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  "notes": "Includes specific mathematical formulas for LTV and K factor.",
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      "text": "LTV = ARPA x Gross Margin% x (1 / (1 - K) + (G x K) / (1 - K)^2)",
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      "text": "K = (1 - Churn) x (1 - Discount Rate)",
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      "text": "Where G is the growth rate for the customers that have not churned, and K is defined by the following formula:",
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      "text": "LTV Calculation: Large deal size deviation and negative churn makes the 1 / churn model for lifetime unrealistic. Discounted cash flow used instead as per http://www.forentrepreneurs.com/ltv/ - growth rate assumption 40% p.a., discount factor 15% p.a.:",
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      "text": "CAC Calculation: Includes all sales and marketing cost divided by new clients won in preceding 12m. Account management not yet broken out.",
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