KPIs measure business performance and progress towards their goals through tracking the effectiveness of projects, processes, campaigns, and strategic changes.

1. Valuation Process: Exploring
Industry KPIS and Their
Impact
Introduction
Did you know how critical key performance indicators (KPIs) are for the business valuation of a
company?
Key performance indicators allow businesses to measure and prove to investors about the business
growth and future potential in a reliable way.
By tracking metrics like sales growth, leads generation, conversion rates, return on investment,
lifetime value of a customer, click-through rate, and overall business performance and progress,
KPI reports provide businesses with proof that their business is effectively connecting with target
customers, driving ROI and more.

2. Not to mention, you’ll have an effective way to prove to investors that your business is worth the
investment. Business KPIs are one of the integral parts of any investor-led business valuation
process.
Let’s explore industry KPIs in detail by discovering different types of KPIs, their importance,
limitations, steps to measure, and how exactly they impact the business valuation of a company.
What Is A KPI?
There are different types of performance measures; one of them is KPI, an acronym for
key performance indicators.
Key performance indicators help businesses manage performance and what to do in order
to increase their performance.
Performance management is used by many businesses to ensure and enable the
business to go on the right path. Key performance indicators provide quantitative
information and measure performance in terms of finances, sales, cost, reliability,
flexibility, safety, customer satisfaction, employee satisfaction, and so on.
In simple terms, KPIs measure business performance and progress towards their goals
through tracking the effectiveness of projects, processes, campaigns, and strategic
changes.
Importance Of Key
Performance Indicators (KPIs)
As stated above, KPIs display measurable data demonstrating the business’s progress
toward its set goals. These key performance indicators provide the business owner and
investors with the significant data needed to make informed and data-driven decisions.
From an investor perspective, your business KPIs should mainly be related to the
company’s financial performance, marketing, management, customer relations, and
employee efficiency.
Insightful KPIs data about the financial health and performance of the business will help
you illustrate that you have a clear growth plan.
Moreover, key performance indicators are helpful in:
 Converting ideas into manageable target
 Driving long-term growth
 Cutting down information overload

3.  Achieving high-level goals
 Offering critical insights
Different Types Of Industry
KPIs
If you are business planning to raise capital, it’s vital to understand different industry
KPIs and determine the one you need to measure to attract investors.
1. Quantitative KPIs
Quantitative KPIs are represented using numbers like percentages, ratios, and whole
numbers. Using numbers, quantitative indicators can measure the business progress and
performance.
Such KPIs are mostly straightforward, as they represent direct numerical values like
customer service tickets, annual business revenue, number of closed sales, and more.
2. Qualitative KPIs
Qualitative KPIs are not represented using numerical data; instead, they measure non-
numerical data such as customer and employee engagement.
For a better understanding, take a look at some examples of qualitative data.
Employee Survey: A company running an employee engagement program to track
employee engagement, performance reviews, turnover rate, and feedback where
performance is based on feedback from employees.
Customer Survey: A company that launched a product, tracking qualitative data such
as product reviews, customer surveys, satisfaction surveys, and engagement.
3. Leading KPIs
Leading KPIs are variables that help businesses identify long-term trends and predict
future outcomes and potential responses to a change.
For instance, if an IT company launches a new software product, the leading indicator can
help effectively measure customer engagement and customer reviews and help predict
the future outcome of the product.

4. 4. Lagging KPIs
Lagging KPIs allow businesses to measure the current performance and compare it with
past performance to track the progress.
Some common examples of lagging KPIs include quarterly profits, revenue growth,
unemployment rate, and labor cost per unit of output.
5. Input KPIs
Input KPIs help track the resources necessary for a business to achieve the desired
outcome. These indicators can help monitor how these essential resources are performing
and how organizations are leveraging these resources for a campaign, project, or process.
6. Process KPIs
Process KPIs help track the efficiency of a new business process and identify potential
changes and solutions to improve the effectiveness of its functioning.
7. Directional KPIs
Directional indicators allow the identification of the company’s overall performance and
growth in comparison with competitors in the same industry. It also helps determine new
trends in the industry.
8. Actionable KPIs
Actionable indicators measure a company’s ability to commit to change in business
internally and externally. Common examples include tracking of company culture change,
DEI initiatives, and employee sentiment.
How To Measure KPIs?
Step 1: Identify
Identify relevant KPIs to track for your business.
Step 2: Finalize
Narrow down the final list of KPIs to measure.
Step 3: Create
Create dashboards to measure and display KPIs.
Step 4: Craft

