Impact Pricing

I don't really want you to just sit around and think about lifetime value. What I want you to do is think about lifetime value and how that influences your business, how that influences your pricing and your product development and your. If you're in a subscription-type business, this becomes so obvious.  Because we need to win a new customer. We want to keep that customer.  "Think about the lifetime value of a customer. Think about it and then do something about it." - Mark Stiving We want to grow that customer and we can start to think about if I could win a customer over their entire lifetime, how much revenue. How much profit do I think I'm going to end up getting from that customer? And SaaS companies or subscription companies actually do a pretty good job at this, but if you're not a subscription company, you should be thinking the exact same thing. You put out a lot of energy and money in order to win a new customer. You have a high customer acquisition cost. You obviously want the sale that you got. B