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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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Created by Christoph Janz of Point Nine Capital
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Note: 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. I am assuming that users do not decide for a plan (Basic/Pro/Enterprise) at the time of signup. Therefore signups are not broken down by plan.

3) The template assumes that there are three plans with different prices (Basic/Pro/Enterprise) and two different contract lengths (monthly and yearly).

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) Since the churn rate for annual subscriptions cannot be calculated until month 13, this shows the churn rate for monthly subscriptions only.

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) "Net MRR churn" as used herein means Upgrade MRR minus Downgrade MRR minus Churn MRR, which is a good simple proxy to estimate CLTV. Note that this value can become negative if MRR gained from upgrades is bigger than MRR lost due to churn and downgrades.

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) I'm assuming that you can roughly break down your sales spendings by plan but that you can't do it for your marketing spendings (see (2) above).

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 an estimation based on the net MRR 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.

12) In order to populate this template with sample data more easily, information on MRR is calculated using the customer numbers and the pricing table below. When you implement a real-life dashboard based on the template the MRR data should be based on actual revenues according to your billing system.

13) Gross Profit, which is relevant for the time-to-recover-CACs calculation, is calculated based on a flat CoGS percentage which you can enter below. When you implement the dashboard in real-life you should insert your actual CoGS instead.

Explanation of acronyms

MRR = monthly recurring revenue
ARPA = average revenue per account
CAC = customer acquisition costs
CLTV = customer lifetime value
CoGS = costs of goods sold (in SaaS this typically includes servers, bandwidth and customer service)

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 that you've made changes.

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VISITORS & SIGNUPS
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Visitors 1)7 8759 79710 7559 99211 24510 34012 44414 56615 43215 33215 89016 422
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m/m growth24,41%9,78%-7,09%12,54%-8,05%20,35%17,05%5,95%-0,65%3,64%3,35%
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Signups beginning of the month 2)2454347121 0241 3911 8032 2452 7233 2353 7324 2464 771
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New signups189278312367412442478512497514525578
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Organic 98209225272311332364400399391403469
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Paid9169879510111011411298123122109
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m/m growth47,09%12,23%17,63%12,26%7,28%8,14%7,11%-2,93%3,42%2,14%10,10%
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Visitor-to-Signup Conversion Rate2,40%2,84%2,90%3,67%3,66%4,27%3,84%3,52%3,22%3,35%3,30%3,52%
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Signups end of month4347121 0241 3911 8032 2452 7233 2353 7324 2464 7715 349
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PAYING CUSTOMERS 3)
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Customers beginning of the month961532142813584325156117048059081 007
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Basic - Monthly5688117149194229275329385439499547
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Basic - Yearly20324154648090107121139152168
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Pro - Monthly81326334152626970737887
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Pro - Yearly457142125323847576783
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Enterprise - Monthly4710111416202632404548
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Enterprise - Yearly4813202430364249576774
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New customers586472827887102101111113107120
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Basic - Monthly343943544757646772766876
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Basic - Yearly12812111310151214151415
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Pro - Monthly586788108761214
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Pro - Yearly234244456575
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Enterprise - Monthly232435657523
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Enterprise - Yearly335433345647
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Conversion rate 4)33,86%25,90%26,28%21,25%21,12%23,08%21,13%21,68%22,74%20,82%22,86%
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Basic - Monthly20,63%15,47%17,31%12,81%13,83%14,48%14,02%14,06%15,29%13,23%14,48%
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Basic - Yearly4,23%4,32%3,53%3,54%2,43%3,39%2,51%2,73%3,02%2,72%2,86%
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Pro - Monthly4,23%2,16%2,24%2,18%1,94%2,26%1,67%1,37%1,21%2,33%2,67%
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Pro - Yearly1,59%1,44%0,64%1,09%0,97%0,90%1,05%1,17%1,01%1,36%0,95%
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Enterprise - Monthly1,59%0,72%1,28%0,82%1,21%1,36%1,05%1,37%1,01%0,39%0,57%
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Enterprise - Yearly1,59%1,80%1,28%0,82%0,73%0,68%0,84%0,98%1,21%0,78%1,33%
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Lost customers13554468101088
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Basic - Monthly123333457555
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Basic - Yearly000000000000
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Pro - Monthly011211233432
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Pro - Yearly000000000000
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Enterprise - Monthly001000000101
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Enterprise - Yearly000000000000
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Churn rate 5)1,47%2,78%3,27%2,59%1,61%1,35%1,68%1,89%2,05%1,81%1,29%1,17%
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Basic - Monthly1,79%2,27%2,56%2,01%1,55%1,31%1,45%1,52%1,82%1,14%1,00%0,91%
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Basic - Yearlycan't be calculated before month 13
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Pro - Monthly0,00%7,69%3,85%6,06%2,44%1,92%3,23%4,35%4,29%5,48%3,85%2,30%
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Pro - Yearlycan't be calculated before month 13
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Enterprise - Monthly0,00%0,00%10,00%0,00%0,00%0,00%0,00%0,00%0,00%2,50%0,00%2,08%
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Enterprise - Yearlycan't be calculated before month 13
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Plan Upgrades41110101013111315211816
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from Basic to Pro (Monthly)2657664681088
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from Basic to Pro (Yearly)012314232563
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from Basic to Enterprise (Monthly)010000100000
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from Basic to Enterprise (Yearly)001000000100
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from Pro to Enterprise (Monthly)111011223323
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from Pro to Enterprise (Yearly)121022222222
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Plan Downgrades122322453411
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from Pro to Basic (Monthly)101211252311
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from Pro to Basic (Yearly)000000000000
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from Enterprise to Pro (Monthly)011010100100
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from Enterprise to Pro (Yearly)000000000000
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from Enterprise to Basic (Monthly)010101101000
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from Enterprise to Basic (Yearly)000000000000Questions, comments, suggestions?
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eMail christoph@pointninecap.com
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Contract Upgrades026466791171412
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from Monthly to Yearly (Basic)0242444564810
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from Monthly to Yearly (Pro)002211234251
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from Monthly to Yearly (Enterprise)000011111111Pricing assumptions
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Contract Downgrades000000000000PlanPrice p.m.
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from Yearly to Monthly (Basic)000000000000Basic monthly$19,00
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from Yearly to Monthly (Pro)000000000000Basic yearly$17,10
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from Yearly to Monthly (Enterprise)000000000000
Pro monthly
$49,00
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Pro yearly$44,10
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Net change576167777483969310110399112
Enterprise monthly
$149,00
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Basic - Monthly322932453546545654604854
Enterprise yearly
$134,10
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Basic - Yearly12913101610171418131622
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Pro - Monthly5137811107135915
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Pro - Yearly127747691010167
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Enterprise - Monthly331324668534CoGS assumption10%
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Enterprise - Yearly45746667810710
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Customers end of month1532142813584325156117048059081 0071 119
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Basic120158203258309365436506578651715791
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Basic - Monthly88117149194229275329385439499547601
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Basic - Yearly324154648090107121139152168190
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Pro183347627794107117130145170192