud55c \ub3c5\uc790\ub4e4\uc758 \uc758\uacac\uc744 \ub4e3\uace0 \uc2f6\uc2b5\ub2c8\ub2e4. \ub2e4\uc74c \ud398\uc774\uc9c0\uc5d0\uc11c \uc774 \uc218\uce58\ub4e4 \ub4a4\uc5d0 \uc228\uaca8\uc9c4 \uacf5\uc2dd\uacfc \uacc4\uc0b0 \ubc29\ubc95\uc744 \uc790\uc138\ud558\uac8c \uc81c\uacf5\ud569\ub2c8\ub2e4. \u00a0<a href=\"http:\/\/www.forentrepreneurs.com\/discount-rate-for-dcf\/\">&#8220;DCF\uc5d0\uc11c \uc0ac\uc6a9 \ud560 \ud560\uc778\uc728\uc744 \uacc4\uc0b0\ud558\ub294 \ubc29\ubc95&#8221;<\/a> \uc5d0\uc11c WACC\ub97c \uacc4\uc0b0\ud558\ub294 \ubc29\ubc95\uc744 \uc124\uba85\ud569\ub2c8\ub2e4. WACC\uc758 \ud575\uc2ec \uad6c\uc131 \uc694\uc18c\ub294 \uc790\ubcf8 \uc790\uc0b0 \uacb0\uc815 \ubaa8\ud615(CAPM)\uc744 \uc0ac\uc6a9\ud558\uc5ec \uacc4\uc0b0 \ub41c \uc790\uae30 \uc790\ubcf8 \ube44\uc6a9\uc785\ub2c8\ub2e4. \uc774 \ubd80\ubd84\uc5d0 \uad81\uae08\uc99d\uc744 \ud45c\ud558\ub294 \uc0ac\ub78c\ub4e4\uc744 \uc0ac\ub78c\ub4e4\uc744 \uc704\ud574 \uc774 \uae00\uc5d0 \ub354 \uc790\uc138\ud788 \uc124\uba85\ub418\uc5b4 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<h2>DCF\uacfc LTV\uc640CAC \ube44\uc728\uc5d0 \ubbf8\uce58\ub294 \uc601\ud5a5<\/h2>\n<p>\uc608\uc804\ubd80\ud130 SaaS \uc2a4\ud0c0\ud2b8\uc5c5\uc758 \uacbd\uc6b0 LTV : CAC \ube44\uc728\uc774 3 \uc774\uc0c1\uc774\uc5b4\uc57c \ud55c\ub2e4\uace0 \uad8c\uc7a5\ud574 \uc654\uc2b5\ub2c8\ub2e4. \uc774\uc81c\ub294 DCF\ub85c \uc778\ud574 LTV \uc218\uce58\uac00 \ub0ae\uc744 \uac83\uc73c\ub85c \uc608\uc0c1\ub418\ubbc0\ub85c \uc774 \uad8c\uc7a5 \uc0ac\ud56d\uc744 \ub354 \ub0ae\uc740 \uc218\uce58\ub85c \ubcc0\uacbd\ud560 \ud544\uc694\uac00 \uc788\uc2b5\ub2c8\ub2e4. \ub098\ub294 \uc544\uc9c1 \uc5b4\ub290 \uc815\ub3c4 \ube44\uc728\uc774 \uad8c\uc7a5 \uc0ac\ud56d\uc73c\ub85c \uc801\uc808\ud558\uc9c0 \ud30c\uc545\ud558\uc9c0 \ubabb\ud588\uae30 \ub54c\ubb38\uc5d0, LTV\uacf5\uc2dd\uc758 DCF \ubc84\uc804\uc744 \uc0ac\uc6a9\ud558\uae30\ub85c \ud55c \ub9ce\uc740 \ud68c\uc0ac\ub4e4\uacfc \uc2dc\uac04\uc744 \ubcf4\ub0b4\uba74\uc11c \ubb34\uc5c7\uc774 LTV : CAC \ube44\uc728\uc5d0 \uc601\ud5a5\uc744 \ubbf8\uce58\ub294\uc9c0 \uc9c0\ucf1c \ubcf4\uba70 \ucd5c\uc885 \uad8c\uc7a5 \uc0ac\ud56d\uc744 \uacb0\uc815 \ud560 \uac83 \uc785\ub2c8\ub2e4.<\/p>\n<p>\uadf8\ub7ec\ub098 SaaS \ud68c\uc0ac\uac00 CAC\ub97c \ubcf5\uad6c\ud558\uae30 \uc704\ud574 \uc18c\uc694\ub418\ub294 \uac1c\uc6d4 \uc218\ub97c \uce21\uc815\ud574\uc57c \ud55c\ub2e4\ub294 \uc0ac\uc2e4\uc740 \ud68c\uc0ac\uc758 \u00a0\ub2e8\uc704 \uacbd\uc81c\ub97c \ud310\ub2e8\ud558\ub294 \ub370 \ub9e4\uc6b0 \uc911\uc694\ud55c \ucc99\ub3c4\uc785\ub2c8\ub2e4. \ud604\uae08 \ud750\ub984\uc744 \ucd5c\uc801\ud654\ud558\uace0\uc790 \ud558\ub294 \ud68c\uc0ac\uc758 \uacbd\uc6b0 12 \uac1c\uc6d4 \uc774\ub0b4\uc5d0 CAC\ub97c \ubcf5\uad6c\ud560 \uac83\uc744 \uad8c\uc7a5\ud569\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \ub2f9\uc2e0\uc758 \uc2a4\ud0c0\ud2b8\uc5c5\uc774 \uc27d\uac8c \ub9ce\uc740 \uc790\uae08\uc744 \uc870\ub2ec \ud560 \uc218 \uc788\ub2e4\uba74 18 \uac1c\uc6d4 \ub0b4 \ud639\uc740 \uadf8 \uc774\uc0c1\uc758 \uae30\uac04\uc77c \uc9c0\ub77c\ub3c4 \uc190\uc27d\uac8c CAC\ub97c \ud68c\ubcf5\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<h2>CORE \uc18c\uac1c &#8211; \uc720\uc9c0 \ud655\uc7a5 \ube44\uc6a9<\/h2>\n<p>\uace0\uac1d \uc720\uc9c0 \ubc0f \ud655\uc7a5 \uc218\uc775\uc744 \uc5bb\uae30 \uc704\ud574\uc11c Account Manager\ub4e4\uc5d0\uac8c \uc2dc\uac04\uacfc \ub178\ub825, \uadf8\ub9ac\uace0 \ucd94\uac00\uc801\uc778 \uc601\uc5c5 \ud589\uc704\uac00 \ud544\uc694\ub85c \ud569\ub2c8\ub2e4. \ub300\ubd80\ubd84\uc758 \uc870\uc9c1\uc5d0\uc11c \uc774 \ube44\uc6a9\uc740 \ud310\ub9e4 \ube44\uc6a9\uc758 \uc77c\ubd80\uc785\ub2c8\ub2e4. \uc774\ub294 \ud68c\uacc4 \ubaa9\uc801\uc73c\ub85c\ub294 \uad1c\ucc2e\uc9c0\ub9cc CAC\uc640 LTV \uacc4\uc0b0\uc5d0\ub294 \uc62c\ubc14\ub974\uac8c \ubc18\uc601\ub418\uc9c0 \uc54a\uace0, \uc798\ubabb\ub41c CAC \uc218\uce58\uac00 \uacc4\uc0b0\ub420 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc608\ub97c \ub4e4\uc790\uba74, \uc0ac\uc6a9\uc790\ub97c \ub9ce\uc774 \ud655\ubcf4\ud55c SaaS \ud68c\uc0ac\uac00 \uc57d 1 \uc5b5 \ub2ec\ub7ec\uc758 \ub9e4\ucd9c\uc744 \ucc3d\ucd9c\ud558\uace0 \uc788\ub2e4\uace0 \uc0dd\uac01\ud574\ubd05\uc2dc\ub2e4. \uae30\uc874 \uc0ac\uc6a9\uc790\ub97c \ucd5c\ub300\ud55c \uc720\uc9c0\ud558\uae30 \uc704\ud574\uc11c\ub294 \uc218 \ub9ce\uc740 Account Manager\uac00 \uc788\uc5b4\uc57c \ud569\ub2c8\ub2e4. \uc0c8\ub85c\uc6b4 \uace0\uac1d\uc744 \uc5bb\uae30 \uc704\ud55c CAC\uc5d0 \uc774\ub7ec\ud55c Account Manager\uc758 \ube44\uc6a9\uc774 \ud3ec\ud568\ub41c\ub2e4\uba74, CAC \uc218\uce58\uac00 \uc2e4\uc81c\ubcf4\ub2e4 \ub354\uc6b1 \ucee4\uc9d1\ub2c8\ub2e4.<\/p>\n<p>\ud574\uacb0\ucc45\uc740 \uc774\ub7ec\ud55c Account Manager\uc640 \ud655\uc7a5 \uc218\uc775\uc744 \ucc3d\ucd9c\ud558\ub294\ub370 \ud544\uc694\ud55c \uc601\uc5c5 \uc9c1\uc6d0\uc758 \ube44\uc6a9\uc744 \ubc29\uc815\uc2dd\uc758 ltv\ucabd\uc73c\ub85c \uc774\ub3d9\uc2dc\ud0a4\ub294 \uac83\uc785\ub2c8\ub2e4. \uc774\uac83\uc740 \uc2e4\uc81c \uc720\uc9c0 \ud655\uc7a5 \ube44\uc6a9 (CORE)\uc774\uba70, \ubc18\ubcf5\uc801\uc778 \uc218\uc775\uc5d0 \ub300\ud55c \ucd1d \ub9c8\uc9c4\uc744 \uacc4\uc0b0\ud560 \ub54c, \ub9e4\ucd9c\uc6d0\uac00(COGS)\uc640 \uc720\uc0ac\ud558\uac8c \ub2e4\ub904\uc838\uc57c \ud569\ub2c8\ub2e4. \ub530\ub77c\uc11c <a href=\"http:\/\/dskok.wpengine.netdna-cdn.com\/wp-content\/uploads\/2015\/12\/What-is-your-TRUE-LTV-v2.xlsx-2.zip\">\uc704\uc758 \uc218\uc2dd<\/a>\uc758 \ucd1d \ub9c8\uc9c4\uc744 \uacc4\uc0b0\ud560 \ub54c, COGS\uc640 CORE\ub97c \ubaa8\ub450 \ud3ec\ud568\ud574\uc57c \ud55c\ub2e4\ub294 \uac83\uc744 \uc78a\uc9c0 \ub9c8\uc138\uc694.