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Rippling Metrics Redacted

The document contains key metrics for a SaaS company from January 2018 to January 2019. It summarizes total annual recurring revenue growth, monthly growth rates, expanding customer cohorts with retained revenue over time, positive quick ratios and magic numbers, high customer satisfaction scores, increasing gross margins and average deal sizes, sales reps exceeding quotas and cash-on-cash ratios, decreasing customer acquisition costs and payback periods, and methodology footnotes. The metrics indicate strong and consistent growth in recurring revenue and customer base, as well as positive unit economics.

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Scott Galvin
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153 views17 pages

Rippling Metrics Redacted

The document contains key metrics for a SaaS company from January 2018 to January 2019. It summarizes total annual recurring revenue growth, monthly growth rates, expanding customer cohorts with retained revenue over time, positive quick ratios and magic numbers, high customer satisfaction scores, increasing gross margins and average deal sizes, sales reps exceeding quotas and cash-on-cash ratios, decreasing customer acquisition costs and payback periods, and methodology footnotes. The metrics indicate strong and consistent growth in recurring revenue and customer base, as well as positive unit economics.

Uploaded by

Scott Galvin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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IA L

N T
I DE
N F
C O
RIPPLING METRICS • PLACEHOLDER DATA • PREPARED FOR VC FIRM X
KPIs

JAN 1, 2018 - FEB 1, 2019

Total ARR $X

Last 4 Months

MoM Growth
X%

YoY Growth X%

Expanding Cohorts X% in Month 12

Average NPS Score X

Sales Rep Payback X Months

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 2


BOOKINGS ARR 

Our total ARR grew X% between Jan ‘18 and Jan ‘19.

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 3


ARR GROWTH RATES

30%

25%

20%

15%

10%

5%

0%
Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19

MoM Growth in Total Bookings ARR Linear (MoM Growth in Total Bookings ARR)

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 4


COHORT ANALYSIS 

Our cohorts show expanding revenue, also known as “net-negative churn.”

% of Retained ARR in Lifetime Month


Booking 

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Cohort
Jun-17 X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X%
Jul-17 X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X%
Aug-17 X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X%
Sep-17 X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X%
Oct-17 X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X%
Nov-17 X% X% X% X% X% X% X% X% X% X% X% X% X% X% X%
Dec-17 X% X% X% X% X% X% X% X% X% X% X% X% X% X%
Jan-18 X% X% X% X% X% X% X% X% X% X% X% X% X%
Feb-18 X% X% X% X% X% X% X% X% X% X% X% X%

CONFIRM THIS IS THE RIGHT CHART


Mar-18 X% X% X% X% X% X% X% X% X% X% X%
Apr-18 X% X% X% X% X% X% X% X% X% X%
May-18 X% X% X% X% X% X% X% X% X%
Jun-18 X% X% X% X% X% X% X% X%
Jul-18 X% X% X% X% X% X% X%
Aug-18 X% X% X% X% X% X%
Sep-18 X% X% X% X% X%
Oct-18 X% X% X% X%
Nov-18 X% X% X%
Dec-18 X% X%
Jan-19 X%
Weighted Avg X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X% X%

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 5


EXPANSION ARR 

Expansion ARR exceeds churned and downgraded ARR, due to 

very low customer churn and product line expansion.

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 6


QUICK RATIO 

High quick ratio is a result of expansion revenue 

greatly exceeding contraction revenue.

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 7


2018 MAGIC NUMBER 

Magic Number suggests our sales and marketing investments 

are prudent, even when all fixed headcount costs are included.

Magic Number Guide

Not ready to

< 0.5 invest in S&M

< 0.75 Evaluate

> 0.75 Invest in S&M

OUR MAGIC NUMBER INCLUDES



All-in Sales & Marketing spend and HC.
On average, 15-20% of this goes toward
Marketing salaries (CEO, CMO, etc.) and
external firms (PR, design) that do not
directly contribute to acquiring revenue.

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 8


NPS SCORE 

Our average NPS is 66. 

NPS dipped in December on a small sample size.

90

80

70  

60

50

40

30

20

10

0
Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 9


2018 GROSS MARGINS

Gross Margins are increasing as fixed costs are amortized over more revenue.

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 10




QUOTA ATTAINMENT
Sales team continues to hit or exceed quota.

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 11


AVERAGE DEAL SIZE

Avg. deal size is increasing as features and brand grow.

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 12


CASH ON CASH 

Our reps bring in more each month than we pay out in compensation.

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 13


ALL-IN CUSTOMER ACQUISITION COST (CAC)

Large fixed costs are being amortized over larger revenue base.

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 14


CAC PAYBACK PERIOD

Our payback period is X months.

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 15


Methodology & Footnotes

(We only included one footnote slide, as an example)
SLIDES 4 - 8

RIPPLING METRICS - PLACEHOLDER DATA ONLY • SLIDE 17

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