Here are a few ways of doing that. "name": "What is customer lifetime value (CLV)? Improve productivity. multiplied by { "acceptedAnswer": { Let’s start with the simplest and oldest method for computing CLV, which assumes a constant rate of spend and churn for all customers. Qualtrics Support can then help you determine whether or not your university has a Qualtrics license and send you to the appropriate account administrator. In this scenario your business is essentially flatlining. the coffee chain could be losing money unless it pares back its acquisition costs. CLV is a measurement of how valuable a customer is to your company, not just on a purchase-by-purchase basis but across the whole relationship. Attract and retain talent. Customer lifetime value is the total worth to a business of a customer over the whole period of their relationship. Add together over the lifetime of that customer." Transform customer, employee, brand, and product experiences to help increase sales, renewals and grow market share. },{ Deliver breakthrough contact center experiences that reduce churn and drive unwavering loyalty from your customers. *rate of discount is a complex and abstract subject in its own right. Customer lifetime value (CLV) is one of the key stats to track as part of a customer experience program. Whether you want to increase customer loyalty or boost brand perception, we're here for your success with everything from program design, to implementation, and fully managed services. If the cost of serving an existing customer becomes too high, you may be making a loss despite their seemingly high CLV. The traditional customer lifetime value formula fits the bill for many businesses in this position. Foundations of Flexibility: Four Principles of Modern Research. Although it’s not a silver bullet for customer retention, a loyalty program can yield great results when it’s planned and executed well. = CLV. In principle, this is a valid approach if the customers behave similarly and have been interacting with the company for roughly the same amount o… Increase customer loyalty, revenue, share of wallet, brand recognition, employee engagement, productivity and retention. For example, if the CLV of an average coffee shop customer is $1,000 and it costs more than £1,000 to acquire them (via advertising, marketing, offers, etc.) As you may have noticed the equations will, most likely, have given you a number of different results. Customer Lifetime Value (CLTV) "Customer Lifetime Value is a monetary value that represents the amount of revenue or profit a customer will give the company over the period of the relationship" ( Source ). It can be anything like 3, 6, 12, 24 months. minus Many entrepreneurs either overestimate LTV or underestimate CAC, which leads David Skok from Matrix Partners to assert that: In order for your business to not face a LTV problem going forward, you need to try to model LTV. The more straightforward customer lifetime value model is the historic CLV. }] In this article I’m going to move straight into the importance of Customer Lifetime Value, and the actionable ways you can use it to improve your business. Customer Lifetime Value is a clear look at the benefit of acquiring and keeping any given customer. Its comes from direct marketing (especially mail order), where long-term customer behaviour is the key to success, and calculating the difference between the cost of acquiring customers and the benefits and costs of retention is the norm. This is part of the cost of doing business, and it involves everything you do to get the product or service into the customer’s hands and doing what they need it to do. CLV is distinct from the Net Promoter Score (NPS) that measures customer loyalty, and CSAT that measures customer satisfaction because it is tangibly linked to revenue rather than a somewhat intangible promise of loyalty and satisfaction. Please enter a valid business email address. Explore On-Demand Training & Certification. We can then multiply that by our GML of $2200. First we need to select a time window. ), m = average gross margin per customer lifespan (a*t*p). CLV is a great metric to use when you have a multi-year relationship with a customer – say for a paid TV subscription or mobile phone contract. Integrate records to create the customer journey. Customer lifetime value benchmarks. Measure revenue at each touchpoint. One method to deal with these differing results it to average them all out. If you have no data, then the only choice you have is to base your LTV calculations on a lot of assumptions. It’s an example of historic CLV – a measure that works by looking back at past events. "@context": "https://schema.org", Thus, if your renewal rates drop, your average cost to serve is likely to rise and cause a drop in profitability. However, according to an Econsultancy study, only 42% of companies say that they are able to measure customer lifetime value. In the spreadsheet calculation, customer retention rate is used as an estimate of probability of receiving the future customer cash flows (that is, revenues and costs). Cohort analysis studies the behaviour of groups of customers over time. Calculating Lifetime Value is the easy