{"id":90775,"date":"2023-02-07T16:52:12","date_gmt":"2023-02-07T08:52:12","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=90775"},"modified":"2023-02-07T16:52:14","modified_gmt":"2023-02-07T08:52:14","slug":"saas-%e6%8a%95%e8%b5%84%e5%9b%9e%e6%8a%a5%e7%8e%87-roi-%e8%a7%a3%e8%af%bb","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/quan\/90775.html","title":{"rendered":"SaaS \u6295\u8d44\u56de\u62a5\u7387 ROI \u89e3\u8bfb"},"content":{"rendered":"\n<p>\u4ece\u81ea\u7136\u5230\u5546\u4e1a\uff0c\u4e8b\u7269\u90fd\u5177\u6709\u89c4\u5f8b\u6027\uff0c\u90fd\u5177\u5907\u751f\u547d\u5468\u671f\u3002\u5373\u4fbf\u5f3a\u5982\u817e\u8baf\u3001\u963f\u91cc\u3001\u8138\u4e66\uff08Meta\uff09\u7b49\u8fd9\u4e9b\u5546\u4e1a\u5de8\u64d8\uff0c\u4e5f\u9700\u5728\u53d1\u5c55\u4e2d\u4e0d\u65ad\u63a2\u7d22\u51fa\u5ef6\u957f\u7528\u6237\u751f\u547d\u5468\u671f\u7684\u65b9\u6cd5\uff0c\u6216\u5728\u9762\u4e34\u62d0\u70b9\u524d\u8fdb\u884c\u81ea\u6211\u98a0\u8986\u6362\u53d6\u589e\u957f\uff0c\u4ee5\u7ef4\u6301\u81ea\u8eab\u5546\u4e1a\u5730\u4f4d\u3002<\/p>\n\n\n\n<p><strong>01<\/strong><\/p>\n\n\n\n<p><strong>\u5ba2\u6237\u751f\u547d\u5468\u671f<\/strong><\/p>\n\n\n\n<p><strong><span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/saas\" title=\"SaaS\" target=\"_blank\">SaaS<\/a><\/span>\u516c\u53f8\u7684\u751f\u547d\u7ebf<\/strong><\/p>\n\n\n\n<p><strong>\u5ba2\u6237\u751f\u547d\u5468\u671f\u3002<\/strong><\/p>\n\n\n\n<p>\u7528\u6237\u751f\u547d\u5468\u671f\u63cf\u8ff0\u4e86\u7528\u6237\u4ece\u5f00\u59cb\u63a5\u89e6\u4ea7\u54c1\u5230\u79bb\u5f00\u4ea7\u54c1\u7684\u6574\u4e2a\u8fc7\u7a0b\uff0c\u5468\u671f\u7684\u957f\u77ed\u76f4\u63a5\u5f71\u54cd\u4e86\u4f01\u4e1a\u7684\u8425\u6536\u80fd\u529b\u3002\u4e00\u822c\u8c08\u7528\u6237\u751f\u547d\u5468\u671f\u4f1a\u5206\u4e3a5\u4e2a\u65f6\u671f\uff0c\u5206\u522b\u662f\uff1a\u5f15\u5165\u671f\u3001\u6210\u957f\u671f\u3001\u6210\u719f\u671f\u3001\u4f11\u7720\u671f\u548c\u6d41\u5931\u671f\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2023\/02\/2023020708521376.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>\u7528\u6237\u751f\u547d\u5468\u671f | Guofu draw<\/p>\n\n\n\n<p>\u5f53\u7136\uff0c\u5168\u7403SaaS\u4ea7\u4e1a\u53d1\u5c55\u5df2\u7ecf\u8d85\u8fc720\u5e74\uff0cSaaS\u516c\u53f8\u7684\u7528\u6237\u751f\u547d\u5468\u671f\u9003\u4e0d\u8fc7\u8fd9\u4e2a\u5faa\u73af\u3002\u7531\u4e8eToB\u4e1a\u52a1\u6d89\u53ca\u7ec4\u7ec7\u5185\u81ea\u4e0b\u800c\u4e0a\u5ba1\u6279\u6d41\u7a0b\u4ee5\u53ca\u590d\u6742\u51b3\u7b56\u8fc7\u7a0b\uff0c\u76f8\u5bf9\u5e94\u7528\u6237\u751f\u547d\u5468\u671f\u7684\u8282\u70b9\u4f1a\u6709\u6240\u5dee\u522b\u3002<\/p>\n\n\n\n<p>\u5bf9\u4e8eToB SaaS\u4f01\u4e1a\u6765\u8bf4\uff0c\u5ba2\u6237\u751f\u547d\u5468\u671f\u4f1a\u88ab\u5212\u5206\u4e3a6\u4e2a\u9636\u6bb5\u89e3\u8bfb\u3002\u7ad9\u5728\u5ba2\u6237\u7684\u89c6\u89d2\uff0c\u80fd\u591f\u627e\u5230\u5f71\u54cd\u5ba2\u6237\u7559\u5b58\u56e0\u5b50\u548c\u5ba2\u6237\u5173\u6ce8\u7684\u6838\u5fc3\u529f\u80fd\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2023\/02\/2023020708521393.