A measure of the overall change in the base of recurring revenue from one year to the next, including upsell, downsell (both inclusive of price changes), and cancellations.

1+ ($𝐴𝐶𝑉𝑈𝑝𝑠𝑒𝑙𝑙−$𝐴𝐶𝑉𝐶𝑎𝑛𝑐𝑒𝑙𝑙𝑒𝑑−$𝐴𝐶𝑉𝐷𝑜𝑤𝑛𝑠𝑒𝑙𝑙

1−($𝐴𝐶𝑉𝐶𝑎𝑛𝑐𝑒𝑙𝑙𝑒𝑑+$𝐴𝐶𝑉𝐷𝑜𝑤𝑛𝑠𝑒𝑙𝑙)𝑛/ $𝑇𝑜𝑡𝑎𝑙𝐴𝐶𝑉𝑛−1

This does include deductions for cancellations, reductions and price cuts (most conservative methodology), without adding new sales or upsells, other than price increases for the same revenue cohort.

The total market demand for your service. It will refer to the total amount of money you can make in selling your product

the segment of the market that is within our geographical reach. This gives a sense of how much revenue you can realistically bring in.

the portion of market that you can realistically capture.

the economic value, net of costs, delivered over the life of a customer, and is equal to lifetime gross profit

the total value of a customer from a business perspective or in terms of revenue before they churn