{"id":68520,"date":"2022-05-15T11:45:03","date_gmt":"2022-05-15T03:45:03","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=68520"},"modified":"2022-05-15T11:45:05","modified_gmt":"2022-05-15T03:45:05","slug":"%e4%bb%80%e4%b9%88%e6%98%af%e5%a2%9e%e9%95%bf%e6%8c%87%e6%a0%87","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/quan\/68520.html","title":{"rendered":"\u4ec0\u4e48\u662f\u589e\u957f\u6307\u6807"},"content":{"rendered":"\n<p>\u201c\u5bf9\u9f50\u201d\u8fd9\u4e2a\u8bcd\u5728SaaS 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title=\"\u5317\u6781\u661f\u6307\u6807\">\u5317\u6781\u661f\u6307\u6807<\/a><\/span>\uff0c\u5e2e\u52a9\u6240\u6709\u90e8\u95e8\u671d\u7740\u76f8\u540c\u7684\u76ee\u6807\u524d\u8fdb\u3002\u6307\u6807\u4e0d\u5e94\u8be5\u88ab\u5b64\u7acb\u2014\u2014\u5b83\u4eec\u5e94\u8be5\u88ab\u8de8\u804c\u80fd\u56e2\u961f\u62a5\u544a\u5e76\u4e92\u76f8\u5f71\u54cd\uff0c\u8fd9\u4e9b\u56e2\u961f\u53ef\u4ee5\u5229\u7528\u6570\u636e\u505a\u51fa\u66f4\u660e\u667a\u7684\u51b3\u5b9a\uff0c\u5e76\u5728\u6574\u4e2a\u4e1a\u52a1\u8303\u56f4\u5185\u5b9e\u65bd\u534f\u8c03\u4e00\u81f4\u7684\u53d8\u66f4\u3002<\/p>\n\n\n\n<p>\u5f53\u7136\uff0c\u5177\u4f53\u7684\u8861\u91cf\u6807\u51c6\u4f1a\u56e0\u516c\u53f8\u800c\u5f02\u3002\u4f46\u662f\uff0c\u9664\u4e86\u201c\u6ca1\u6709\u901a\u5403\u7684\u6807\u51c6\u201d\u4e4b\u5916\uff0c\u8fd9\u91cc\u4f1a\u4ecb\u7ecd\u4e00\u4e9b\u6700\u91cd\u8981\u7684SaaS \u6307\u6807\uff0c\u7528\u4e8e\u8861\u91cf\u548c\u76d1\u63a7\u4ea7\u54c1\u4e3b\u5bfc\u7684\u589e\u957f\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u4e00\u3001\u662f\u5426\u5df2\u91c7\u7528PLG \u589e\u957f\u98de\u8f6e<\/h2>\n\n\n\n<p>\u5728\u6211\u4eec\u8fdb\u4e00\u6b65\u8ba8\u8bba\u4e4b\u524d\uff0c\u5e94\u8be5\u5148\u95ee\u4e00\u4e0b\uff1a\u516c\u53f8\u8fd8\u5728\u8ba8\u8bba\u6f0f\u6597\u5417\uff1f\u8fd8\u662f\u4f60\u5df2\u7ecf\u63a5\u53d7\u4e86\u98de\u8f6e\u6a21\u578b? \u200d 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\u6307\u6807\u5e94\u8be5\u901a\u8fc7\u98de\u8f6e\u6a21\u578b\u7684\u89c6\u89d2\u6765\u601d\u8003\u548c\u6267\u884c\uff0c\u800c\u4e0d\u662f\u4e00\u4e2a\u6700\u7ec8\u5c06\u5ba2\u6237\u5410\u51fa\u6765\u7684\u7b52\u4ed3\u6f0f\u6597\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u4e8c\u3001\u91cd\u65b0\u89e3\u8bfb\u6d77\u76d7\u6307\u6807<\/h2>\n\n\n\n<p>\u4f60\u53ef\u80fd\u5bf9\u6d77\u76d7\u6307\u6807\uff08AARRR\u6307\u6807\uff09\u5f88\u719f\u6089\uff0c\u8fd9\u662f\u6234\u592b \u00b7 \u9ea6\u514b\u5362\u5c14\uff08Dave McClure\uff09\u57282007\u5e74\u63d0\u51fa\u7684SaaS \u589e\u957f\u7684\u4e94\u6b65\u6846\u67b6\u3002\u8fd9\u4e2a\u6846\u67b6\u4e4b\u6240\u4ee5\u5982\u6b64\u5f3a\u5927\uff0c\u90e8\u5206\u539f\u56e0\u5728\u4e8e\u5b83\u9f13\u52b1\u4eba\u4eec\u8d85\u8d8a\u865a\u8363\u6307\u6807\u3002<\/p>\n\n\n\n<p>\u6b63\u5982Amplitude \u516c\u53f8PMM\uff0cArchana Madhavam 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<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/model\" title=\"\u5546\u4e1a\u6a21\u5f0f\">\u5546\u4e1a\u6a21\u5f0f<\/a><\/span>\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u4e09\u3001\u5728\u65b0\u6846\u67b6\u4e2d\u7684\u6307\u6807\u6392\u5e8f<\/h2>\n\n\n\n<ol 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class=\"wp-block-heading\">\u56db\u3001PLG\u7684\u6838\u5fc3\u6307\u6807<\/h2>\n\n\n\n<p>\u73b0\u5728\u5927\u5bb6\u5df2\u7ecf\u6e05\u695a\u4e86\u57fa\u672c\u6846\u67b6\uff0c\u8ba9\u6211\u4eec\u8fdb\u4e00\u6b65\u4e86\u89e3\u4e00\u4e9b\u6700\u91cd\u8981\u7684SaaS \u6307\u6807\uff0c\u7528\u4e8e\u8861\u91cfPLG \u7684\u589e\u957f\u6548\u679c\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1\u3001TTV<\/h3>\n\n\n\n<p>TTV\uff08Time to value\uff09 \u6fc0\u6d3b\u65f6\u957f\uff0c\u662f\u6307\u65b0\u7528\u6237\u5230\u8fbe\u7b2c\u4e00\u4e2aaha\u65f6\u523b\u6216\u6fc0\u6d3b\u4e8b\u4ef6\u6240\u82b1\u8d39\u7684\u65f6\u95f4\u3002TTV \u4e5f\u53ef\u770b\u4f5c\u662f\u7528\u6237\u4ece\u8bc4\u4f30\u8005\u5230\u65b0\u624b\uff0c\u5b8c\u6210\u6fc0\u6d3b\u884c\u4e3a\u6240\u82b1\u8d39\u7684\u65f6\u95f4\u3002<\/p>\n\n\n\n<p>TTV \u6307\u6807\u53ef\u4ee5\u8fdb\u4e00\u6b65\u7ec6\u5206\u4e3a\u77ed\u671fTTV \u548c\u957f\u671fTTV\u3002<\/p>\n\n\n\n<p>1\uff09\u77ed\u671fTTV\uff1a\u5982\u679c\u5728\u4e0b\u96e8\u65f6\uff0c\u4f60\u8dd1\u8fdb\u9644\u8fd1\u7684\u4e00\u5bb6\u4fbf\u5229\u5e97\u4e70\u4f1e\u3002TTV \u662f\u5373\u65f6\u7684\uff0c\u4f60\u4e0d\u4f1a\u518d\u88ab\u6dcb\u6e7f\uff0c\u9a6c\u4e0a\u5c31\u80fd\u770b\u5230\u4f1e\u7684\u4ef7\u503c\u3002<\/p>\n\n\n\n<p>2\uff09\u957f\u671fTTV\uff1a\u8bb8\u591aSaaS \u4ea7\u54c1\u90fd\u5c5e\u4e8e\u8fd9\u4e00\u7c7b\u3002\u8d2d\u4e70\u6216\u6ce8\u518c\u4f60\u7684\u4ea7\u54c1\u5e76\u4e0d\u4f1a\u81ea\u52a8\u63d0\u4f9b\u4ef7\u503c\uff0c\u8fd8\u9700\u8981\u91c7\u53d6\u8fdb\u4e00\u6b65\u7684\u884c\u52a8\u3002\u8fd9\u53ef\u80fd\u5305\u62ec\u9080\u8bf7\u540c\u4e8b\u3001\u5bfc\u5165\u5ba2\u6237\u6570\u636e\u3001\u96c6\u6210\u5176\u4ed6\u5de5\u5177\u7b49\uff0c\u6216\u8005\u5728\u5b9e\u73b0\u4ef7\u503c\u4e4b\u524d\u5b8c\u6210\u7528\u6237\u5f15\u5bfc\u6d41\u7a0b\u3002<\/p>\n\n\n\n<p>\u76ee\u6