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>SaaS\u5ba2\u6237\u65c5\u7a0b | Guofu draw<\/p>\n\n\n\n<p><strong>SaaS\u5ba2\u6237\u751f\u547d\u5468\u671f6\u4e2a\u9636\u6bb5\u3002<\/strong><\/p>\n\n\n\n<p>1\uff09\u5728\u8ba4\u77e5\u9636\u6bb5\uff0c\u5ba2\u6237\u610f\u8bc6\u5230\u81ea\u8eab\u7684\u95ee\u9898\u548c\u5f00\u59cb\u603b\u7ed3\u9700\u6c42&amp;\u75db\u70b9\uff0c\u5728\u8fd9\u4e2a\u9636\u6bb5\u5ba2\u6237\u4f1a\u5728\u7f51\u7edc\u3001\u540c\u884c\u548c\u670b\u53cb\u63a8\u4ecb\u4e0b\uff0c\u5f00\u59cb\u627e\u5bfb\u53ef\u4ee5\u5982\u4f55\u89e3\u51b3\u95ee\u9898\u65b9\u6cd5\u3002\u4f60\u4eec\u5bb6\u7684SaaS\u4ea7\u54c1\u5927\u6982\u7387\u4f1a\u5728\u8fd9\u79cd\u573a\u666f\u4e0b\u88ab\u5ba2\u6237\u53d1\u73b0\u3002<\/p>\n\n\n\n<p>2\uff09\u5728\u8003\u91cf\u9636\u6bb5\uff0c\u5ba2\u6237\u5b9a\u4f4d\u597d\u95ee\u9898\u540e\u641c\u7d22\u9700\u6c42&amp;\u75db\u70b9\u76f8\u5173\u5185\u5bb9\uff0c\u6b64\u65f6\u4f60\u4eec\u5bb6\u7684SaaS\u4ea7\u54c1\u4f1a\u88ab\u5217\u5165\u5ba2\u6237\u7684\u5019\u9009\u6e05\u5355\u3002<\/p>\n\n\n\n<p>3\uff09\u5728\u9009\u578b\u9636\u6bb5\uff0c\u5ba2\u6237\u5185\u90e8\u4f1a\u7ec4\u7ec7\u5bf9\u5019\u9009\u6e05\u5355\u8fdb\u884c\u8ba8\u8bba\uff0c\u57fa\u4e8e\u6210\u672c\u6548\u76ca\u3001\u524d\u77bb\u6027\u3001\u5b89\u5168\u6027\u3001\u662f\u5426\u6709\u7b2c\u4e09\u65b9\u80cc\u4e66\uff0c\u540e\u671f\u6d41\u7a0b\u53ca\u670d\u52a1\u8d28\u91cf\u7b49\u8fdb\u884c\u8003\u91cf\u3002\u4f60\u53ef\u4ee5\u63d0\u4f9b\u7d20\u6750\u5f3a\u8c03\u4ea7\u54c1\u7684\u771f\u5b9e\u548c\u6709\u5f62\u4ef7\u503c\uff0c<strong>\u5982\u679c\u5ba2\u6237\u5728\u4f60\u7684SaaS\u4ea7\u54c1\u5728\u82b1\u8d39\u65f6\u95f4\u8d8a\u591a\uff0c\u8fbe\u6210\u8ba2\u9605\u7684\u53ef\u80fd\u6027\u5c31\u8d8a\u5927<\/strong>\u3002<\/p>\n\n\n\n<p>4\uff09\u5728\u8ba2\u9605\u9636\u6bb5\uff0c\u6b64\u65f6\u5ba2\u6237\u5df2\u7ecf\u57fa\u672c\u786e\u5b9a\u4f7f\u7528\u4f60\u4eec\u5bb6\u7684SaaS\u4ea7\u54c1\uff0c\u5ba2\u6237\u4f1a\u57fa\u4e8e\u5177\u4f53\u7684\u9700\u6c42\u4e0e\u4f60\u4eec\u8fdb\u884c\u5546\u52a1\u548c\u5bf9\u63a5\uff0c\u8ba2\u9605\u6807\u54c1\u6216\u8005\u5b9a\u5236\u5316\u65b9\u6848\u3002<\/p>\n\n\n\n<p>5\uff09\u5728\u7ef4\u7cfb\u9636\u6bb5\uff0c\u5ba2\u6237\u8ba2\u9605\u4ed8\u8d39\u540e\u6210\u529f\u88ab\u8f6c\u5316\uff0c\u6b64\u65f6\u9700\u8981\u63d0\u4f9b\u53ca\u65f6\u7684\u670d\u52a1\u54cd\u5e94\u5f15\u5bfc\u5ba2\u6237\u6b63\u786e\u3001\u6709\u6548\u7387\u7684\u4f7f\u7528\u4ea7\u54c1\u3002<strong>\u5ba2\u6237\u8ba2\u9605\u4ea7\u54c1\u53ea\u662f\u5f00\u59cb\uff0c\u4ea7\u54c1\u5728\u4f01\u4e1a\u4e2d\u53d1\u6325\u4ef7\u503c\u624d\u662f\u76ee\u6807\u3002<\/strong>\u901a\u8fc7\u589e\u52a0\u5ba2\u6237\u4f7f\u7528\u4ea7\u54c1\u6df1\u5ea6\uff0c\u589e\u52a0\u5ba2\u6237\u4e0e\u54c1\u724c\u7684\u7c98\u6027\uff0c\u53ef\u4ee5\u6709\u6548\u63d0\u5347\u7eed\u8ba2\u7387\u548c\u62d3\u5c55\u589e\u503c\u670d\u52a1\u3002\u5fe0\u5b9e\u7684\u5ba2\u6237\u5c31\u662f\u6700\u597d\u7684\u9500\u552e\u4ee3\u8868\uff0c\u5728\u53e3\u7891\u4f20\u64ad\uff08\u8f6c\u4ecb\uff09