SaaS CEO Top-Line Board Deck Metrics

Slide 2: Key Metrics

1Q18 2Q18 3Q18 4Q18 1Q19 2Q19
Actuals
Starting ARR 15,000 16,200 17,600 19,100 21,150 22,900
New ARR 1,500 1,750 1,900 2,500 2,250 2,750
Churn ARR 300 350 400 450 500 550
Ending ARR 16,200 17,600 19,100 21,150 22,900 25,100
YoY % 62% 47% 47% 41% 41% 43%

Net new ARR 1,200 1,400 1,500 2,050 1,750 2,200

Upsell as % of New ARR 20% 14% 11% 20% 22% 16%
New ARR YoY % 50% 40% 41% 52% 50% 57%

CAC ratio 1.5 1.4 1.5 1.2 1.5 1.3

Churn, ATR % 12% 10% 10% 9% 13% 12%
Customers 120 140 155 170 180 195
Buyer NPS 35 30 37 41 36 32

QCRs 18 18 20 20 19 21
DEVs 15 16 15 18 17 20
Employees 120 140 150 160 180 190
Employee NPS 50 55 47 62 58 62

SaaS CEO Top-Line Board Deck Metrics

Slide 3: P&L and Cash Metrics
1Q18 2Q18 3Q18 4Q18 1Q19 2Q19
Actuals
Subscription Revenue 3,750 4,050 4,400 4,775 5,288 5,725
Services Revenue 413 567 572 573 740 859
Total Revenue 4,163 4,617 4,972 5,348 6,028 6,584

Subscription Rev % Mix 90% 88% 88% 89% 88% 87%

Subscription Rev YoY % 52% 47% 48% 46% 45% 43%

Subscrption Gross Margin 75% 76% 76% 76% 78% 78%

Services Gross Margin 10% 5% 7% -2% 5% 10%
Blended Gross Margin 69% 67% 68% 68% 69% 69%

S&M % of Revenue 80% 75% 75% 70% 65% 65%

R&D % of Revenue 35% 35% 32% 32% 31% 29%
G&A % of Revenue 15% 15% 14% 14% 15% 14%
Operating Margin % -61% -58% -53% -48% -42% -39%
Cashflow from Operations (3,000) (2,700) (2,800) (2,900) (2,500) (2,400)
Ending Cash 17,500 15,300 12,150 12,550 9,800 7,150
Rule of 40 Score 0% -12% -7% 2% 5% -2%
CAC Payback Period 14.2 13.5 13.4 12.4 11.4 11.5

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 3Q19 4Q19 1Q20
Actual Plan Plan %
25,100 27,400 30,050 30,050 100%
2,950 3,400 3,350 3,500 96%
650 750 800 625 128%
27,400 30,050 32,600 32,925 99%
43% 42% 42% 44%

2,300 2,650 2,550 2,875 89%

25% 15% 19%
55% 36% 49%

1.4 1.3 1.5 1.4

12% 10% 13% 10%
220 240 260 264
38 42 38 38

24 26 25 26
21 22 22 23
210 215 225 232
54 65 55

3Q19 4Q19 1Q20

Actual Plan Plan %
6,275 6,850 7,513 7,600 99%
1,130 959 1,127 1,064 106%
7,405 7,809 8,639 8,664 100%

85% 88% 87% 88%

49% 46% 43% 44%

80% 80% 80% 78%

10% -10% 5% 8%
69% 69% 70% 69%

60% 55% 52% 53%

28% 28% 27% 29%
13% 13% 12% 12%
-32% -27% -21% -24%
(2,300) (2,100) (1,900) (2,087) 91%
24,600 22,250 20,050 20,313 99%
14% 15% 18% 18%
10.6 9.4 9.0 9.3 11.6
 Comment Hidden -- Made Up Data and Assumptions to Support Calcs
INSERT BREAK COLUMN BEFORE DONE 1Q17 2Q17 3Q17
10,850 11,650 12,675
1,000 1,250 1,350
200 225 300
11,650 12,675 13,725

4Q17 1Q18 2Q18

Prior quarter S&M expense / this quarter New ARR 2,250 2,500 2,800
ATR = as % of available to renew 2,500 3,500
Number of customers
Net promoter score of buyer persona
Notes
Number of quota-carrying reps, end of period Assumes this is used in board meeting following 1Q20
Number of code-writing developers, end of period I prefer saying churn of 800 vs. plan of 625 is "churn came
Number of employees, end of period If you have count of customers you can do new logo avera
Employee net promoter score Data groupings so you can expand if needed and includes k

I am not going to flow the ARR pool into revenue in any me

11% 14% 13%
Months of subscription GM to payback S&M costs of acquisition (some would phase-shift S&M by a quarter but I didn't do her
 and Assumptions to Support Calcs in the Sheet
4Q17
13,725
1,650
375
15,000

3Q18 4Q18 1Q19 2Q19 3Q19 4Q19 1Q20

3,000 3,400 3,700 4,200 4,400 5,000 S&M assumption, needed for CAC
4,000 5,000 4,000 4,500 5,500 7,150 6,000 ATR assumption, needed for ATR churn rat

board meeting following 1Q20

800 vs. plan of 625 is "churn came in high at 128% of plan" and know that churn is bad, as opposed to the inverse, saying "churn was 78%
tomers you can do new logo average ASP and upsell average ASP but it's getting long
an expand if needed and includes key calculation data here so you can see where numbers come from

he ARR pool into revenue in any meaningful way -- numbers are simply to fill in the template (numerical lorem ipsum from here)
12% 14% 15% 18% 14% 15% 14%
&M by a quarter but I didn't do here)
 eeded for CAC
eeded for ATR churn rate

saying "churn was 78% of plan"

m from here)
SaaS Startup One-Slide Financial Dashboard, Revision 1.2
Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, Kellblog by Dave Kellogg

Actual Actual Actual

2015 2016 1Q19 2Q19 3Q19

Starting ARR
New ARR bookings
Churn ARR
Ending ARR
YoY growth
Net new ARR

Subscription revenue
Services revenue
Revenue
YoY growth

Subscription COGS
Services COGS
COGS
Gross margin

Sales
Marketing
R&D
G&A
Total Opex

Cashflow from operations

Ending cash

CAC ratio
LTV/CAC ratio
Number of Customers
Customer NPS

Quota-carrying reps
Total headcount
Employee NPS
Kellblog by Dave Kellogg

Forecast Forecast Plan Forecast

4Q19 2019 2019 % Plan YoY %

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