I'm not sure where the old threads from this section get archived, but every year there's an 'accepted!' thread with people's stats. Here's the one from my year (2009) http://talk.collegeconfidential.com/georgia-institute-technology/665090-accepted-post-stats-here.html.
WRONG, WRONG, WRONG. That same revealed that, when customers stop using a product or service, the reason is almost always either bad customer service (cited by 74 percent of respondents) or poor quality (cited 32 percent of respondents). Price was only an issue for only a quarter of the respondents, and product functionality (i.e.
For example, if your subscription is $100/month (and it's all pure profit, in a real scenario you'd factor out costs of goods and services and retention etc.) and 1% of your customers cancel each month, your customer life time value (CLTV or just LTV) is $100/1% (100/0.01) which is $10,000.