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SaaS Metrics Dashboard
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A simple KPI sheet for early-stage SaaS startups with a low-touch sales model.
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Jan-13Feb-13Mar-13Apr-13May-13Jun-13Jul-13Aug-13Sep-13Oct-13Nov-13Dec-13Total 2013
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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.

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VISITORS & SIGNUPS
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Visitors 1)2,4562,6872,9862,8973,012
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m/m growth visitors9.41%11.13%-2.98%3.97%
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Signups beginning of the month 2)245388566752919
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New signups
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Organic 611229775121
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Paid8256899278
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Total new signups143178186167199
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m/m growth new signups24.48%4.49%-10.22%19.16%
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Visitor-to-Signup Conversion Rate5.82%6.62%6.23%5.76%6.61%
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Signups end of month3885667529191,118
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PAYING CUSTOMERS 3)
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Customers beginning of the month35547495119
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New customers2022242623
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Conversion rate 4)15.38%13.48%13.98%13.77%
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Lost customers-1-2-3-2-3
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Churn rate2.86%3.70%4.05%2.11%2.52%
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Net new customers1920212420
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Customers end of month547495119139
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m/m growth customers37.04%28.38%25.26%16.81%
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MRR
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MRR beginning of the month$3,000$5,127$7,499$9,905$13,067
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New MRR
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New MRR from new customers$1,980$2,209$2,450$2,889$2,560
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New MRR from account expansions 5)$245$343$230$459$389
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Total new MRR$2,225$2,552$2,680$3,348$2,949
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Lost MRR 6)-$98-$180-$274-$186-$256
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MRR churn rate 7)3.27%3.51%3.65%1.88%1.96%
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Net new MRR$2,127$2,372$2,406$3,162$2,693
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MRR end of month$5,127$7,499$9,905$13,067$15,760
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m/m growth MRR46.26%32.08%31.92%20.61%
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ARPA (p.m.)$95$101$104$110$113
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ARPA new customers (p.m.)$99$100$102$111$111
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CAC
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Marketing spendings$4,587$5,012$4,862$5,111$5,320
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Marketing spendings per signup (blended)$32$28$26$31$27
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Marketing spendings per paid signup 8)$56$90$55$56$68
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Sales spendings$3,000$3,000$3,000$3,000$3,000
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Sales spendings per new paying customer 9)$150$136$125$115$130
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Total CAC (blended)$379$364$328$312$362
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Total CAC (paid signups) 10)$550$861$548$472$721
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Time-to-recover CAC for paid signups (months)5.68.65.44.26.5
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CLTV (e) 11)$3,323$3,089$2,947$3,453$3,720
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CLTV/CAC (paid signups)6.043.595.377.315.16
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CASH
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Cash beginning of month$453,012$410,624$359,452$323,480$276,794
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Cash coming in$2,899$5,100$8,900$9,569$12,699
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Cash going out$45,287$56,272$44,872$56,255$64,999
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Net cash burn$42,388$51,172$35,972$46,686$52,300
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Cash end of month$410,624$359,452$323,480$276,794$224,494
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Runway at current burn (months)9.77.09.05.94.3Created by Christoph Janz
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at Point Nine Capital
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If you have questions or suggestions, leave a comment here:
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http://christophjanz.blogspot.de/2013/04/a-kpi-dashboard-for-early-stage-saas.html
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or eMail christoph@pointninecap.com
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