MarginKoala

What are my subscription unit economics?

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Numbers to enter
Calculate subscriber contribution, a constant-churn lifetime estimate, LTV, CAC payback and LTV:CAC without spreading CAC into monthly operating cost and then counting it again.
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Use customer/logo churn for the same cohort definition. The lifetime estimate assumes that churn rate remains constant over time.

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Costs that scale with keeping one subscriber active, such as service delivery, processing or usage-based infrastructure.

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Enter a per-subscriber amount only if you allocate this cost consistently. Leave 0 if it is already included above.

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Use total acquisition spend ÷ genuinely new subscribers for the same acquisition definition. Enter the total CAC once — not an amortised monthly amount.

Finance / industry term: CAC — Customer Acquisition Cost

Koala's Calculated Result
Contribution LTV before acquisition, then payback and net contribution when CAC is entered.

Add monthly price and a positive monthly churn rate. Add per-subscriber costs and CAC for a fuller unit-economics view.

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Frequently asked questions

What is subscription LTV?

Subscription LTV (lifetime value) is the cumulative per-month contribution minus per-month costs, times the expected lifetime in months — the total expected profit from a single subscriber across their lifetime.

Subscription Profitability

Why does churn matter so much?

Expected subscriber lifetime = 1 / monthly churn rate. A 5% monthly churn gives ~20 months; a 10% monthly churn gives ~10 months. Even a small churn improvement doubles the LTV at the same contribution.

Subscription Profitability

What is the "LTV to CAC" ratio?

LTV to CAC is the lifetime value divided by the cost to acquire a customer. The standard rule of thumb is 3× or higher — at 3× the subscription economically pays for itself; below 1× you are paying to lose money.

Subscription Profitability

What is "amortized CAC"?

Use the calculator result for the inputs entered and keep any market-response or operating recommendation separate from the deterministic calculation. Support that additional assumption with the business’s own evidence or an explicitly labelled scenario.

Subscription Profitability

Educational use, not financial advice. Numbers are estimates for planning; consult a qualified professional before acting on them.