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2 | SaaS Metrics Dashboard | |||||||||||||||||||||||||
3 | A simple KPI sheet for early-stage SaaS startups with a low-touch sales model. | |||||||||||||||||||||||||
4 | Created by Christoph Janz of Point Nine Capital | |||||||||||||||||||||||||
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6 | sty-13 | lut-13 | mar-13 | kwi-13 | maj-13 | cze-13 | lip-13 | sie-13 | wrz-13 | paź-13 | lis-13 | gru-13 | ||||||||||||||
7 | 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. | |||||||||||||||||||||||||
8 | VISITORS & SIGNUPS | |||||||||||||||||||||||||
9 | ||||||||||||||||||||||||||
10 | Visitors 1) | 7 875 | 9 797 | 10 755 | 9 992 | 11 245 | 10 340 | 12 444 | 14 566 | 15 432 | 15 332 | 15 890 | 16 422 | |||||||||||||
11 | m/m growth | 24,41% | 9,78% | -7,09% | 12,54% | -8,05% | 20,35% | 17,05% | 5,95% | -0,65% | 3,64% | 3,35% | ||||||||||||||
12 | Signups beginning of the month 2) | 245 | 434 | 712 | 1 024 | 1 391 | 1 803 | 2 245 | 2 723 | 3 235 | 3 732 | 4 246 | 4 771 | |||||||||||||
13 | New signups | 189 | 278 | 312 | 367 | 412 | 442 | 478 | 512 | 497 | 514 | 525 | 578 | |||||||||||||
14 | Organic | 98 | 209 | 225 | 272 | 311 | 332 | 364 | 400 | 399 | 391 | 403 | 469 | |||||||||||||
15 | Paid | 91 | 69 | 87 | 95 | 101 | 110 | 114 | 112 | 98 | 123 | 122 | 109 | |||||||||||||
16 | m/m growth | 47,09% | 12,23% | 17,63% | 12,26% | 7,28% | 8,14% | 7,11% | -2,93% | 3,42% | 2,14% | 10,10% | ||||||||||||||
17 | Visitor-to-Signup Conversion Rate | 2,40% | 2,84% | 2,90% | 3,67% | 3,66% | 4,27% | 3,84% | 3,52% | 3,22% | 3,35% | 3,30% | 3,52% | |||||||||||||
18 | Signups end of month | 434 | 712 | 1 024 | 1 391 | 1 803 | 2 245 | 2 723 | 3 235 | 3 732 | 4 246 | 4 771 | 5 349 | |||||||||||||
19 | ||||||||||||||||||||||||||
20 | PAYING CUSTOMERS 3) | |||||||||||||||||||||||||
21 | ||||||||||||||||||||||||||
22 | Customers beginning of the month | 96 | 153 | 214 | 281 | 358 | 432 | 515 | 611 | 704 | 805 | 908 | 1 007 | |||||||||||||
23 | Basic - Monthly | 56 | 88 | 117 | 149 | 194 | 229 | 275 | 329 | 385 | 439 | 499 | 547 | |||||||||||||
24 | Basic - Yearly | 20 | 32 | 41 | 54 | 64 | 80 | 90 | 107 | 121 | 139 | 152 | 168 | |||||||||||||
25 | Pro - Monthly | 8 | 13 | 26 | 33 | 41 | 52 | 62 | 69 | 70 | 73 | 78 | 87 | |||||||||||||
26 | Pro - Yearly | 4 | 5 | 7 | 14 | 21 | 25 | 32 | 38 | 47 | 57 | 67 | 83 | |||||||||||||
27 | Enterprise - Monthly | 4 | 7 | 10 | 11 | 14 | 16 | 20 | 26 | 32 | 40 | 45 | 48 | |||||||||||||
28 | Enterprise - Yearly | 4 | 8 | 13 | 20 | 24 | 30 | 36 | 42 | 49 | 57 | 67 | 74 | |||||||||||||
29 | ||||||||||||||||||||||||||
30 | New customers | 58 | 64 | 72 | 82 | 78 | 87 | 102 | 101 | 111 | 113 | 107 | 120 | |||||||||||||
31 | Basic - Monthly | 34 | 39 | 43 | 54 | 47 | 57 | 64 | 67 | 72 | 76 | 68 | 76 | |||||||||||||
32 | Basic - Yearly | 12 | 8 | 12 | 11 | 13 | 10 | 15 | 12 | 14 | 15 | 14 | 15 | |||||||||||||
33 | Pro - Monthly | 5 | 8 | 6 | 7 | 8 | 8 | 10 | 8 | 7 | 6 | 12 | 14 | |||||||||||||
34 | Pro - Yearly | 2 | 3 | 4 | 2 | 4 | 4 | 4 | 5 | 6 | 5 | 7 | 5 | |||||||||||||
