Measuring your SaaS success
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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