{"id":60267,"date":"2022-03-10T11:43:57","date_gmt":"2022-03-10T03:43:57","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=60267"},"modified":"2022-03-10T11:44:02","modified_gmt":"2022-03-10T03:44:02","slug":"%e8%83%a1%e6%96%87%e8%af%ad%ef%bc%9a%e8%af%a6%e8%a7%a3saas%e4%ba%a7%e5%93%81%e7%9a%845%e7%b1%bb%e6%a0%b8%e5%bf%83%e6%8c%87%e6%a0%87","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/product\/60267.html","title":{"rendered":"\u80e1\u6587\u8bed\uff1a\u8be6\u89e3SaaS\u4ea7\u54c1\u76845\u7c7b\u6838\u5fc3\u6307\u6807"},"content":{"rendered":"\n<h1 class=\"wp-block-heading\">01 \u7ecf\u5e38\u6027\u6536\u5165<\/h1>\n\n\n\n<p><strong>1. \u4ec0\u4e48\u662fMRR\/ARR<\/strong><\/p>\n\n\n\n<p>\u7ecf\u5e38\u6027\u6536\u5165\uff08Recurring Revenue\uff09\u662f\u672a\u6765\u6301\u7eed\u53ef\u83b7\u5f97\u7684\u6536\u5165\uff0c\u5c31<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/saas\" title=\"SaaS\" target=\"_blank\">SaaS<\/a><\/span>\u800c\u8a00\uff0c\u7ecf\u5e38\u6027\u6536\u5165\u6765\u81ea\u5ba2\u6237\u7684\u6301\u7eed\u8ba2\u9605\uff0c\u5177\u6709\u7a33\u5b9a\u3001\u53ef\u9884\u6d4b\u3001\u9ad8\u5ea6\u786e\u5b9a\u7684\u7279\u70b9\u3002\u901a\u8fc7\u7edf\u8ba1MRR\/ARR\u53ef\u4ee5\u6e05\u6670\u5730\u5448\u73b0\u4e1a\u7ee9\u72b6\u51b5\u548c\u6536\u5165\u53d8\u5316\u3002<\/p>\n\n\n\n<p>\u5728SaaS\u4e1a\u52a1\u4e2d\uff0c\u901a\u5e38\u6309\u6708\u6216\u6309\u5e74\u7b7e\u8ba2\u5408\u540c\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u5bf9\u4e8e\u6309\u6708\u7b7e\u8ba2\u5408\u540c\u53ca\u5c11\u91cf\u7684\u5e74\u5ea6\u5408\u540c\uff0c\u91c7\u7528MRR\uff08Month Recurring Revenue\uff0c\u6708\u5ea6\u7ecf\u5e38\u6027\u6536\u5165\uff09\u3002MRR\u7528\u4e8e\u8861\u91cf\u6bcf\u6708\u8ba2\u9605\u6536\u5165\uff0c\u5982\u679c\u5305\u542b\u4e86\u4e00\u4e9b\u5e74\u5ea6\u8ba2\u9605\u6536\u5165\uff0c\u5148\u9664\u4ee512\uff0c\u518d\u5206\u644a\u5230\u6bcf\u6708\u6765\u8ba1\u7b97MRR\u3002<\/li><li>\u6309\u5e74\u5408\u540c\u53ca\u5c11\u91cf\u7684\u591a\u5e74\u5408\u540c\uff0c\u91c7\u7528ARR\uff08Annual Recurring Revenue\uff0c\u5e74\u5ea6\u7ecf\u5e38\u6027\u6536\u5165\uff09\u3002\u591a\u5e74\u5408\u540c\u9664\u4ee5\u5408\u540c\u5e74\u9650\uff0c\u518d\u5206\u644a\u5230\u6bcf\u5e74\u6765\u8ba1\u7b97ARR\u3002<\/li><\/ul>\n\n\n\n<p>\u5728MRR\/ARR\u7edf\u8ba1\u4e2d\uff0c\u5e76\u4e0d\u4f1a\u8ba1\u7b97\u4e00\u6b21\u6027\u6536\u5165\uff0c\u4f8b\u5982\u5b9a\u5236\u7684\u529f\u80fd\u8d39\u7528\u3002<\/p>\n\n\n\n<p><strong>2. \u5982\u4f55\u8ba1\u7b97MRR<\/strong><\/p>\n\n\n\n<p>\u5c06\u6bcf\u4e2a\u5ba2\u6237\u6bcf\u6708\u652f\u4ed8\u7684\u8d39\u7528\u76f8\u52a0\u5f97\u51faMRR\uff0c\u516c\u5f0f\u5982\u4e0b\u3002<\/p>\n\n\n\n<p><strong>MRR\uff1dSUM\uff08\u6bcf\u4f4d\u5ba2\u6237\u6bcf\u6708\u652f\u4ed8\u8d39\u7528\uff09<\/strong><\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u5f53\u6708\u5171\u62e5\u67092\u4e2a\u5ba2\u6237\uff0c\u6bcf\u4e2a\u5ba2\u6237\u652f\u4ed8100\u5143\/\u6708\uff0c\u90a3\u4e48MRR\uff1d100\uff0b100\uff1d200\u5143\u3002\u4e0b\u4e2a\u6708\u53c8\u589e\u52a0\u4e861\u4e2a\u5ba2\u6237\uff0c\u90a3\u4e48MRR\uff1d100\uff0b100\uff0b100\uff1d300\u5143\u3002<\/p>\n\n\n\n<p>\u540c\u65f6\uff0c\u6211\u4eec\u4e5f\u8981\u6ce8\u610f\u5957\u9910\u4e0d\u540c\uff0c\u6708\u8d39\u4e0d\u540c\u7684\u60c5\u51b5\u3002<\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u5f53\u6708\u62e5\u67091\u4e2a\u5ba2\u6237\uff0c\u652f\u4ed8100\u5143\/\u6708\uff0c\u90a3\u4e48MRR=100\u5143\u3002\u5728\u4e0b\u4e2a\u6708\uff0c\u589e\u52a0\u4e861\u4e2a\u5ba2\u6237\uff0c\u8ba2\u96051000\u5143\/\u5e74\uff08ARR\uff09\uff0c\u90a3\u4e48\u76f8\u5f53\u4e8e83\u5143\/\u6708\uff08MRR\uff09\uff0c\u867d\u71362\u4e2a\u5ba2\u6237\u7684\u603b\u6536\u6b3e\u4e3a1100\u5143\uff0c\u4f46MRR\uff1d100\uff0b83\uff1d183\u5143\u3002<\/p>\n\n\n\n<p><strong>3. MoM MRR\u589e\u957f\u7387<\/strong><\/p>\n\n\n\n<p>MoM MRR\u589e\u957f\u7387\uff08MoM MRR Growth Rate\uff09\u662f\u6309\u6708\u8ba1\u7b97MRR\u589e\u957f\u7387\uff0c\u7528\u4e8e\u8861\u91cfSaaS\u4e1a\u52a1\u589e\u957f\u901f\u5ea6\u3001\u5e02\u573a\u5438\u5f15\u529b\u548c\u4e1a\u52a1\u6269\u5c55\u60c5\u51b5\u7684\u6307\u6807\uff0c\u516c\u5f0f\u5982\u4e0b\u3002<\/p>\n\n\n\n<p><strong>MRR\u589e\u957f\u7387\uff1d\uff08MRRt\uff0dMRRt-1\uff09\u00f7MRRt-1\u00d7100%<\/strong><\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u4e0a\u4e2a\u6708\u4ea7\u751f\u4e861000\u5143\u7684MRR\uff0c\u672c\u6708\u4ea7\u751f\u4e862000\u5143\u7684MRR\uff0c\u6211\u4eec\u7684MRR\u589e\u957f\u7387\uff1d\uff082000\uff0d1000\uff09\u00f71000\u00d7100%\uff1d100%<\/p>\n\n\n\n<p><strong>4. \u51c0\u65b0\u589eMRR<\/strong><\/p>\n\n\n\n<p>\u901a\u8fc7\u62c6\u89e3MRR\u7684\u5404\u4e2a\u7ec4\u6210\u90e8\u5206\uff0c\u5e2e\u52a9\u6211\u4eec\u4e86\u89e3\u5230\u5177\u4f53\u4e1a\u52a1\u6536\u5165\u8fdb\u548c\u51fa\u7684\u72b6\u51b5\uff0c\u4ee5\u53ca\u5bfc\u81f4MRR\u6ce2\u52a8\u7684\u539