In this example, the following assumptions have been made • The average customer cost is $7 (C) • The profit revenue stream fm the customer is $30 in each period (R) • The discount rate of 10% (r) (start to apply at year 2) o Retention rate of 75% (p) (start to apply at year 2) • It costs $20 to acquire a customer (A) • The average referral S is $3 What is the lifetime value of this customer at the end of year 2 and year 5?