\u4e2d\u4e3a\u54c1\u724c\u63d0\u4f9b\u793e\u4f1a\u8bc1\u660e\u3002<\/p>\n\n\n\n<p>6\uff09\u5728\u6d41\u5931\u9636\u6bb5\uff0c\u5bf9\u4e8eSaaS\u516c\u53f8\u6765\u8bf4\uff0c\u5ba2\u6237\u957f\u65f6\u95f4\u4e0d\u4f7f\u7528\u4ea7\u54c1\u6216\u8005\u5230\u671f\u4e0d\u8fdb\u884c\u7eed\u8d39\uff0c\u90fd\u53ef\u4ee5\u89c6\u4f5c\u5ba2\u6237\u6d41\u5931\u3002<strong>\u9ad8\u6bd4\u7387\u7684\u5ba2\u6237\u6d41\u5931\u5bf9\u4e8eSaaS\u516c\u53f8\u6765\u8bf4\u662f\u81f4\u547d\u7684<\/strong>\uff0c\u9700\u8981\u53ca\u65f6\u5efa\u7acb\u8d77\u6709\u6548\u7684\u9884\u8b66\u673a\u5236\uff0c\u5728\u672a\u6d41\u5931\u5ba2\u6237\u4ea7\u751f\u53ef\u80fd\u6d41\u5931\u7684\u5173\u8054\u884c\u4e3a\u65f6\uff0c\u4e3b\u52a8\u54cd\u5e94\uff0c\u907f\u514d\u5ba2\u6237\u6d41\u5931\u3002<\/p>\n\n\n\n<p><strong>02<\/strong><\/p>\n\n\n\n<p><strong>LTV\u662f\u7834\u5c40\u70b9<\/strong><\/p>\n\n\n\n<p><strong>\u4ee5\u751f\u547d\u7ebf\u6307\u6807\u6307\u5f15\u65b9\u5411<\/strong><\/p>\n\n\n\n<p><strong>SaaS\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503c\u2248\u4f01\u4e1a\u7684\u8d27\u5e01\u4ef7\u503c\u3002<\/strong><\/p>\n\n\n\n<p>\u5ba2\u6237\u5728SaaS\u4ea7\u54c1\u751f\u547d\u5468\u671f\u5185\u6240\u8d21\u732e\u7684\u4ef7\u503c\u4f1a\u7528\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503c\uff08Life Time Value, \u7b80\u79f0LTV\uff09\u4f5c\u4e3a\u8861\u91cf\u6307\u6807\uff0c<strong>\u4f53\u73b0\u5728\u7528\u6237\u751f\u547d\u5468\u671f\u66f2\u7ebf\u4e0b\u7684\u9762\u79ef\uff0c\u53ef\u4ee5\u7406\u89e3\u6210\u7528\u6237\u80fd\u4e3a\u4f01\u4e1a\u5e26\u6765\u7684\u8d27\u5e01\u5316\u4ef7\u503c<\/strong>\u3002<\/p>\n\n\n\n<p><strong>\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503c\uff08LTV\uff09\u7684\u6709\u6548\u63cf\u8ff0\u3002<\/strong><\/p>\n\n\n\n<p>\u5982\u679c\u6211\u8bf4\u5929\u5929\u9884\u7ea6Pro\u5e73\u53f0\uff08\u4e00\u5bb6\u63d0\u4f9b\u9884\u7ea6\u89e3\u51b3\u65b9\u6848\u7684\u8f6f\u4ef6\u670d\u52a1\u5546\uff09\u4e00\u4e2a\u4ed8\u8d39\u5ba2\u6237\u7684\u7ec8\u8eab\u4ef7\u503c\u662f5000\u5143\uff0c\u800c\u603b\u83b7\u53d6\u6210\u672c\uff08Total Customer Acquisition Cost, \u7b80\u79f0tCAC\uff09\u662f200\u5143\u3002\u8be5\u5e73\u53f0\u7684\u76ee\u524d\u7684\u8425\u8fd0\u72b6\u51b5\u662f\u597d\u662f\u574f\uff0c\u4f60\u80fd\u5426\u4ece\u8fd9\u6bb5\u8bdd\u4e2d\u83b7\u53d6\u6709\u6548\u4fe1\u606f\uff1f<\/p>\n\n\n\n<p>\u4e8b\u5b9e\u4e0a\uff0c\u8fd9\u6837\u7684\u8868\u8fbe\u53ea\u662f\u5728\u9648\u8ff0\u4e8b\u5b9e\uff0c\u6211\u4eec\u65e2\u4e0d\u77e5\u9053\u5ba2\u6237\u83b7\u53d6\u7684\u6e20\u9053\u6709\u54ea\u4e9b\uff1f\u6bcf\u5929\u6295\u5165\u7684\u5e7f\u544a\u603b\u6210\u672c\u662f\u591a\u5c11\uff1f\u65b0\u83b7\u53d6\u7684\u5ba2\u6237\u6570\u91cf\u662f\u591a\u5c11\uff1f\u662f\u5728\u4ec0\u4e48\u65f6\u95f4\u7a97\u53e3\u4e2d\u8ba1\u7b97\u5f97\u6765\u7684\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503c\uff0c\u4e0d\u5177\u5907\u5546\u4e1a\u610f\u4e49\u3002<\/p>\n\n\n\n<p><strong>\u6709\u6548\u7684LTV\u63cf\u8ff0\u5e94\u8be5\u662f\u8fd9\u6837\u7684\u3002<\/strong><\/p>\n\n