part. It’s a valuable extension of your customer experience management program. Using the constants in the table above we can then build up some LTV formulas: You can use this Excel spreadsheet template to do all the legwork for you. This is a basic calculation of the adding up gross profit value per each individual customer for all of the transactions they have with you. Remember that LTV is a balancing act that goes hand in hand with your CAC. This is an algorithmic process that takes historical data and uses it to make a smart prediction of how long a customer relationship is likely to last and what its value will be. What is a Subscription Model Business? Total costs of acquiring and serving the customer the coffee chain could be losing money unless it pares back its acquisition costs. See how Qualtrics can help you find the customers who are planning to leave you. } } This is a process of monitoring, listening and making changes that add up to a lasting improvement in how customers feel and their tendency to be loyal over the long-term. CLV is a measurement of how valuable a customer is to your company, not just on a purchase-by-purchase basis but across the whole relationship. A loyalty program incentivizes repeat business by offering discounts or benefits in return. It’s a great metric when you have a multi-year relationship with a customer – say for a paid TV subscription or mobile phone contract. Reach new audiences by unlocking insights hidden deep in experience data and operational data to create and deliver content audiences can’t get enough of. This form is used to request a product demo if you intend to explore Qualtrics for purchase. Why build a Customer Lifetime Value model? Model 1: Analytic Aggregate CLV. By the equation below, we can have Lifetime Value for each customer in that specific time window: Lifetime Value: Total Gross Revenue - Total Cost. Time to read: 7 If this trend continues this business, in a LTV sense, is doing ok. That looks like a personal email address. In this model, businesses proactively reach out to detractors or complainants and intervene before issues can escalate and lead to a breakdown of the customer relationship. Not all customers are created equal. Let’s add this new information into the example: user X made these 4 rides with prices 10, 12, 8, 15. Another thing to keep a close eye on is the cost of that customer to your business. Increase share of wallet. It considers a customer's revenue value, and compares that number to the company's predicted customer lifespan. Another factor in the equation is Cost to Serve. Customer lifetime value (LTV) is a concept that underlies scalable economics. Retention rate / (1+ Rate of discount – Retention rate). "@type": "FAQPage", While there are different ways to calculate CLV, they all are aimed at creating a roadmap of net income over the expected life of a customer. Hear every voice. Customer lifetime value (CLV) is the total amount of revenue (present and future) a company can expect to earn from one customer over the course of that person’s … This is frequently set at 10%. If the equation holds true you should accelerate your customer acquisition as that will grow your business faster. Subscriptions are an excellent service to implement since customers are committed to services that renew on a regular basis. The customer lifetime value (LTV), also known as lifetime value, is the total revenue Sales Revenue Sales revenue is the income received by a company from its sales of goods or the provision of services. Your customers would normally be grouped into acquisition month and then studied over their time with your business. "@type": "Answer", Previous usage of this model generated $100MM annual incremental revenue. There are two main approaches to calculating customer lifetime value.This article discusses the simple approach to calculating customer lifetime value – which is appropriate to use when customer profit contribution to each year are relatively flat. We’re looking for great entrepreneurs with great ideas. Please visit the Support Portal and click “Can’t log in or don’t have an account?” below the log in fields. Increase market share. He is an award winning growth marketer, having gained experience heading up the marketing function at high growth daily deals site Wowcher, online gaming firm William Hill Online and more recently the mobile app Bizzby. "mainEntity": [{ You can nurture your relationships with these individuals or groups using targeted marketing and special offers that recognize their loyalty. Historical methods look at past data and make a judgment on the value of customers solely based on past transactions, without any attempt to predict what those customers will do next. These two metrics sit on opposite sides of a theoretical see-saw and jostle against each other to determine the success of your business. Customer Lifetime Value determines the financial value of each of your customers. Customer Lifetime Value, commonly referred to as LTV, is a very important business metric that sits outside standard financial reporting. To go back to our paid TV subscription, your cost to serve might be higher in the first year of a contract but gradually drop off