---
id: wiki-2026-0508-monetization-bm
title: Monetization (BM)
category: 10_Wiki/Topics
status: verified
canonical_id: self
aliases: [Business Model, BM, Revenue Model, 수익 모델]
duplicate_of: none
source_trust_level: A
confidence_score: 0.9
verification_status: applied
tags: [business-model, monetization, saas, freemium, marketplace]
raw_sources: []
last_reinforced: 2026-05-10
github_commit: pending
tech_stack: { language: none, framework: none }
---

# Monetization (BM)

## 매 한 줄

비즈니스 모델(BM)은 **누구에게(고객 세그먼트) - 무엇을(가치 제안) - 어떻게(전달·과금) 돈을 받느냐**를 정의하며, 2026 디지털 BM은 SaaS 구독·F2P IAP·광고·B2B 라이선스·마켓플레이스 fee 5종 + AI usage-based가 표준이다.

## 매 핵심

### 1. SaaS 구독 (Subscription)

- 월/연 결제, MRR/ARR이 핵심 metric.
- **Tier 구조**: Free → Pro → Team → Enterprise.
- **per-seat** vs **per-usage** vs **flat**.
- 경제: CAC < LTV / 3, Net Revenue Retention 110%+, churn < 2%/월.
- 예: Notion, Figma, Slack, Linear.

### 2. F2P + IAP (Free-to-Play, In-App Purchase)

- 무료 진입 + 인앱 결제.
- **Hard currency (gem)** + **soft currency (coin)** dual-economy.
- **Battle Pass** (2024+ 표준), cosmetic, energy refill, gacha.
- ARPDAU $0.10-1.00, paying user 비율 1-5%, ARPPU $20-100.
- 예: Royal Match, Monopoly GO, Fortnite, Genshin Impact.

### 3. 광고 (Ads)

- **CPM** (impression), **CPC** (click), **CPA** (action), **rewarded video**.
- DAU 큰 무료 앱·콘텐츠에 적합.
- eCPM US 기준 $5-30 (장르/지역별).
- 예: 무료 모바일 게임, YouTube, news.

### 4. B2B 라이선스 / 계약

- **Annual contract**, sales team-led, ACV $10K-$1M+.
- **Land-and-expand**, **MSA + SOW**, procurement.
- 예: Salesforce, Snowflake, Databricks.

### 5. 마켓플레이스 / Take-rate

- 플랫폼 fee 5-30%.
- **양면 시장**: supplier + buyer 모두 확보.
- 예: Airbnb 14%, Uber 25%, Etsy 6.5%, App Store 15-30%.

### 6. AI Usage-based (2026 신규 표준)

- **Token / API call 단위** 과금: $X / 1M token.
- **Compute-second**: GPU 임대.
- **Outcome-based**: 결과당 과금 (resolved ticket, generated image).
- 예: OpenAI API, Anthropic, Replicate, Vercel AI.

### 7. 하이브리드

- Spotify: 광고 + 구독.
- LinkedIn: 광고 + 구독 + B2B 라이선스.
- 게임: 구매(B2P) + 시즌 패스 + cosmetic IAP.

### 8. 핵심 metric

- **CAC** (customer acquisition cost), **LTV** (lifetime value), **Payback period**.
- **MRR/ARR**, **NRR** (net revenue retention), **GRR** (gross retention).
- **DAU/MAU**, **ARPDAU**, **ARPPU**, **paying conversion**.
- **Take rate**, **GMV** (마켓플레이스).