\n\n<p><strong>\u5929\u5929\u9884\u7ea6Pro\u5e73\u53f0\u5728\u767e\u5ea6\u8425\u9500\u4e0a\uff0c\u5728\u6bcf\u5929\u6295\u51651000\u5143\u8fdb\u884c\u641c\u7d22\u5f15\u64ce\u7ade\u4ef7\u6392\u540d\u7684\u57fa\u7840\u4e0a\uff0c\u83b7\u53d6\u4ed8\u8d39\u5ba2\u6237\u76842\u5e74LTV\u662f5000\u5143\uff0c\u800ctCAC\u662f200\u5143\u3002\u5728\u6bcf\u5929\u6295\u5165\u89c4\u6a21\u589e\u52a0\u52302000\u5143\u65f6\u51fa\u73b0\u4e0b\u6ed1\u62d0\u70b9\uff0c\u52a0\u5927\u6295\u5165\u6210\u672c\u4f46\u6548\u76ca\u5f00\u59cb\u4e0b\u964d\u3002<\/strong><\/p>\n\n\n\n<p>\u4e3a\u4ec0\u4e48\u9700\u8981\u52a0\u4e0a\u89c4\u6a21\uff08\u6bcf\u65e5\u8425\u9500\u5f00\u9500\u7684\u603b\u6570\uff09\uff1f\u56e0\u4e3a\u968f\u7740\u641c\u7d22\u5f15\u64ce\u7ade\u4ef7\u6392\u540d\u8bcd\u7ec4\u5355\u4ef7\u4e0a\u5347\u6216\u8bcd\u5e93\u7684\u6269\u5c55\uff0c\u589e\u52a0\u8425\u9500\u6295\u5165\u53ef\u4ee5\u8ba9\u5e7f\u544a\u89e6\u8fbe\u66f4\u591a\u7684\u4eba\uff0c\u4f46\u540c\u65f6\u4e5f\u4f1a\u6709\u66f4\u591a\u8fb9\u7f18\u6027\u53d7\u4f17\u88ab\u8986\u76d6\u3002\u5f53\u5e7f\u544a\u4e0e\u53d7\u4f17\u5f31\u76f8\u5173\u65f6\uff0c\u52bf\u5fc5\u70b9\u51fb\u7387\u4f1a\u4e0b\u964d\uff0c\u800cLTV\u8981\u4e48\u4e0b\u964d\u8981\u4e48\u4e0d\u53d8\u3002\u8fd9\u5c31\u662f\u5728\u5e7f\u544a\u6295\u5165\u89c4\u6a21\u7684\u62d0\u70b9\uff0c\u6295\u5165\u589e\u52a0\u5230\u4e00\u5b9a\u7a0b\u5ea6\u65f6\u8fb9\u9645\u6548\u76ca\u9012\u51cf\u3002<\/p>\n\n\n\n<p>\u6240\u4ee5\uff0c\u8981\u5b8c\u6574\u6709\u6548\u63cf\u8ff0LTV\u5e94\u8be5\u8d77\u7801\u5305\u542b\uff1a<strong>\u201c\u8425\u9500\u6e20\u9053\u201d\u3001\u201cLTV\u65f6\u95f4\u7a97\u53e3\u201d\u3001\u201c\u5e7f\u544a\u6295\u653e\u89c4\u6a21\u201d\u3001\u201c\u8fb9\u9645\u6548\u76ca\u60c5\u51b5\u201d<\/strong>\u3002<\/p>\n\n\n\n<p><strong>03<\/strong><\/p>\n\n\n\n<p><strong>\u8bc6\u7834 LTV \u9762\u5177<\/strong><\/p>\n\n\n\n<p><strong>\u4ece\u7834\u5c40\u8fc8\u5411\u638c\u5c40\u8005<\/strong><\/p>\n\n\n\n<p><strong>LTV\u5e94\u8be5\u5982\u4f55\u8ba1\u7b97\uff1f<\/strong><\/p>\n\n\n\n<p>SaaS\u516c\u53f8\u53ef\u6839\u636e\u4e0d\u540c\u6e20\u9053\u7684\u884c\u4e3a\u6570\u636e\u8fdb\u884cLTV\u8ba1\u7b97\uff0c\u516c\u53f8\u53ef\u9009\u62e97\u5929\u6216\u800514\u5929\u4f5c\u4e3a\u5206\u6790\u65f6\u957f\uff0c<strong>SaaS\u516c\u53f8\u901a\u5e38\u4f1a\u4ee530\u5929\u4f5c\u4e3a\u5206\u6790\u65f6\u957f\u3002<\/strong>\u901a\u8fc7\u5ba2\u6237\u8d21\u732e\u7684\u5546\u4e1a\u4ef7\u503c\u6765\u9884\u4f30\u672a\u6765\u7684\u8f6c\u5316\u60c5\u51b5\uff0c\u4ee5\u6b64\u5bf9\u73b0\u6709\u6e20\u9053\u8d28\u91cf\u8fdb\u884c\u8bc4\u4ef7\uff0c\u89c6\u8868\u73b0\u8fdb\u884c\u76f8\u5e94\u7684\u8c03\u6574\u6216\u8005\u66f4\u6362\u3002<\/p>\n\n\n\n<p>LTV\u7684\u8ba1\u7b97\u65b9\u5f0f\u5bf9\u4e8e\u4e0d\u540c\u884c\u4e1a\u4f1a\u6709\u5dee\u522b\u3002SaaS\u516c\u53f8\u901a\u5e38\u7684\u8ba1\u7b97\u516c\u5f0f\u4e3a\uff1a<\/p>\n\n\n\n<p><strong>1\uff09RGP=ARPA*\u6bdb\u5229\u7387<\/strong><\/p>\n\n\n\n<p><strong>2\uff09LTV=RGP\/Churn Rate<\/strong><\/p>\n\n\n\n<p>Notation\uff1a<\/p>\n\n\n\n<p>* RGP\uff08\u7ecf\u5e38\u6027\u6bdb\u5229\uff0cRecurring