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SaaS 101: Metrics & Best Practices
March 13, 2015
Nicolas Wittenborn, Point Nine Capital
Nicolas Wittenborn
Associate at Point Nine Capital
Tweet @ncsh and blog at heyni.co
Founded 2011 in Berlin
Investing €100,000-1,000,000
Raised €45M
Team of 8
Who’s Point Nine
Vancouver
Washington
D.C
Auckland
Edmonton
New York
San Francisco
Berlin
Riga
Point Nine ’s SaaS
Paris
Ba...
III. Best Practices
II. Important SaaS Metrics
I. What’s SaaS?
I. What’s SaaS?
aaS
Software as a Service
No installation
Continuos updates
Accessible from everywhere
Why VCs like SaaS companies
Recurring revenues
High margins
Global scale from day 1
The SaaS market is quite ‘frothy’
which might change soon**
* Data analysis by Tom Tunguz **Jason Lemkin: ’Unfortunately, ...
Global SaaS Market Size
ROW
21%
France
3%
Canada
4%
Germany
6%
UK
6%
US
60%
Global SaaS Market Volume*
shows strong US bia...
Founded in Copenhagen 2007
Move to US HQ in 2009
IPO ($ZEN) in 2014
Europe still produces great SaaS companies
II. Important SaaS Metrics
Monthly Recurring Revenue
(MRR)
negative churn
Extension MRR > MRR churn
Churn & Retention: Cohort Analysis
Yours truly: ‘Cohort Analysis Q&A’
LTV
CAC
III. Best Practices
Incentivised referrals are a great ‘growth hack’*
* if you have a suitable (freemium) model
Get to WOW! fast*
* a great on-boarding can increase conversions significantly
???
You might be too cheap!
* if you provide real value
& haven’t raised prices since you launched
???
Price increase
Valuable content = King
One time effort, long time effect
There is no silver bullet
Just the Long, Slow, SaaS Ramp of Death*
* Gail Goodman: How to negotiate the long, Slow, SaaS R...
At least until now…
Hyper-growth?
Outlook: 

SaaS 2015
Edited Social + Capital Chart
Thanks…
…and found all the SaaS Startups!
nicolas@pointninecap.com
Ressources
•Blogs:
• David Skok http://www.forentrepreneurs.com/
• Tom Tunguz http://tomtunguz.com/
• Christoph Janz http:...
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SaaS 101: Metrics & Best Practices

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SaaS facts, metrics and best practices from the Point Nine Portfolio.

Presented by Nicolas at the Startup Camp Berlin 2015.

Published in: Software, Technology
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SaaS 101: Metrics & Best Practices

  1. SaaS 101: Metrics & Best Practices March 13, 2015 Nicolas Wittenborn, Point Nine Capital
  2. Nicolas Wittenborn Associate at Point Nine Capital Tweet @ncsh and blog at heyni.co
  3. Founded 2011 in Berlin Investing €100,000-1,000,000 Raised €45M Team of 8
  4. Who’s Point Nine Vancouver Washington D.C Auckland Edmonton New York San Francisco Berlin Riga Point Nine ’s SaaS Paris Barcelona Warsaw
  5. III. Best Practices II. Important SaaS Metrics I. What’s SaaS?
  6. I. What’s SaaS?
  7. aaS Software as a Service No installation Continuos updates Accessible from everywhere
  8. Why VCs like SaaS companies Recurring revenues High margins Global scale from day 1
  9. The SaaS market is quite ‘frothy’ which might change soon** * Data analysis by Tom Tunguz **Jason Lemkin: ’Unfortunately, SaaS Start-Up Valuations Are About To Fall by 50%’ ? * 

  10. Global SaaS Market Size ROW 21% France 3% Canada 4% Germany 6% UK 6% US 60% Global SaaS Market Volume* shows strong US bias * Siemer's SaaS Industry Report 2013
  11. Founded in Copenhagen 2007 Move to US HQ in 2009 IPO ($ZEN) in 2014 Europe still produces great SaaS companies
  12. II. Important SaaS Metrics
  13. Monthly Recurring Revenue (MRR)
  14. negative churn Extension MRR > MRR churn
  15. Churn & Retention: Cohort Analysis Yours truly: ‘Cohort Analysis Q&A’
  16. LTV CAC
  17. III. Best Practices
  18. Incentivised referrals are a great ‘growth hack’* * if you have a suitable (freemium) model
  19. Get to WOW! fast* * a great on-boarding can increase conversions significantly
  20. ??? You might be too cheap! * if you provide real value & haven’t raised prices since you launched ??? Price increase
  21. Valuable content = King One time effort, long time effect
  22. There is no silver bullet Just the Long, Slow, SaaS Ramp of Death* * Gail Goodman: How to negotiate the long, Slow, SaaS Ramp of Death
  23. At least until now… Hyper-growth? Outlook: 
 SaaS 2015 Edited Social + Capital Chart
  24. Thanks… …and found all the SaaS Startups! nicolas@pointninecap.com
  25. Ressources •Blogs: • David Skok http://www.forentrepreneurs.com/ • Tom Tunguz http://tomtunguz.com/ • Christoph Janz http://christophjanz.blogspot.de/ • Jason Lemkin http://saastr.com/ •Slides: • 9 Worst Practices in SaaS Metrics: http://www.slideshare.net/PointNineCap/9-worst-practices-insaas-metrics • Siemer SaaS Industry Report 2013: http://www.slideshare.net/SiemerAssoc/sa-saa-s-industry-report- summer-2013-25007137?ref=http://www.siemer.com/research/summer-2013-saas-industry-report/ •Secrets to raising VC (Mamoon Hamid): http://www.slideshare.net/03133938319/saastr •More: • Quora SaaS topics: http://www.quora.com/Software-as-a-Service-SaaS • Long, slow, SaaS Ramp of Death: http://pawel.ch/post/71104054756/the-long-slow-saas-ramp-of-death-i-have-just • Cohort Analysis Q&A: http://heyni.co/post/79862265851/cohort-analysis-a-practical-q-a • ‘Unfortunately SaaS Startup Valuations about to fall by 50%’: http://saastr.com/2014/04/29/unfortunately-saas-start- up-valuations-are-about-to-fall-by-50/ x

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