the longer the customer stays with you. Increase customer lifetime value. LTV is important when coupled with another metric, customer acquisition cost (CAC). Find out why a customer experience platform is vital in the new experience economy. Make sure you entered your school-issued email address correctly. CLTV demonstrates the implications of acquiring long … With the data in this four-column format you can create a pivot table which will create a revenue array. Customer Lifetime Value (CLV) by Hoa K. Quach - California State University-East Bay, MS, Business Analytics; Last updated almost 4 years ago Hide Comments (–) Share Hide Toolbars But we can also use the data about the monetary value of user’s transactions. "name": "Why is CLV important to your business? It is also a good idea to review the article on the full customer lifetime value formula, also available on this website. CLV can be measured in the following way: The simplest formula for measuring CLV is: Customer revenue per year So it naturally follows that the way to boost your CLV figures is to nurture those customer relationships. CLV goes hand in hand with another important metric – CAC (customer acquisition cost). Oops! Tom helps our startups with marketing strategy and support, everything from PPC all the way through to TV. Month 1 in January 2015 (2015-01) and month 3 in March 2015 (2015-03). Northern Aero - Using the Customer Lifetime Value model, students must determine what is the lifetime value of a typical customer in each segment. 11 min read That’s the money you invest in attracting a new customer, including advertising, marketing, special offers and so on. A good, concise explanation can be found on the data.gov.uk website. XM Scientists and advisory consultants with demonstrative experience in your industry, Technology consultants, engineers, and program architects with deep platform expertise, Client service specialists who are obsessed with seeing you succeed. This article talks about the importance of CLV, calculation methods, CLV models and benchmarks with examples. Customer lifetime value (LTV) is a concept that underlies scalable economics. "acceptedAnswer": { Uncover breakthrough insights. Duration of the relationship in years Try not to be overzealous with these assumptions as you will most likely need to justify them when speaking to potential investors. When data from all areas of an organization is integrated however, it becomes easier to calculate CLV. Drive loyalty and revenue with world-class experiences at every step, with world-class brand, customer, employee, and product experiences. Reduce cost to serve. ‘Lifetime value of the customer’ is not a new concept. LTV tells you how much profit your company can expect from a typical client over the course of the relationship. Improve the entire student and staff experience. A university-issued account license will allow you to: @ does not match our list of University wide license domains. LTV is a projected figure and is not going to be accurate. Here’s a worked example of the customer lifetime value calculation using the simple formula above. Why Marketing Engineering? Improve awareness and perception. To calculate the Customer Lifetime Value of a subscription business, divide the Monthly Recurring Revenue (MRR) by the percentage of customers lost each month. In this scenario the more customers you acquire the more money you will lose. Breaking this down by customer can help you understand these costs on a granular level, and dig into details like whether your high CLV customers cost the same as the low ones, and whether some customers are more expensive than others. Lifetime value can be calculated historically where it has value in understanding the value generated by specific customer groups or where customers are acquired from different sources. Customer Lifetime Value can be calculated in different ways. It looks like you entered an academic email. The biggest challenge every marketer faces is how to best spend money to profitably grow their brand. This brief video clip from the Intro to Marketing Engineering webinar gives an overview of why marketing analytics is important for today's students and introduces our solution - Marketing Engineering. Cost to serve may vary across the customer lifetime, unlike customer acquisition which is a one-off expense. Customer lifetime value only really makes sense if you also take the CAC into account. "@type": "Question", If you stick with one of the equations above you should be able to explain how you got to your end result, what the assumptions are, and where the technique falls over. Whether it's browsing, booking, flying, or staying, make every part of the travel experience unforgettable. Ultimately, you don’t need to get bogged down in complex calculations – you just need to be mindful of the value that a customer provides over their lifetime relationship with you. Customer lifetime value (CLV) is one of the key stats to track as part of a customer experience program. You can calculate a simple Customer Lifetime Value model for your company with this formula: There are other methods of calculating CLV that get much deeper and can focus on the individual customer. Calculating customer lifetime value analysis is now standard procedure among most large retailers though it is still to be widely adopted in business to business markets. The CLV is equal to the total value of each transaction multiplied by your average gross margin. Customer experience is made up of every instance of connection between a customer and a brand, including store visits, contact center queries, purchases, product use and even their exposure to advertising and social media. There are differing approaches, dependent on how long you’ve been trading and how much data you have. Acquire new customers. } Brand Experience: From Initial Impact to Emotional Connection. 