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Seat Expansion
Growth in the number of paid users within existing customer accounts, a key driver of expansion revenue.
Formula
Seat Expansion Rate = (Current Seats - Initial Seats) ÷ Initial Seats × 100
Expansion MRR = New Seats × Price per Seat
Definition
What is Seat Expansion?
Seat expansion measures growth within existing accounts as they add more users to your product. For per-seat pricing models, seat expansion is a primary driver of net revenue retention and expansion revenue.
Strong seat expansion indicates your product is becoming more valuable as customers use it more broadly.
Why Seat Expansion Matters
Seat expansion is often the most efficient revenue growth. No new acquisition cost, shorter sales cycle, and higher close rates since the customer already knows your product.
Products with strong seat expansion can achieve 120%+ net revenue retention, meaning they grow even without new customers.
Driving Seat Expansion
Build features that increase in value with more users. Make it easy for champions to invite colleagues. Create viral loops within organizations. Track seat utilization and reach out when accounts approach limits. Offer volume discounts that incentivize larger commitments.
Example
Account growth tracking:
- Initial purchase: 10 seats at $50/seat = $500 MRR
- Month 6: Added 5 seats = $750 MRR
- Month 12: Added 10 seats = $1,250 MRR
Seat Expansion Rate = (25 - 10) ÷ 10 = 150% growth
MRR Expansion = $1,250 - $500 = $750 (150%)
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