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Board Deck Template for SaaS Companies

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Make sure to impress your shareholders with this standard board deck for SaaS companies.

See details on Medium :
https://blog.serenacapital.com/board-deck-template-for-saas-companies-9e5c9388756

Published in: Investor Relations

Board Deck Template for SaaS Companies

  1. 1. Board Deck Template For SaaS Companies
  2. 2. Agenda #1 Approval of Previous Board Minutes #2 Activity Report #3 Main Board Topic #4 Additional Topics #5 Decisions to Be Approved
  3. 3. #1 Approval of Previous Board Minutes
  4. 4. Previous Boards After each board, send quick minutes of the board (see Serena Capital Template : Minutes of the board meeting) Integrate all changes asked by your shareholders Make sure that you start each board by a formal approval of the minutes of the previous board
  5. 5. #2 Activity Report
  6. 6. Executive Summary • Business issues vs obj. • Any issue on IP • Delay on product delivery • Cash issues • Etc. • Key business topics • Big wins – new names • Main product updates • Any good news on projects • New hiring
  7. 7. Key Milestones and Achievements At any given time, you should have a macro execution plan for the next 3 quarters. This plan should be put together by all management staff in quarterly off-site sessions. Share it with your board with an aggregated view and monitor execution by color coding the different milestones of the current quarter in green, orange and red. Hereafter an example of key milestones and achievements.
  8. 8. Key Milestones and Achievements Q1 Q2 Q3 Q4 Product V2.0 with new UI + Grafical identity App galery delivered Integration with XXX done Business 5 new Sales onboarded and ramp-up 3 key EU partners enabled First European global customer 70% sales rep on target Chanel manager + program set-up UK partner set-up 5 US + 3 EU Sales onboarded The partner big deal proof >= 300k€ XXX k€ MRR Delivery Delivery process finalized (KPIs, Ramp-up) Training machine up and running Project templated generated Support team and process set-up 4 New consultants onboarded with new process Customer care setup to secure renewal 1000 days delivered with happy customers Marketing Marketing Automation tool set-up New website with first set of XX content 10 Uses cases Website v2 including partner portal and add contents Scoring and nurturing programs running Marketing KPIs monitored WW comm coordination setup First PR in US press 500 trials and community per month 4 positive analysts articles US subsidiary Marketing evangelist hired Legal corporate ready 5 US opportunities generated External Marketing ressource in First deal signed (with services) 2-3 customers signed implementation & sales team ready $XXk MRR Admin Robust Invoicing process COFACE + PM_UP + CIR finalized KPIs And board pack industrialized Back office from marketing to invoicing ready Office move prepared
  9. 9. KPIs (Marketing, Support, Quality, etc.) ✓ Try to find, as much as possible, quantifiable KPIs or status flags ✓ Make sure that each department has its own slide. It allows you as CEO to monitor easily each team’s activity ✓ For all quantifiable KPIs, make sure that you provide a graph showing the trend month after month taking into consideration the budget hypothesis. Remember that the board member sees 5 to 10 board packs per month and cannot remember previous figures. With graphs, in one minute everybody can understand the development, good or ba ✓ Each year, try to figure out what the year’s key goals are and make sure that in your board pack you indicate which KPIs will help the board members and you detect early signs of progress or difficulty.