Gross Profit\uff09<\/p>\n\n\n\n<p>* ARPA\uff08\u6bcf\u4e2a\u8d26\u6237\u5e73\u5747\u6536\u5165\uff0cAverage Revenue Per Account\uff09<\/p>\n\n\n\n<p>* Churn Rate\uff08\u5ba2\u6237\u6d41\u5931\u7387\uff09<\/p>\n\n\n\n<p>\u4ee5\u5929\u5929\u9884\u7ea6Pro\u5e73\u53f0\u4e3a\u4f8b\uff0c\u5047\u8bbe\u8be5\u5e73\u53f0\u6bcf\u4e2a\u4ed8\u8d39\u8d26\u6237\u7684\u5e73\u5747\u6536\u5165\u4e3a5,000\u5143\uff0c\u6bdb\u5229\u7387\u4e3a40%\uff0c\u5ba2\u6237\u6d41\u5931\u7387\u4e3a10%\uff0c\u5219\u53ef\u4ee5\u8ba1\u7b97<strong>LTV=5,000*40%\/10%=20,000\u5143<\/strong>\u3002<\/p>\n\n\n\n<p>SaaS\u884c\u4e1a\u7531\u4e8e\u8ba2\u9605\u7684\u65b9\u5f0f\u5b58\u5728\u6309\u201c\u6708\u5ea6\/\u5b63\u5ea6\/\u5e74\u5ea6\u201d\u7b49\u591a\u79cd\uff0c\u5bf9\u4e8e\u957f\u671f\u8ba2\u9605\u671f\u9884\u4ed8\u7684\u8d39\u7528\u5e94\u8be5\u805a\u7126\u5728\u73b0\u91d1\u56de\u6536\u671f\u4e0a\uff0c\u672a\u6765\u73b0\u91d1\u6d41\u5e94\u8be5\u6263\u9664\u73b0\u91d1\u7684\u65f6\u95f4\u4ef7\u503c\u3002<strong>\u5bf9\u5e94\u7684LTV\u7edf\u8ba1\u4f1a\u4f7f\u7528\u6bdb\u5229\u7387\uff0c\u6392\u9664\u6fc0\u6d3b\u65b0\u5ba2\u6240\u9700\u7684\u4e00\u6b21\u6027\u5f15\u5bfc\u6210\u672c\uff08\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503c-\u670d\u52a1\u6210\u672c\uff09\u3002<\/strong><\/p>\n\n\n\n<p><strong>LTV\u7684\u5206\u7ec4\u5206\u6790\u3002<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2023\/02\/2023020708521312.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>\u5206\u7ec4\u5206\u6790\uff08cohort level analysis\uff09\u7684\u4e09\u4e2a\u7ef4\u5ea6 | Guofu draw<\/p>\n\n\n\n<p>LTV\u8ba1\u7b97\u9700\u8981\u4ece\u4e09\u4e2a\u7ef4\u5ea6\u8fdb\u884c\u5206\u7ec4\uff0c\u5206\u522b\u662f\u201c\u5468\u671f\u201d\u3001\u201c\u6e20\u9053\u201d\u548c\u201c\u4ea7\u54c1\u201d\u3002<strong>\u5468\u671f\u80fd\u5224\u65ad\u5ba2\u6237\u6210\u672c\u56de\u6536\u5468\u671f\u3001\u6e20\u9053\u80fd\u8bc6\u522b\u9ad8\u6548\u76ca\uff08<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/roi\" title=\"ROI\" target=\"_blank\">ROI<\/a><\/span>\uff09\u7684\u9500\u552e\u6e20\u9053\u3001\u4ea7\u54c1\u80fd\u533a\u522b\u4e0d\u540c\u4ea7\u54c1\u7684\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503c\u3002<\/strong>\u6b64\u5916\uff0c\u8fd8\u53ef\u4ee5\u6839\u636e\u516c\u53f8\u5177\u4f53\u7684\u4e1a\u52a1\u573a\u666f\u6309\u5e74\u9f84\u3001\u6027\u522b\u3001\u57ce\u5e02\u6216\u56fd\u5bb6\u7b49\u8fdb\u884c\u5212\u5206\u3002<\/p>\n\n\n\n<p>LTV\u5728\u5b9e\u9645\u4e1a\u52a1\u4e2d\u9700\u8981\u8003\u8651\u7684\u56e0\u7d20\u8fd8\u6709\u5f88\u591a\uff0c\u53ef\u4ee5\u901a\u8fc7\u5173\u6ce8\u548c\u63d0\u5347\u5b50\u7ea7\u6307\u6807\uff0c\u6700\u540e\u901a\u8fc7LTV\u7684\u5b8f\u89c2\u63cf\u8ff0\u8868\u8fbe\u3002\u7531\u4e8eLTV\u7684\u8ba1\u7b97\u5177\u6709\u957f\u671f\u6027\uff0c\u5728\u5ba2\u6237\u771f\u6b63\u8fdb\u5165\u6d41\u5931\u9636\u6bb5\u4e4b\u524d\u65e0\u6cd5\u51c6\u786e\u8ba1\u7b97\u5ba2\u6237\u5bf9\u4e8e\u5546\u4e1a\u5e73\u53f0\u7684\u8d27\u5e01\u4ef7\u503c\u3002