SaaS Metrics Dashboard
SaaS Metrics Dashboard
SaaS Metrics Dashboard
A simple KPI sheet for early-stage SaaS startups with a low-touch sales model.
PAYING CUSTOMERS 3)
MRR
CAC
CASH
Visitors 1)
Total new signups Tota
Visitor-to-Signup Conversion Rate Con
New MRR
4000 18000
3500 16000
14000
3000
12000
2500
10000
2000 8000
1500 6000
1000 4000
2000
500
0
0
3000
12000
2500
10000
2000 8000
1500 6000
1000 4000
2000
500
0
0
-2000
-500
MRR beginning of the
Total new MRR Lost MRR 6) Net new MRR New MRR from new c
CAC
1000 450000
900 400000
800
350000
700
600 300000
500 250000
400 200000
300
150000
200
100 100000
0 50000
2,897 3,012
-2.98% 3.97%
752 919
75 121
92 78
167 199
-10.22% 19.16%
5.76% 6.61%
919 1,118
95 119
26 23
13.98% 13.77%
-2 -3
2.11% 2.52%
24 20
119 139
25.26% 16.81%
$9,905 $13,067
$2,889 $2,560
$459 $389
$3,348 $2,949
-$186 -$256
1.88% 1.96%
$3,162 $2,693
$13,067 $15,760
31.92% 20.61%
$110 $113
$111 $111
$5,111 $5,320
$31 $27
$56 $68
$3,000 $3,000
$115 $130
$312 $362
$472 $721
4.2 6.5
$3,453 $3,720
7.31 5.16
$323,480 $276,794
$9,569 $12,699
$56,255 $64,999
$46,686 $52,300
$276,794 $224,494
5.9 4.3
-0.2
Total new signups New customers m/m growth visitors m/m
Conversion rate 4) Churn rate m/m growth customers m/m
MRR ARPA
18000 115
16000
110
14000
12000
105
10000
8000 100
6000
95
4000
2000 90
0
85
12000
105
10000
8000 100
6000
95
4000
2000 90
0
85
-2000
Runway at current
Cash
12
450000
400000 10
350000
8
300000
250000 6
200000 Left vertical axis title
4
150000
100000
2
50000
0 0
Nov-13 Dec-13 Total 2013
Note: The cells with light blue background are data-entry cell
and contain arbitrary sample numbers which you can change
Everything else is calculated.
Footnotes
Explanation of acronyms
ARPA
ARPA (p.m.) ARPA new customers (p.m.)
10
6
al axis title
4
0
ckground are data-entry cells
mbers which you can change.