<\/p>\n<h2>CORE\uc640 Gross Margin\uc744 \uacc4\uc0b0\ud558\ub294 \ubc29\ubc95<\/h2>\n<p>\ub2f9\uc2e0\uc740 \ud55c \uc0ac\ub78c\uc758 Account Manager\uac00 \ucc98\ub9ac \ud560 \uc218 \uc788\ub294 \uace0\uac1d\uc758 \uc218\ub97c \uc54c \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ub610\ud55c \uc804\ubb38 Expansion Sales Reps \uc788\ub294 \uacbd\uc6b0\uc5d0\ub3c4 \ucc98\ub9ac \ud560 \uc218 \uc788\ub294 \uace0\uac1d \uc218\ub97c \uc54c \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc608\ub97c \ub4e4\uc5b4, \uc870\uc9c1\uc5d0 Account manager\uc640 Expansion Sales Reps \ub458 \ub2e4 \uc788\ub2e4\uace0 \uac00\uc815\ud558\uba74 \ub2e8\uc77c \uace0\uac1d\uc5d0 \ub300\ud55c CORE\ub294 \ub2e4\uc74c\uacfc \uac19\uc774 \uacc4\uc0b0\ub429\ub2c8\ub2e4<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/CORE-Formula.png\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\" wp-image-5217 aligncenter\" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/CORE-Formula.png?resize=543%2C40\" alt=\"CORE Formula\" width=\"543\" height=\"40\" srcset=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/CORE-Formula.png?w=810&amp;ssl=1 810w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/CORE-Formula.png?resize=300%2C22&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/CORE-Formula.png?resize=740%2C55&amp;ssl=1 740w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/CORE-Formula.png?resize=480%2C36&amp;ssl=1 480w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/CORE-Formula.png?resize=24%2C2&amp;ssl=1 24w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/CORE-Formula.png?resize=36%2C3&amp;ssl=1 36w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/CORE-Formula.png?resize=48%2C4&amp;ssl=1 48w\" sizes=\"(max-width: 543px) 100vw, 543px\" \/><\/a><\/p>\n<p>\ucd1d \ub9c8\uc9c4 %\ub294 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/GM.png\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\" wp-image-5214 aligncenter\" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/GM.png?resize=258%2C40\" alt=\"GM\" width=\"258\" height=\"40\" srcset=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/GM.png?w=439&amp;ssl=1 439w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/GM.png?resize=300%2C46&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/GM.png?resize=24%2C4&amp;ssl=1 24w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/GM.png?resize=36%2C6&amp;ssl=1 36w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2015\/11\/GM.png?resize=48%2C7&amp;ssl=1 48w\" sizes=\"(max-width: 258px) 100vw, 258px\" \/><\/a><\/p>\n<p>\uc5ec\uae30\uc11c COS\ub294 \ub2e8\uc77c \uace0\uac1d\uc5d0\uac8c \uc11c\ube44\uc2a4\ud558\ub294 \ube44\uc6a9\uc785\ub2c8\ub2e4. (\ud638\uc2a4\ud305 \ube44\uc6a9 + \uc9c0\uc6d0 \ube44\uc6a9).<\/p>\n<h2>\ud655\uc7a5 \uc218\uc775 \ud310\ub9e4 \uc778\ub825\uc758 \ud6a8\uc728\uc131 \uc774\ud574<\/h2>\n<p>\ud655\uc7a5 \ub9e4\ucd9c\uc744 \ucc3d\ucd9c\ud558\ub294 \ub370 \uc804\ub150\ud558\ub294 \uc601\uc5c5 \uc0ac\uc6d0\uc774 \uc788\ub2e4\uba74 \uadf8\ub4e4\uc740 Account Manager\uc640 \ub9c8\ucc2c\uac00\uc9c0\ub85c CAC \ubc0f LTV\uac00 \ud655\uc7a5 \uc218\uc775\uc5d0 \uc5b4\ub5a4 \uc601\ud5a5\uc744 \ubbf8\uce58\ub294\uc9c0 \uc9c0\ucf1c\ubcf4\ub294 \uac83\uc5d0 \ud765\ubbf8\ub97c \ub290\ub084 \uac81\ub2c8\ub2e4. \uc5ec\ub7ec\ubd84\uc5d0\uac8c \uc774 \ub450 \uac00\uc9c0 \uc694\uc18c\ub97c \ucd94\uc801\ud558\ub294 \ub450 \ubc88\uc9f8 \ubcd1\ub82c \ucd94\uc801 \uc2dc\uc2a4\ud15c\uc744 \ub9cc\ub4dc\ub294 \uac83\uc744 \uad8c\ud569\ub2c8\ub2e4. \uc774\ub97c \ud1b5\ud574 \ud22c\uc790 \uc218\uc775\uc744 \uacc4\uc0b0\ud558\uace0, \uc774\ub97c \ub2f9\uc2e0\uc774 \ud560 \uc218 \uc788\ub294 \ub2e4\ub978 \uc7a0\uc7ac\uc801 \ud22c\uc790\uc640 \ube44\uad50\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<h2>\uc2e4\uc81c\ub294 \ub354 \ubcf5\uc7a1\ud569\ub2c8\ub2e4<\/h2>\n<p>\uc704\uc758 \uc218\uc2dd\uc740 \ubaa8\ub450 \ud604\uc2e4 \uc138\uacc4\uc5d0\uc11c \uc77c\ubc18\uc801\uc73c\ub85c \uc801\uc6a9\ub418\uc9c0 \uc54a\ub294 \uba87 \uac00\uc9c0 \ud575\uc2ec \uac00\uc815\ub4e4\uc774 \uc874\uc7ac\ud569\ub2c8\ub2e4.<\/p>\n<h3>\uac00\uc815 1 : \uace0\uac1d\uc740 \ub9e4\uc6d4 \uae30\ud558 \uae09\uc218\uc801\uc73c\ub85c \uc774\ud0c8\ud569\ub2c8\ub2e4.<\/h3>\n<p>\uc2e4\uc0dd\ud65c\uc5d0\uc11c, Churn \uace1\uc120\uc740 \ud68c\uc0ac\ub9c8\ub2e4 \uc544\uc8fc \ub2e4\ub978 \ubaa8\uc591\uc744 \uac00\uc9c0\uace0 \uc788\uc73c\uba70, \uc2dc\uac04\uc774 \uc9c0\ub0a8\uc5d0 \ub530\ub77c \ud5a5\uc0c1\ub429\ub2c8\ub2e4. \uc608\ub97c \ub4e4\uc5b4, \uc5f0\uac04 \uacc4\uc57d\uc744 \uc0ac\uc6a9\ud558\ub294 \ub9ce\uc740 \ud68c\uc0ac\ub294 \uacc4\uc57d \uae30\uac04\uc774 \ub05d\ub0a0 \ub54c\uae4c\uc9c0 \uac70\uc758 \ubcc0\ub3d9\uc774 \uc5c6\uc744 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<h3>\uac00\uc815 2 : \ub098\uba38\uc9c0 \uace0\uac1d\uc740 \uc120\ud615 \ubc29\uc2dd\uc73c\ub85c \uc218\uc775\uc744 \ud655\ub300\ud569\ub2c8\ub2e4.<\/h3>\n<p>\ud604\uc2e4\uc5d0\uc11c\ub294 \uc774\ub7f4 \uac00\ub2a5\uc131\uc774 \ud76c\ubc15\ud558\uba70, \ud68c\uc0ac\ub9c8\ub2e4 \ud070 \ucc28\uc774\uac00 \uc788\uc2b5\ub2c8\ub2e4. \uc2dc\uac04\uc774 \uc9c0\ub0a8\uc5d0 \ub530\ub77c \uc608\uce21 \uac00\ub2a5\ud558\uac8c \uc99d\uac00\ud558\ub294 user seats\uc640 \uac19\uc740 \uac00\uaca9 \ucd95\uc744 \uac00\uc9c4\ub2e4\uba74 \uc120\ud615 \uc99d\uac00\uac00 \ub098\ud0c0\ub0a0 \uc218\ub3c4 \uc788\uc2b5\ub2c8\ub2e4. \uc0c8\ub85c\uc6b4 \ubaa8\ub4c8\uc5d0 \uc758\ud55c \uc0c1\ud5a5 \ud310\ub9e4\uc640 \uac19\uc740 \ub2e4\ub978 \uc694\uc18c\ub294 \ub9e4\uc6b0 \ube44\uc120\ud615 \uc801\uc774\uba70, \ubd88\uaddc\uce59\uc801\uc73c\ub85c \ubc1c\uc0dd\ud560 \uac83\uc785\ub2c8\ub2e4. \uba87\uba87 \ud68c\uc0ac\ub294 \ucd08\uae30\uc5d0 \ud070 \ud655\uc7a5\uc744 \ud558\uaca0\uc9c0\ub9cc \uc2dc\uac04\uc774 \uc9c0\ub0a0\uc218\ub85d \uc810\uc810 \ud655\uc7a5 \ud3ed\uc740 \uc791\uc544\uc9c8 \uac83 \uc785\ub2c8\ub2e4.<\/p>\n<h3>\uac00\uc815 3 : \ucd1d \ub9c8\uc9c4 %\ub294 \uc2dc\uac04\uc774 \uc9c0\ub0a8\uc5d0 \ub530\ub77c \uc77c\uc815\ud558\uac8c \uc720\uc9c0\ub429\ub2c8\ub2e4.