Account Retention & LTV Calculator
What is a wholesale account actually worth over 3 years? Model LTV at different retention rates, quantify the cost of churn, and build the business case for account retention investment.
What an account is actually worth over time
What is a wholesale account actually worth over 3 years? Model LTV at different retention rates, quantify the cost of churn, and build the business case for account retention investment.
How the model works
- Grow the account
Year 2 and year 3 revenue grow from year 1 at your growth rate.
- Weight by retention
Year 2 revenue counts at the year-2 retention rate. Year 3 counts at year-2 retention times year-3 retention (the share of accounts still active).
- Apply margin and cost to keep
Net LTV is 3-year gross margin minus 3 years of retention spend (samples, service, visits, co-op).
- Price the churn
True churn cost is the lost year-2 gross margin plus the cost of acquiring a replacement, net of accounts that come back on their own.
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