5. Craft a standard report to evaluate business performance and progress based on the
KPIs.
Step 5: Evaluate
Share KPIs report with teams for quality checks and suggestions needed to improve
performance.
Step 6: Change
Alter strategies and processes and set new goals and KPIs according to the results in the
report.
Step 7: Assess
Assess whether the new strategy and KPIs align with the business goals and adjust if
necessary.
Advantages & Limitations Of
KPIs
Advantages Of KPIs Disadvantages Of KPIs
Help track the progress of project, product, process, and
initiatives.
They require a long time to provide significant data.
Help understand the business growth. Regular follow-up and tracking is essential.
Provides visibility on business performance and goals.
If not used properly, they can lead to inaccurate
results and conclusions.
Identifies the key problem areas. Costly and time-consuming for new business.
Helps in making informed and data-driven decisions. Too many KPIs can lead to information overload.
Predict future outcomes, risks of actions and provide
possible improvement.
Lack of standardization

6. Help stay updated and ahead of the competition. Pressure by KPIs can cause stress and dissatisfaction.
Industry KPI Examples
Below are some of the business models and key KPIs needed to focus on.
SaaS KPIs
 Monthly recurring revenue (MRR)
 Cost per acquisition (CPA)
 Average revenue per retainer
 Churn rate
 Lifetime value (LTV)
Professional Service KPIs
 Bookings
 Effective billable rate
 Revenue leakage
 Backlog utilization
Online Media And Publishing KPIs
 Unique visitors
 Time on site
 Page views
 Share ratio
 Social referral growth
Retail KPIs
 Capital expenditure
 Sales per square foot
 Customer satisfaction
 Average customer spend
 Stock turnover
Sales And Financial KPIs
 Monthly sales growth
 Average purchase value
 Monthly calls per rep
 Opportunity to deal ratio
 Earnings before interest, taxes, depreciation and amortization (EBITDA)
 Net profit
 Gross profit
 Projected vs. actual revenue

7.  Expenses vs. budget
 Debt vs. equity ratio
 Day sales outstanding (DSO)
 Regional or national sales
 Sales from new customers
 Repeat sales revenue
 Deals closed
 Total number of returns
 Online vs. in-store sales
 Inventory turnover
 Staff maintenance costs
Marketing KPIs
 Return on Investment (ROI)
 Lifetime value of a customer (LTV)
 Customer acquisition cost (CAC)
 Conversion rate
 Number of visitors to the website
 Web and mobile traffic
 Click-through rate
 SEO rank
 Lead generation rate
 Cost per lead
 Sales revenue from online marketing
Customer Relations KPIs
 Lifetime value of a customer (LTV)
 Customer acquisition cost (CAC)
 Customer retention rate
 Customer satisfaction rate
 Customer support tickets
 Total number of calls to customer service
 Total number of customer complaints
Service KPIs
 Number of resolved tickets
 Customer satisfaction score
 First response time
 Net promoter score (NPS)
Website KPIs
 Traffic
 Traffic sources
 Number of sessions
 Number of transactions

8. Human Resources And Employment KPIs
 The number of new hires
 Cost per hire
 The number of promotions
 Employee turnover
 Employee satisfaction via survey responses
 Salary competitiveness ratio
 Retirement rate
 Absenteeism rate
 Training and development cost
Employee Success KPIs
 Personal target achievements such as sales quotas
 Project completion within a required time frame
 Productivity and speed of work
 Customer satisfaction
 Job satisfaction
 Absenteeism
Impact Of KPIs In Business
Valuation Process
Key performance indicators can be referred to as quantifiable measurement tools designed to
provide real-time insights related to the financial, strategic, and operational performance of the
business.
During the business valuation process, investors compare the business to the industry and its
competitors using KPI reports. KPI reports provide better insights to investors about the risk profile
of the business, efficiency, and profitability of the business operations, revenue drives, forecasts,
and overall performance of the business.
By and large, KPIs have a huge impact on the business valuation of a company as they provide
crucial data to understand the business that is being valued.
KPI Reports For Valuation
During the business valuation of a company, a key performance indicator report is required to
present the business’s progress and performance.
Below are three types of KPI report categories to consider:
Analytical KPI Report

9. This report provides historical KPI data for comparison and explanation of what drives the results
and growth.
Operational KPI Report
This report includes data related to daily business operations, which allows management to make
informed and strategic decisions.
Strategic KPI Report
This report states the overall financial and strategic health of the organization, a progress report to
illustrate whether the business is achieving the desired goals.
To Conclude,
KPIs play an important role in the business valuation process. Frequent and accurate status reports
about the business progress and performance helps both business and investors make informed
decisions.
With KPIs reports, businesses can identify ways to improve the process while investors get a firm
understanding of the financial standing of the business.
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