<\/h3>\n<p>\ud604\uc2e4 \uc138\uacc4\uc5d0\uc11c \ub300\ubd80\ubd84\uc758 SaaS \ud68c\uc0ac\ub294 \uc77c\uc815 \uaddc\ubaa8\uc5d0 \ub3c4\ub2ec\ud558\uae30 \uc804\uae4c\uc9c0 \uc218\ub144\uac04 \ub9e4\ucd9c \ucd1d \uc774\uc775\uc744 \ud06c\uac8c \uac1c\uc120 \ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ucd1d \ub9c8\uc9c4\uc774 \uc608\uc0c1\ub300\ub85c \uc99d\uac00 \ud560 \uac83\uc774\ub77c\uace0 \ud655\uc2e0\ud55c\ub2e4\uba74, \uc774\ub97c \ubcc0\ud654 \ubcc0\uc218\ub85c \uc124\uc815\ud558\uace0 \ubaa8\ub378\ub9c1 \ud558\ub294 \uac83\uc774 \uc911\uc694 \ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<h2>\uc218\uc775 vs \uacfc\uae08<\/h2>\n<p>\uc704\uc758 \uc218\uc2dd\uc740 \uc218\uc775\uc758 \uc2dc\uae30\uc5d0 \ucd08\uc810\uc744 \ub9de\ucd94\uace0 \uc788\uc73c\uba70, \uc774\ub294 \ud604\uae08\ud654 \ubc29\ubc95\uacfc \ub2e4\ub97c \uc218 \uc788\ub2e4\ub294 \uac83\uc744 \uc8fc\ubaa9\ud574\uc57c \ud569\ub2c8\ub2e4. \ub300\ubd80\ubd84\uc758 \uc2a4\ud0c0\ud2b8\uc5c5\uc740 1\ub144 \uc804\uc5d0 \ubbf8\ub9ac \uacb0\uc81c \ud560 \uc218 \uc788\ub294\ub370, \uc774\ub7f4 \uacbd\uc6b0 \ud604\uae08 \ud750\ub984\uc740 \uc2e4\uc81c\ub85c \uc218\uc775 \ud750\ub984\uacfc \uc0c1\ub2f9\ud788 \ub2e4\ub97c \uac83\uc785\ub2c8\ub2e4. \uc2e4\uc81c \ud604\uae08 \ud750\ub984 \ub300\uc2e0 DCF\ub97c \uc218\uc775\uc5d0 \uc801\uc6a9\ud558\uba74 \ud574\ub2f9 \uae30\uc5c5\uc740 \ub2e4\uc18c \ubd88\uc774\uc775\uc744 \ubc1b\uac8c \ub429\ub2c8\ub2e4. \uc774 \uc810\uc744 \uace0\ub824\ud558\uc5ec \uc218\uc2dd\uc744 \ub9cc\ub4e4\ub824\uace0 \ud558\uba74 \ub108\ubb34 \ubcf5\uc7a1\ud574\uc9c0\uace0, \uc774 \ubcf5\uc7a1\uc131\uc744 \uace0\ub824\ud55c\ub2e4 \ud574\ub3c4 \uadf8\uac83\uc774 \uc815\ud655\ud558\ub2e4\uace0 \ub2e8\uc815\ud560 \uc218 \uc5c6\uc2b5\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \ub9cc\uc57d \ub2f9\uc2e0\uc774 \uc815\ud655\ud558\ub2e4\uace0 \ud310\ub2e8\ud55c\ub2e4\uba74, \uc218\uc775 \ub300\uc2e0 \ud604\uae08 \ud750\ub984 (\uc608 : \uccad\uad6c\uc561)\uc744 \uc0ac\uc6a9\ud558\ub3c4\ub85d \uc81c\uacf5\ub41c \uc2a4\ud504\ub808\ub4dc \uc2dc\ud2b8\ub97c \uc0ac\uc6a9\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<h2>\ud604\uc2e4 \ubaa8\ub378\ub9c1<\/h2>\n<p>\ucca8\ubd80 \ub41c <a href=\"http:\/\/dskok.wpengine.netdna-cdn.com\/wp-content\/uploads\/2015\/12\/What-is-your-TRUE-LTV-v2.xlsx-2.zip\">\uc2a4\ud504\ub808\ub4dc \uc2dc\ud2b8<\/a>\ub97c \uc0ac\uc6a9\ud558\uba74 \ubcc0\uc218\ub4e4 \uc911 \ub450 \uac00\uc9c0\uac00 \uc5b4\ub5bb\uac8c \ubcc0\ud560\uc9c0\uc5d0 \ub300\ud574 \uc2e4\uc81c \uacbd\ud5d8\uc744 \ubaa8\ub378\ub9c1 \ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc2a4\ud504\ub808\ub4dc \uc2dc\ud2b8\uc758 &#8220;Real World Model&#8221;\ud0ed\uc73c\ub85c \uc774\ub3d9\ud558\uc5ec \ub370\uc774\ud130\ub97c \uc785\ub825\ud558\uba74 cohort \ubd84\uc11d\uc73c\ub85c \uc2dc\uac04\uc5d0 \ub530\ub77c \ubcc0\ud654\ud558\ub294 Churn \ubc0f Expansion \uac12\uc744 \uad00\ucc30 \ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. 1\ub144\uc5d0\uc11c 3 \ub144 \uc774\uc0c1\uc758 \ub370\uc774\ud130 \uac12\uc744 \uc54c\uae30\ub294 \uc5b4\ub824\uc6b0\ubbc0\ub85c, \uc54c\uace0 \uc788\ub294 \uac12\ub9cc \uc785\ub825 \ud55c \ub2e4\uc74c, \uc794\uc874\uac00\uce58 \uc218\uc2dd\uc744 \uc0ac\uc6a9\ud558\uc5ec \ub2e4\ub978 \uc5f0\ub3c4\ub97c \uc608\uce21\ud558\uc138\uc694.