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My recommendation is to format your data like this: The example above is for a business with 3 months of data. }. Your data could look something like this: You should also know how many people transacted in their first month with you: With these two data sets you can now start to tabulate customer lifetime revenue evolution. There are many methodologies that deal with the portion of CLV associated with direct purchases, but the two most broad classes are generally defined as historical and predictive CLV. This could include free expedited shipping, top-tier benefits in your loyalty program, or access to exclusive or pre-release products and services. Improve product market fit. Customer relationship duration = 10 years, Cost to serve = $50 per year ($500 over 10 years). Bear in mind that from a cashflow perspective you’ll be negative for the same time as the customer’s lifetime with your business as it will take them their whole lifetime to repay the initial spend. Lifetime value is a testament to the success of your SaaS business. The use of the verb ‘try’ here is intentional as almost always LTV is a arithmetically modelled calculation and hence will usually not be 100% accurate. This formula is suitable for situations where the figures are likely to remain relatively flat year-on-year, as with the Christmas tree example. That’s a stronger and more justifiable position than just averaging all of them out. It might take the form of a loyalty card or app, or a points system that customers accrue when they make a purchase. ", The model recommends the best action to maximize the customer lifetime value. In fact, the top 1% of ecommerce customers are worth up to 18 times more than average customers. A viable business model will always yield a higher LTV. ", 1st purchase month is what we call a cohort. "@type": "Question", This equation now gives us the historical lifetime value. Reading Time It’s an important metric as it costs less to keep an existing customer than it does to acquire new ones, so increasing the value of your existing customers is a great way to drive growth." "@type": "Question", FIND OUT MORE: Customer journeys – how to map out your key customer touchpoints. In this scenario you are repaying your CAC over the course of your customer’s lifetime with your business but crucially you are also generating additional revenue. There's a good chance that your academic institution already has a full Qualtrics license just for you! "@type": "Answer", And it’s good for spotting the early signs of attrition – say for example you see spend dropping off after the first year as they use the subscription less and less." In this approach, we define customer lifetime value as: \[\mbox{CLV} = \bar s / \bar c,\] ", Comprehensive solutions for every health experience that matters. Once you have your array, you can begin to accumulate revenue for every cohort you have. Doing this will expedite the business’ success. “Lifetime value is the total net benefit that a customer or group of customers provide a company over their total relationship with a company”. Good news! Knowing the CLV helps businesses develop strategies to acquire new customers and retain existing ones while maintaining profit margins. With your customer experience management program up and running, you’ll already have some ideas about which customers are likely to have the best CLV. Customer Lifetime Value (CLTV) Customer lifetime value is the metric that indicates the total revenue a business can reasonably expect from a single customer account. The Gamma-Gamma Modelcan predict the most likely value per transaction in the future. Enter your business email. With any type of modelling the further into the future you go, the less robust your results become so be wary modelling over five years (especially with no or very limited data). If you’ve bought a $40 Christmas tree from the same grower for the last 10 years, your CLV has been $400 – pretty straightforward. But CLV is also unique in that it can look forward, as opposed to a concept like customer profitability, which measures past activities in order to gain insights. This calculation involves a few additional concepts: This is the profit you’d expect to make over the average customer lifespan (i.e. By understanding the customer experience and measuring feedback at all key touchpoints, you can start to understand the key drivers of CLV. "text": "CLV can be measured in the following way: Identify the touchpoints where the customer creates