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SaaS pricing calculator

Customers and visitors needed for a target MRR, with LTV and payback.

How to use it

  1. Set a target. The monthly recurring revenue you are aiming for.
  2. Add your tiers. Each price and the share of customers you expect on it.
  3. Add your rates. Visitor-to-paid conversion, monthly churn, gross margin and, if you know it, acquisition cost.
  4. Read the plan. Customers and visitors needed, LTV, payback, and what each tier would take on its own.

Turn a revenue goal into numbers you can act on

"$10k MRR" is a goal. "430 customers, which means about 21,000 visitors at 2% conversion" is a plan. This calculator works backwards from the target so you can see which lever matters most: price, conversion or traffic.

The formulas

Everything is shown under the results, and uses steady monthly rates:

  • ARPU (average revenue per user) = the sum of each tier's price times its share of customers.
  • Customers needed = target MRR ÷ ARPU, rounded up.
  • Visitors needed = customers ÷ conversion rate.
  • Customer lifetime = 1 ÷ monthly churn. At 4% churn, the average customer stays 25 months.
  • LTV (lifetime value) = ARPU × gross margin × lifetime.
  • CAC payback = acquisition cost ÷ (ARPU × gross margin), in months.

What to look for

  • Price is the strongest lever. Doubling ARPU halves the customers and visitors you need. If the visitor number looks impossible, look at your tiers before your traffic.
  • Churn caps growth. At 5% monthly churn you replace half your customers every year just to stand still. The calculator shows how many visitors you need each month just to hold the target.
  • LTV to CAC of 3 or more is the usual rule of thumb for healthy paid acquisition. Payback under 12 months keeps cash flow manageable for a small team.
  • The per-tier table shows how many customers each tier would need on its own. If your top tier gets you there with 40 customers, a sales-led motion might beat self-serve.

Limits of the model

Real churn is higher in the first months and lower for long-time customers. Conversion varies by channel. Treat the output as a planning range, then track the real numbers with the MRR calculator once customers arrive.

What you get

  • Up to six price tiers with a customer mix
  • Customers and visitors needed for any MRR target
  • LTV, CAC payback and LTV:CAC
  • Every formula shown under the result
  • Runs entirely in your browser

Questions

How many customers do I need to reach $10k MRR?

Divide $10,000 by your average revenue per customer. At $25 per month that is 400 customers; at $100 it is 100. The calculator does this for a mix of tiers and also shows the visitors you need at your conversion rate.

How do I calculate LTV for a SaaS business?

LTV is average monthly revenue per customer times gross margin times the average customer lifetime in months, where lifetime is 1 divided by monthly churn. At $50 ARPU, 80% margin and 4% churn, LTV is $50 × 0.8 × 25 = $1,000.

What is a good CAC payback period?

Under 12 months is a common target for self-serve SaaS, and under 6 is strong. Longer payback means you need more cash up front to grow, which is hard for a bootstrapped product.

What is a typical SaaS conversion rate?

For visitors to paying customers on a self-serve product, 1 to 3% is common. Free trial to paid often lands between 10 and 25%. Use your own numbers as soon as you have them.