This may be a bit out there, but I know there're peeps here with a business head on their shoulders. So. Has anyone ever calculated how much money, your cut, you get out of an average customer before he expires?
The reason I ask is because I'm trying to put an upper limit on my marketing and advertising spending. Ideally, I'd like customer acquisition cost to be no more than 1/3 of the average lifetime value, but I haven't been tracking these stats specifically.
Has anyone done this calculation before? What's a customer worth?
(ETA: if you're wondering what the hell I'm wittering on about, here's a primer on customer acquisition cost and why it matters. http://www.forentrepreneurs.com/startup-killer/)



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