## 💻 패턴

```ts
// 1. SaaS pricing config
const PLANS = {
  free:  { price: 0,  seats: 1,  usage_limit: 1000 },
  pro:   { price: 19, seats: 1,  usage_limit: 50_000 },
  team:  { price: 49, per_seat: true, usage_limit: 500_000 },
  enterprise: { price: "contact", custom: true },
};
```

```python
# 2. LTV / CAC
def ltv(arpu_monthly, gross_margin, churn_monthly):
    return arpu_monthly * gross_margin / churn_monthly
def payback_months(cac, arpu, gross_margin):
    return cac / (arpu * gross_margin)
print(ltv(50, 0.8, 0.03))  # $1333
```

```sql
-- 3. MRR
SELECT date_trunc('month', invoice_date) AS m, SUM(amount) AS mrr
FROM invoices WHERE status='paid' GROUP BY 1 ORDER BY 1;
```

```ts
// 4. Stripe subscription (SaaS)
import Stripe from "stripe";
const s = new Stripe(process.env.STRIPE_KEY!);
await s.subscriptions.create({
  customer: "cus_xxx",
  items: [{ price: "price_pro_monthly_19" }],
  trial_period_days: 14,
});
```

```ts
// 5. Usage-based metering
async function recordUsage(customerId: string, tokens: number) {
  await s.subscriptionItems.createUsageRecord(itemId, {
    quantity: tokens, timestamp: "now", action: "increment",
  });
}
```

```python
# 6. F2P ARPDAU
def arpdau(revenue_day, dau): return revenue_day / dau
def arppu(revenue_day, paying_users): return revenue_day / paying_users
```

```ts
// 7. Battle Pass tier
const BP = Array.from({length: 50}, (_, i) => ({
  level: i+1,
  free: i % 5 === 0 ? { coins: 1000 } : null,
  premium: { gems: 50 + i*10 },
}));
```

```python
# 8. Marketplace take rate
def platform_revenue(gmv, take_rate=0.15): return gmv * take_rate
```

```python
# 9. Cohort retention
import pandas as pd
def cohort(df):
    df["cohort_m"] = df.signup_date.dt.to_period("M")
    df["months_since"] = (df.event_date - df.signup_date).dt.days // 30
    return df.pivot_table(index="cohort_m", columns="months_since",
                          values="user_id", aggfunc="nunique")
```

```yaml
# 10. AI API usage pricing (Anthropic-style)
pricing:
  claude-opus:
    input_per_mtok: 15.00
    output_per_mtok: 75.00
    cache_read_per_mtok: 1.50  # 90% discount
```

## 매 결정 기준

| 상황 | 추천 BM |
|------|---------|
| B2B SaaS productivity | **per-seat 구독** + Free trial |
| AI / API 제품 | **Usage-based (token/call)** + Tier |
| 모바일 캐주얼 게임 | **F2P + IAP + Ads** |
| 콘텐츠/미디어 | **광고 + premium 구독** |
| 양면 시장 | **Take-rate** (5-15%) |
| 엔터프라이즈 인프라 | **Annual contract** + sales |
| 단일 가치 도구 | **One-time purchase** |
| 커뮤니티/개발자 | **Open-core** + paid hosting |

## 🔗 Graph

- 부모: [[Business Strategy]], [[Product Management]]
- 변형: [[SaaS Metrics]], [[Free-to-Play Economy]], [[Marketplace Economics]]
- 응용: [[Pricing Strategy]], [[Battle Pass Design]], [[Usage-Based Pricing]]
- Adjacent: [[Monopoly GO! 및 Royal Match의 라이브 이벤트 구조]], [[Cohort Analysis]], [[Unit Economics]]

## 🤖 LLM 활용

- "이 제품에 적합한 BM 3가지 제안 + 각 LTV/CAC 가정" — 빠른 비교.
- 가격 페이지 카피 생성, A/B 테스트 variant.
- competitor pricing scrape 후 LLM으로 포지셔닝 분석.

## ❌ 안티패턴

- **Free tier 너무 관대**: paid 전환 0%.
- **너무 복잡한 tier**: 결정 마비, 전환율 ↓.
- **Pay-to-win 노골 (게임)**: 평점 폭락, churn.
- **Take rate 30%+ (마켓플레이스)**: supplier 이탈.
- **Hidden fee**: 신뢰 파괴, refund 폭증.
- **CAC > LTV로 성장**: 적자 확장, runway 소모.

## 🧪 검증 / 중복

- 검증: a16z SaaS metrics, Sequoia, Lenny's Newsletter.
- 중복: [[Pricing Strategy]] (specific) — 본 문서는 BM 카탈로그.

## 🕓 Changelog

- 2026-05-10: 신규 작성. SaaS/F2P/Ads/B2B/Marketplace/AI usage 6종 + metric + 결정 기준.
