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9Worst Practicesin SaaS MetricsChristoph JanzPoint Nine Capital
About meFounder Angel investor VCMore about me:LinkedIn: www.linkedin.com/in/christophjanzPoint Nine Capital: www.pointnin...
www.theangelvc.netWhen I find the time I blog at www.theangelvc.net, mainly about SaaS topics.My SaaS KPI dashboard:http://...
9HORRORworst practicesin SaaS Metrics
I want to talk about 9 of the worst practices inSaaS metrics – like the SaaS metric equivalentof this...Image source: www....
...or this...Image source: www.hadonejob.com
...or this! :-)Image source: www.hadonejob.com
Confuse MRR with Cash Inflow(or Bookings or Sales or Revenues)9worst practice
MRR:• Monthly Recurring Revenue• Shows how much revenue you make next month if you don‘t winany new customers(assuming no ...
Underestimate churn(by mixing up monthly with yearly plans)8worst practice
Churn rate# of customers who churned# of customers who could have churnedIncluding customers who can‘t cancel in thedenomi...
7worst practiceIgnore your cohorts
Cohort analyses are the only way to get a goodunderstanding of retention and customer lifetimesImage source: MixPanel
Don‘t track each step of theconversion funnelworst practice6
Whether you use the age-old AIDA formula ...
AARRR!... or Dave McClure‘s „AARRR“ ...(for Acquisition, Activation, Retention, Referral and Revenue)
VisitorsFree Trial SignupsPayingCustomersVisitor-to-TrialConversion RateTrial-to-PayingConversion Rate... you have to trac...
Mix up visitors to your marketingwebsite with users of your softwareworst practice5
0,00%$0,50%$1,00%$1,50%$2,00%$2,50%$3,00%$3,50%$4,00%$4,50%$5,00%$0$200$400$600$800$1000$1200$1400$1600$1800$1$ 2$ 3$ 4$ 5...
0,00%$1,00%$2,00%$3,00%$4,00%$5,00%$6,00%$0$200$400$600$800$1000$1200$1400$1600$1$ 2$ 3$ 4$ 5$ 6$Signups$ Website$visits$ ...
Show CACs on a blended basis only4worst practice(mixing up paid and non-paid sources of leads)
• 100 customers @ $0 per customer• 20 customers @ $500 per customeraverage CACs of $83.33, butthe average is pretty meanin...
Catch the low-hanging fruits, justdon‘t expect them to scale!
Attribute all conversionsto your sales team3worst practice
Do you know these cars? When small children take a tour in them,they believe they are steering them around the curves.If y...
Find out how well your signups are convertingwithout being called by a salesperson.A/B test and calculate the ROI on your ...
Assume you‘re growing exponentially2worst practice
• True exponential growth is very, very rare in SaaS – requires viralitywhich most SaaS products don‘t have• Most SaaS com...
Don‘t start tracking KPIs untilinvestors request it1worst practice
Don‘t manage your company likes this. :-)
• Investors want historic numbers, not just a snapshot• Many metrics are actionable – they tell you what to focus on, when...
Thank you.Questions?christoph@pointninecap.com
0,00%$0,50%$1,00%$1,50%$2,00%$2,50%$3,00%$3,50%$4,00%$4,50%$5,00%$0$200$400$600$800$1000$1200$1400$1600$1800$1$ 2$ 3$ 4$ 5$
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0,00%$0,50%$1,00%$1,50%$2,00%$2,50%$3,00%$3,50%$4,00%$4,50%$5,00%$0$200$400$600$800$1000$1200$1400$1600$1800$1$ 2$ 3$ 4$ 5$ 9 Worst Practices in SaaS Metrics

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0,00%$0,50%$1,00%$1,50%$2,00%$2,50%$3,00%$3,50%$4,00%$4,50%$5,00%$0$200$400$600$800$1000$1200$1400$1600$1800$1$ 2$ 3$ 4$ 5$ 6$Visits$ Signups$ Signup$Rate$This can lead to a weird chart like this: Your visits aregoing up slowly but surely, but your signups are flat(and hence your signup rate goes down).

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