f\u56e0\u3002MRR\u4e3b\u8981\u5305\u62ec\u5982\u4e0b\u5185\u5bb9\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u65b0\u589eMRR\uff1a<\/strong>\u65b0\u5ba2\u6237\u4ea7\u751f\u7684MRR\u3002<\/li><li><strong>\u6269\u5c55MRR\uff1a<\/strong>\u5bf9\u73b0\u6709\u5ba2\u6237\u5411\u4e0a\u9500\u552e\u6216\u4ea4\u53c9\u9500\u552e\u6240\u589e\u52a0\u7684MRR\u3002<\/li><li><strong>\u91cd\u65b0\u6fc0\u6d3bMRR\uff1a<\/strong>\u8001\u5ba2\u6237\u91cd\u65b0\u4f7f\u7528\u5176\u8ba2\u9605\u7684MRR\u3002<\/li><li><strong>\u5ba2\u6237\u6d41\u5931MRR\uff1a<\/strong>\u5ba2\u6237\u53d6\u6d88\u8ba2\u9605\u540e\u7684MRR\u3002<\/li><li><strong>\u5ba2\u6237\u6536\u7f29MRR\uff1a<\/strong>\u5ba2\u6237\u964d\u4f4e\u8ba2\u9605\u540e\u7684MRR\u3002<\/li><\/ul>\n\n\n\n<p>\u5229\u7528\u4ee5\u4e0a\u4fe1\u606f\uff0c\u6211\u4eec\u53ef\u4ee5\u8ba1\u7b97\u51c0\u65b0\u589eMRR\uff08Net New MRR\uff09\uff0c\u516c\u5f0f\u5982\u4e0b\uff0c\u793a\u610f\u56fe\u5982\u56fe1\u6240\u793a\u3002<\/p>\n\n\n\n<p><strong>\u51c0\u65b0\u589eMRR\uff1d\uff08\u65b0\u589eMRR\uff0b\u6269\u5c55MRR\uff0b\u91cd\u65b0\u6fc0\u6d3bMRR\uff09\uff0d\uff08\u5ba2\u6237\u6d41\u5931MRR\uff0b\u5ba2\u6237\u6536\u7f29MRR\uff09<\/strong><\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u5f53\u6708\u4ea7\u751f\u4e861000\u5143\u7684\u65b0MRR\uff0c\u53c8\u4ea7\u751f\u4e861000\u5143\u7684\u5411\u4e0a\u9500\u552e\u6536\u5165\uff0c\u7531\u4e8e\u5ba2\u6237\u6d41\u5931\u800c\u635f\u5931\u4e86500\u5143MRR\uff0c\u90a3\u4e48\u6211\u4eec\u7684\u51c0\u65b0\u589eMRR\uff1d1000\uff0b1000\uff0d500\uff1d1500\u5143\u3002<img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/ae9f1f9baf674511bd79199dfba87202.jpg\" alt=\"\u8be6\u89e3SaaS\u4ea7\u54c1\u76845\u7c7b\u6838\u5fc3\u6307\u6807\"><\/p>\n\n\n\n<p>\u25b2\u56fe1 \u51c0\u65b0\u589eMRR<\/p>\n\n\n\n<p><strong>5. \u786e\u8ba4\u6536\u5165<\/strong><\/p>\n\n\n\n<p>\u786e\u8ba4\u6536\u5165\uff08Revenue Recognition\uff09\u662f\u975e\u5e38\u91cd\u8981\u7684\u8d22\u52a1\u77e5\u8bc6\uff0c\u5728SaaS\u4e1a\u52a1\u4e2d\uff0c\u786e\u8ba4\u6536\u5165\u4e0e\u5408\u540c\u91d1\u989d\uff08Bookings\uff09\u3001\u6536\u6b3e\u91d1\u989d\uff08Billings\uff09\u6709\u5f88\u5927\u7684\u533a\u522b\u3002<\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u6309\u5e74\u6536\u8d39\u7684SaaS\u4ea7\u54c1\uff0c\u5e74\u8d391200\u5143\uff0c\u90a3\u4e48\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u5408\u540c\u91d1\u989d\u662f1200\u5143\uff1b<\/li><li>\u5ba2\u6237\u4e00\u6b21\u6027\u652f\u4ed8\u5e74\u8d39\uff0c\u6536\u6b3e\u91d1\u989d\u662f1200\u5143\uff1b<\/li><li>\u5728\u5408\u540c\u671f\u95f4\u7684\u6bcf\u4e2a\u6708\u786e\u8ba4\u6536\u5165\u4e3a1200\u00f712\uff1d100\u5143\u3002\u5269\u4e0b\u7684[1200\uff0d\uff08\u6708\u6570\u00d7100\uff09]\u4e3a\u9012\u5ef6\u6536\u76ca\uff1b<\/li><li>\u5bf9\u4e8e\u4f01\u4e1a\u8d44\u4ea7\u8d1f\u503a\u8868\u800c\u8a00\uff0c\u5269\u4e0b11\u4e2a\u6708\u76841100\u5143\u5747\u4e3a\u8d1f\u503a\u3002\u56e0\u4e3a\u670d\u52a1\u8fd8\u672a\u5b8c\u6210\uff0c\u8fd8\u9700\u8981\u6295\u516511\u4e2a\u6708\u8d44\u6e90\u5c65\u884c\u670d\u52a1\u4e49\u52a1\u3002\u56e0\u4e3a\u5408\u540c\u53ef\u80fd\u53d1\u751f\u4e2d\u6b62\u7684\u60c5\u51b5\uff0c\u6240\u4ee5\u8fd8\u4e0d\u662f\u786e\u5b9a\u7684\u6536\u5165\uff0c\u9700\u8981\u901a\u8fc7\u540e\u671f\u7684\u786e\u8ba4\u6536\u5165\uff08\u635f\u76ca\u8868\u4e2d\u7684\u5229\u6da6\uff09\u6765\u51cf\u5c11\u8d44\u4ea7\u8d1f\u503a\u8868\u4e0a\u7684\u8d1f\u503a\u3002<\/li><\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">02 \u5ba2\u6237\u7ec8\u751f\u4ef7\u503c<\/h1>\n\n\n\n<p><strong>1. \u4ec0\u4e48\u662fLTV<\/strong><\/p>\n\n\n\n<p>LTV\uff08Customer Lifetime Value\uff09\u53c8\u79f0\u4e3aCLTV\u6216CLV\uff0c\u4ee3\u8868\u5ba2\u6237\u751f\u547d\u5468\u671f\u7684\u8d22\u52a1\u4ef7\u503c\uff0c\u5373\u5355\u4e2a\u5ba2\u6237\u5728\u6574\u4e2a\u4f7f\u7528\u671f\u95f4\u5185\u6240\u652f\u4ed8\u7684\u8d39\u7528\uff0c\u5982\u56fe2\u6240\u793a\u3002\u901a\u8fc7\u8ddf\u8e2aLTV\u53ef\u4ee5\u5e2e\u52a9\u6211\u4eec\u8bc4\u4f30SaaS\u4e1a\u52a1\u7684\u5065\u5eb7\u72b6\u51b5\uff0c\u4ee5\u53ca\u505a\u51fa\u5bf9\u4e1a\u52a1\u53d1\u5c55\u800c\u8a00\u66f4\u6709\u53ef\u6301\u7eed\u6027\u5e2e\u52a9\u7684\u51b3\u7b56\u3002<img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/823f43b5015b4f75b05d40b3976f1491.jpg\" alt=\"\u8be6\u89e3SaaS\u4ea7\u54c1\u76845\u7c7b\u6838\u5fc3\u6307\u6807\"><\/p>\n\n\n\n<p>\u25b2\u56fe2 \u5ba2\u6237\u751f\u547d\u5468\u671f\u4ef7\u503c<\/p>\n\n\n\n<p><strong>2. \u5982\u4f55\u8ba1\u7b97LTV<\/strong><\/p>\n\n\n\n<p>\u8981\u8ba1\u7b97\u5ba2\u6237\u751f\u547d\u5468\u671f\u4ef7\u503c\uff0c\u6211\u4eec\u9700\u8981\u77e5\u9053\u4ee5\u4e0b3\u4e2a\u53d8\u91cf\uff0c\u516c\u5f0f\u5982\u4e0b\u6240\u793a\u3002<\/p>\n\n\n\n<p><strong>LTV\uff1dARPA\u00d7\u6bdb\u5229\u7387\u00d7\u5ba2\u6237\u6708\u7559\u5b58\u65f6\u957f<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u6bcf\u4e2a\u8d26\u6237\u5e73\u5747\u6536\u5165ARPA\uff08Average