807\u662f\u5c3d\u53ef\u80fd\u5730\u51cf\u5c11TTV\uff0c\u8d8a\u63a5\u8fd1\u4e8e\u96f6\u8d8a\u597d\u3002\u5bf9\u4e8e\u5177\u6709\u957f\u671f\u4ef7\u503c\u7684\u4ea7\u54c1\uff0c\u9700\u8981\u4e0d\u65ad\u4f18\u5316\u4ea7\u54c1\u4e2d\u4e0e\u6fc0\u6d3b\u6709\u5173\u7684\u5173\u952e\u4ea4\u4e92\uff0c\u63d0\u9ad8\u65b0\u624b\u5f15\u5bfc\uff08onboarding\uff09\u6d41\u7a0b\u4e2d\u7684\u7528\u6237\u4f53\u9a8c\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2\u3001PQL<\/h3>\n\n\n\n<p>PQL\uff08Product-qualified leads\uff09\u5408\u683c\u7684\u5ba2\u6237\u7ebf\u7d22\uff0c\u901a\u5e38\u662f\u6307\u5df2\u6fc0\u6d3b\u7528\u6237\uff0c\u4ed6\u4eec\u5df2\u7ecf\u5b8c\u6210\u4e86\u4ea7\u54c1\u4e2d\u7684\u4e00\u4e2a\u5173\u952e\u64cd\u4f5c\uff0c\u6709\u4e86aha \u65f6\u523b\uff0c\u770b\u5230\u4e86\u60a8\u7684\u4ea7\u54c1\u53ef\u4ee5\u63d0\u4f9b\u7684\u4ef7\u503c\u3002\u6362\u53e5\u8bdd\u8bf4\uff0c\u4ed6\u4eec\u53ef\u80fd\u662f\u4f60\u7684\u9500\u552e\u56e2\u961f\u5c06\u83b7\u5f97\u7684\u6700\u79ef\u6781\u7684\u6f5c\u5728\u5ba2\u6237\u3002<\/p>\n\n\n\n<p>\u6bcf\u4e2a\u516c\u53f8PQL \u7684\u786e\u5207\u5b9a\u4e49\u4e00\u822c\u90fd\u4e0d\u5c3d\u76f8\u540c\u3002\u5982\u4f55\u5b9a\u4e49\u5408\u683c\u7684\u5ba2\u6237\u7ebf\u7d22\u53d6\u51b3\u4e8e\u7528\u6237\u5728\u4ea7\u54c1\u4e2d\u91c7\u53d6\u4ec0\u4e48\u6837\u7684\u5177\u4f53\u884c\u52a8\uff0c\u8fd9\u4e9b\u884c\u52a8\u8868\u660e\u4ed6\u4eec\u5df2\u7ecf\u51c6\u5907\u597d\u8fdb\u5165\u7528\u6237\u751f\u547d\u5468\u671f\u7684\u4e0b\u4e00\u4e2a\u9636\u6bb5\u3002 \u200d \u4e3a\u4e86\u627e\u5230\u4f60\u7684\u4ea7\u54c1\u6fc0\u6d3b\u4e8b\u4ef6\u5e76\u5b9a\u4e49PQL \u5728\u4f60\u7684\u516c\u53f8\u4e2d\u662f\u4ec0\u4e48\u6837\u5b50\uff0c\u4f60\u9700\u8981\u7ed3\u5408\u7528\u6237\u8bbf\u8c08\u3001\u4f1a\u8bdd\u8bb0\u5f55\u548cA\/B\u6d4b\u8bd5\u7b49\u65b9\u6cd5\u6765\u8bc6\u522b\u76f8\u5173\u7684\u7528\u6237\u884c\u4e3a\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3\u3001ER<\/h3>\n\n\n\n<p>ER\uff08Expansion revenue\uff09\u6269\u5c55\u6027\u6536\u5165\uff0c\u4e5f\u79f0\u4e3aExpansion MRR\uff0c\u662f\u8861\u91cf\u73b0\u6709\u5ba2\u6237\u901a\u8fc7\u8ffd\u52a0\u9500\u552e\uff08\u6bd4\u5982\u8d2d\u4e70\u589e\u5f3a\u7248\u672c\u6216\u66f4\u5927\u5bb9\u91cf\uff09\u3001\u9644\u52a0\u4ea7\u54c1\uff08\u548c\u5f53\u524d\u4ea7\u54c1\u5173\u8054\u7684\u7ec4\u4ef6\u4ea7\u54c1\uff09\u3001\u4ea4\u53c9\u9500\u552e\u7b49\u65b9\u5f0f\u4ea7\u751f\u7684\u6536\u5165\u3002<\/p>\n\n\n\n<p>\u5c3d\u7ba1\u5728\u652f\u6301\u83b7\u53d6\u65b0\u7528\u6237\u6536\u5165\u65f6\u7ecf\u5e38\u88ab\u5ffd\u89c6\uff0c\u4f46\u6269\u5c55\u6027\u6536\u5165\u65e0\u7591\u662fSaaS \u589e\u957f\u4e2d\u6700\u91cd\u8981\u7684\u6760\u6746\u4e4b\u4e00\u3002\u60f3\u60f3\u770b\uff1a\u4ece\u6109\u60a6\u7684\uff08\u5df2\u4ed8\u8d39\uff09\u5ba2\u6237\u90a3\u91cc\u83b7\u5f97\u66f4\u591a\u7684\u94b1\uff0c\u662f\u4e0d\u662f\u6bd4\u4ece\u65b0\u6ce8\u518c\u7528\u6237\u90a3\u91cc\u83b7\u5f97\u8981\u5bb9\u6613\u5f97\u591a\u3002\u5b83\u7684\u6210\u672c\u6548\u76ca\u4e5f\u9ad8\u5f97\u591a\uff1a\u5411\u73b0\u6709\u5ba2\u6237\u8ffd\u52a0\u9500\u552e\u4ea7\u54c1\u7684\u6210\u672c\u6bd4\u83b7\u53d6\u65b0\u5ba2\u6237\u7684\u6210\u672c\u8981\u4fbf\u5b9c\u5927\u7ea62\u500d\u5de6\u53f3\uff0c\u800c\u4ea7\u751f\u6269\u5c55\u6027\u6536\u5165\u7684\u6210\u672c\u6bd4\u65b0\u7528\u6237\u83b7\u53d6\u6210\u672c\uff08CAC\uff09\u4fbf\u5b9c3\u500d\u4ee5\u4e0a\u3002<\/p>\n\n\n\n<p>\u4ee5\u6269\u5f20\u4e3a\u4ee3\u4ef7\uff0c\u4f18\u5148\u83b7\u53d6\u65b0\u7528\u6237\u4f1a\u6d88\u8017\u6574\u4e2a\u516c\u53f8\u7684\u65f6\u95f4\u548c\u8d44\u6e90\u3002\u5176\u7ed3\u679c\u662f\u589e\u957f\u653e\u7f13\u548c\u5927\u91cf\u672a\u5f00\u53d1\u7684\u6536\u5165\u3002\u4e3a\u4e86\u66f4\u5065\u5eb7\u7684\u4e1a\u52a1\uff0cProfitWell \u5efa\u8bae\u81f3\u5c1130%\u7684\u6536\u5165\u6765\u6e90\u5e94\u8be5\u662f\u6269\u5c55\u6027\u6536\u5165\uff0c\u4f46\u5b9e\u9645\u4e0a\uff0c\u8d8a\u9ad8\u8d8a\u597d\u3002<\/p>\n\n\n\n<p>\u201c\u5ba2\u6237\u4f1a\u79bb\u5f00\uff0c\u6d41\u5931\u662f\u4e0d\u53ef\u907f\u514d\u7684\u3002\u5373\u4f7f\u4f60\u80fd\u8ba9\u5b83\u4e0b\u964d1%\uff0c\u5b83\u4ecd\u7136\u4f1a\u635f\u5bb3\u4f60\u7684\u589e\u957f\u3002\u901a\u8fc7\u4e70\u91cf\u6765\u586b\u8865\u662f\u65e0\u6cd5\u6218\u80dc\u5b83\u7684\uff0c\u552f\u4e00\u80fd\u505a\u7684\u5c31\u662f\u63d0\u9ad8\u7528\u6237\u7684\u6269\u5c55\u6027\u6536\u5165\u3002\u201d\u200d<br>\u2014\u2014 \u5e15\u7279\u91cc\u514b \u00b7 \u574e\u8d1d\u5c14\uff0cProfitWell \u8054\u5408\u521b\u59cb\u4eba\u517c\u9996\u5e2d\u6267\u884c\u5b98<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4\u3001ARPU<\/h3>\n\n\n\n<p>ARPU\uff08Average revenue per user\uff09\u6bcf\u7528\u6237\u5e73\u5747\u6536\u5165\uff0c\u662f\u6307\u4f60\u80fd\u591f\u4ece\u5355\u4e2a\u7528\u6237\u8eab\u4e0a\u83b7\u5f97\u7684\u6536\u76ca\u3002\u8fd9\u662f\u4e00\u4e2a\u6bd4\u8f83\u5b8f\u89c2\u7684\u5ea6\u91cf\u65b9\u5f0f\uff0c\u8ba1\u7b97\u65b9\u6cd5\u662f\u603b\u7684\u6708\u5ea6\u7ecf\u5e38\u6027\u6536\u5165\uff08MRR\uff09 \u9664\u4ee5\u603b\u7528\u6237\u6570\u3002<\/p>\n\n\n\n<p>\u5c3d\u7ba1ARPU \u6709\u65f6\u4f1a\u88ab\u89c6\u4e3a\u4e00\u79cd\u865a\u8363\u5fc3\u6307\u6807\u800c\u88ab\u5ffd\u89c6\uff0c\u4f46\u5b83\u786e\u5b9e\u80fd\u591f\u5f88\u597d\u5730\u8868\u793a\u4f60\u7684\u4e1a\u52a1\u7684\u6574\u4f53\u5065\u5eb7\u72b6\u51b5\u3002ARPU \u662f\u4e00\u79cd\u6bd4\u8f83\u4f60\u7684\u516c\u53f8\u548c\u7ade\u4e89\u5bf9\u624b\u8c01\u597d\u8c01\u574f\u7684\u5b8f\u89c2\u529e\u6cd5\uff0c\u51e0\u5341\u5e74\u6765\u80a1\u7968\u5206\u6790\u5e08\u4e00\u76f4\u4f7f\u7528ARPU \u6765\u5bf9\u6bd4\u8bc4\u4ef7\u8ba2\u9605\u5236\u516c\u53f8\u7684\u60c5\u51b5\u3002<\/p>\n\n\n\n<p>\u201c\u5728\u5176\u4ed6\u6761\u4ef6\u90fd\u76f8\u540c\u7684\u60c5\u51b5\u4e0b\uff0c\u62e5\u6709\u8f83\u9ad8ARPU \u7684\u516c\u53f8\u5229\u6da6\u66f4\u9ad8\u3002\u201d\u00a0<br>\u2014\u2014 \u83b1\u6069 \u00b7 \u6cd5\u5229\uff0cLAWN \u521b\u59cb\u4eba<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5\u3001LTV<\/h2>\n\n\n\n<p>LTV\uff08Customer lifetime value\uff09\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503c\uff08LTV \u6216CLV\uff09\uff0c\u662f\u6307\u5728\u5173\u7cfb\u5b58\u7eed\u671f\u95f4\u4ece\u5355\u4e2a\u5ba2\u6237\u83b7\u5f97\u7684\u6536\u5165\u7684\u9884\u6d4b\u3002\u7ec8\u8eab\u4ef7\u503c\u7528\u4e8e\u8bc6\u522b\u6709\u4ef7\u503c\u7684\u5ba2\u6237\u7fa4\u4f53\uff0c\u5e76\u80fd\u66f4\u5168\u9762\u5730\u8bc4\u4f30\u5236\u5b9a\u5408\u7406\u7684\u83b7\u53d6\u548c\u7ef4\u62a4\u9884\u7b97\u3002 \u200d \u8ba1\u7b97LTV \u7684\u65b9\u6cd5\u6709\u5f88\u591a\u79cd\uff0c\u5305\u62ec\u5386\u53f2\u6570\u636e\u548c\u672a\u6765\u9884\u671f\u7684\u8bc4\u4f30\u3002<\/p>\n\n\n\n<p>\u6700\u7b80\u5355\u7684\u60c5\u51b5\u4e0b\uff0c\u516c\u5f0f\u53ef\u4ee5\u5199\u6210\uff1a<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>(\u5ba2\u6237\u6536\u5165 * \u5ba2\u6237\u5bff\u547d) - \u83b7\u53d6\u548c\u7ef4\u62a4\u6210\u672c<\/code><\/pre>\n\n\n\n<p>\u6216\u8005\u4f60\u53ef\u4ee5\u50cfHubSpot \u4e00\u6837\u63cf\u8ff0\uff1a<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>(\u5f53\u524d\u5e73\u5747\u8d2d\u4e70\u4ef7\u503c \/ \u5f53\u524d\u5e73\u5747\u8d2d\u4e70\u9891\u7387) * \u5e73\u5747\u5ba2\u6237\u5bff\u547d<\/code><\/pre>\n\n\n\n<p>\u8fd9\u662fDavid Skok \u7684\u53e6\u4e00\u4e2a\u516c\u5f0f\uff1a<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>(\u6bcf\u4e2a\u8d26\u6237\u7684\u5e73\u5747MRR * \u6bdb\u5229\u7387) \/ \u6536\u5165\u6d41\u5931\u7387<\/code><\/pre>\n\n\n\n<p>\u65e0\u8bba\u5982\u4f55\u8ba1\u7b97\uff0cLTV \u90fd\u662f\u53ef\u4ee5\u8861\u91cf\u7684\u6700\u91cd\u8981\u7684SaaS \u6307\u6807\u4e4b\u4e00\uff0c\u6709\u4e9b\u4eba\u4f1a\u8bf4\u5b83\u662f\u6700\u91cd\u8981\u7684\u3002\u8fd9\u662f\u56e0\u4e3aLTV \u4e3a\u4f60\u7684\u5ba2\u6237\u6218\u7565\u63d0\u4f9b\u4e86\u4e00\u4e2a\u957f\u671f\u7684\u89c6\u89d2\uff0c\u5b83\u4e0d\u4ec5\u8ba9\u4f60\u4e86\u89e3\u5ba2\u6237\u73b0\u5728\u5bf9\u4f60\u6765\u8bf4\u6709\u591a\u5c11\u4ef7\u503c\uff0c\u800c\u4e14\u8ba9\u4f60\u9884\u6d4b\u968f\u7740\u65f6\u95f4\u7684\u63a8\u79fb\uff0c\u4ed6\u4eec\u5bf9\u4f60\u7684\u4e1a\u52a1\u4f1a\u6709\u591a\u5927\u4ef7\u503c\u3002<\/p>\n\n\n\n<p>\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503c\u53ef\u4ee5\u5e2e\u52a9\u60a8\u5728\u6574\u4e2a\u4e1a\u52a1\u4e2d\u505a\u51fa\u91cd\u8981\u51b3\u5b9a\u3002\u4f8b\u5982\uff0c\u8425\u9500\u56e2\u961f\u53ef\u4ee5\u4f7f\u7528LTV \u6765\u4e86\u89e3\u5e94\u8be5\u82b1\u591a\u5c11\u94b1\u6765\u83b7\u53d6\u65b0\u5ba2\u6237\u3002\u63d0\u793a\uff08\u8fd9\u4e5f\u662f\u663e\u800c\u6613\u89c1\u7684\uff09\uff1a\u83b7\u53d6\u6210\u672c\u5e94\u8be5\u603b\u662f\u4f4e\u4e8e\u7279\u5b9a\u7528\u6237\u7fa4\u4f53\u7684\u7ec8\u8eab\u4ef7\u503c\u3002\u540c\u6837\u7684\u903b\u8f91\u4e5f\u53ef\u4ee5\u5e2e\u52a9\u9500\u552e\u4eba\u5458\u51b3\u5b9a\u4ed6\u4eec\u5e94\u8be5\u82b1\u7cbe\u529b\u53bb\u8ffd\u6c42\u54ea\u7c7b\u5ba2\u6237\u3002<\/p>\n\n\n\n<p>\u5ba2\u6237\u6210\u529f\u56e2\u961f\u53ef\u4ee5\u4f7f\u7528LTV \u6765\u786e\u5b9a\u5e94\u8be5\u7528\u4e8e\u4fdd\u7559\u73b0\u6709\u5ba2\u6237\u7684\u8d44\u91d1\u548c\u8d44\u6e90\u7684\u6570\u91cf\u3002LTV \u9ad8\u7684\u5ba2\u6237\u53ef\u80fd\u6bd4\u90a3\u4e9bLTV \u4f4e\u7684\u5ba2\u6237\u9700\u8981\u66f4\u591a\u7684\u8d44\u6e90\u548c\u7ef4\u62a4\u3002<\/p>\n\n\n\n<p>\u4ea7\u54c1\u56e2\u961f\u53ef\u4ee5\u5229\u7528LTV \u6765\u4e86\u89e3\u6700\u6709\u4ef7\u503c\u7528\u6237\u7684\u9700\u6c42\u3002\u8fd9\u4e9b\u7c7b\u578b\u7684\u5ba2\u6237\u6d1e\u5bdf\u4e0d\u4ec5\u53ef\u4ee5\u4e3a\u8bbe\u8ba1\u51b3\u7b56\u63d0\u4f9b\u4fe1\u606f\uff0c\u8fd8\u53ef\u4ee5\u5e2e\u52a9\u4ea7\u54c1\u56e2\u961f\u5728\u4e1a\u52a1\u5c42\u9762\u9a8c\u8bc1\u4ed6\u4eec\u7684\u51b3\u7b56\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">6\u3001Net churn<\/h2>\n\n\n\n<p>Net churn \u51c0\u6d41\u5931\uff0c\u662f\u6bcf\u4e2aSaaS\u516c\u53f8\u7684\u7978\u6839\u3002\u6b63\u5982\u5e15\u7279\u91cc\u514b \u00b7 \u574e\u8d1d\u5c14\uff08Patrick Campbell\uff09\u6240\u8bf4\u201c\u4e00\u4e9b\u4eba\u4e0d\u53ef\u907f\u514d\u5730\u4f1a\u79bb\u5f00\u4f60\u7684\u4ea7\u54c1\u201d\u3002\u4f60\u51e0\u4e4e\u603b\u662f\u9700\u8981\u62a5\u544a\u4e00\u4e9b\u5ba2\u6237\u6d41\u5931\u7684\u60c5\u51b5\uff0c\u8fd9\u53ef\u80fd\u4f1a\u8ba9\u4f60\u611f\u89c9\u6709\u70b9\u60b2\u89c2\u3002<\/p>\n\n\n\n<p>\u8fd9\u5c31\u662f\u4e3a\u4ec0\u4e48\u5728\u8861\u91cfSaaS \u589e\u957f\u65f6\uff0c\u51c0\u6d41\u5931\u6bd4\u603b\u6d41\u5931\u66f4\u6709\u7528\uff0c\u56e0\u4e3a\u5b83\u80fd\u8ba9\u4f60\u66f4\u5168\u9762\u5730\u4e86\u89e3\u516c\u53f8\u7684\u5065\u5eb7\u72b6\u51b5\u3002<\/p>\n\n\n\n<p>\u800c\u4e14\uff0c\u4e00\u822c\u6765\u8bf4\uff0c\u6536\u5165\u6d41\u5931\u6bd4\u5ba2\u6237\u6d41\u5931\u66f4\u80fd\u8861\u91cfSaaS \u7684\u589e\u957f\u60c5\u51b5\u3002\u56e0\u4e3a\uff0c\u8ba9\u6211\u4eec\u73b0\u5b9e\u4e00\u70b9\uff0c\u5c3d\u7ba1\u5931\u53bb\u4f60\u6700\u559c\u6b22\u7684\u5ba2\u6237\u5f88\u7cdf\u7cd5\uff0c\u4f46\u5931\u53bb\u6700\u8d5a\u94b1\u7684\u5ba2\u6237\u4f1a\u66f4\u8ba9\u4eba\u75db\u82e6\u3002<\/p>\n\n\n\n<p>\u8fd9\u5e76\u4e0d\u662f\u8bf4\u76d1\u63a7\u5ba2\u6237\u6d41\u5931\u7684\u8fc7\u7a0b\u4e2d\u6ca1\u6709\u91cd\u8981\u4fe1\u606f\u53ef\u4ee5\u6536\u96c6\u3002\u4f8b\u5982\uff0c\u5982\u679c\u4f60\u7a81\u7136\u5931\u53bb\u4e86\u5927\u90e8\u5206\u4f4e\u7aef\u7528\u6237\uff0c\u800c\u53ea\u5728\u9ad8\u7aef\u5e02\u573a\u83b7\u5f97\u4e86\u5ba2\u6237\uff0c\u4f60\u5e94\u8be5\u627e\u51fa\u5177\u4f53\u539f\u56e0\u3002<\/p>\n\n\n\n<p>\u4f46\u5982\u679c\u4f60\u53ea\u62a5\u544a\u4e00\u4e2a\u7528\u6237\u6d41\u5931\u6307\u6807\uff0c\u90a3\u5c31\u5e94\u8be5\u662f\u51c0\u6536\u5165\u6d41\u5931\u989d\uff0c\u5728\u8ba1\u5165\u65b0\u8425\u6536\u3001\u6269\u5c55\u6027\u8425\u6536\u6216\u91cd\u65b0\u6fc0\u6d3b\u8425\u6536\u4e4b\u540e\u7684\u635f\u5931\u91d1\u989d\u3002<\/p>\n\n\n\n<p>\u5728\u5b9e\u8df5\u4e2d\u60f3\u8c61\u4e00\u4e0b\uff1a\u5047\u8bbe\u4f60\u5728\u4e00\u6bb5\u65f6\u95f4\u5185\u56e0\u5ba2\u6237\u6d41\u5931\u635f\u5931\u4e862000\u7f8e\u5143\uff0c\u4f46\u5728\u540c\u4e00\u65f6\u671f\u5185\u4ece\u65b0\u5ba2\u6237\u548c\u589e\u52a0\u9500\u552e\u4e2d\u83b7\u5f97\u4e863500\u7f8e\u5143\u3002\u8fd9\u5c06\u7ed9\u4f60\u5e26\u6765\u7684\u51c0\u6536\u5165\u6d41\u5931\u989d\u4e3a-1500\u7f8e\u5143\uff0c\u8fd9\u4e0e\u603b\u6d41\u5931\u91cf\u662f\u5b8c\u5168\u4e0d\u540c\u7684\u60c5\u51b5\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7\u3001Virality<\/h3>\n\n\n\n<p>Virality \u75c5\u6bd2\u5f0f\u4f20\u64ad\uff0c\u548c\u7f51\u7edc\u6548\u5e94\u6709\u65f6\u53ef\u4ee5\u4e92\u6362\u4f7f\u7528\uff0c\u4f46\u5b9e\u9645\u4e0a\u662f\u975e\u5e38\u4e0d\u540c\u7684\uff08\u5c3d\u7ba1\u5b83\u4eec\u7ecf\u5e38\u540c\u65f6\u51fa\u73b0\uff09\u3002 \u200d \u4ea7\u54c1\u75c5\u6bd2\u5f0f\u4f20\u64ad\u662f\u6307\u4ea7\u54c1\u7684\u91c7\u7528\u7387\u968f\u7740\u6bcf\u589e\u52a0\u4e00\u4e2a\u7528\u6237\u800c\u5448\u6307\u6570\u7ea7\u589e\u957f\u3002\u75c5\u6bd2\u7684\u751f\u957f\u662f\u7528\u75c5\u6bd2\u7cfb\u6570\uff08K\u503c\uff09\u6765\u8861\u91cf\u7684\uff0c\u8ba1\u7b97\u516c\u5f0f\u5982\u4e0b:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>K\u503c = \u6bcf\u4e2a\u5ba2\u6237\u53d1\u51fa\u7684\u9080\u8bf7\u6570\u91cf * \u6bcf\u6b21\u9080\u8bf7\u7684\u8f6c\u5316\u7387<\/code><\/pre>\n\n\n\n<p>\u4e3a\u4e86\u8ba9\u75c5\u6bd2\u4f20\u64ad\u6027\u6301\u7eed\u5b58\u5728\uff0cK\u503c\u5fc5\u987b\u5927\u4e8e1\u3002\u4e3a\u4e86\u5b9e\u73b0\u8fd9\u4e00\u70b9\uff0c\u7528\u6237\u5fc5\u987b\u80fd\u591f\u901a\u8fc7\u4f7f\u7528\u4ea7\u54c1\u6765\u63a8\u5e7f\u4ea7\u54c1\u3002<\/p>\n\n\n\n<p>\u4ee5Zoom \u4e3a\u4f8b\uff0c\u901a\u8fc7\u5c06\u89c6\u9891\u4f1a\u8bae\u94fe\u63a5\u53d1\u9001\u7ed9\u5c1a\u672a\u4f7f\u7528\u8be5\u5de5\u5177\u7684\u4e0e\u4f1a\u8005\uff0c\u73b0\u6709\u7528\u6237\u53ef\u4ee5\u5728\u4f7f\u7528\u8be5\u5de5\u5177\u7684\u80cc\u666f\u4e0b\u63a8\u5e7f\u8be5\u4ea7\u54c1\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8\u3001Network effects<\/h3>\n\n\n\n<p>Network effects \u7f51\u7edc\u6548\u5e94\uff0c\u4e00\u4e2a\u5177\u6709\u7f51\u7edc\u6548\u5e94\u7684\u4ea7\u54c1\uff0c\u968f\u7740\u8d8a\u6765\u8d8a\u591a\u7684\u4eba\u91c7\u7528\u8be5\u4ea7\u54c1\uff0c\u5bf9\u7528\u6237\u5c31\u4f1a\u53d8\u5f97\u66f4\u6709\u4ef7\u503c\u3002\u5728Zoom\u7684\u4f8b\u5b50\u4e2d\uff0c\u4e0e\u4f1a\u8005\u53ef\u4ee5\u5728\u4e0d\u521b\u5efa\u8d26\u6237\u7684\u60c5\u51b5\u4e0b\u52a0\u5165\u4e00\u4e2a\u7535\u8bdd\uff0c\u4ed6\u4eec\u7684\u53c2\u4e0e\u589e\u52a0\u4e86\u4e2a\u4eba\u7528\u6237\u4f53\u9a8c\u7684\u4ef7\u503c\uff0c\u4f46\u5e76\u4e0d\u80fd\u957f\u671f\u589e\u5f3a\u4ea7\u54c1\u3002\u4e0eInstagram \u7b49\u793e\u4ea4\u7f51\u7edc\u5e94\u7528\u6216Airbnb \u7b49\u53cc\u9762\u5e02\u573a\u76f8\u6bd4\uff0c\u4eba\u4eec\u5b9a\u671f\u53d1\u5e03\u7167\u7247\u6216\u5217\u51fa\u51fa\u79df\u623f\u5c4b\u7684\u6570\u91cf\u8d8a\u591a\uff0c\u4ece\u957f\u8fdc\u6765\u770b\uff0c\u5176\u4ed6\u7528\u6237\u83b7\u5f97\u7684\u4ea7\u54c1\u4f53\u9a8c\u5c31\u8d8a\u597d\uff0c\u8fd9\u4e9b\u4ea7\u54c1\u624d\u66f4\u5177\u6709\u7f51\u7edc\u6548\u5e94\u3002<\/p>\n\n\n\n<p>\u4e3a\u4ec0\u4e48\u7f51\u7edc\u6548\u5e94\u5982\u6b64\u91cd\u8981\uff1f\u98ce\u6295\u516c\u53f8NfX \u5c06\u7f51\u7edc\u6548\u5e94\u5217\u4e3a\u56db\u79cd\u9632\u5fa1\u624b\u6bb5\u4e4b\u4e00\uff0c\u4e0e\u54c1\u724c\u3001\u5d4c\u5165\u548c\u89c4\u6a21 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