<\/p>\n\n\n\n<p><strong>LTV\u7684\u524d\u77bb\u9884\u6d4b\u3002<\/strong><\/p>\n\n\n\n<p>\u901a\u5e38\u5ba2\u6237\u7684\u751f\u547d\u5468\u671f\u4f1a\u6301\u7eed\u4e00\u6bb5\u5f88\u957f\u7684\u65f6\u95f4\uff0cSaaS\u4ea7\u54c1\u8ba2\u9605\u7684\u673a\u5236\u57fa\u672c\u80fd\u786e\u5b9a\u5ba2\u6237\u7684\u6700\u5c0f\u751f\u547d\u5468\u671f\u3002\u7b49\u5230\u5ba2\u6237\u5b8c\u6574\u7ecf\u5386\u6574\u4e2a\u751f\u547d\u5468\u671f\u518d\u6765\u8ba1\u7b97LTV\uff0c\u5bf9\u4e8eSaaS\u4f01\u4e1a\u6765\u8bf4\u635f\u5931\u5df2\u7ecf\u4ea7\u751f\uff0c\u53ea\u80fd\u88ab\u52a8\u63a5\u53d7\u7ed3\u679c\uff0c\u4e0d\u5177\u5907\u5546\u4e1a\u4ef7\u503c\u3002\u5982\u679c\u80fd\u901a\u8fc7\u73b0\u6709\u7684\u77ed\u5468\u671f\u53bb\u9884\u6d4b\u957f\u5468\u671f\u7684\u8d8b\u52bf\uff0c\u4fbf\u80fd\u63d0\u524d\u8fdb\u884c\u7b56\u7565\u4f18\u5316\u3002<\/p>\n\n\n\n<p><strong>SaaS\u516c\u53f8\u53ef\u4ee5\u901a\u8fc7\u5df2\u6709\u6e20\u9053\u7684\u5386\u53f230\u5929LTV\u300160\u5929LTV\u4f5c\u4e3a\u6837\u672c\uff0c\u5224\u65ad\u5ba2\u6237\u6210\u672c\u56de\u6536\u5468\u671f\u3002<\/strong>\u5982\u679c\u4ea7\u54c1\u7684\u56de\u6536\u5468\u671f\u8fc7\u957f\uff0c\u4f01\u4e1a\u5e94\u8be5\u53ca\u65f6\u5bf9\u4e1a\u52a1\u6a21\u5f0f\u6216\u4ea7\u54c1\u529f\u80fd\u8fdb\u884c\u8c03\u6574\uff0c\u53ca\u65f6\u4f18\u5316\u7ecf\u8425\u7b56\u7565\u3002<\/p>\n\n\n\n<p>LTV\u8ba1\u7b97\u65b9\u6cd5\u662f\u5047\u5b9a\u5ba2\u6237\u7684\u4eba\u7fa4\u6bd4\u4f8b\u662f\u7a33\u5b9a\u4e0d\u53d8\uff0c\u4ee5\u67d0\u4e2a\u65f6\u95f4\u5468\u671f\u5185\u4ed8\u8d39\u5ba2\u6237\u4f5c\u4e3a\u72ec\u7acb\u6837\u672c\uff08\u5ffd\u7565\u6837\u672c\u95f4\u76f8\u5173\u6027\uff09\uff0c\u4ee5\u6b64\u7ebf\u6027\u56de\u5f52\u5f97\u51fa\u7684\u9884\u6d4bLTV\u662f\u5e73\u5747\u503c\uff0c\u5e76\u4e0d\u80fd\u4f53\u73b0\u4e2a\u4f53\u5ba2\u6237\u7684\u5dee\u522b\u3002\u5728\u9762\u5bf9\u516c\u53f8\u8fd0\u8425\u7b56\u7565\u53d1\u751f\u8c03\u6574\uff0c\u8ba1\u7b97\u7ed3\u679c\u4f1a\u4ea7\u751f\u8f83\u5927\u7684\u8bef\u5dee\uff0c<strong>\u63cf\u8ff0\u6027\u6a21\u578b\u53ea\u80fd\u62df\u5408\u5df2\u6709\u73b0\u6709\u6570\u636e\u8868\u73b0\uff0c\u662f\u4e00\u79cd\u5229\u7528\u7b80\u5316\u7684\u903b\u8f91\u5728\u89e3\u91ca\u590d\u6742\u73b0\u8c61<\/strong>\u3002<\/p>\n\n\n\n<p>\u5bf9\u4e8e\u521d\u521b\u9879\u76ee\u800c\u8a00\uff0c\u5728\u6478\u7d22\u9a8c\u8bc1<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/model\" title=\"\u5546\u4e1a\u6a21\u5f0f\">\u5546\u4e1a\u6a21\u5f0f<\/a><\/span>\u4f1a\u9762\u4e34LTV\u8ba1\u7b97\u7684\u8c03\u6574\uff0c\u8fd9\u5e76\u4e0d\u610f\u5473\u7740\u4e0d\u53bb\u8ba1\u7b97LTV\u3002\u6070\u6070\u76f8\u53cd\uff0c\u8ba1\u7b97LTV\u4ecd\u7136\u5177\u6709\u79ef\u6781\u610f\u4e49\uff0c\u901a\u8fc7\u9884\u4f30LTV\u53ef\u53d1\u73b0\u6218\u7565\u4e0a\u53ef\u80fd\u5b58\u5728\u7684\u95ee\u9898\uff0c\u5982\u6295\u8d44\u56de\u6536\u5468\u671f\uff08PBP\uff09\u3001\u5982\u4f55\u5ef6\u957f\u5ba2\u6237\u751f\u547d\u5468\u671f\u7b49\u7b49\u3002<\/p>\n\n\n\n<p>\u5982\u679c\u60f3\u8981\u63d0\u9ad8\u9884\u6d4b\u6570\u636e\u7684\u51c6\u786e\