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Measuring your SaaS success
 

Measuring your SaaS success

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I recently held a webinar about the topic "Measuring your SaaS success". Here are the slides. I've added some notes in yellow, since some of the slides aren't self-explanatory. ...

I recently held a webinar about the topic "Measuring your SaaS success". Here are the slides. I've added some notes in yellow, since some of the slides aren't self-explanatory.

If you're interested in the most important metrics in different phases of SaaS startups, check it out!

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    Measuring your SaaS success Measuring your SaaS success Presentation Transcript

    • How to measure your SaaS success Christoph Janz, Point Nine Capital Photo by bradhoc
    • About me Founder Angel investor VC et .n lvc ge ja an ri he ch .t 
    •   @ ww er: :
    •   w itt log Tw B
    • Why? Why
    •   is
    •   it
    •   important
    •   to
    •    measure?
    •   Why
    •   bother?
    •   
    •   
    • You
    •   don‘t
    •   want
    •   to
    •   fly
    •   blindly.
    •   If
    •   you‘re
    •    not
    •   on
    •   top
    •   of
    •   your
    •   metrics,
    •   you‘ll
    •   leave
    •    actionable
    •   insights
    •   on
    •   the
    •   table. That’s why.
    • What? So
    •   what
    •   shall
    •   I
    •   measure?
    • CLTV vs CAC Well...
    •   at
    •   the
    •   end
    •   of
    •   the
    •   day
    •    it‘s
    •   all
    •   about
    •   CLTV
    •   vs.
    •   CAC
    •   ... Photo by Klitschko Film
    • If
    •   your
    •   Customer
    •   Lifetime
    •   Value
    •   is
    •    significantly
    •   larger
    •   than
    •   your
    •   Customer
    •    Acquisition
    •   Costs,
    •   you‘ll
    •   make
    •   money
    •   ... (since
    •   at
    •   scale,
    •   your
    •   fixed
    •   costs
    •   as
    •   a
    •   SaaS
    •   business
    •    will
    •   be
    •   quite
    •   low) CLTV > CAC
    • CLTV < CAC ...and
    •   id
    •   your
    •   CLTV
    •   is
    •   lower
    •   than
    •   your
    •    CAC,
    •   you‘ll
    •   lose
    •   money.
    •   It‘s
    •   that
    •   simple!
    • How? So
    •   how
    •   can
    •   I
    •   measure
    •   my
    •    CLTV
    •   and
    •   my
    •   CAC?
    • In
    •   the
    •   beginning
    •   it‘s
    •   impossible.
    •   Sorry.
    •   You
    •   need
    •   long-term
    •   data
    •   on
    •    churn
    •   and
    •   data
    •   about
    •   your
    •   customer
    •   acquisition
    •   costs
    •   at
    •   scale.
    •    It
    •   will
    •   likely
    •   take
    •   you
    •   2-3
    •   years
    •   to
    •   get
    •   solid
    •   data.
    •   So
    •   in
    •   the
    •    beginning
    •   you‘ll
    •   have
    •   to
    •   use
    •   different
    •   metrics
    •   to
    •   measure
    •   your
    •    SaaS
    •   success.
    • Pre Product/Market Fit In
    •   the
    •   beginning
    •   it‘s
    •   all
    •   about
    •   whether
    •    the
    •   dogs
    •   will
    •   eat
    •   the
    •   dog
    •   food. (a.k.a.
    •   Product/Market
    •   Fit)
    • Pre Product/Market Fit User feedback Dev Velocity Signups Key
    •   metrics
    •   in
    •   this
    •   phase: How
    •   do
    •   early
    •   users
    •   like
    •   the
    •   product? How
    •   fast
    •   can
    •   you
    •   iterate
    •   the
    •   product? How
    •   many
    •   people
    •   are
    •   signing
    •   up
    •   for
    •   your
    •   beta?
    • Pre Product/Market Fit Activation Usage NPS How
    •   you
    •   define
    •   activation
    •   and
    •   usage
    •   is
    •   closely
    •    related
    •   to
    •   your
    •   specific
    •   product
    •   and
    •   how
    •   it
    •   is
    •    intended
    •   to
    •   be
    •   used. NPS
    •   =
    •   Net
    •   Promoter
    •   Score
    • Post Product/Market Fit Pre Scale Conversion Retention You‘re
    •   getting
    •   the
    •   first
    •   paying
    •   customers!
    •    Now
    •   the
    •   real
    •   fun
    •   begins.
    •   Focus
    •   on
    •   getting
    •    more
    •   of
    •   them
    •   and
    •   on
    •   keeping
    •   them.
    • Post Product/Market Fit Pre Scale MRR * ARPA You‘re
    •   getting
    •   more
    •   and
    •    more
    •   customers!
    •   Time
    •   to
    •    focus
    •   on
    •   Net
    •   New
    •   MRR*. (And
    •   keep
    •   an
    •   eye
    •   on
    •   your
    •   Average
    •    Revenues
    •   per
    •   Account.) * Net new MRR
    • You‘ve
    •   reached
    •   a
    •   certain
    •    scale.
    •   Now
    •   the
    •   challenge
    •   is
    •    to
    •   find
    •   ways
    •   to
    •   acquire
    •    many
    •   more
    •   customers
    •   at
    •    acceptable
    •   CAC... Post Scale CLTV vs. CAC
    • Thank you! http://tinyurl.com/saasdashboard www.pointninecap.com christoph@pointninecap.com