How many customers do you need?

The arithmetic

Customers needed is your annual target divided by twelve times your monthly price, rounded up. Someone charging £29 a month who wants £100,000 a year needs 288 paying customers at once. Not signups, not trials, not visitors. Paying customers, all at the same time.

Churn turns that into a treadmill. At 5% monthly churn, 288 customers lose about 14 a month, so you need 14 new ones every month just to stand still. The acquisition ceiling is what you can spend to win one customer and have it pay back in six months: six times the monthly price.

Doubling the price halves all three numbers. That is usually the cheapest lever you have.

Customers needed at common price points

Any currency. The arithmetic does not change.

The number tells you how big the search is. DistroFit tells you which channels can actually find that many people at that price, by reading what your site emits.