Revenue Per Account\uff09\u3002<\/li><li>\u6d41\u5931\u7387\uff08Cusmoter Churn Rate\uff09\u3002<\/li><li>\u6bdb\u5229\u7387\uff08Gross Margin\uff09\u3002<\/li><\/ul>\n\n\n\n<p>\u7531\u4e8e\u5ba2\u6237\u6708\u7559\u5b58\u65f6\u957f=\uff081\u00f7\u5ba2\u6237\u6d41\u5931\u7387\uff09\uff0c\u56e0\u6b64<\/p>\n\n\n\n<p><strong>LTV\uff1dARPA\u00d7\u6bdb\u5229\u7387\u00d7\uff081\u00f7\u5ba2\u6237\u6d41\u5931\u7387\uff09=ARPA\u00d7\u6bdb\u5229\u7387\u00f7\u5ba2\u6237\u6d41\u5931\u7387<\/strong><\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u6bcf\u4e2a\u8d26\u6237\u7684\u5e73\u5747\u6536\u5165\u4e3a1000\u5143\uff0c\u6bdb\u5229\u7387\u4e3a80%\uff0c\u5ba2\u6237\u6d41\u5931\u7387\u4e3a10\uff05\uff0c\u90a3\u4e48\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503cLTV\uff1d1000\u00d780%\u00f710%\uff1d8000\u5143\u3002<\/p>\n\n\n\n<p><strong>3. \u5982\u4f55\u4f7f\u7528LTV<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u6307\u5bfc\u83b7\u5ba2\u6210\u672c\u3002\u5ba2\u6237\u7ec8\u8eab\u4ef7\u503c\u53ef\u4ee5\u6307\u5bfc\u6211\u4eec\u5e94\u8be5\u82b1\u591a\u5c11\u94b1\u6765\u83b7\u53d6\u5ba2\u6237\uff0c\u4e00\u822c\u800c\u8a00\uff0cLTV:CAC\uff08\u83b7\u5ba2\u6210\u672c\uff09\u22653\u88ab\u8ba4\u4e3a\u662f\u4e00\u4e2a\u5065\u5eb7\u7684\u6807\u51c6\u3002<\/li><li>\u786e\u5b9a\u9ad8\u4ef7\u503c\u5ba2\u6237\u3002\u5c06LTV\u6309\u7167\u4e0d\u540c\u7684\u5ba2\u6237\u8fdb\u884c\u7ec6\u5206\uff08\u89c4\u6a21\u3001\u884c\u4e1a\u6216\u5176\u4ed6\u7ef4\u5ea6\uff09\uff0c\u53ef\u4ee5\u5e2e\u52a9\u6211\u4eec\u786e\u5b9a\u6700\u6709\u4ef7\u503c\u7684\u5ba2\u6237\u7c7b\u578b\u548c\u753b\u50cf\u7279\u5f81\u3002\u4ece\u800c\u96c6\u4e2d\u8425\u9500\u3001\u9500\u552e\u3001\u4ea7\u54c1\u548c\u652f\u6301\u7b49\u8d44\u6e90\u6765\u5438\u5f15\u3001\u8d62\u5f97\u548c\u7559\u4f4f\u8fd9\u4e9b\u5ba2\u6237\u3002<\/li><\/ul>\n\n\n\n<p><strong>4. \u5982\u4f55\u63d0\u9ad8LTV<\/strong><\/p>\n\n\n\n<p>\u53ef\u4ee5\u91c7\u7528\u4ee5\u4e0b4\u79cd\u7b56\u7565\u589e\u52a0LTV\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u589e\u52a0ARPA\u3002\u6709\u7814\u7a76\u8868\u660e\uff0c\u5411\u73b0\u6709\u5ba2\u6237\u6210\u529f\u9500\u552e\u7684\u53ef\u80fd\u6027\u4e3a60%\uff5e70\uff05\uff0c\u800c\u5411\u65b0\u5ba2\u6237\u6210\u529f\u9500\u552e\u7684\u53ef\u80fd\u6027\u4e3a5%\uff5e20\uff05\u3002\u57fa\u4e8e\u73b0\u6709\u5ba2\u6237\u7684\u4fe1\u4efb\uff0c\u53ef\u5bf9\u5176\u8fdb\u884c\u5411\u4e0a\u9500\u552e\u548c\u4ea4\u53c9\u9500\u552e\uff0c\u4ee5\u589e\u52a0ARPA\u3002<\/li><li>\u51cf\u5c11\u6d41\u5931\u3002\u5ba2\u6237\u7559\u5b58\u65f6\u95f4\u8d8a\u957f\uff0c\u652f\u4ed8\u7684\u8d39\u7528\u4e5f\u5c31\u8d8a\u591a\u3002\u4e0e\u5ba2\u6237\u4fdd\u6301\u4e92\u52a8\u5e76\u5efa\u7acb\u826f\u597d\u7684\u5173\u7cfb\uff0c\u4ee5\u53ca\u4e0d\u65ad\u5b8c\u5584\u3001\u4f18\u5316\u4ea7\u54c1\u548c\u670d\u52a1\uff0c\u4ece\u800c\u63d0\u9ad8\u5ba2\u6237\u5fe0\u8bda\u5ea6\u3002<\/li><li>\u63d0\u4f9b\u5e74\u8d39\u5957\u9910\u3002\u5047\u5982\u5ba2\u6237\u5e73\u5747\u7559\u5b58\u65f6\u95f4\u4e3a8\u4e2a\u6708\uff0c\u53ef\u4ee5\u901a\u8fc7\u4f18\u60e010%\u6765\u5438\u5f15\u5ba2\u6237\u8d2d\u4e70\u5e74\u8d39\u5957\u9910\uff0c\u4fc3\u4f7f\u5ba2\u6237\u751f\u547d\u5468\u671f\u5ef6\u957f\u81f312\u4e2a\u6708\u3002<\/li><li>\u63d0\u9ad8\u6bdb\u5229\u7387\u3002\u63d0\u9ad8\u81ea\u52a8\u5316\u6295\u5165\uff0c\u8fdb\u800c\u964d\u4f4e\u4eba\u529b\u6295\u5165\u5e76\u83b7\u5f97\u89c4\u6a21\u5316\u6548\u76ca\u3002<\/li><\/ul>\n\n\n\n<h1 class=\"wp-block-heading\">03 \u83b7\u5ba2\u6210\u672c<\/h1>\n\n\n\n<p><strong>1. \u4ec0\u4e48\u662fCAC<\/strong><\/p>\n\n\n\n<p>CAC\uff08Customer Acquisition Cost\uff09\u6307\u83b7\u53d6\u5355\u4e2a\u65b0\u5ba2\u6237\u6240\u9700\u8981\u7684\u6210\u672c\u3002\u901a\u8fc7\u8ddf\u8e2a\u548c\u7edf\u8ba1CAC\u53ef\u4ee5\u5e2e\u52a9\u6211\u4eec\u5206\u6790\u548c\u6bd4\u8f83\u4e0d\u540c\u7684\u6e20\u9053\uff0c\u4ee5\u53ca\u786e\u5b9a\u5f53\u524d\u7684\u83b7\u5ba2\u6210\u672c\u662f\u5426\u5728SaaS\u53ef\u6301\u7eed\u7ecf\u8425\u7684\u5408\u7406\u8303\u56f4\u5185\u3002<\/p>\n\n\n\n<p>\u5bf9\u4e8e\u5927\u591a\u6570B2B SaaS\u4e1a\u52a1\u800c\u8a00\uff0cCAC\u5305\u62ec\u4ee5\u4e0b\u5185\u5bb9\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u4ea7\u751f\u9500\u552e\u7ebf\u7d22\u7684\u6210\u672c\uff1a\u8425\u9500\u548c\u5e7f\u544a\u6295\u653e\u8d39\u7528\u3002<\/li><li>\u8f6c\u5316\u4e3a\u5ba2\u6237\u7684\u6210\u672c\uff1a\u9500\u552e\u548c\u76f8\u5173\u652f\u6301\u6210\u672c\u3002<\/li><\/ul>\n\n\n\n<p><strong>2. \u5982\u4f55\u8ba1\u7b97CAC<\/strong><\/p>\n\n\n\n<p>\u5c06\u7ed9\u5b9a\u65f6\u95f4\u6bb5\u4e2d\u7684\u8425\u9500\u548c\u9500\u552e\u652f\u51fa\u603b\u989d\u76f8\u52a0\u9664\u4ee5\u65b0\u5ba2\u6237\u603b\u6570\uff0c\u516c\u5f0f\u5982\u4e0b\u3002<\/p>\n\n\n\n<p><strong>CACt \uff1d\u603b\u6210\u672ct\u00f7\u83b7\u5f97\u7684\u5ba2\u6237\u603b\u6570t<\/strong><\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u4e00\u4e2a\u6708\u91cc\u5728\u8425\u9500\u548c\u9500\u552e\u4e0a\u82b1\u8d39\u4e8650000\u5143\uff0c\u5e76\u83b7\u5f97\u4e8650\u4e2a\u65b0\u5ba2\u6237\uff0c\u5219\u8be5\u6708\u7684\u5ba2\u6237\u83b7\u53d6\u6210\u672cCAC\uff1d50000\u00f750\uff1d1000\u5143\u3002<\/p>\n\n\n\n<p>CAC\u5b58\u5728\u4e24\u79cd\u4e0d\u540c\u7684\u8ba1\u7b97\u65b9\u5f0f\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u6df7\u5408CAC\uff08Blended CAC\uff09\uff1a<\/strong>\u5e02\u573a\u8425\u9500\u652f\u51fa\u00f7\uff08\u4ed8\u8d39\u5ba2\u6237\uff0b\u81ea\u7136\u5ba2\u6237\uff09\u3002\u628a\u4ed8\u8d39\u6e20\u9053\u548c\u5929\u7136\u6e20\u9053\uff08\u5305\u62ec\u53e3\u53e3\u76f8\u4f20\u3001\u793e\u4ea4\u5a92\u4f53\u3001\u81ea\u7136\u641c\u7d22\uff09\u6df7\u5728\u4e00\u8d77\u8ba1\u7b97\u7684CAC\u3002<\/li><li><strong>\u4ed8\u8d39CAC\uff08Paid CAC\uff09\uff1a<\/strong>\u901a\u8fc7\u4ed8\u8d39\u6e20\u9053\u83b7\u53d6\u7684\u603b\u6210\u672c\u00f7\u5ba2\u6237\u3002<\/li><\/ul>\n\n\n\n<p>\u6df7\u5408CAC\u53ef\u4ee5\u4e3a\u6211\u4eec\u63d0\u4f9b\u4e1a\u52a1\u7684\u6574\u4f53\u6982\u51b5\uff0c\u67e5\u770b\u4ed8\u8d39CAC\u53ef\u4ee5\u5e2e\u52a9\u6211\u4eec\u786e\u5b9a\u54ea\u4e9b\u6e20\u9053\u6709\u6548\uff0c\u54ea\u4e9b\u6e20\u9053\u65e0\u6548\uff0c\u4ee5\u53ca\u5bf9\u6bd4\u5404\u4e2a\u6e20\u9053\uff0c\u56fe3\u6240\u793a\u662fCAC\u53ef\u89c6\u5316\u6298\u7ebf\u56fe\u3002<img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/7a94ae2a4fac4a97accac59bb9902c83.jpg\" alt=\"\u8be6\u89e3SaaS\u4ea7\u54c1\u76845\u7c7b\u6838\u5fc3\u6307\u6807\"><\/p>\n\n\n\n<p>\u25b2\u56fe3 CAC\u53ef\u89c6\u5316\u6298\u7ebf\u56fe<\/p>\n\n\n\n<p><strong>3. LTV:CAC<\/strong><\/p>\n\n\n\n<p>LTV:CAC\u7528\u4e8e\u4f30\u7b97\u5ba2\u6237\u83b7\u53d6\u7684\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\u3002\u901a\u5e38\u60c5\u51b5\u4e0b\uff0cLTV:CAC\u22653\u88ab\u884c\u4e1a\u8ba4\u4e3a\u662f\u4e00\u4e2a\u826f\u597d\u7684\u6307\u6807\uff0c\u5982\u56fe4\u6240\u793a\u3002<img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/864d72543a3d42b19f59e8559d61e840.jpg\" alt=\"\u8be6\u89e3SaaS\u4ea7\u54c1\u76845\u7c7b\u6838\u5fc3\u6307\u6807\"><\/p>\n\n\n\n<p>\u25b2\u56fe4 LTV\uff1aCAC\u6bd4\u7387<\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u5ba2\u6237\u7684\u751f\u547d\u5468\u671f\u4ef7\u503c\u4e3a3000\u5143\uff0c\u800c\u83b7\u5ba2\u6210\u672c\u4e3a1000\u5143\uff0c\u5219LTV:CAC=3:1\u3002<\/p>\n\n\n\n<p><strong>4. CAC\u6295\u8d44\u56de\u6536\u671f<\/strong><\/p>\n\n\n\n<p>\u901a\u8fc7\u8ba1\u7b97CAC\u6295\u8d44\u56de\u6536\u671f\uff08CAC Payback Period\uff09\u5f97\u77e5\u83b7\u5229\uff08\u672a\u8003\u8651\u540e\u671f\u7ef4\u62a4\u6210\u672c\u7684\u60c5\u51b5\uff09\u9700\u8981\u7b49\u5f85\u7684\u65f6\u957f\uff0c\u5373\u4ece\u5ba2\u6237\u8eab\u4e0a\u83b7\u53d6\u6536\u5165\u9700\u8981\u591a\u957f\u65f6\u95f4\u624d\u80fd\u62b5\u6d88\u83b7\u5ba2\u6210\u672c\uff0c\u516c\u5f0f\u5982\u4e0b\u3002<\/p>\n\n\n\n<p><strong>CAC\u6295\u8d44\u56de\u6536\u671f\uff1dCAC\u00f7\uff08ARPA\u00d7\u6bdb\u5229\u7387\uff09<\/strong><\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u5ba2\u6237\u83b7\u53d6\u6210\u672c\u4e3a1000\u5143\uff0c\u6bcf\u4f4d\u5ba2\u6237\u5e73\u5747\u6bcf\u6708\u6536\u5165\u4e3a100\u5143\uff0c\u6bdb\u5229\u7387\u4e3a80%\uff0c\u90a3\u4e48CAC\u6295\u8d44\u56de\u6536\u671f\u4e3a1000\u00f7\uff08100\u00d780%\uff09\uff1d12.5\u4e2a\u6708\u3002<\/p>\n\n\n\n<p>\u6b64\u5916\uff0cCAC\u6295\u8d44\u56de\u6536\u671f\u226412\u4e2a\u6708\u88ab\u8ba4\u4e3a\u662f\u4e00\u4e2a\u4e0d\u9519\u7684\u6307\u6807\uff0c\u5982\u56fe5\u6240\u793a\u3002\u6295\u8d44\u56de\u6536\u671f\u8d8a\u77ed\uff0c\u516c\u53f8\u7684\u73b0\u91d1\u6d41\u5c31\u8d8a\u597d\uff0c\u4e14\u8fd8\u6709\u52a9\u4e8e\u51cf\u5c11\u56e0\u5ba2\u6237\u6d41\u5931\u800c\u6c89\u6ca1\u7684\u83b7\u5ba2\u6295\u5165\u3002<img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/e19c1029d63d42268ab501824a3a6d65.jpg\" alt=\"\u8be6\u89e3SaaS\u4ea7\u54c1\u76845\u7c7b\u6838\u5fc3\u6307\u6807\"><\/p>\n\n\n\n<p>\u25b2\u56fe5 CAC\u6295\u8d44\u56de\u6536\u671f\u226412\u4e2a\u6708<\/p>\n\n\n\n<p><strong>5. \u7f29\u77edCAC\u6295\u8d44\u56de\u6536\u671f<\/strong><\/p>\n\n\n\n<p>\u6211\u4eec\u60f3\u8981\u5c3d\u5feb\u5b9e\u73b0\u76c8\u5229\uff0c\u5c31\u9700\u8981\u5ba2\u6237\u8ba2\u9605\u6536\u5165\u5c3d\u53ef\u80fd\u5feb\u5730\u8d85\u8fc7\u83b7\u53d6\u6210\u672c\uff08CAC\uff09\uff0c\u901a\u5e38\u53ef\u4ee5\u91c7\u53d6\u4ee5\u4e0b\u65b9\u5f0f\uff0c\u5b9e\u73b0\u8fd9\u4e00\u76ee\u6807\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u589e\u52a0\u6536\u5165\uff1a<\/strong>\u6700\u5927\u5316\u5b9a\u4ef7\u548c\u5957\u9910\u7b56\u7565\uff1b\u4e0e\u6f5c\u5728\u5ba2\u6237\u5efa\u7acb\u826f\u597d\u5173\u7cfb\uff0c\u8fdb\u800c\u6700\u5feb\u901f\u5ea6\u7684\u8fdb\u884c\u8f6c\u5316\uff1b\u4e13\u6ce8\u5ba2\u6237\u4e0a\u624b\uff08Onboarding\uff09\uff0c\u8ba9\u610f\u5411\u5ba2\u6237\u5c3d\u65e9\u4e86\u89e3\u4ea7\u54c1\u7684\u4ef7\u503c\u8fdb\u800c\u4ed8\u8d39\u8ba2\u9605\uff0c\u8ba9\u8001\u5ba2\u6237\u4e0d\u65ad\u6df1\u5165\u4f7f\u7528\uff0c\u81f4\u4f7f\u8ba2\u9605\u66f4\u591a\u6216\u5347\u7ea7\u5957\u9910\uff0c\u5982\u56fe6\u6240\u793a\u3002<\/li><\/ul>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/49fda342e9ad4e2c9bed772971c950c2.jpg\" alt=\"\u8be6\u89e3SaaS\u4ea7\u54c1\u76845\u7c7b\u6838\u5fc3\u6307\u6807\"><\/p>\n\n\n\n<p>\u25b2\u56fe6 \u589e\u52a0\u6536\u5165<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u964d\u4f4e\u83b7\u5ba2\u6210\u672c\uff1a<\/strong>\u4f18\u5316\u8425\u9500\u6e20\u9053\uff0c\u5c06\u94b1\u6295\u653e\u5230\u6700\u4f73\u56de\u62a5\u7387\u7684\u6e20\u9053\u4e0a\uff1b\u589e\u52a0\u81ea\u7136\u7ebf\u7d22\uff0c\u4f8b\u5982\u4f18\u5316SEO\u3001\u53e3\u7891\u4f20\u64ad\uff0c\u5982\u56fe7\u6240\u793a\u3002<\/li><\/ul>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/1128c6ef5cce439fa3bb137232048d31.jpg\" alt=\"\u8be6\u89e3SaaS\u4ea7\u54c1\u76845\u7c7b\u6838\u5fc3\u6307\u6807\"><\/p>\n\n\n\n<p>\u25b2\u56fe7 \u964d\u4f4eCAC<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u589e\u52a0\u5411\u4e0a\u9500\u552e\u548c\u4ea4\u53c9\u9500\u552e\u7684\u673a\u4f1a\uff1a<\/strong>\u5f15\u5bfc\u5ba2\u6237\u5411\u4e0a\u5347\u7ea7\u9ad8\u7ea7\u5957\u9910\u6216\u901a\u8fc7\u4ea4\u53c9\u9500\u552e\u76f8\u5173\u4ea7\u54c1\u7684\u65b9\u5f0f\u589e\u52a0\u5ba2\u6237\u7684\u652f\u51fa\uff0c\u5982\u56fe8\u6240\u793a\u3002<\/li><\/ul>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/36475658a55c4c839cca315fbc9e7653.jpg\" alt=\"\u8be6\u89e3SaaS\u4ea7\u54c1\u76845\u7c7b\u6838\u5fc3\u6307\u6807\"><\/p>\n\n\n\n<p>\u25b2\u56fe8 \u5411\u4e0a\u9500\u552e\u548c\u4ea4\u53c9\u9500\u552e<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">04 \u5e73\u5747\u5ba2\u6237\u6536\u5165<\/h1>\n\n\n\n<p><strong>1. \u4ec0\u4e48\u662fARPA<\/strong><\/p>\n\n\n\n<p>ARPA\uff08Average Revenue Per Account\uff09\u6307\u6bcf\u4e2a\u8d26\u6237\uff08\u5ba2\u6237\uff09\u6bcf\u6708\u6216\u6bcf\u5e74\u4ea7\u751f\u7684\u5e73\u5747\u6536\u5165\u3002\u7528\u4e8e\u8861\u91cf\u5e73\u5747\u8d26\u6237\u6216\u5ba2\u6237\u7684\u6bcf\u6708\u8d21\u732e\u3002\u901a\u8fc7\u8ddf\u8e2a\u548c\u7edf\u8ba1ARPA\u53ef\u4ee5\u5e2e\u52a9\u6211\u4eec\u7ed8\u5236\u51fa\u5ba2\u6237\u6d88\u8d39\u7684\u53d8\u5316\u60c5\u51b5\uff0c\u4ee5\u53ca\u7ec6\u5206\u4e0d\u540c\u5ba2\u6237\u7fa4\u4f53\u7684\u4ef7\u503c\u3002<\/p>\n\n\n\n<p><strong>2. \u5982\u4f55\u8ba1\u7b97ARPA<\/strong><\/p>\n\n\n\n<p>\u8ba1\u7b97ARPA\u5373\u5ba2\u6237\uff08\u4ed8\u8d39\u7528\u6237\uff09\u4ea7\u751f\u7684\u6bcf\u6708\u7ecf\u5e38\u6027\u6536\u5165MRR\u9664\u4ee5\u5f53\u524d\u6708\u4efd\u7684\u8d26\u6237\u6216\u5ba2\u6237\u603b\u6570\uff0c\u516c\u5f0f\u5982\u4e0b\u3002<\/p>\n\n\n\n<p><strong>ARPA\uff1dMRR\u00f7\u8d26\u6237\/\u5ba2\u6237\u603b\u6570t<\/strong><\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u4e00\u5bb6\u516c\u53f8\u67091000\u4e2a\u8d26\u6237\uff0c\u6bcf\u6708\u4ea7\u751f100000\u5143\u7684\u6536\u5165\u3002\u6bcf\u4e2a\u8d26\u6237\u7684\u5e73\u5747\u6536\u5165ARPA\uff1d100000\u00f71000\uff1d100\u5143\u3002<\/p>\n\n\n\n<p>\u4f7f\u7528\u8d26\u6237\u6570\u8fd8\u662f\u5ba2\u6237\u6570\u8fdb\u884c\u8ba1\u7b97\uff0c\u4e3b\u8981\u4e0e\u6536\u8d39\u6a21\u5f0f\u662f\u5426\u548c\u5750\u5e2d\u6570\u6709\u5173\u3002\u5982\u679c\u6709\u5173\uff0c\u5c31\u53ef\u4ee5\u4f7f\u7528\u5177\u4f53\u7684\u8d26\u6237\u6570\u91cf\u8fdb\u884c\u8ba1\u7b97\u3002<\/p>\n\n\n\n<p><strong>3. \u5982\u4f55\u4f7f\u7528ARPA<\/strong><\/p>\n\n\n\n<p>ARPA\u53ef\u4ee5\u5e2e\u52a9\u6211\u4eec\u9884\u6d4b\u548c\u4f18\u5316\u6536\u5165\u3002\u4f8b\u5982\u901a\u8fc7\u8ddf\u8e2a\u5bf9\u6bd4\u65b0\u8d26\u6237\u548c\u73b0\u6709\u8d26\u6237\u7684ARPA\uff0c\u53ef\u4ee5\u5e2e\u52a9\u6211\u4eec\u5bf9\u8425\u9500\u7b56\u7565\u3001\u5b9a\u4ef7\u7b56\u7565\u548c\u4ea7\u54c1\u7b56\u7565\u8c03\u6574\u6548\u679c\u7684\u8bc4\u4f30\u3002\u968f\u7740\u65f6\u95f4\u7684\u63a8\u79fb\uff0cARPA\u7684\u53d8\u5316\u8d8b\u52bf\u4e5f\u53cd\u6620\u4e86\u4ea7\u54c1\/\u670d\u52a1\u7684\u6ea2\u4ef7\u80fd\u529b\u3002<\/p>\n\n\n\n<p><strong>4. \u5982\u4f55\u63d0\u9ad8ARPA<\/strong><\/p>\n\n\n\n<p>\u53ef\u4ee5\u91c7\u7528\u4ee5\u4e0b\u65b9\u6cd5\u63d0\u9ad8ARPA\u3002<\/p>\n\n\n\n<p><strong>1\uff09\u4f18\u5316\u5b9a\u4ef7\u7ed3\u6784<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u63d0\u9ad8\u4ef7\u683c\uff1a<\/strong>\u8c03\u6574\u4ea7\u54c1\u4ef7\u683c\u662f\u589e\u52a0\u6bcf\u4f4d\u7528\u6237\u5e73\u5747\u6536\u5165\u6700\u660e\u663e\u3001\u6700\u76f4\u63a5\u7684\u65b9\u6cd5\u3002<\/li><li><strong>\u53ef\u6269\u5c55\u7684\u5b9a\u4ef7\uff1a<\/strong>\u968f\u7740\u5ba2\u6237\u4e1a\u52a1\u7684\u589e\u957f\uff0c\u9