u6027\uff0c\u53ef\u4ee5\u901a\u8fc7\u5f15\u5165\u7edf\u8ba1\u5b66\u6a21\u578b\u6216\u673a\u5668\u5b66\u4e60\u7b49\u65b9\u5f0f\u3002\u7531\u4e8eSaaS\u516c\u53f8\u7684\u76ee\u6807\u5ba2\u6237\u7fa4\u4f53\u5f80\u5f80\u5177\u6709\u76f8\u4f3c\u6027\uff0c\u5f88\u5927\u7a0b\u5ea6\u4e0a\u543b\u5408\u7edf\u8ba1\u89c4\u5f8b\uff0c\u91c7\u7528\u8d1d\u5854\u51e0\u4f55\uff08BG\uff09\/\u8d1f\u4e8c\u9879\u6a21\u578b\uff08NBG\uff09\u53ef\u4ee5\u63d0\u9ad8\u51c6\u786e\u6027\u3002\u8be5\u6a21\u578b\u53ef\u5229\u7528\u5ba2\u6237\u5386\u53f2\u4ea4\u6613\u6570\u636e\uff08RFM\uff09\u6765\u9884\u6d4b\u672a\u6765\u6bcf\u4e2a\u5ba2\u6237\u7684\u4ea4\u6613\u6b21\u6570\u548c\u6d41\u5931\u7387\uff0c\u7528\u4e8e\u63cf\u8ff0\u975e\u5951\u7ea6\u5ba2\u6237\u5173\u7cfb\u60c5\u5883\u4e0b\u91cd\u590d\u8d2d\u4e70\u884c\u4e3a\u3002<\/p>\n\n\n\n<p>\u53e6\u5916\uff0c\u5728\u5feb\u901f\u6269\u5f20\u7684\u60c5\u51b5\u4e0b\uff0c\u53ef\u4ee5\u4fa7\u91cd\u5173\u6ce8\u201c40\u6cd5\u5219\uff1a\u8425\u4e1a\u6536\u5165\u6210\u957f\u7387 + \u5229\u6da6\u7387 \u2265 40%\u201d\uff0c\u4fdd\u969c\u516c\u53f8\u5728\u826f\u6027\u7684\u53d1\u5c55\u8d8b\u52bf\u4e2d\u3002<\/p>\n\n\n\n<p><strong>\u4e0d\u540c\u6a21\u5f0fLTV\u7684\u5dee\u5f02\u3002<\/strong><\/p>\n\n\n\n<p>\u4e92\u8054\u7f51\u5728\u4e0d\u540c\u76c8\u5229\u6a21\u5f0f\u4e0b\uff0c\u7528\u6237LTV\u7684\u8ba1\u7b97\u65b9\u5f0f\u4e5f\u4f1a\u6709\u6240\u4e0d\u540c\u3002<\/p>\n\n\n\n<p>\u5bf9\u4e8e\u5927\u591a\u6570\u5173\u6ce8\u7528\u6237\u7684\u7559\u5b58\u60c5\u51b5\u4ea7\u54c1\uff08\u5e7f\u544a\u7c7b\u3001\u793e\u4ea4\u7c7b\u3001\u6e38\u620f\u7c7b&#8230;\uff09\u6765\u8bf4\uff0c\u53ef\u4ee5\u901a\u8fc7 LTV=LT*ARPA(DAU) \u8fdb\u884c\u8ba1\u7b97\uff0cLT\u6307\u7684\u662f\u7528\u6237\u7684\u6d3b\u8dc3\u5929\u6570\uff0cARPA(DAU)\u6307\u7684\u662f\u7528\u6237\u6d3b\u8dc3\u4e00\u5929\u6240\u80fd\u5e26\u6765\u7684\u65e5\u5747\u6536\u5165\u3002<\/p>\n\n\n\n<p>\u53e6\u5916\uff0c\u7535\u5546\u7c7b\u8fd8\u53ef\u4ee5\u901a\u8fc7 LTV=\u4eba\u5747\u5ba2\u5355\u4ef7*\u5355\u4e2a\u7528\u6237\u5e73\u5747\u8d2d\u4e70\u6b21\u6570\uff0c\u8fdb\u884cLTV\u8ba1\u7b97\u3002<\/p>\n\n\n\n<p><strong>04<\/strong><\/p>\n\n\n\n<p><strong>ROI &#8211; \u6295\u8d44\u56de\u62a5\u7387<\/strong><\/p>\n\n\n\n<p><strong>\u5ba2\u6237\u4ef7\u503c\u5e94\u4ee5\u5546\u4e1a\u4ef7\u503c\u4e3a\u7eb2<\/strong><\/p>\n\n\n\n<p><strong>LTV\u4e0eCAC\u7684\u535a\u5f08\u3002<\/strong><\/p>\n\n\n\n<p>\u5728\u5b9e\u9645\u7684\u6e20\u9053\u6295\u653e\u73af\u8282\uff0c\u9700\u8981\u786e\u4fdd\u83b7\u5ba2\u6210\u672c\uff08CAC\uff09\u5c0f\u4e8eLTV\u624d\u80fd\u4fdd\u8bc1\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\u6700\u5927\u5316\uff0c\u5b9e\u73b0\u76c8\u5229\u3002CAC\u901a\u5e38\u5305\u62ec\u4f01\u4e1a\u8fd0\u8425\u548c\u8425\u9500\u7684\u5168\u90e8\u6295\u5165\uff0c\u5982\u5ba2\u6237\u4ea4\u4ed8\u6210\u672c\uff08\u5982\u6570\u636e\u4e2d\u5fc3\u7684\u4f7f\u7528\uff09\u3001\u5ba2\u6237\u652f\u6301\u6210\u672c\uff08\u5982\u547c\u53eb\u4e2d\u5fc3\uff09\u4ee5\u53ca\u652f\u4ed8\u7ed9\u7b2c\u4e09\u65b9\u7684\u8d39\u7528