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Start from the revenue you want and the customers you can realistically reach. Get the price.
Most founders pick a price that feels right and then discover what it implies. Doing it the other way round — fixing the goal and the reachable audience, then solving for price — usually reveals the first number was far too low.
This is the price that gets you there with zero churn. Since churn is never zero, treat the answer as a floor rather than a target.
Price required at other customer counts
Pricing forwards — "$29 feels about right" — hides the arithmetic. It only becomes visible much later, when $29 turns out to require 2,874 customers and the total addressable audience is a few thousand people.
Working backwards makes the constraint explicit up front, where it is still cheap to change.
| Customers you can reach | Required price | Realistic? |
|---|---|---|
| 100 | $833/mo | Enterprise or high-value vertical |
| 500 | $167/mo | Mid-market B2B |
| 2,000 | $42/mo | SMB tooling |
| 8,334 | $10/mo | Consumer or prosumer scale |
None of these are wrong. They are simply four different companies, with different sales motions, support costs and marketing channels. The price decides which one you are building.
The calculation assumes every customer stays forever. In reality some churn every month, so the price you actually need is higher than the number here.
GOOD QUESTIONS
Per seat ties revenue to how much the customer grows, which is why most B2B SaaS uses it. Per account is simpler to sell and easier to forecast. If you use per seat, enter your average revenue per account here, not your per-seat price.
A minimum. It assumes nobody ever churns, which no business achieves. With typical churn you need either a higher price or materially more customers than the figure you entered.
That is informative rather than fatal. It usually means you are aiming at a smaller audience than they are, which points toward a narrower, higher-value product rather than a cheaper one. Competing on price against a better-funded incumbent is rarely the winning move.
They come off the top. At 2.9% + 30¢, a $29 plan nets about $27.86 — roughly 4% of your revenue, before you have paid for anything else. On low-priced plans that is a meaningful slice of the price you just calculated.