ACV / ARPU / ARPA
Average Contract Value, Average Revenue Per User, and Average Revenue Per Account.
ACV measures the annual value of a customer contract; ARPU/ARPA the average revenue per user or account. These help size revenue potential, segment customers and model growth. Rising ARPU through upsells signals expansion potential.
Examples
A SaaS firm has a £6k ACV and grows ARPU via add-ons. — Enterprise deals raise blended ACV.
How it relates to The Startup Foundry
Revenue-per-customer metrics feed the Business Opportunity and Scalability pillars.