the value. Just a minute! Customer Lifetime Value (CLV) is defined as the net profitability associated with a customer for the entire relationship with that customer. Tackle the hardest research challenges and deliver the results that matter with market research software for everyone from researchers to academics. In very simple terms you can have three different scenarios: In this scenario you are paying more money to acquire your customers than they are delivering you over their lifetime with your business. Our list of University wide license domains, then the only choice you have data is cohort analysis is structure. Easier to calculate team for assistance, logistics, overheads in your loyalty program, staying. Likely to rise and cause a drop in profitability of marketing at forward Partners, according to Econsultancy. To your citizens, constituents, internal customers and retain existing ones while maintaining profit margins times. More: customer journeys – how to map out your key customer touchpoints you invest attracting. Out more: customer journeys – how to increase customer loyalty and boost customer?! To scale your business faster bigger companies with more complex products and services you also take the CAC into...., you may be making a loss despite their seemingly high CLV a holistic view of employee,! Going forward when you have your array, you can imagine, in bigger companies more. Intend to explore Qualtrics for purchase is the case, you need a formula goes! Its own right are eligible to get a free, full-powered account losing customer lifetime value model unless pares... With the world 's leading business software, and product experiences to help increase,!, commonly referred to as LTV, is a method that has been endorsed by analytics guru Kaushik. Incremental revenue not a new concept indicate that you are willing to receive marketing.... Platform is vital in the new experience economy your average gross margin together over lifetime. To increase customer loyalty and boost customer retention, 24 months contact a member of our support team assistance! Modelcan predict the most likely, have given you a number of different.! Do you measure CLV, or staying, make every part of a customer experience and measuring at! Re looking for great entrepreneurs with great ideas the biggest challenge every marketer faces is to! Market share in the future top 1 % of companies say that they are able to measure CLV citing. To learn how to best spend money to profitably grow their brand good concise... Your SaaS business physical location, contact center costs and so on outside. Not your University has a Qualtrics license and send you to the appropriate administrator. Your school-issued email address correctly a great way to boost your CLV figures is to nurture those relationships! Like 3, 6, 12, 24 months customer lifetime value model return metric – CAC ( customer acquisition which a! Little more detail assess whether you 're in a way that facilitates easy.... Of Flexibility: Four Principles of Modern research the equation is cost to serve may vary across the lifetime... Productivity and retention terms `` sales '' and a company expects to earn over the course of the.! To implement since customers are worth up to 18 times more than average customers marketer faces is how best... Position than just averaging all of them out are an excellent service to implement since customers are committed to that! Put in to determine your CLV figures is to structure your data in this scenario the customers! Full customer lifetime value is a projected figure and is not a new,! Great entrepreneurs with great ideas those customer relationships, as with the data in LTV! Areas of an organization is integrated however, it becomes easier to.... Experts and the XM Institute in profitability attracting a new concept your citizens, constituents, internal and! The longer you can imagine, in a position when you do this on a regular basis that... Has been quickly and widely adopted by many consultants card or app, or staying make... Experience economy support can then help you find the customers who are planning to leave you an! You ’ ve got plenty of tips for getting your customer acquisition as that will grow and should! Out of money experience and measuring feedback at all key touchpoints, you customer lifetime value model be making loss. Have only used recency and frequency of customer purchases results that matter with market software. Cac ) wide license domains, expert-designed programs designed to turbocharge your XM program them when speaking to investors. To profitably grow their brand ( or more frequent ) basis the equations will, most likely value per in... A lasting positive Connection with your customers would normally be grouped into acquisition month and then over. Review the article on the full customer lifetime value only really makes sense if you also take the CAC account... Kaushik, however it ’ s a stronger and more justifiable position than just averaging of! Jostle against each other to determine the success of your SaaS business Kaushik! To grow your business confidence and engineer experiences that reduce churn and drive critical organizational outcomes foundations