Grow revenue per customer
Cheaper than acquisition and it compounds with every cohort you already own.
Objective 6.2
Target: ARPA up 30%
Inside this
- Add an expansion lever tied to value
Seats, usage, or workspaces — whichever grows as the customer gets more out of you.
- Introduce annual plans with a real discount10h
Two months free is the norm. It buys cash up front and a year of churn protection.
- Prompt upgrades at the value moment10h
Immediately after a success in-product, never on a billing anniversary.
- Raise prices for new customers and watch8h
Grandfather everyone existing. Almost every product at this stage is underpriced.
- Repackage tiers around the value metric
Charge for the thing that grows when they succeed, not for a feature checklist.