700\u8981\u5ba2\u6237\u4e0d\u65ad\u5347\u7ea7\u5957\u9910\u8ba1\u5212\uff0c\u4f8b\u5982\u5957\u9910A\u5141\u8bb8\u50a8\u5b581000\u4e2a\u5ba2\u6237\u4fe1\u606f\uff0c\u5957\u9910B\u5141\u8bb8\u50a8\u5b5810000\u4e2a\u5ba2\u6237\u4fe1\u606f\u3002<\/li><\/ul>\n\n\n\n<p><strong>2\uff09\u66f4\u591a\u9500\u552e<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u5411\u4e0a\u9500\u552e\uff1a<\/strong>\u901a\u8fc7\u63d0\u4f9b\u4e0d\u540c\u529f\u80fd\u6216\u670d\u52a1\u7ec4\u5408\u7684\u5957\u9910\uff0c\u5f15\u5bfc\u5ba2\u6237\u5347\u7ea7\uff0c\u589e\u52a0\u5411\u4e0a\u9500\u552e\u673a\u4f1a\u3002<\/li><li><strong>\u4ea4\u53c9\u9500\u552e\uff1a<\/strong>\u63d0\u4f9b\u5957\u9910\u5916\u7684\u529f\u80fd\u6216\u8005\u670d\u52a1\uff0c\u63d0\u9ad8\u4ea4\u53c9\u9500\u552e\u6536\u5165\u3002<\/li><li><strong>\u6346\u7ed1\u9500\u552e\uff1a<\/strong>\u901a\u8fc7\u7ec4\u5408\u591a\u4e2a\u4ea7\u54c1\u6216\u529f\u80fd\u7ec4\u4ef6\u8fdb\u884c\u9500\u552e\uff0c\u589e\u52a0\u8ba2\u9605\u91d1\u989d\u3002<\/li><\/ul>\n\n\n\n<p><strong>3\uff09\u6269\u5c55\u4ea7\u54c1\u7ebf<\/strong><\/p>\n\n\n\n<p>\u5173\u6ce8\u73b0\u6709\u5ba2\u6237\u7684\u9700\u6c42\uff0c\u5f00\u53d1\u65b0\u529f\u80fd\u6216\u989d\u5916\u7684\u670d\u52a1\u6765\u53d1\u5c55\u548c\u8fdb\u5316\u4ea7\u54c1\uff0c\u4ee5\u8fdb\u4e00\u6b65\u6269\u5c55\u5e02\u573a\uff0c\u589e\u52a0\u4ea7\u54c1\u4ef7\u503c\u63d0\u9ad8ARPU\u3002\u4f8b\u5982\uff0c\u4e00\u5bb6\u5728\u7ebf\u5ba2\u670d\u7cfb\u7edf\u7684\u5e94\u7528\uff0c\u6269\u5c55\u667a\u80fd\u5ba2\u670d\u548c\u7535\u8bdd\u5ba2\u670d\u7684\u670d\u52a1\u3002<\/p>\n\n\n\n<p><strong>4\uff09\u5173\u6ce8\u9ad8ARPA\u5ba2\u6237<\/strong><\/p>\n\n\n\n<p>\u5e76\u975e\u6240\u6709\u7684\u5ba2\u6237\u90fd\u662f\u5e73\u7b49\u7684\uff0c\u6211\u4eec\u53ef\u4ee5\u5c06\u66f4\u591a\u7684\u7cbe\u529b\u6295\u5165\u5230\u9ad8\u4ef7\u503c\u5ba2\u6237\u7684\u8eab\u4e0a\u3002<\/p>\n\n\n\n<h1 class=\"wp-block-heading\">05 \u6d41\u5931<\/h1>\n\n\n\n<p><strong>1. \u4ec0\u4e48\u662f\u6d41\u5931<\/strong><\/p>\n\n\n\n<p>\u6d41\u5931\uff08Churn\uff09\u5ba2\u6237\u6307\u5728\u7279\u5b9a\u65f6\u95f4\u6bb5\u5185\u505c\u6b62\u8ba2\u9605\u670d\u52a1\u7684\u5ba2\u6237\u3002\u5bf9\u4e8e\u4f9d\u8d56\u7ecf\u5e38\u6027\u6536\u5165\u7684SaaS\u4e1a\u52a1\u800c\u8a00\uff0c\u8ddf\u8e2a\u6d41\u5931\u5ba2\u6237\u53ef\u4ee5\u8bc4\u4f30\u4e1a\u52a1\u7684\u5065\u5eb7\u72b6\u51b5\u4ee5\u53ca\u8ba1\u7b97\u5f97\u51fa\u5ba2\u6237\u7684\u751f\u547d\u5468\u671f\u4ef7\u503c\u3002<\/p>\n\n\n\n<p>\u5e38\u89c1\u7684\u6d41\u5931\u539f\u56e0\u5982\u4e0b\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u5ba2\u6237\u65e0\u6cd5\u770b\u5230\/\u83b7\u53d6\u4ea7\u54c1\u7684\u4ef7\u503c\u3002<\/li><li>\u4ea7\u54c1\u8d28\u91cf\u6216\u529f\u80fd\u4e0d\u6ee1\u8db3\u3002<\/li><li>\u670d\u52a1\u4e0d\u597d\u3002<\/li><li>\u8f6c\u5411\u7ade\u4e89\u5bf9\u624b\u3002<\/li><li>\u8d26\u6237\u4f59\u989d\u4e0d\u8db3\u3002<\/li><li>\u5ba2\u6237\u4e1a\u52a1\u5173\u95ed\u3002<\/li><\/ul>\n\n\n\n<p>\u867d\u7136\u6240\u6709\u7684\u6d41\u5931\u90fd\u610f\u5473\u7740\u6536\u5165\u7684\u635f\u5931\uff0c\u4f46\u5bf9\u4e8e\u56e0\u4ea7\u54c1\u6216\u670d\u52a1\u6709\u95ee\u9898\u800c\u9020\u6210\u7684\u6d41\u5931\uff0c\u6211\u4eec\u9700\u8981\u7740\u91cd\u5bf9\u5176\u8fdb\u884c\u5b8c\u5584\u548c\u4f18\u5316\uff0c\u4ee5\u6b64\u6765\u63d0\u9ad8\u7559\u5b58\u5e76\u83b7\u5f97\u66f4\u591a\u7684\u6301\u7eed\u6027\u6536\u5165\u3002<\/p>\n\n\n\n<p>\u5728SaaS\u4e2d\u67092\u79cd\u8ba1\u7b97\u6d41\u5931\u7684\u89d2\u5ea6\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>\u5ba2\u6237\u6d41\u5931<\/strong>\uff08Customer Churn\uff09\uff1a\u53d6\u6d88\u8ba2\u9605\u7684\u5ba2\u6237\u6570\u91cf\u3002<\/li><li><strong>\u6536\u5165\u6d41\u5931<\/strong>\uff08MRR\/ARR Churn\u6216Revenue Churn\uff09\uff1a\u53d6\u6d88\u8ba2\u9605\u7684\u6536\u5165\u635f\u5931\u3002<\/li><\/ul>\n\n\n\n<p><strong>2. \u5ba2\u6237\u6d41\u5931<\/strong><\/p>\n\n\n\n<p>\u8ba1\u7b97\u5ba2\u6237\u6d41\u5931\u7387\uff0c\u9700\u8981\u5148\u5c06\u7ed9\u5b9a\u65f6\u95f4\u6bb5\u5185\u505c\u6b62\u8ba2\u9605\u7684\u5ba2\u6237\u6570\u91cf\u76f8\u52a0\uff0c\u7136\u540e\u9664\u4ee5\u671f\u521d\u7684\u5ba2\u6237\u603b\u6570\uff0c\u516c\u5f0f\u5982\u4e0b\u3002<\/p>\n\n\n\n<p><strong>\u5ba2\u6237\u6d41\u5931\u7387\uff1d\u6d41\u5931\u7684\u5ba2\u6237\u6570t\u00f7\u5ba2\u6237\u603b\u6570t\u00d7100%<\/strong><\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u5728\u6708\u521d\u670920\u4e2a\u4ed8\u8d39\u5ba2\u6237\uff0c\u5230\u4e86\u6708\u672b\u53ea\u670919\u4e2a\u4ed8\u8d39\u5ba2\u6237\uff0c\u90a3\u4e48\u5f53\u6708\u7684\u5ba2\u6237\u6d41\u5931\u7387\u4e3a\uff0820\uff0d19\uff09\u00f720\u00d7100%\uff1d5\uff05\u3002<\/p>\n\n\n\n<p>\u542c\u8d77\u6765\u5408\u7406\u7684\u6708\u5ea6\u6d41\u5931\u7387\uff0c\u53ef\u80fd\u4f1a\u9020\u6210\u975e\u5e38\u4e25\u91cd\u7684\u5e74\u5747\u6d41\u5931\u7387\uff0c\u8ba1\u7b