  10. 10. 650 700 750 800 850 900 MRR Budget MRR Achieved MRR Forecast Jan Feb March April May June July August Sept Oct Nov Dec Total MRR "+ Newbiz ### #### ### ### ### ### ### ### ### ### ### ### ### "+ Upsell ### ### ### ### ### ### ### ### ### ### ### ### ### "- Churn ### ### ### ### ### ### ### ### ### ### ### ### ### MRR end of period ### ### ### ### ### ### ### ### ### ### ### ### ### cMRR vs Budget Insert your figures
  11. 11. cMRR vs Budget / BU 650 700 750 800 850 900 Northern Europe MRR Budget MRR Achieved MRR Forecast 650 700 750 800 850 900 Southern Europe MRR Budget MRR Achieved MRR Forecast 650 700 750 800 850 900 US MRR Budget MRR Achieved MRR Forecast 650 700 750 800 850 900 Central Asia MRR Budget MRR Achieved MRR Forecast
  12. 12. 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 January February March April May June July August September October November December Cumulated nber of customers (forecast) Cumulated nber of customers (achieved) Cumulated nber of active users (achieved) Cumulated nber of active users (forecast) Customers & active users (qty) NB Customers & Active Users
  13. 13. • List of Opportunities at a certain stage : - Prospect Name - Vertical or geo - Quarter or month of closing - Upsell/ newbiz - Partner - Amont • Ordered by quarter of expected closing date • Unweighted sum per quarter Unweighted Pipeline Insert an extract of your CRM
  14. 14. 0 10 20 30 40 50 60 70 80 90 100 Cumulated churn budget Cumulated churn achieved Cumulated churn forecast Churn achieved Amount (k€) Churn vs Budget
  15. 15. Q1 Q2 Q3 Q4 product1 V1.0 March 31st product2 1.0 March 31st Product2 V5.4 July 23rd Product1 V1.1 October 29th Product3 V1.1 October 29th product2 V5.3x March 31st Product3 V1.05 July 23rd On Time Delayed Canceled Delivered Project Status Product 1 Product 2 Product 3 Product Roadmap Update
  16. 16. Website Jan Feb Mar Apr May Total Vs 2014 Traffic 46 329 47 938 58 209 51 926 49 236 253 638 +157% Conversions 1 124 1 531 1 617 1 249 1 738 7 259 +76% Demand Generation France Spain UK Total Leads created 140 348 18 506 Opps created 22 47 4 73 Opps won 10 3 1 14 MRR €3 000 €810 €480 €4 290 Marketing KPIs
  17. 17. Customer Success KPIs Main project report: If you are setting up large-scale projects, it is vital to monitor these projects to make sure they are well managed and identify reasons for potential risk. This can be classified as green, orange or red. Risk level analysis: Clearly define 3 levels of risk and for each of your Tier 1 and/or Tier 2 customers, analyze the level of risk to get an idea of the likelihood of churn.
  18. 18. BU Client Name Days sold Project amount Risk reason Completion percentage Northern Europe Client 1 3 €70 000 OK 90% Northern Europe Client 2 1.5 €55 000 PM change 45% Southern Europe Client 3 7.5 €25 000 OK 80% Southern Europe Client 4 4 €93 000 Tech issue 10% Southern Europe Client 5 9 €80 000 OK 85% Customer Success – Main Projects Report
  19. 19. 0 10 20 30 40 50 60 70 Risk 1 Risk 2 Risk 3 Number of customers at risk Customer Success – Risk Levels Analysis
  20. 20. NB : Regressions : something that was working before in the previous release 0 10 20 30 40 50 60 70 80 90 100 January February March April May June July August September October November December Bugs found Solved Opened Regression Product Quality & Bugs