<\/p>\n<h2>SaaS \uc2a4\ud0c0\ud2b8\uc5c5\uc740 \uc774 \uae00\uc744 \uc77d\uace0 \uc5b4\ub5bb\uac8c \ud589\ub3d9\ud574\uc57c \ud560\uae4c?<\/h2>\n<p>\uc808\ub300 \uc815\ud655\ub3c4\uc5d0 \uc9d1\ucc29\ud558\uc9c0 \ub9c8\uc138\uc694. \uc6b0\ub9ac\uac00 \ubbf8\ub798\ub97c \uc608\uce21\ud558\uae30 \uc704\ud55c \uc218\uc2dd\uc744 \uc0ac\uc6a9\ud558\uace0 \uc788\uae30\ub294 \ud558\uc9c0\ub9cc, \ubbf8\ub798\ub294 \ub9e4\uc6b0 \ubd88\uba85\ud655\ud569\ub2c8\ub2e4. \uc774 \ubd84\uc11d\uc758 \uac00\uce58\ub294 \uc5b4\ub5a4 \uc694\uc18c\uac00 \uc218\uc775\uc131\uc744 \ud5a5\uc0c1 \uc2dc\ud0a4\ub294\uc9c0, \uc5b4\ub5a4 \uace0\uac1d \ubd84\ub958\uac00 \uc218\uc775\uc131 \uc788\ub294\uc9c0, \uc5b4\ub5a4 \ubb38\uc81c\ub97c \ud574\uacb0\ud574\uc57c \ud558\ub294\uc9c0 \ub4f1\uacfc \uac19\uc740 \uc720\uc6a9\ud55c \ube44\uc988\ub2c8\uc2a4 \uc758\uc0ac \uacb0\uc815\uc744 \ub0b4\ub9ac\uae30\uc5d0 \ucda9\ubd84\ud55c \uc815\ud655\ub3c4\ub97c \uc5bb\ub294 \uac83\uc784\uc744 \uc778\uc9c0\ud558\uc138\uc694.<\/p>\n<h2>\ub2f9\uc2e0\uc774 Churn, Expansion \ubc0f LTV\ub97c \uc774\ud574\ud558\ub294 \ub370 \ud544\uc694\ud55c \ub370\uc774\ud130\ub97c \uac00\uc9c0\uace0 \uc788\ub294\uc9c0 \ud655\uc778\ud558\uc138\uc694<\/h2>\n<p>\ub2f9\uc2e0\uc774 Churn, Expansion \ubc0f LTV\ub97c \uc774\ud574\ud558\ub294 \ub370 \ud544\uc694\ud55c \ub370\uc774\ud130\ub97c \uac00\uc9c0\uace0 \uc788\ub294\uc9c0 \ud655\uc778\ud558\uc138\uc694. \uc704\uc640 \uac19\uc740 \uac1c\ub150\ub4e4\uc744 \ucc98\uc74c \uc811\ud55c SaaS \uc5c5\uccb4\uac00 \uc774 \uae00\uc744 \uc77d\uace0 \uc989\uc2dc \ud574\uc57c \ud560 \uc77c\uc740 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4. \uac1c\ubcc4 \uace0\uac1d\uc758 \uc6d4\ubcc4 \uc218\uc775\uc744 Cohort\ub85c \ubd84\uc11d\ud558\uace0, \ucd94\uc801\ud560 \uc218 \uc788\ub294 \ub370\uc774\ud130\ubca0\uc774\uc2a4\ub97c \uad6c\ucd95\ud558\uc138\uc694. \ud2b9\uc815 Cohort\uc5d0\uc11c \uc2dc\uc791\ud558\ub294 \ubaa8\ub4e0 \uace0\uac1d\uc744 \ub300\uc0c1\uc73c\ub85c \uc2dc\uac04 \uacbd\uacfc\uc5d0 \ub530\ub978 \uace0\uac1d \uc218\uc640 \uc218\uc775\uc758 \ubcc0\ud654\ub97c \ucd94\uc801\ud560 \uc218 \uc788\uc5b4\uc57c \ud569\ub2c8\ub2e4. \ub610\ud55c \uac01 \uace0\uac1d\uc744 &#8220;\uc5d4\ud130\ud504\ub77c\uc774\uc988&#8221;, &#8220;SMB&#8221;\uc640 \uac19\uc740 \uc18d\uc131\uc73c\ub85c \ud0dc\uadf8\ub97c \uc9c0\uc815\ud558\uc5ec, \ub2e4\uc591\ud55c \uc720\ud615\uc758 \uace0\uac1d\uc774 \uc2dc\uac04\uc774 \uc9c0\ub0a8\uc5d0 \ub530\ub77c \uc5b4\ub5bb\uac8c \uc774\ud0c8\ud558\uace0 \ud655\uc7a5\ud558\ub294\uc9c0 \uadf8 \ubcc0\ud654\ub97c \ubcfc \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \ubd84\uc11d\uc740 \ub2f9\uc2e0\uc5d0\uac8c \uac00\uc7a5 \uc218\uc775\uc131 \ub192\uc740 \uace0\uac1d \uadf8\ub8f9\uacfc \ud574\uacb0\ud560 \ubb38\uc81c \uc9c0\uc810\uc774 \uc5b4\ub514\uc778\uc9c0\ub97c \ubcf4\uc5ec\uc8fc\uae30 \ub54c\ubb38\uc5d0 \uac00\uc7a5 \uac00\uce58 \uc788\ub294 \ubd84\uc11d\uc774 \ub420 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p>\uc774 \ub370\uc774\ud130\ub97c \ud1b5\ud574 \uc544\ub798\uc640 \uac19\uc740 