A simple KPI sheet for early-stage SaaS startups with a low-touch sales model.
PAYING CUSTOMERS 3)
MRR
CAC
CASH
3,000
20.00% 200
2,500
0 0.00% 0
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-13 Mar-13 Ma
Visitors 1) Total new signups Total
Visitor-to-Signup Conversion Rate Conv
New MRR
$4,000 $18,000
$3,500 $16,000
$14,000
$3,000
$12,000
$2,500
$10,000
$2,000
$8,000
$1,500 $6,000
$1,000 $4,000
$500 $2,000
$0
$0 Jan-13 Mar-13
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 -$2,000
-$500
MRR beginning of the
Total new MRR Lost MRR 6) Net new MRR New MRR from new cu
$1,000 $4,000
$500 $2,000
$0
$0 Jan-13 Mar-13
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 -$2,000
-$500
MRR beginning of the
Total new MRR Lost MRR 6) Net new MRR New MRR from new cu
CAC
$1,000 $450,000
$900 $400,000
$800
$350,000
$700
$300,000
$600
$500 $250,000
$400 $200,000
$300
$150,000
$200
$100,000
$100
$0 $50,000
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13
$0
Total CAC (blended) Total CAC (paid signups) 10) Jan-13 Mar-13
Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13
2,897 3,012
-2.98% 3.97%
752 919
75 121
92 78
167 199
-10.22% 19.16%
5.76% 6.61%
919 1,118
95 119
26 23
13.98% 13.77%
-2 -3
2.11% 2.52%
24 20
119 139
25.26% 16.81%
$9,905 $13,067
$2,889 $2,560
$459 $389
$3,348 $2,949
-$186 -$256
1.88% 1.96%
$3,162 $2,693
$13,067 $15,760
31.92% 20.61%
$110 $113
$111 $111
$5,111 $5,320
$31 $27
$56 $68
$3,000 $3,000
$115 $130
$312 $362
$472 $721
4.2 6.5
$3,453 $3,720
7.31 5.16
$323,480 $276,794
$9,569 $12,699
$56,255 $64,999
$46,686 $52,300
$276,794 $224,494
5.9 4.3
50 4.00% 0
Jan-13 Mar-13 May-13 Jul-13
2.00%
-0.1
0 0.00%
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 -0.2
Total new signups New customers m/m growth visitors m/m gr
Conversion rate 4) Churn rate m/m growth customers m/m gr
MRR ARPA
$18,000 $120
$16,000
$100
$14,000
$12,000
$80
$10,000
$8,000 $60
$6,000
$40
$4,000
$2,000
$20
$0
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13
-$2,000 $0
Jan-13 Mar-13 May-13 Jul-13
MRR beginning of the month Lost MRR 6)
New MRR from new customers New MRR from account expansions 5) ARPA (p.m.) ARPA new cus
$40
$4,000
$2,000
$20
$0
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13
-$2,000 $0
Jan-13 Mar-13 May-13 Jul-13
MRR beginning of the month Lost MRR 6)
New MRR from new customers New MRR from account expansions 5) ARPA (p.m.) ARPA new cus
$400,000 10.0
$350,000
8.0
$300,000
$100,000
2.0
$50,000
$0 0.0
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-13 Mar-13 May-13 Jul-13
Nov-13 Dec-13 Total 2013
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.
5) This means new MRR from existing customers, e.g. due to existing
customers buying more seats or upgrading to premium plans or
features.
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
Created by Christoph Ja
at Point Nine Capi
ARPA