  21. 21. P&L Q1 Q2 Q3 Q4 FY 2017 Revenues Revenues from Software 103 468 111 242 121 454 138 101 474 265 Revenues from Service 16 365 17 608 23 437 35 684 93 094 Total Revenues 119 833 128 850 144 891 173 784 567 359 Costs Sales Sales Salaries 141 164 56 504 56 504 112 841 367 013 Sales Expenses 4 000 4 000 4 000 5 300 17 300 Sales Tool 2 420 2 420 2 420 2 420 9 680 Total Sales Costs 147 584 62 924 62 924 120 561 393 993 Marketing Marketing Salaries 36 741 22 241 22 241 22 241 103 462 Marketing - External Event 13 921 19 482 74 459 34 966 142 828 Marketing Tool 2 661 2 661 2 661 2 661 10 644 Total Marketing Costs 53 323 44 384 99 360 59 868 256 934 Customer Success Customer Success Salaries 34 054 16 779 16 779 16 779 84 391 Total Customer Success Costs 34 054 16 779 16 779 16 779 84 391 Data Science Data Science Salaries 45 055 28 546 28 546 28 546 130 693 DS Tool 6 000 6 000 6 000 6 000 24 000 Total Data Science Costs 51 055 34 546 34 546 34 546 154 693 R&D R&D Salaries 65 980 52 186 54 027 54 027 226 219 R&D Tool 3 211 3 232 3 243 3 244 12 930 Total R&D Costs 69 191 55 418 57 270 57 271 239 149 Other Total Other Costs 167 978 179 541 127 817 126 822 1 544 463 Total Costs 523 183 393 591 398 697 415 847 2 673 622 EBIT net of Grants (403 350) (264 741) (253 806) (242 063) (1 163 959)
  22. 22. Cash Collection Indicators Insert here DSO evolution over time 0 10 20 30 40 50 60 DSO evolution
  23. 23. Cash Forecast January Actual February Actual March Forecast April Forecast May Forecast June Forecast Total YTD Forecast Opening blance 291 403 31 190 551 347 170 Cash receipts from operations 477 96 644 289 337 294 4771 Cash receipts from financing 500 2500 Cash receipts from subsidiaries 46 Other cash in 525 1 40 192 35 26 1054 Total cash receipts 1002 97 684 981 372 320 8370 Cash disbursments from operations -637 -403 -517 -612 -558 -415 -6636 Cash disbursments from investments Debt repayment from financing Cash disbursments to subsidiaries -55 -10 -50 -570 Other disbursments Restructuration -198 -66 -8 -8 -8 -8 -1141 Total disbursments -890 -469 -525 -620 -576 -473 -8346 Revised Closing balance 403 31 190 551 347 194 194
  24. 24. Employee Update DEPARTMENT YTD HIRES YTD DEPARTURES ACTUAL # September 1st FORECAST # September 1st CUSTOMER SUCCESS +7 -1 29 35 DATA +3 0 24 27 SALES +5 -2 23 26 EXECUTIVE 0 0 2 2 FINANCE +2 0 10 12 MARKETING +1 0 12 13 MIS 0 -1 3 2 OPERATIONS +1 0 6 7 PRODUCT +2 0 5 7 R&D +5 0 37 42 TOTAL +26 -4 151 173
  25. 25. #3 Main Board Topic
  26. 26. Main Board Topics A best practice is to have a different main topic for each board meeting. You can invite the relevant C-level manager to present to the board their goals and achievements. When at the end of the year you decide next year’s board dates, you can put forward one main topic per meeting.
  27. 27. Some Ideas of Board Topics #1  Sales (VP sales): Last year’s results and the new year plan, goals and upside #2  Marketing (CMO): Last year’s achievements and plan for the current year #3 Product (CPO): Product demo, roadmap presentation #4  Strategy: During summer, plan a full day with all shareholders to think about the company’s 3 year strategy #5 Customer Success (VP customer success): Process and achievements, churn review & analysis #6  Budget overview (CFO): Main budget hypothesis #7  Budget validation (CFO): Budget details and validation
  28. 28. #4 Additional Topics
  29. 29. Add any specific questions like Stock Option Allocation, Package, Legal topic or another important additional topic. Additional Topics
  30. 30. #5 Decisions to Be Approved
  31. 31. Decisions to Be Approved Depending on your shareholder agreement, there are some decisions that have to be formally approved by the board. Make sure that you know exactly what needs to be approved and that it is recorded in the board meeting’s minutes. Some decisions that have to be formally approved: budget approval, key hiring, salary increase, opening of a subsidiary, etc.
  32. 32. www.serenacapital.com Made with love by @serenacap

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