Cohort \uadf8\ub798\ud504\uac00 \ub098\uc624\ub294\ub370, \uc774\ub97c \uc0b4\ud3b4\ubcf4\uba74 \uc2dc\uac04 \uacbd\uacfc\uc5d0 \ub530\ub978 \uace0\uac1d \uc218 \ubc0f \ub9e4\ucd9c \uac10\uc18c\uac00 \uc5b4\ub5a4 \ud615\ud0dc\ub97c \ub744\ub294\uc9c0 \uc774\ud574\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \uadf8\ub798\ud504\ub97c \ub9cc\ub4e4\uae30 \uc704\ud574 \uc5ec\ub7ec Cohort \ub370\uc774\ud130\ub97c \ub2e8\uc21c\ud788 \uacb9\ucce4\uc73c\uba70, \uc2dc\uc791 \uc6d4\uc744 0\uc73c\ub85c \ub3d9\uc77c\ud558\uac8c \ucc98\ub9ac \ud588\uc2b5\ub2c8\ub2e4. \uc774 \uace1\uc120\uc758 \ubaa8\ud615\uc740 \uace0\uac1d \uc0dd\uc560 \uac00\uce58 (LTV)\ub97c \uacc4\uc0b0\ud558\uae30 \uc704\ud574 \uc81c\uacf5\ub41c \uc2a4\ud504\ub808\ub4dc \uc2dc\ud2b8 \ubaa8\ub378\uacfc \ud568\uaed8 \uc0ac\uc6a9\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2013\/01\/image_thumb4.png\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1860\" src=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2013\/01\/image_thumb4.png?resize=620%2C489\" alt=\"image_thumb.png\" width=\"620\" height=\"489\" srcset=\"https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2013\/01\/image_thumb4.png?w=620&amp;ssl=1 620w, https:\/\/i0.wp.com\/www.forentrepreneurs.com\/wp-content\/uploads\/2013\/01\/image_thumb4.png?resize=300%2C236&amp;ssl=1 300w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/a><\/p>\n<h2>\uacb0\ub860<\/h2>\n<p>\ub098\ub294 SaaS \uae30\uc5c5\uac00\ub4e4\uacfc CFO\ub4e4\uc5d0\uac8c Negative Churn\uc744 \uac00\uc9c0\uace0 \uc788\uc744 \ub54c LTV\ub97c \uacc4\uc0b0\ud558\ub294 \ubc29\ubc95\uc5d0 \ub300\ud574\uc11c \uc218\ub144 \ub3d9\uc548 \ub9ce\uc740 \uc9c8\ubb38\uc744 \ud574\uc654\uc2b5\ub2c8\ub2e4. \uc774\uc81c \uadf8\ub4e4\uc740 \ub354 \uc774\uc0c1 \uacc4\uc815 \ub2f9 \ud3c9\uade0 \ub9e4\ucd9c \ucd1d \uc774\uc775\uc744 Churn\uc73c\ub85c \ub098\ub208 \uacfc\uac70\uc758 \uacf5\uc2dd\uc774 \uc790\uc2e0\ub4e4\uc758 \uc0c1\ud669\uc5d0\uc11c \uc81c\ub300\ub85c \uc791\ub3d9\ud558\uc9c0 \uc54a\ub294\ub2e4\ub294 \uac83\uc744 \ubd84\uba85\ud788 \uc54c\uac8c \ub418\uc5c8\uc2b5\ub2c8\ub2e4. \uc774 \uae00\uacfc \ucca8\ubd80 \ub41c \uc2a4\ud504\ub808\ub4dc \uc2dc\ud2b8\ub294 \uc774 \ubb38\uc81c\ub97c \ud574\uacb0\ud558\uae30 \uc704\ud574 \ub178\ub825\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uc774 \uae00\uc5d0 \ub2e4\uc18c \ubcf5\uc7a1\ud55c \uba87 \uac00\uc9c0 \uacf5\uc2dd\uc774 \uc788\uc74c\uc744 \uc0ac\uacfc \ub4dc\ub9bd\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uac83\uc744 \uaebc\ub824\ud558\ub294 \ub3c5\uc790\ub77c\uba74 <a href=\"http:\/\/dskok.wpengine.netdna-cdn.com\/wp-content\/uploads\/2015\/12\/What-is-your-TRUE-LTV-v2.xlsx-2.zip\">\uc2a4\ud504\ub808\ub4dc \uc2dc\ud2b8<\/a>\ub97c \ub2e4\uc6b4\ub85c\ub4dc\ud558\uace0 LTV \uacc4\uc0b0\uae30\uc5d0 \uc790\uc2e0\uc758 \ub370\uc774\ud130\ub97c \uc785\ub825\ud558\uc138\uc694.