35 | Enterprise - Monthly | 2 | 3 | 2 | 4 | 3 | 5 | 6 | 5 | 7 | 5 | 2 | 3 | |||||||||||||
36 | Enterprise - Yearly | 3 | 3 | 5 | 4 | 3 | 3 | 3 | 4 | 5 | 6 | 4 | 7 | |||||||||||||
37 | ||||||||||||||||||||||||||
38 | 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% | ||||||||||||||
39 | Basic - Monthly | 20,63% | 15,47% | 17,31% | 12,81% | 13,83% | 14,48% | 14,02% | 14,06% | 15,29% | 13,23% | 14,48% | ||||||||||||||
40 | Basic - Yearly | 4,23% | 4,32% | 3,53% | 3,54% | 2,43% | 3,39% | 2,51% | 2,73% | 3,02% | 2,72% | 2,86% | ||||||||||||||
41 | Pro - Monthly | 4,23% | 2,16% | 2,24% | 2,18% | 1,94% | 2,26% | 1,67% | 1,37% | 1,21% | 2,33% | 2,67% | ||||||||||||||
42 | Pro - Yearly | 1,59% | 1,44% | 0,64% | 1,09% | 0,97% | 0,90% | 1,05% | 1,17% | 1,01% | 1,36% | 0,95% | ||||||||||||||
43 | Enterprise - Monthly | 1,59% | 0,72% | 1,28% | 0,82% | 1,21% | 1,36% | 1,05% | 1,37% | 1,01% | 0,39% | 0,57% | ||||||||||||||
44 | Enterprise - Yearly | 1,59% | 1,80% | 1,28% | 0,82% | 0,73% | 0,68% | 0,84% | 0,98% | 1,21% | 0,78% | 1,33% | ||||||||||||||
45 | ||||||||||||||||||||||||||
46 | Lost customers | 1 | 3 | 5 | 5 | 4 | 4 | 6 | 8 | 10 | 10 | 8 | 8 | |||||||||||||
47 | Basic - Monthly | 1 | 2 | 3 | 3 | 3 | 3 | 4 | 5 | 7 | 5 | 5 | 5 | |||||||||||||
48 | Basic - Yearly | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||||||||
49 | Pro - Monthly | 0 | 1 | 1 | 2 | 1 | 1 | 2 | 3 | 3 | 4 | 3 | 2 | |||||||||||||
50 | Pro - Yearly | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||||||||
51 | Enterprise - Monthly | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 1 | |||||||||||||
52 | Enterprise - Yearly | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||||||||
53 | ||||||||||||||||||||||||||
54 | 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% | |||||||||||||
55 | Basic - Monthly | 1,79% | 2,27% | 2,56% | 2,01% | 1,55% | 1,31% | 1,45% | 1,52% | 1,82% | 1,14% | 1,00% | 0,91% | |||||||||||||
56 | Basic - Yearly | can't be calculated before month 13 | ||||||||||||||||||||||||
57 | Pro - Monthly | 0,00% | 7,69% | 3,85% | 6,06% | 2,44% | 1,92% | 3,23% | 4,35% | 4,29% | 5,48% | 3,85% | 2,30% | |||||||||||||
58 | Pro - Yearly | can't be calculated before month 13 | ||||||||||||||||||||||||
59 | Enterprise - Monthly | 0,00% | 0,00% | 10,00% | 0,00% | 0,00% | 0,00% | 0,00% | 0,00% | 0,00% | 2,50% | 0,00% | 2,08% | |||||||||||||
60 | Enterprise - Yearly | can't be calculated before month 13 | ||||||||||||||||||||||||
61 | ||||||||||||||||||||||||||
62 | Plan Upgrades | 4 | 11 | 10 | 10 | 10 | 13 | 11 | 13 | 15 | 21 | 18 | 16 | |||||||||||||
63 | from Basic to Pro (Monthly) | 2 | 6 | 5 | 7 | 6 | 6 | 4 | 6 | 8 | 10 | 8 | 8 | |||||||||||||
64 | from Basic to Pro (Yearly) | 0 | 1 | 2 | 3 | 1 | 4 | 2 | 3 | 2 | 5 | 6 | 3 | |||||||||||||
65 | from Basic to Enterprise (Monthly) | 0 | 1 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | |||||||||||||
66 | from Basic to Enterprise (Yearly) | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | |||||||||||||
67 | from Pro to Enterprise (Monthly) | 1 | 1 | 1 | 0 | 1 | 1 | 2 | 2 | 3 | 3 | 2 | 3 | |||||||||||||
