{
  "status": "illustrative",
  "unit": "EUR per customer per month unless stated",
  "ltv_formula": "margin_after_service / monthly_churn",
  "plans": [
    {
      "name": "Essential",
      "price": 39,
      "margin_after_service": 28,
      "monthly_churn": 0.042,
      "simplified_ltv": 666.67,
      "cac": 240,
      "ltv_to_cac": 2.78
    },
    {
      "name": "Team",
      "price": 89,
      "margin_after_service": 66.75,
      "monthly_churn": 0.028,
      "simplified_ltv": 2383.93,
      "cac": 900,
      "ltv_to_cac": 2.65
    },
    {
      "name": "Pro",
      "price": 149,
      "margin_after_service": 104.3,
      "monthly_churn": 0.018,
      "simplified_ltv": 5794.44,
      "cac": 1800,
      "ltv_to_cac": 3.22
    }
  ],
  "warning": "The formula ignores account growth, the cost of capital and any non-constant survival curve."
}