<\/p>\n<p>\ub098\ub294 \uc774 \uae00\uc5d0 \uc791\uc131 \ub41c \ub0b4\uc6a9\uc5d0 \ub300\ud574 \ub3c5\uc790\ub4e4\uc758 \uc758\uacac\uc744 \ub4e3\ub294 \uac83\uc744 \uc88b\uc544\ud569\ub2c8\ub2e4. \uc544\ub798\uc5d0 \uc758\uacac\uc744 \ub0a8\uaca8\uc8fc\uc138\uc694.<\/p>\n<p>\uc774 \uc81c\ud488\uc744 \uc800\uc640 \ud568\uaed8 \uacf5\ub3d9 \uc800\uc220\ud558\uace0 \uc218\ud559\uc801\uc73c\ub85c \ub3c4\uc6c0\uc744 \uc900 <a href=\"http:\/\/www.matrixpartners.com\/team\/stan_reiss\/\">Stan Reiss<\/a>\uc5d0\uac8c \uac10\uc0ac \ub4dc\ub9bd\ub2c8\ub2e4. \ub610\ud55c \ub180\ub77c\uc6b4 \ud1b5\ucc30\ub825\uc744 \uc81c\uacf5\ud574\uc900 Zendesk\uc758 Joe Ferrero, Sai Ho \ubc0f Alan Black\uc5d0\uac8c\ub3c4 \uac10\uc0ac \ub4dc\ub9bd\ub2c8\ub2e4.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\uac1c\uc694 \uae30\uc874\uc5d0 LTV(\uace0\uac1d \uc0dd\uc560 \uac00\uce58)\ub97c \uad6c\ud558\ub294\ub370 \uc0ac\uc6a9\ub418\ub358 \uc624\ub798\ub41c \uacf5\uc2dd(\uace0\uac1d \ub2f9 \ud3c9\uade0 \ub9e4\ucd9c \ucd1d \uc774\uc775\uc744 Churn\uc73c\ub85c \ub098\ub204\ub294 \uac83)\uc740 \uace0\uac1d\uc758 \uc218\uba85\uc774 \uae38\uace0, Negative Churn\uc744 \uac00\uc9c0\uace0 \uc788\uc744 \ub54c, \uc81c\ub300\ub85c \uc791\ub3d9\ud558\uc9c0 \uc54a\ub294\ub2e4\ub294 \ubb38\uc81c\uac00 \uc788\uc2b5\ub2c8\ub2e4. LTV\ub294 \ubb34\ud55c\ud788 \uc9c0\uc18d\ub420 \uc218\ub3c4 \uc788\uc9c0\ub9cc \uc2e4\uc81c \ud604\uc2e4\uc744 \uba85\ud655\ud558\uac8c \ubc18\uc601\ud558\uc9c0\ub294 \uc54a\uc2b5\ub2c8\ub2e4. \uc774 \uae00\uc5d0\uc11c\ub294 \ubbf8\ub798\uc758 \uc218\uc775 \uc704\ud5d8\uc131\uacfc \ud654\ud3d0\uc758 \uc2dc\uac04 \uac00\uce58\ub97c \uace0\ub824\ud55c \ud604\uae08 \ud750\ub984 \ud560\uc778\ubc95\uc744 \uae30\ucd08\ub85c \uc0c8\ub85c\uc6b4 LTV [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":6705,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[2014],"tags":[2015],"coauthors":[886],"class_list":["post-6696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-2014","tag-saas-ko"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\ub2f9\uc2e0\uc758 \uc9c4\uc9dc \uace0\uac1d \uc0dd\uc560 \uac00\uce58(LTV)\ub294 \ubb34\uc5c7\uc778\uac00\uc694? - For Entrepreneurs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.forentrepreneurs.com\/ko\/ltv\/\" \/>\n<meta property=\"og:locale\" content=\"ko_KR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\ub2f9\uc2e0\uc758 \uc9c4\uc9dc \uace0\uac1d \uc0dd\uc560 \uac00\uce58(LTV)\ub294 \ubb34\uc5c7\uc778\uac00\uc694? - For Entrepreneurs\" \/>\n<meta property=\"og:description\" content=\"\uac1c\uc694 \uae30\uc874\uc5d0 LTV(\uace0\uac1d \uc0dd\uc560 \uac00\uce58)\ub97c \uad6c\ud558\ub294\ub370 \uc0ac\uc6a9\ub418\ub358 \uc624\ub798\ub41c \uacf5\uc2dd(\uace0\uac1d \ub2f9 \ud3c9\uade0 \ub9e4\ucd9c \ucd1d \uc774\uc775\uc744 Churn\uc73c\ub85c \ub098\ub204\ub294 \uac83)\uc740 \uace0\uac1d\uc758 \uc218\uba85\uc774 \uae38\uace0, Negative Churn\uc744 \uac00\uc9c0\uace0 \uc788\uc744 \ub54c, \uc81c\ub300\ub85c \uc791\ub3d9\ud558\uc9c0 \uc54a\ub294\ub2e4\ub294 \ubb38\uc81c\uac00 \uc788\uc2b5\ub2c8\ub2e4. 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