Managing a startup involves juggling multiple different challenges. Consequently, Key Performance Indicators (KPIs) and metrics are amongst the most essential factors in determining one’s success. Such metrics provide valuable insights into a startup’s performance and enable owners and investors to take an objective and data-driven approach. In this article, we will delve into 27 different metrics that are crucial for all startup founders to utilize. By understanding them, founders can make informed decisions and drive their startups towards success.
ACV (Annual Contract Value): The value of a contract over a year. ACV helps in determining the revenue generated from each customer on an annual basis.
Activation Rate: Measures the number of users taking a specific action to derive value from a product or service. It helps in assessing user onboarding and product adoption.
ARR (Annual Recurring Revenue): The total revenue a startup generates from its recurring sources over a year. It helps in forecasting future revenue and evaluating long-term business sustainability.
ARPA (Average Revenue per Account): Indicates the average revenue generated from each customer and helps in understanding customer value. It is calculated by dividing the Monthly Recurring Revenue by the total number of customers.
Average Order Value (AOV): It represents the average amount of money spent by customers in a single transaction. It helps in understanding customer spending patterns and can guide pricing and marketing strategies.
Billings: Current quarter’s revenue plus the deferred revenue from the previous quarter. It provides a comprehensive view of the revenue generated within a specific time frame.
Burn Rate: The monthly rate at which a startup consumes its cash reserves. It provides insights into the company’s cash flow and runway.
CAC (Customer Acquisition Cost): The total cost associated with acquiring a single user or customer. It helps in assessing the effectiveness of marketing and sales efforts.
CMGR (Compounded Monthly Growth Rate): Calculates the growth rate between the latest month and the first month, compounded over the number of months. It helps in understanding the overall growth rate of a startup.
Concentration Risk: Proportion of revenue generated from the largest customer compared to the total revenue. It highlights the potential risks associated with relying heavily on a single customer.
DAU (Daily Active Users): Number of users who engage with a product or service on a daily basis. It helps in understanding user engagement and product popularity.
Deferred Revenue: Amount received by a company in advance of earning it. It reflects the company’s liability to deliver goods or services in the future.
Gross Churn Rate: Calculates the Monthly Recurring Revenue lost in a given month compared to the Monthly Recurring Revenue at the beginning of the month. It provides insights into revenue attrition.
Gross Profit: Revenue generated by a startup after deducting the cost of goods sold. It helps in assessing the profitability of the business and optimizing pricing strategies.
LTV (Lifetime Value): Predicts the net profit a startup can expect from its entire future relationship with a customer. It helps in understanding customer retention and optimizing customer acquisition strategies.
MAU (Monthly Active Users): Represents the number of users who engage with a product or service on a monthly basis. It provides insights into user retention and product usage.
Monthly Churn Rate: This represents the percentage of customers lost in a given month compared to the total number of customers in the previous month. It helps in evaluating customer retention efforts.
MoM Growth Rate (Month-on-Month Growth Rate): Average monthly growth rate. It provides insights into the company’s month-to-month growth trajectory.
MRR (Monthly Recurring Revenue): This represents the total monthly revenue generated from customer fees. It provides insights into the company’s financial stability and growth potential.
MRR Projection: A forecast of the current Monthly Recurring Revenue into the future, annualized. It helps in estimating future revenue and planning business strategies.
Net Churn: Measures the difference between Monthly Recurring Revenue lost (excluding revenue from upsells) and Monthly Recurring Revenue at the beginning of the month. It helps in understanding the net revenue impact of churn.
Number of Logins: Measures the frequency of user sign-ins per month. It indicates user activity and engagement levels.
Retention: The percentage of the originally installed base (customers from the first month) that are still transacting. It measures customer loyalty and the ability to retain customers over time.
SAM (Serviceable Available Market): This is the segment of the Total Addressable Market targeted by your products and services which is within your geographical reach.
SOM (Serviceable Obtainable Market) is the portion of Serviceable Available Market that you can realistically capture. SOM is your short term target and therefore the one that matters the most.
TAM (Total Addressable Market): The Total Addressable Market represents the total revenue opportunity available for a product or service within a specific market. It helps in assessing the market potential and sizing.
TCV (Total Contract Value): Represents the total value of both one-time and recurring revenue generated from contracts. It gives an overview of the total revenue potential from all contracts.
In conclusion, the analysis and comprehension of these startup metrics play a vital role for founders and investors in assessing a startup’s financial performance, growth opportunities and customer dynamics. By closely monitoring these Key Performance Indicators, startups can leverage data-driven insights to make better informed decisions and fine-tune their strategies, paving the way for increased chances of success in the competitive business landscape.
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Source: EU-Startups.com (2023).