SaaS Metrics Dashboard

	B	C	D	E	F	G	H	I	J	K	L	M	N	O	R	U
1	SaaS Metrics Dashboard
2	A simple KPI sheet for early-stage SaaS startups with a low-touch sales model.
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4		Jan-13	Feb-13	Mar-13	Apr-13	May-13	Jun-13	Jul-13	Aug-13	Sep-13	Oct-13	Nov-13	Dec-13	Total 2013
5															Note: The cells with light blue background are data-entry cells and contain arbitrary sample numbers which you can change. Everything else is calculated. Footnotes 1) Make sure that only visitors to your marketing website are included here. Exclude visits from existing users who use the application. 2) Signups = Free trials 3) In order to keep this template simple and general, different pricing plans or multiple seats per account are not modeled here. You may want to add this based on your specific requirements. 4) New customers divided by the signups of the previous month, assuming a 30-day trial. Since the actual time-to-conversion may vary (e.g. due to trial extensions), this is a simplification. 5) This means new MRR from existing customers, e.g. due to existing customers buying more seats or upgrading to premium plans or features. 6) It's important to distinguish MRR churn from customer churn – MRR churn is more important since it takes into if you're losing smaller or bigger accounts. 7) Lost MRR divided by MRR at the beginning of the month. Another way to look at this would be to view the difference between new MRR from account expansions and lost MRR. Based on that metric you can achieve negative churn if new MRR due to account expansions is bigger than lost MRR. 8) Marketing spendings per paid signups are more important than the blended view since it is a better indication of lead generation costs at scale. 9) This shows the average sales spendings per new customer. If you have different customer segments (e.g. small customers who get less attention from the sales team, big customers who get more attention) you should model this here. 10) For simplification purposes this assumes that organic and paid signups convert equally well to paying customers. This may not be true, make sure you track conversion rates per marketing channel. 11) This is a crude estimation based on the churn rate. Since churn doesn't occur linearly over the customers' lifetime you need to do a cohort analysis in order to get a better approximation. Explanation of acronyms MRR = monthly recurring revenue ARPA = average revenue per account CAC = customer acquisition costs CLTV = customer lifetime value Disclaimer: Please be aware that his model may be inaccurate, incorrect or misleading, use it at your own risk, yada yada yada. Feel free to distribute. If you distribute a modified version, please make it clear what you've changed.
6	VISITORS & SIGNUPS
7
8	Visitors 1)	2,456	2,687	2,986	2,897	3,012
9	m/m growth visitors		9.41%	11.13%	-2.98%	3.97%
10	Signups beginning of the month 2)	245	388	566	752	919
11	New signups
12	Organic	61	122	97	75	121
13	Paid	82	56	89	92	78
14	Total new signups	143	178	186	167	199
15	m/m growth new signups		24.48%	4.49%	-10.22%	19.16%
16	Visitor-to-Signup Conversion Rate	5.82%	6.62%	6.23%	5.76%	6.61%
17	Signups end of month	388	566	752	919	1,118
18
19	PAYING CUSTOMERS 3)
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21	Customers beginning of the month	35	54	74	95	119
22	New customers	20	22	24	26	23
23	Conversion rate 4)		15.38%	13.48%	13.98%	13.77%
24	Lost customers	-1	-2	-3	-2	-3
25	Churn rate	2.86%	3.70%	4.05%	2.11%	2.52%
26	Net new customers	19	20	21	24	20
27	Customers end of month	54	74	95	119	139
28	m/m growth customers		37.04%	28.38%	25.26%	16.81%
29
30	MRR
31
32	MRR beginning of the month	$3,000	$5,127	$7,499	$9,905	$13,067
33	New MRR
34	New MRR from new customers	$1,980	$2,209	$2,450	$2,889	$2,560
35	New MRR from account expansions 5)	$245	$343	$230	$459	$389
36	Total new MRR	$2,225	$2,552	$2,680	$3,348	$2,949
37	Lost MRR 6)	-$98	-$180	-$274	-$186	-$256
38	MRR churn rate 7)	3.27%	3.51%	3.65%	1.88%	1.96%
39	Net new MRR	$2,127	$2,372	$2,406	$3,162	$2,693
40	MRR end of month	$5,127	$7,499	$9,905	$13,067	$15,760
41	m/m growth MRR		46.26%	32.08%	31.92%	20.61%
42
43	ARPA (p.m.)	$95	$101	$104	$110	$113
44	ARPA new customers (p.m.)	$99	$100	$102	$111	$111
45
46	CAC
47
48	Marketing spendings	$4,587	$5,012	$4,862	$5,111	$5,320
49	Marketing spendings per signup (blended)	$32	$28	$26	$31	$27
50	Marketing spendings per paid signup 8)	$56	$90	$55	$56	$68
51	Sales spendings	$3,000	$3,000	$3,000	$3,000	$3,000
52	Sales spendings per new paying customer 9)	$150	$136	$125	$115	$130
53	Total CAC (blended)	$379	$364	$328	$312	$362
54	Total CAC (paid signups) 10)	$550	$861	$548	$472	$721
55
56	Time-to-recover CAC for paid signups (months)	5.6	8.6	5.4	4.2	6.5
57	CLTV (e) 11)	$3,323	$3,089	$2,947	$3,453	$3,720
58	CLTV/CAC (paid signups)	6.04	3.59	5.37	7.31	5.16
59
60	CASH
61
62	Cash beginning of month	$453,012	$410,624	$359,452	$323,480	$276,794
63	Cash coming in	$2,899	$5,100	$8,900	$9,569	$12,699
64	Cash going out	$45,287	$56,272	$44,872	$56,255	$64,999
65	Net cash burn	$42,388	$51,172	$35,972	$46,686	$52,300
66	Cash end of month	$410,624	$359,452	$323,480	$276,794	$224,494
67	Runway at current burn (months)	9.7	7.0	9.0	5.9	4.3										Created by Christoph Janz
68																at Point Nine Capital
69
70															If you have questions or suggestions, leave a comment here:
71															http://christophjanz.blogspot.de/2013/04/a-kpi-dashboard-for-early-stage-saas.html
72															or eMail christoph@pointninecap.com
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