97\u516c\u5f0f\u5982\u4e0b\u3002<\/p>\n\n\n\n<p><strong>\u5e74\u5ba2\u6237\u6d41\u5931\u7387\uff1d[1\uff0d\uff081\uff0d\u6708\u6d41\u5931\u7387\uff0912]\u00d7100%<\/strong><\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u6708\u5ba2\u6237\u6d41\u5931\u73875\uff05\uff0c\u542c\u4e0a\u53bb\u5e76\u4e0d\u9ad8\uff0c\u5c06\u8f6c\u5316\u4e3a\u5168\u5e74\u5ba2\u6237\u6d41\u5931\u7387\uff0c\u5374\u9ad8\u8fbe46\uff05\u3002<\/p>\n\n\n\n<p>[1\uff0d(1\uff0d0.05)12]\u00d7100%\u224846%<\/p>\n\n\n\n<p>\u5f53\u6211\u4eec\u5c06\u5e74\u5ba2\u6237\u6d41\u5931\u7387\u5b9a\u4e3a5%\uff5e7\uff05\u65f6\uff0c\u610f\u5473\u7740\u6708\u6d41\u5931\u7387\u4ec5\u7ea6\u4e3a0.5\uff05\uff0c\u5373\u6bcf200\u4e2a\u5ba2\u6237\u6d41\u59311\u4e2a\u5ba2\u6237\u3002<\/p>\n\n\n\n<p>6%\u2248[1\uff0d(1\uff0d0.005)12]\u00d7100%<\/p>\n\n\n\n<p>\u901a\u8fc7\u4e0a\u8ff0\u516c\u5f0f\uff0c\u6211\u4eec\u53ef\u4ee5\u4ece\u5355\u4e2a\u6708\u5ea6\u6d41\u5931\u7387\u4e2d\u63d0\u524d\u8ba1\u7b97\u5f97\u51fa\u5e74\u5ea6\u53ef\u80fd\u6d41\u5931\u7387\u3002\u5f53\u6211\u4eec\u62e5\u670912\u4e2a\u6708\u7684\u6570\u636e\u65f6\uff0c\u5c31\u53ef\u4ee5\u7528\u4ee5\u4e0b\u516c\u5f0f\u66f4\u4e3a\u786e\u5207\u5730\u8ba1\u7b97\u51fa\u5168\u5e74\u5b9e\u9645\u5ba2\u6237\u6d41\u5931\u7387\u3002<\/p>\n\n\n\n<p><strong>\u5e74\u5ba2\u6237\u6d41\u5931\u7387\uff1d[1\uff0d(1\uff0dm1)\u00d7(1\uff0dm2)\u00d7&#8230;\u00d7(1\uff0dm11)\u00d7(1\uff0dm12)]\u00d7100%<\/strong><\/p>\n\n\n\n<p><strong>3. \u6536\u5165\u6d41\u5931<\/strong><\/p>\n\n\n\n<p>\u5047\u5982\u5728\u5f53\u6708\u67093\u4e2a\u5ba2\u6237\u505c\u6b62\u8ba2\u9605\u670d\u52a1\uff0c\u7b2c\u4e00\u4e2a\u5ba2\u6237\u539f\u672c\u652f\u4ed810\u5143\/\u6708\uff0c\u7b2c\u4e8c\u4e2a\u5ba2\u6237\u539f\u672c\u652f\u4ed850\u5143\/\u6708\uff0c\u7b2c\u4e09\u4e2a\u5ba2\u6237\u539f\u672c\u652f\u4ed8100\u5143\/\u6708\u3002\u90a3\u4e48\u6536\u5165\u6d41\u5931\u5c31\u662f\u8fd9\u4e9b\u8ba2\u9605\u8d39\u7528\u7684\u603b\u548c\uff0c\u537310\uff0b50\uff0b100\uff1d160\u5143\uff0c\u6536\u5165\u6d41\u5931\u516c\u5f0f\u5982\u4e0b\u3002<\/p>\n\n\n\n<p><strong>MRR\u6d41\u5931\uff1dSUM\uff08\u6d41\u5931\u5ba2\u6237\u7684MRR\uff09<\/strong><\/p>\n\n\n\n<p>\u6536\u5165\u6d41\u5931\u7387\u6307\u6d41\u5931\u6536\u5165\u5360\u6536\u5165\u7684\u767e\u5206\u6bd4\uff0c\u8ba1\u7b97\u516c\u5f0f\u5982\u4e0b\u3002<\/p>\n\n\n\n<p><strong>MRR\u6d41\u5931\u7387\uff1d\u671f\u95f4\u6d41\u5931MRR\u00f7\u671f\u521dMRR\u00d7100%<\/strong><\/p>\n\n\n\n<p><strong>1\uff09\u5ba2\u6237\u6d41\u5931\u4e0e\u6536\u5165\u6d41\u5931<\/strong><\/p>\n\n\n\n<p>\u90a3\u4e3a\u4ec0\u4e48\u4f1a\u6709\u4e24\u79cd\u8ba1\u7b97\u65b9\u5f0f\uff1f<\/p>\n\n\n\n<p>\u4f8b\u5982\uff0c\u6211\u4eec\u7684SaaS\u4e1a\u52a1\u662f\u6309\u7167\u5750\u5e2d\u6536\u8d39\uff0c50\u5143\/\u6708\u3002\u62e5\u6709200\u4e2a\u5ba2\u6237\uff0c100\u4e2a\u5927\u5ba2\u6237\uff08\u6bcf\u4e2a\u5927\u5ba2\u6237\u62e5\u6709100\u4e2a\u5750\u5e2d\uff09\uff0c100\u4e2a\u5c0f\u5ba2\u6237\uff08\u6bcf\u4e2a\u5c0f\u5ba2\u6237\u62e5\u670910\u4e2a\u5750\u5e2d\uff09\u3002<\/p>\n\n\n\n<p>\u5f53\u6708\uff0c\u6211\u4eec\u6d41\u5931\u4e8610\u4e2a\u5ba2\u6237\uff0c\u90a3\u4e48\u6708\u5ba2\u6237\u6d41\u5931\u7387\u4e3a10\u00f7200\u00d7100%\uff1d5\uff05\u3002<\/p>\n\n\n\n<p>\u5982\u679c\u5728\u6d41\u5931\u7684\u5ba2\u6237\u4e2d\uff0c\u67098\u4e2a\u662f\u5927\u5ba2\u6237\uff0c2\u4e2a\u662f\u5c0f\u5ba2\u6237\uff0c\u90a3\u4e48MRR\u6d41\u5931[\uff088\u00d7100\uff09+\uff082\u00d710\uff09]\u00d750\uff1d41000\u5143\uff0cMRR\u6d41\u5931\u7387\u4e3a41000\u00f7550000\u00d7100%\uff1d7.45%\u3002<\/p>\n\n\n\n<p>\u5982\u679c\u5728\u6d41\u5931\u7684\u5ba2\u6237\u4e2d\uff0c\u67092\u4e2a\u662f\u5927\u5ba2\u6237\uff0c8\u4e2a\u662f\u5c0f\u5ba2\u6237\uff0c\u90a3\u4e48MRR\u6d41\u5931[\uff082\u00d7100\uff09+\uff088\u00d710\uff09]\u00d750=14000\u5143\uff0cMRR\u6d41\u5931\u7387\u4e3a14000\u00f7550000\u00d7100%\uff1d2.55%\u3002<\/p>\n\n\n\n<p>\u7efc\u4e0a\uff0c\u901a\u8fc7\u4e0d\u540c\u7684\u8ba1\u7b97\u65b9\u5f0f\uff0c\u4f7f\u5f97\u6211\u4eec\u53ef\u4ee5\u66f4\u52a0\u5168\u9762\u3001\u51c6\u786e\u7684\u4e86\u89e3\u5230\u4e1a\u52a1\u4e2d\u6240\u53d1\u751f\u7684\u4e8b\u60c5\u3002<\/p>\n\n\n\n<p><strong>2\uff09\u603bMRR\u6d41\u5931<\/strong><\/p>\n\n\n\n<p>\u603bMRR\u6d41\u5931\uff08Gross MRR Churn Rate\uff09\u662f\u7531\u4e8e\u5ba2\u6237\u53d6\u6d88\u8ba2\u9605\u548c\u964d\u7ea7\u800c\u5bfc\u81f4\u7684\u7ecf\u5e38\u6027\u6536\u5165\u635f\u5931\u7684\u767e\u5206\u6bd4\uff0c\u53cd\u5e94\u4e86\u5ba2\u6237\u5bf9\u4ea7\u54c1\u7684\u6ee1\u610f\u5ea6\u4ee5\u53ca\u4f01\u4e1a\u662f\u5426\u5438\u5f15\u4e86\u5408\u9002\u7684\u5ba2\u6237\uff0c\u8ba1\u7b97\u516c\u5f0f\u5982\u4e0b\u3002<\/p>\n\n\n\n<p><strong>\u603bMRR\u6d41\u5931\u7387\uff1d[\uff08\u964d\u7ea7MRR\uff0b\u53d6\u6d88MRR\uff09\u00f7\uff08\u671f\u521d\u603bMRR\uff09]\u00d7100%<\/strong><\/p>\n\n\n\n<p>\u5982\u679c\u672c\u6708\u6d41\u5931\uff08\u53d6\u6d88\u8ba2\u9605\u6216\u5957\u9910\u964d\u7ea7\uff09\u7684\u603bMRR\u4e3a200\u5143\uff0c\u800c\u603bMRR\uff08\u5728\u6708\u521d\u8ba1\u91cf\uff09\u4e3a10000\u5143\uff0c\u5219MRR\u603b\u6d41\u5931\u7387\u4e3a200\u00f710000\u00d7100%\uff1d2\uff05\u3002<\/p>\n\n\n\n<p><strong>3\uff09\u51c0MRR\u6d41\u5931\u7387<\/strong><\/p>\n\n\n\n<p>\u51c0MRR\u6d41\u5931\u7387\uff08Net