68 | from Pro to Enterprise (Yearly) | 1 | 2 | 1 | 0 | 2 | 2 | 2 | 2 | 2 | 2 | 2 | 2 | |||||||||||||
69 | ||||||||||||||||||||||||||
70 | Plan Downgrades | 1 | 2 | 2 | 3 | 2 | 2 | 4 | 5 | 3 | 4 | 1 | 1 | |||||||||||||
71 | from Pro to Basic (Monthly) | 1 | 0 | 1 | 2 | 1 | 1 | 2 | 5 | 2 | 3 | 1 | 1 | |||||||||||||
72 | from Pro to Basic (Yearly) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||||||||
73 | from Enterprise to Pro (Monthly) | 0 | 1 | 1 | 0 | 1 | 0 | 1 | 0 | 0 | 1 | 0 | 0 | |||||||||||||
74 | from Enterprise to Pro (Yearly) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||||||||
75 | from Enterprise to Basic (Monthly) | 0 | 1 | 0 | 1 | 0 | 1 | 1 | 0 | 1 | 0 | 0 | 0 | |||||||||||||
76 | from Enterprise to Basic (Yearly) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | Questions, comments, suggestions? | ||||||||||||
77 | eMail christoph@pointninecap.com | |||||||||||||||||||||||||
78 | Contract Upgrades | 0 | 2 | 6 | 4 | 6 | 6 | 7 | 9 | 11 | 7 | 14 | 12 | |||||||||||||
79 | from Monthly to Yearly (Basic) | 0 | 2 | 4 | 2 | 4 | 4 | 4 | 5 | 6 | 4 | 8 | 10 | |||||||||||||
80 | from Monthly to Yearly (Pro) | 0 | 0 | 2 | 2 | 1 | 1 | 2 | 3 | 4 | 2 | 5 | 1 | |||||||||||||
81 | from Monthly to Yearly (Enterprise) | 0 | 0 | 0 | 0 | 1 | 1 | 1 | 1 | 1 | 1 | 1 | 1 | Pricing assumptions | ||||||||||||
82 | ||||||||||||||||||||||||||
83 | Contract Downgrades | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | Plan | Price p.m. | |||||||||||
84 | from Yearly to Monthly (Basic) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | Basic monthly | $19,00 | |||||||||||
85 | from Yearly to Monthly (Pro) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | Basic yearly | $17,10 | |||||||||||
86 | from Yearly to Monthly (Enterprise) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | Pro monthly | $49,00 | |||||||||||
87 | Pro yearly | $44,10 | ||||||||||||||||||||||||
88 | Net change | 57 | 61 | 67 | 77 | 74 | 83 | 96 | 93 | 101 | 103 | 99 | 112 | Enterprise monthly | $149,00 | |||||||||||
89 | Basic - Monthly | 32 | 29 | 32 | 45 | 35 | 46 | 54 | 56 | 54 | 60 | 48 | 54 | Enterprise yearly | $134,10 | |||||||||||
90 | Basic - Yearly | 12 | 9 | 13 | 10 | 16 | 10 | 17 | 14 | 18 | 13 | 16 | 22 | |||||||||||||
91 | Pro - Monthly | 5 | 13 | 7 | 8 | 11 | 10 | 7 | 1 | 3 | 5 | 9 | 15 | |||||||||||||
92 | Pro - Yearly | 1 | 2 | 7 | 7 | 4 | 7 | 6 | 9 | 10 | 10 | 16 | 7 | |||||||||||||
93 | Enterprise - Monthly | 3 | 3 | 1 | 3 | 2 | 4 | 6 | 6 | 8 | 5 | 3 | 4 | CoGS assumption | 10% | |||||||||||
94 | Enterprise - Yearly | 4 | 5 | 7 | 4 | 6 | 6 | 6 | 7 | 8 | 10 | 7 | 10 | |||||||||||||
95 | ||||||||||||||||||||||||||
96 | Customers end of month | 153 | 214 | 281 | 358 | 432 | 515 | 611 | 704 | 805 | 908 | 1 007 | 1 119 | |||||||||||||
97 | Basic | 120 | 158 | 203 | 258 | 309 | 365 | 436 | 506 | 578 | 651 | 715 | 791 | |||||||||||||
98 | Basic - Monthly | 88 | 117 | 149 | 194 | 229 | 275 | 329 | 385 | 439 | 499 | 547 | 601 | |||||||||||||
99 | Basic - Yearly | 32 | 41 | 54 | 64 | 80 | 90 | 107 | 121 | 139 | 152 | 168 | 190 | |||||||||||||
100 | Pro | 18 | 33 | 47 | 62 | 77 | 94 | 107 | 117 | 130 | 145 | 170 | 192 |