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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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  • 1. How to measure your SaaS success Christoph Janz, Point Nine Capital Photo by bradhoc
  • 2. About me Founder Angel investor VC et .n lvc ge ja an ri he ch .t 
  • 3.   @ ww er: :
  • 4.   w itt log Tw B
  • 5. Why? Why
  • 6.   is
  • 7.   it
  • 8.   important
  • 9.   to
  • 10.    measure?
  • 11.   Why
  • 12.   bother?
  • 13.   
  • 14.   
  • 15. You
  • 16.   don‘t
  • 17.   want
  • 18.   to
  • 19.   fly
  • 20.   blindly.
  • 21.   If
  • 22.   you‘re
  • 23.    not
  • 24.   on
  • 25.   top
  • 26.   of
  • 27.   your
  • 28.   metrics,
  • 29.   you‘ll
  • 30.   leave
  • 31.    actionable
  • 32.   insights
  • 33.   on
  • 34.   the
  • 35.   table. That’s why.
  • 36. What? So
  • 37.   what
  • 38.   shall
  • 39.   I
  • 40.   measure?
  • 41. CLTV vs CAC Well...
  • 42.   at
  • 43.   the
  • 44.   end
  • 45.   of
  • 46.   the
  • 47.   day
  • 48.    it‘s
  • 49.   all
  • 50.   about
  • 51.   CLTV
  • 52.   vs.
  • 53.   CAC
  • 54.   ... Photo by Klitschko Film
  • 55. If
  • 56.   your
  • 57.   Customer
  • 58.   Lifetime
  • 59.   Value
  • 60.   is
  • 61.    significantly
  • 62.   larger
  • 63.   than
  • 64.   your
  • 65.   Customer
  • 66.    Acquisition
  • 67.   Costs,
  • 68.   you‘ll
  • 69.   make
  • 70.   money
  • 71.   ... (since
  • 72.   at
  • 73.   scale,
  • 74.   your
  • 75.   fixed
  • 76.   costs
  • 77.   as
  • 78.   a
  • 79.   SaaS
  • 80.   business
  • 81.    will
  • 82.   be
  • 83.   quite
  • 84.   low) CLTV > CAC
  • 85. CLTV < CAC ...and
  • 86.   id
  • 87.   your
  • 88.   CLTV
  • 89.   is
  • 90.   lower
  • 91.   than
  • 92.   your
  • 93.    CAC,
  • 94.   you‘ll
  • 95.   lose
  • 96.   money.
  • 97.   It‘s
  • 98.   that
  • 99.   simple!
  • 100. How? So
  • 101.   how
  • 102.   can
  • 103.   I
  • 104.   measure
  • 105.   my
  • 106.    CLTV
  • 107.   and
  • 108.   my
  • 109.   CAC?
  • 110. In
  • 111.   the
  • 112.   beginning
  • 113.   it‘s
  • 114.   impossible.
  • 115.   Sorry.
  • 116.   You
  • 117.   need
  • 118.   long-term
  • 119.   data
  • 120.   on
  • 121.    churn
  • 122.   and
  • 123.   data
  • 124.   about
  • 125.   your
  • 126.   customer
  • 127.   acquisition
  • 128.   costs
  • 129.   at
  • 130.   scale.
  • 131.    It
  • 132.   will
  • 133.   likely
  • 134.   take
  • 135.   you
  • 136.   2-3
  • 137.   years
  • 138.   to
  • 139.   get
  • 140.   solid
  • 141.   data.
  • 142.   So
  • 143.   in
  • 144.   the
  • 145.    beginning
  • 146.   you‘ll
  • 147.   have
  • 148.   to
  • 149.   use
  • 150.   different
  • 151.   metrics
  • 152.   to
  • 153.   measure
  • 154.   your
  • 155.    SaaS
  • 156.   success.
  • 157. Pre Product/Market Fit In
  • 158.   the
  • 159.   beginning
  • 160.   it‘s
  • 161.   all
  • 162.   about
  • 163.   whether
  • 164.    the
  • 165.   dogs
  • 166.   will
  • 167.   eat
  • 168.   the
  • 169.   dog
  • 170.   food. (a.k.a.
  • 171.   Product/Market
  • 172.   Fit)
  • 173. Pre Product/Market Fit User feedback Dev Velocity Signups Key
  • 174.   metrics
  • 175.   in
  • 176.   this
  • 177.   phase: How
  • 178.   do
  • 179.   early
  • 180.   users
  • 181.   like
  • 182.   the
  • 183.   product? How
  • 184.   fast
  • 185.   can
  • 186.   you
  • 187.   iterate
  • 188.   the
  • 189.   product? How
  • 190.   many
  • 191.   people
  • 192.   are
  • 193.   signing
  • 194.   up
  • 195.   for
  • 196.   your
  • 197.   beta?
  • 198. Pre Product/Market Fit Activation Usage NPS How
  • 199.   you
  • 200.   define
  • 201.   activation
  • 202.   and
  • 203.   usage
  • 204.   is
  • 205.   closely
  • 206.    related
  • 207.   to
  • 208.   your
  • 209.   specific
  • 210.   product
  • 211.   and
  • 212.   how
  • 213.   it
  • 214.   is
  • 215.    intended
  • 216.   to
  • 217.   be
  • 218.   used. NPS
  • 219.   =
  • 220.   Net
  • 221.   Promoter
  • 222.   Score
  • 223. Post Product/Market Fit Pre Scale Conversion Retention You‘re
  • 224.   getting
  • 225.   the
  • 226.   first
  • 227.   paying
  • 228.   customers!
  • 229.    Now
  • 230.   the
  • 231.   real
  • 232.   fun
  • 233.   begins.
  • 234.   Focus
  • 235.   on
  • 236.   getting
  • 237.    more
  • 238.   of
  • 239.   them
  • 240.   and
  • 241.   on
  • 242.   keeping
  • 243.   them.
  • 244. Post Product/Market Fit Pre Scale MRR * ARPA You‘re
  • 245.   getting
  • 246.   more
  • 247.   and
  • 248.    more
  • 249.   customers!
  • 250.   Time
  • 251.   to
  • 252.    focus
  • 253.   on
  • 254.   Net
  • 255.   New
  • 256.   MRR*. (And
  • 257.   keep
  • 258.   an
  • 259.   eye
  • 260.   on
  • 261.   your
  • 262.   Average
  • 263.    Revenues
  • 264.   per
  • 265.   Account.) * Net new MRR
  • 266. You‘ve
  • 267.   reached
  • 268.   a
  • 269.   certain
  • 270.    scale.
  • 271.   Now
  • 272.   the
  • 273.   challenge
  • 274.   is
  • 275.    to
  • 276.   find
  • 277.   ways
  • 278.   to
  • 279.   acquire
  • 280.    many
  • 281.   more
  • 282.   customers
  • 283.   at
  • 284.    acceptable
  • 285.   CAC... Post Scale CLTV vs. CAC
  • 286. Thank you! http://tinyurl.com/saasdashboard www.pointninecap.com christoph@pointninecap.com