SaaS Metrics Dashboard

A simple KPI sheet for early-stage SaaS startups with a low-touch sales model.

Jan-13 Feb-13 Mar-13

VISITORS & SIGNUPS

Visitors 1) 2,456 2,687 2,986

m/m growth visitors 9.41% 11.13%
Signups beginning of the month 2) 245 388 566
New signups
Organic 61 122 97
Paid 82 56 89
Total new signups 143 178 186
m/m growth new signups 24.48% 4.49%
Visitor-to-Signup Conversion Rate 5.82% 6.62% 6.23%
Signups end of month 388 566 752

PAYING CUSTOMERS 3)

Customers beginning of the month 35 54 74

New customers 20 22 24
Conversion rate 4) 15.38% 13.48%
Lost customers -1 -2 -3
Churn rate 2.86% 3.70% 4.05%
Net new customers 19 20 21
Customers end of month 54 74 95
m/m growth customers 37.04% 28.38%

MRR

MRR beginning of the month $3,000 $5,127 $7,499

New MRR
New MRR from new customers $1,980 $2,209 $2,450
New MRR from account expansions 5) $245 $343 $230
Total new MRR $2,225 $2,552 $2,680
Lost MRR 6) -$98 -$180 -$274
MRR churn rate 7) 3.27% 3.51% 3.65%
Net new MRR $2,127 $2,372 $2,406
MRR end of month $5,127 $7,499 $9,905
m/m growth MRR 46.26% 32.08%

ARPA (p.m.) $95 $101 $104

ARPA new customers (p.m.) $99 $100 $102

CAC

Marketing spendings $4,587 $5,012 $4,862

Marketing spendings per signup (blended) $32 $28 $26
Marketing spendings per paid signup 8) $56 $90 $55
Sales spendings $3,000 $3,000 $3,000
Sales spendings per new paying customer 9) $150 $136 $125
Total CAC (blended) $379 $364 $328
Total CAC (paid signups) 10) $550 $861 $548

Time-to-recover CAC for paid signups (months) 5.6 8.6 5.4

CLTV (e) 11) $3,323 $3,089 $2,947
CLTV/CAC (paid signups) 6.04 3.59 5.37

CASH

Cash beginning of month $453,012 $410,624 $359,452

Cash coming in $2,899 $5,100 $8,900
Cash going out $45,287 $56,272 $44,872
Net cash burn $42,388 $51,172 $35,972
Cash end of month $410,624 $359,452 $323,480
Runway at current burn (months) 9.7 7.0 9.0

Visitors & Signups Signups

3500 0.25 250
3000
0.2 200
2500
2000 0.15
150
1500 0.1
1000 100
0.05
500
50
0 0

Visitors 1)
Total new signups Tota
Visitor-to-Signup Conversion Rate Con

New MRR
4000 18000

3500 16000
14000
3000
12000
2500
10000
2000 8000
1500 6000

1000 4000
2000
500
0
0
3000
12000
2500
10000
2000 8000
1500 6000

1000 4000
2000
500
0
0
-2000
-500
MRR beginning of the
Total new MRR Lost MRR 6) Net new MRR New MRR from new c

CAC
1000 450000
900 400000
800
350000
700
600 300000

500 250000
400 200000
300
150000
200
100 100000

0 50000

Total CAC (blended) Total CAC (paid signups) 10)

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

Signups & Paying Customers m/m Growth R

250 0.18 0.5
0.16
200 0.4
0.14
0.12 0.3
150
0.1
0.08 0.2
100
0.06
0.1
50 0.04
0.02 0
0 0
-0.1

-0.2
Total new signups New customers m/m growth visitors m/m
Conversion rate 4) Churn rate m/m growth customers m/m

MRR ARPA
18000 115
16000
110
14000
12000
105
10000
8000 100

6000
95
4000
2000 90
0
85
12000
105
10000
8000 100

6000
95
4000
2000 90
0
85
-2000

MRR beginning of the month Lost MRR 6)

New MRR from new customers New MRR from account expansions 5) ARPA (p.m.) ARPA new

Runway at current
Cash
12
450000

400000 10

350000
8
300000

250000 6
200000 Left vertical axis title
4
150000

100000
2
50000

0 0
Nov-13 Dec-13 Total 2013
Note: The cells with light blue background are data-entry cell
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

3) In order to keep this template simple and general, differen

pricing plans or multiple seats per account are not modeled
here. You may want to add this based on your specific
requirements.

4) New customers divided by the signups of the previous mo

assuming a 30-day trial. Since the actual time-to-conversion
may vary (e.g. due to trial extensions), this is a simplification

5) This means new MRR from existing customers, e.g. due to

existing customers buying more seats or upgrading to premiu
plans or features.

6) It's important to distinguish MRR churn from customer chu

MRR churn is more important since it takes into if you're losin
smaller or bigger accounts.

7) Lost MRR divided by MRR at the beginning of the month.

Another way to look at this would be to view the difference
between new MRR from account expansions and lost MRR. Ba
on that metric you can achieve negative churn if new MRR du
to account expansions is bigger than lost MRR.

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 custome

you have different customer segments (e.g. small customers
who get less attention from the sales team, big customers wh
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 m
not be true, make sure you track conversion rates per marke
channel.

11) This is a crude estimation based on the churn rate. Since

churn doesn't occur linearly over the customers' lifetime you
 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

MRR = monthly recurring revenue

ARPA = average revenue per account
CAC = customer acquisition costs
CLTV = customer lifetime value

Disclaimer: Please be aware that his model may be inaccurat

incorrect or misleading, use it at your own risk, yada yada ya
Created by Christoph
at Point Nine Ca

If you have questions or suggestions, leave a comment h

http://christophjanz.blogspot.de/2013/04/a-kpi-dashboard-for-early-stage-saas
m/m Growth Rate or eMail christoph@pointninecap.

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 Created by Christoph Janz
at Point Nine Capital

gestions, leave a comment here:

-kpi-dashboard-for-early-stage-saas.html
Mail christoph@pointninecap.com