MRR Churn Rate\uff09\u662f\u4e00\u6bb5\u65f6\u671f\u5185\u73b0\u6709\u5ba2\u6237\u53d6\u6d88\u548c\u964d\u7ea7\u800c\u635f\u5931\u7684\u6536\u5165\u51cf\u53bb\u6269\u5c55\uff08\u5411\u4e0a\u9500\u552e\u548c\u4ea4\u53c9\u9500\u552e\uff09\u6536\u5165\u540e\u4e0e\u671f\u521dMRR\u7684\u767e\u5206\u6bd4\u5173\u7cfb\uff0c\u516c\u5f0f\u5982\u4e0b\u3002<\/p>\n\n\n\n<p><strong>\u51c0MRR\u6d41\u5931\u7387\uff1d\uff08\u635f\u5931MRR\uff0d\u6269\u5f20MRR\uff09\u00f7\u671f\u521d\u603bMRR\u00d7100%<\/strong><\/p>\n\n\n\n<p>\u4f8b\u5982\uff0cA\u516c\u53f8\u7684MRR\u4e3a50000\u5143\uff0c\u5176\u4e2d\u5411\u4e0a\u9500\u552e\u548c\u4ea4\u53c9\u9500\u552e\u7684\u6536\u5165\u4e3a7000\u5143\uff0c\u5ba2\u6237\u53d6\u6d88\u548c\u964d\u7ea7\u635f\u5931\u4e8610000\u5143\uff0c\u5219\u51c0MRR\u6d41\u5931\u7387\u4e3a\uff0810000\uff0d7000\uff09\u00f750000\u00d7100%\uff1d6\uff05\u3002<\/p>\n\n\n\n<p>B\u516c\u53f8\u7684MRR\u4e3a100000\u5143\uff0c\u5176\u4e2d\u5411\u4e0a\u9500\u552e\u548c\u4ea4\u53c9\u9500\u552e\u7684\u6536\u5165\u4e3a12000\u5143\uff0c\u5ba2\u6237\u53d6\u6d88\u548c\u964d\u7ea7\u635f\u5931\u4e867000\u5143\uff0c\u5219\u51c0MRR\u6d41\u5931\u7387\u4e3a\uff087000\uff0d12000\uff09\u00f7100000\u00d7100%\uff1d\uff0d5\uff05\u3002<\/p>\n\n\n\n<p>\u5f53\u51fa\u73b0\u8d1f\u6d41\u5931\u65f6\uff0c\u610f\u5473\u7740\u73b0\u6709\u5ba2\u6237\u6bcf\u6708\u4ea7\u751f\u7684\u989d\u5916\u6536\u5165\u5927\u4e8e\u53d6\u6d88\u548c\u964d\u7ea7\u800c\u635f\u5931\u7684\u6536\u5165\u3002\u8981\u8fbe\u5230\u51c0MRR\u6d41\u5931\u7387\u4e3a\u8d1f\u503c\uff0c\u53ef\u4ee5\u91c7\u7528\u4ee5\u4e0b\u63aa\u65bd\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u5b9e\u65bd\u53ef\u6269\u5c55\u7684\u5b9a\u4ef7\u6a21\u5f0f\uff0c\u4f8b\u5982\u91c7\u7528\u6309\u5750\u5e2d\u4ed8\u8d39\u6216\u8005\u6309\u8c03\u7528\u6b21\u6570\u4ed8\u8d39\u7684\u6a21\u5f0f\u3002<\/li><li>\u5411\u4e0a\u9500\u552e\uff0c\u5f15\u5bfc\u5ba2\u6237\u5347\u7ea7\u66f4\u9ad8\u7684\u5957\u9910\u7248\u672c\u3002<\/li><li>\u4ea4\u53c9\u9500\u552e\uff0c\u5f15\u5bfc\u5ba2\u6237\u8d2d\u4e70\u989d\u5916\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u3002<\/li><li>\u964d\u4f4e\u6d41\u5931\u7387\uff0c\u4ece\u800c\u51cf\u5c11\u53d6\u6d88\u8ba2\u9605\u5bf9\u6536\u5165\u7684\u5f71\u54cd\u3002<\/li><\/ul>\n\n\n\n<p><strong>4. \u961f\u5217\u5206\u6790<\/strong><\/p>\n\n\n\n<p>\u961f\u5217\u672c\u8eab\u4e0d\u662f\u4e00\u4e2a\u6307\u6807\uff0c\u4f46\u975e\u5e38\u91cd\u8981\u3002\u961f\u5217\u5206\u6790\uff08Cohort Analysis\uff09\u662f\u4e00\u4e2a\u53ef\u89c6\u5316\u56fe\u8868\uff0c\u7528\u4e8e\u7ed8\u5236\u548c\u6bd4\u8f83\u6bcf\u4e2a\u961f\u5217\u7684\u7279\u5b9a\u6307\u6807\u968f\u65f6\u95f4\u7684\u8fdb\u5c55\u60c5\u51b5\u3002<\/p>\n\n\n\n<p>\u5728SaaS\u4e2d\uff0c\u6211\u4eec\u4f1a\u67e5\u770b\u7559\u5b58\u7387\u968f\u65f6\u95f4\u7684\u53d8\u5316\u8d8b\u52bf\uff0c\u5e76\u5c1d\u8bd5\u627e\u51fa\u5bfc\u81f4\u9ad8\u6d41\u5931\u7387\u7684\u56e0\u7d20\uff0c\u4ece\u800c\u6539\u5584\u5ba2\u6237\u7559\u5b58\u60c5\u51b5\u3002\u901a\u5e38\uff0c\u6211\u4eec\u57fa\u4e8e\u65f6\u95f4\u8fdb\u884c\u961f\u5217\u5206\u7ec4\uff0c\u4f8b\u5982\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>2021\u5e741\u6708\u6ce8\u518c\uff1b<\/li><li>2021\u5e742\u6708\u6ce8\u518c\uff1b<\/li><li>2021\u5e743\u6708\u6ce8\u518c\u3002<\/li><\/ul>\n\n\n\n<p>\u5e38\u89c1\u7684\u961f\u5217\u5206\u6790\u4ee5\u8868\u683c\u7684\u5f62\u5f0f\u5448\u73b0\uff0c\u5177\u6709\u4ee5\u4e0b\u51e0\u4e2a\u7279\u5f81\uff0c\u793a\u4f8b\u5982\u56fe9\u6240\u793a\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u6bcf\u884c\u4ee3\u8868\u4e00\u7ec4\u7528\u6237\uff0c\u961f\u5217\u7684\u540d\u79f0\u5728\u7b2c\u4e00\u5217\uff08\u4f8b\u59822021\u5e741\u6708\uff09\u3002<\/li><li>\u6bcf\u5217\u4ee3\u8868\u961f\u5217\u521b\u5efa\u540e\u7684\u7b2c\u51e0\u4e2a\u6708\uff08\u7b2c0\u4e2a\u6708\u662f\u6ce8\u518c\u6708\u4efd\uff09\u3002<\/li><li>\u6bcf\u4e2a\u5355\u5143\u683c\u4e2d\u7684\u503c\u4e3a\u76f8\u5bf9\u4e8e\u524d\u4e00\u4e2a\u6708\u7684\u6d41\u5931\u7387\u6216\u7559\u5b58\u7387\u3002<\/li><\/ul>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/03\/6bc52350f57146478e1561489d3f92c2.jpg\" alt=\"\u8be6\u89e3SaaS\u4ea7\u54c1\u76845\u7c7b\u6838\u5fc3\u6307\u6807\"><\/p>\n\n\n\n<p>\u25b2\u56fe9 \u961f\u5217\u5206\u6790<\/p>\n\n\n\n<p>\u961f\u5217\u5206\u6790\u53ef\u4ee5\u5e2e\u52a9\u6211\u4eec\u627e\u5230\u4ee5\u4e0b\u95ee\u9898\u7684\u7b54\u6848\u3002<\/p>\n\n\n\n<ul 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