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Confuse MRR with Cash Inﬂow
(or Bookings or Sales or Revenues)
Monthly Recurring Revenue!
Shows how much revenue you make next month if you don‘t win
any new customers
(assuming no churn, no upgrades/downgrades, etc.)!
#1 SaaS metric. Much more important indicator than bookings or
(but cash inﬂow pays the bills!)
1 on a $20/m monthly plan!
1 on a $120/y yearly plan!
=> MRR = $30
ble r alue!
dicta e v
(by mixing up monthly with yearly plans)
# of customers who churned
# of customers who could have churned
Including customers who can‘t cancel in the
denominator screws up your churn estimate!
rget al pla
’t fo anci
Don r ﬁn
Show CACs on a blended basis only
(mixing up paid and non-paid sources of leads)
100 customers @ $0 per customer!
20 customers @ $500 per customer
average CACs of $83.33, but !
the average is pretty meaningless
Catch the low-hanging fruits, just don‘t
expect them to scale!
Attribute all conversions to
your sales team
Find out how well your signups are converting
without being called by a salesperson. !
A/B test and calculate the ROI on your sales
investments based on the conversion uplift.
sa: M perso
Vice he sa
Assume you‘re growing exponentially
True exponential growth is very, very rare in SaaS – requires virality
which most SaaS products don‘t have!
Most SaaS companies grow linearly and with step changes!
Even a modest exponential growth rate of 10% p.m. is very hard to
sustain for a longer period of time
Reading exponential growth into linear growth
numbers can lead to wrong conclusions
L GO G, SL ATH
LON OF DE
Don‘t start tracking KPIs until investors
Many metrics are actionable – they tell you what to focus on, when
to invest in acceleration, etc.!
Metrics help you focus your team on what matters most!
Investors want historic numbers, not just a snapshot
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