\uff08\u5982\u8f6f\u4ef6\u6388\u6743\u8d39\uff09\uff0c\u4ee5\u53ca\u4eba\u529b\u6210\u672c\u7b49\u3002\u8ba1\u7b97ROI\u53ef\u4ee5\u9884\u4f30\u6210\u672c\u56de\u6536\u5468\u671f\u3001\u5224\u5b9a\u6e20\u9053\u8d28\u91cf\u4ee5\u53ca\u652f\u6301\u4ea7\u54c1\u8fd0\u8425\u51b3\u7b56\u3002<\/p>\n\n\n\n<p>\u8ba1\u7b97\u516c\u5f0f\u4e3a\uff1a<strong>ROI=LTV\/CAC<\/strong>\uff0c\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\u4e3a[\u5ba2\u6237\u9884\u671f\u80fd\u4e3a\u516c\u53f8\u4ea7\u751f\u5e73\u5747\u6536\u5165\u603b\u503c]\u9664\u4ee5[\u83b7\u53d6\u5ba2\u6237\u6240\u9700\u4ed8\u51fa\u7684\u6210\u672c]\uff0c\u8fd9\u4e2a\u6bd4\u503c\u4e3b\u8981\u53cd\u5e94\u5ba2\u6237\u83b7\u53d6\u6548\u7387\uff0c<strong>\u6570\u503c\u8d8a\u9ad8\u8bf4\u660eSaaS\u516c\u53f8\u4ece\u65b0\u5ba2\u6237\u83b7\u53d6\u7684\u5229\u6da6\u8d8a\u9ad8<\/strong>\uff0c\u8fd9\u51e0\u4e4e\u662f\u6700\u91cd\u8981\u7684\u8425\u9500\u6307\u6807\u3002<\/p>\n\n\n\n<p>\u793a\u4f8b\uff1a\u5929\u5929\u9884\u7ea6Pro\u5e73\u53f0LTV=20,000\u5143\u3002\u5047\u8bbe\u4e00\u4e2a\u6708\u8425\u9500\u6210\u672c\u4e3a32,000\u5143\uff0c\u83b7\u53d640\u4f4d\u4ed8\u8d39\u65b0\u5ba2\u6237\uff0c\u90a3\u4e48\u8fd9\u4e2a\u6708\u7684\u5ba2\u6237\u83b7\u53d6\u6210\u672cCAC\u4e3a\uff1a32,000\/40=800\u5143\u3002\uff08\u6570\u636e\u4e3a\u865a\u6784\uff09<\/p>\n\n\n\n<p>\u57fa\u4e8e\u4e0a\u8ff0\u4f8b\u5b50\uff0c<strong>\u6295\u8d44\u56de\u62a5\u7387ROI=20,000\/800=25\u500d<\/strong>\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2023\/02\/2023020708521342.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>ROI\u57fa\u51c6 | Guofu draw<\/p>\n\n\n\n<p><strong>\u4e00\u822c\u8ba4\u4e3a\uff0cROI&lt;1\uff0c\u610f\u5473\u7740\u65e0\u5229\u6da6\u53ef\u8a00\uff1bROI=1\uff0c\u8868\u793a\u635f\u76ca\u5e73\u8861\uff1bROI&gt;1.5\uff0c\u57fa\u672c\u80fd\u8dd1\u901a\u5546\u4e1a\u6a21\u5f0f\uff1bROI&lt;3\uff0c\u53ef\u7406\u89e3\u4e3a\u83b7\u5ba2\u6210\u672c\u9ad8\uff0c\u8425\u9500\u8f6c\u5316\u4e0d\u8db3\uff1b\u800cROI&gt;3\uff0c\u624d\u80fd\u7b97\u5177\u5907\u8f83\u9ad8\u7684\u6295\u8d44\u4ef7\u503c\u3002<\/strong><\/p>\n\n\n\n<p>\u5728\u300a2020\u5e74\u201c\u8f6f\u4ef6\u5373\u670d\u52a1\u201d\u7684\u4e1a\u52a1\u8f6c\u578b\u62a5\u544a\u300b\u6307\u51fa\uff0cSaaS\u516c\u53f8\u8981\u786e\u4fdd\u7a33\u5b9a\u589e\u957f\uff0c<strong>LTV\u9700\u8981\u81f3\u5c11\u662fCAC\u76843\u500d\uff0c\u800c\u7f8e\u56fd\u8fd9\u4e00\u6570\u503c\u5219\u662f5~6\u500d<\/strong>\u3002\u76ee\u524d\u5e02\u573a\u4e0a\u666e\u904d\u8ba4\u4e3a<strong>3\u2264ROI\u22645\u662f\u6bd4\u8f83\u7406\u60f3\u7684\u72b6\u51b5<\/strong>\uff0c\u7f8e\u80a1\u4e2dSaaS\u4e0a\u5e02\u516c\u53f8\u8fd9\u4e00\u6570\u503c\u4e2d\u4f4d\u6570\u4e3a6.7\u3002<\/p>\n\n\n\n<p>LTV\/CAC\u7684\u6311\u6218\u5728\u4e8e\u7559\u5b58\u7387\uff08\u6d41\u5931\u7387\uff09\u5e76\u4e0d\u662f\u6052\u5b9a\u7684\uff0c\u4f1a\u968f\u7740\u65f6\u95f4\u7684\u53d8\u5316\u800c\u53d8\u5316\uff0c\u83b7\u5ba2\u6210\u672c\u4e5f\u662f\u5982\u6b64\u3002<\/p>\n\n\n\n<p>Tips: 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