# SaaS Pricing Calculator

> Set a target MRR, your price tiers, conversion and churn, and see the customers and visitors you need, plus customer LTV and CAC payback. Formulas shown.

Use it free at https://swipetolaunch.com/tools/saas-pricing-calculator

## 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](/tools/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.