The Fan Value CalculatorPro
What is one fan actually worth to you?
Most brands count customers. Almost none of them count fans, so the people carrying the business get no budget and no credit. This works out the number. Define a fan properly, size them against a regular customer, and see what ten years of them looks like.
This calculator needs JavaScript. Turn it on, or write to hello@alchemy-agency.co.uk and we will run your numbers for you.
First, agree what a fan is
A fan is not a feeling and not a follower count. It is a behaviour, and behaviour is measurable. Four signals, and you can pull every one of them from data you already hold.
Frequency
They buy, attend or turn up more often than the base does. Not once a year because it was convenient.
Breadth
They go beyond the one thing. A second product, a second format, the thing that was never the main offer.
Tenure
They have been active for long enough that it is a habit, not a promotion. Eighteen months is a fair line.
Advocacy
They bring other people. A referral code, a sign-up survey, a community post. Someone arrived because of them.
The rule: a fan passes three of the four. Two is a good customer. Four is someone you should already know by name. Count how many of your customers pass, and you have stopped guessing.
Three questions
That is all we need. Everything else runs on our benchmarks, and you can open every one of them at the bottom.
Everyone you can reach and sell to, fans included.
Your ordinary customer, not your best one.
What your fans are worth
Show the full ten-year working
Change the assumptions
Every number the benchmarks filled in for you, in the open. The defaults are deliberately cautious.
What a fan spends
Set from your sector until you change it. Once you do, it stops tracking.
Community, events, content, rewards. Not the product.
Or build the fan figure up from its parts. Rename these to fit what you sell.
How many are fans
Moving this line is the whole job of a fan programme.
What counts as value
Leave at 100% to talk in revenue. Set your real margin to talk in contribution, which is what a finance director will ask for.
Money in year ten is not worth money today. Set to zero to switch discounting off.
How long a fan lasts
Growth
Advocacy
Measurable with a referral code or one question at sign-up.
Advocacy is the softest number here, so we mark it down on purpose.
Range
Flexes fan share, referral share and fan spend together, so you quote a range instead of false precision.
Take the number away with you
We will send this back as a written model you can put in front of a finance director, with the assumptions listed and our read on which of yours we would push hardest.
Consider it on its way.
Your model will land in your inbox. Want it sooner? Book twenty minutes and we will walk through it live, including which of your assumptions we would argue with.
Either way. Stay gold.