How to Present an Operating Plan.xlsx

	B	C	D	F	G	H	I	K	M	N	P
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2	How to Present an Operating Plan
3	Kellbog by Dave Kellogg
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5	Slide 1: The ARR Leaky Bucket and Overall Key metrics
6				Proposed
7		2021	2022	1Q23	2Q23	3Q23	4Q23	2023	2024	2025
8		Actual	Forecast	Plan	Plan	Plan	Plan	Plan	Model	Model	Comment
9	Starting ARR
10	New ARR
11	From new logo ("newlogo ARR")
12	From existing ("expansion ARR")
13	Churn ARR
14	From shrinking ("downsell")
15	From lost
16	Ending ARR
17	YoY growth %
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19	Net new ARR										New ARR - churn ARR
20	Burn ratio (CF from ops / net new ARR)										Cashflow from operations / new new ARR -- similar to cash conversion score but not from inception, inverted relative to BVP, and operating cashlow only
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22	New ARR YoY growth %
23	Churn ARR YoY growth %
24	Expansion ARR as % of new ARR
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26	Net dollar retention (cohort-based) %										ARR (today) from year-ago customers / ARR (year-ago) from year-ago customers
27	Gross dollar retention (cohort-based) %										ARR (today and excluding expansions) from year-ago customers / ARR (year-ago) from year-ago customers
28	Churn rate (ATR-based) %										Churn ARR / available-to-renew ARR (factors out non-renewing multi-year contracts)
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30	Employees (ending)
31	Quota-carrying reps (QCRs) (ending)
32	Customer success managers (CSMs) (ending)
33	Code-committing devs (CCDs) (ending)
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35	New ARR / ramped rep (average)										New ARR from ramped reps / number of ramped reps, show quarterly for qtrs, annually for years ("same store sales")
36	ARR / CSM (average)										Remember that last quarter's new gets included in this quarter's existing
37	ARR / employee (ending)
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39
40	Notes
41	Kellogg is protected by a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license agreement
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