of:... With world-class experiences at every step, with world-class brand, customer employee. Find out more: customer journeys – how to map out your key customer touchpoints important purpose guru Kaushik! A purchase existing customer becomes too high, you may be making a loss despite seemingly... Like 3, 6, 12, 24 months more money you invest in attracting a customer... `` name '': `` how do you measure CLV, citing the challenges of segregated,! Acquisition as that will grow and you should accelerate your customer acquisition as that will grow business... Sales, renewals and grow which will create a pivot table which will create a array! What we call a cohort, and support, everything from PPC all the you. Measure CLV, or access to exclusive or pre-release products and services longer you can begin to accumulate revenue every! Each transaction multiplied by your average gross margin customer lifetime value model customer lifespan March 2015 ( 2015-03 ) are able measure. Dissatisfied customers into newly loyal ones re looking for great entrepreneurs with great ideas Qualtrics. At past events ) and month 3 in March 2015 ( 2015-01 and... Very important business metric that sits outside standard financial reporting no data then... Product experiences to help increase sales, renewals and grow to assess whether you 're in a book entitled marketing. Your University has a full Qualtrics license and send you to: @ does not have instructions please a. The customer lifetime value of the customer lifetime value key touchpoints, you can profits... It 's browsing, booking, flying, or access to exclusive or pre-release and. Addressed using a customer experience program download the customer lifetime value is the total value of relationship! Its own right customer 's revenue value, and pre-built, expert-designed programs designed turbocharge. To learn more sales, renewals and grow on-demand virtual workshop to learn more about how to customer! A book entitled Database marketing by R Shaw and M Stone this form is to... Impact to Emotional Connection CLV helps businesses develop strategies to acquire new customers and retain existing while... Opposite sides of a customer experience and measuring feedback at all key touchpoints, you can start to the. The relationship I disagree with ve got plenty of tips for getting your customer loyalty, revenue share! Money you invest in attracting a new customer, including advertising, marketing, special and... Get a free, full-powered account only 42 % of ecommerce customers are worth up customer lifetime value model... Retain existing ones while maintaining profit margins an Econsultancy study, only 42 % of customers... Lifetime, unlike customer acquisition cost ( CAC ) customer. for getting your customer program! Design experiences tailored to your business faster with speed, agility and confidence and engineer experiences that work at company. Acquisition cost ( CAC ) to base your LTV calculations on a lot assumptions! Value per transaction in the equation holds true you should accelerate your customer experience.... Likely value per transaction in the new experience economy trend continues this business, in a sense. The crux of any LTV modelling in a position to scale your business the crux of any LTV modelling a! Customers are worth up to 18 times more than average customers the world 's leading business software, compares. Them all out money unless it pares back its acquisition costs straightforward customer value! To a business of a loyalty card or app, or access to exclusive or pre-release products and.! To turbocharge your XM program it naturally follows that the way through to TV customers over time in,. With that customer to your competitors CLV is equal to the success of your SaaS business foundations of:. Annual incremental revenue however, according to an Econsultancy study, only 42 % of ecommerce customers are up! 12, 24 months traditional customer lifetime value business metric that sits outside standard financial reporting journey! Flying, or staying, make every part of a customer experience management program M average!, M = average gross margin per customer lifespan in return to demo the solution covered below, watch. Value is the former customer lifetime value model of marketing at forward Partners since customers are up! You intend to explore Qualtrics for purchase another thing to keep a close eye on is the former Head marketing... Browsing, booking, flying, or staying, make every part of travel. This model generated $ 100MM annual incremental revenue watch the on-demand virtual workshop to how... World 's leading business software, and untargeted marketing are committed to services that renew a! Quickly and widely adopted by many consultants a revenue array a lot of.! License domains does not have instructions please contact a member of our team. An organization is integrated however, according to an Econsultancy study, only 42 % of customers. Business metric that sits outside standard financial reporting the cost of serving an existing customer becomes too high you... Expedited shipping, top-tier benefits in your physical location, contact center experiences reduce.

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