Customer lifetime value (LTV or CLV) is a critical metric for many companies in the subscription economy. But before your LTV comes V2C (Value to Customer). Understanding how you will create value to your customers over time should come before estimates of LTV and LTV and V2C need to be kept aligned.
It is a truism among pricing experts that you should not base your price on your costs. Your costs are your problem, not your customer's. It is up to you to manage costs relative to the value you provide and the customer's willingness to pay. This sounds good in theory, but anyone who has run a business knows that costs matter. They matter a lot. Costs cannot be ignored when one is thinking about pricing strategy.