SaaS Template

Overview

The SaaS template combines some of the key metrics SaaS businesses should focus on. These metrics are split across the SaaS Revenue Metrics, SaaS Key Metrics and SaaS Customer Metrics pages in Spotlight. To make the most of the SaaS template, you will need to:

  1. Source non-financial data
  2. Assign specific report codes to key accounts
  3. Evaluate the formulas and customise using the formula builder if necessary. (Some SaaS businesses may measure these metrics differently due to seasonality, setup of accounts or other factors.)

Non-financial data required

Most SaaS metrics require financial and non-financial data. Therefore, you will need to collate and enter the following non-financial information into Spotlight:

  • Customers - Total¬†
  • New customers¬†
  • Customer satisfaction
  • Triallists - Enter this data under the Sales - leads account.
  • Sales closed - This can be the same value as New customers.

You can manually enter the data into the Non-Financial tab under Customise Data. Alternatively, enter the data into this Excel template and import it into Spotlight using the Excel import function on the Import tab.

Assign specific report codes to key accounts

Most report codes needed for the template are automatically assigned by Spotlight. However, for the metrics to calculate correctly you may need to assign some financial report codes manually. To do this, open Customise Data and locate the following accounts, then to assign the specified report code click the report code button:

  • Recurring revenue - REV.TRA.REC (Revenue > Trading Revenue > Recurring revenue).
  • Sales and marketing direct wages - EXP.COS.WAG.SAL (Expenses > Cost of goods sold > Direct wages > Sales & marketing)
  • Sales and marketing expenses - EXP.SAL (Expenses > Sales & marketing expenses)
  • Sales and marketing overhead wages - EXP.WAG.SAL (Expenses > Wages and salaries > Sales & marketing)

SaaS Revenue Metrics Page

Monthly Recurring Revenue

monthly recurring revenue

Formula: Recurring revenue

Report codes used: REV.TRA.REC

Average Revenue Per User (ARPU)

average revenue per user

Formula: Recurring revenue / total customers

Report codes used: REV.TRA.REC, CUS.TOT

MRR Movement

mrr movement

Formula: Recurring Revenue [this month] - recurring revenue [last month]

Report codes used: REV.TRA.REC

Annual Revenue

annual revenue

Formula: Recurring Revenue [YTD + projection]

Report codes used: REV.TRA.REC

SaaS Key Metrics Page

Customer Acquisition Cost (CAC)

customer aquisition cost

Formula: Sales & marketing expenses / new customers

Report codes used: EXP.COS.WAG.SAL, EXP.SAL, EXP.WAG.SAL, CUS.NEW

CAC Recovery Time

cac recovery time

Formula: CAC / ARPU

Report codes used: EXP.COS.WAG.SAL, EXP.SAL, EXP.WAG.SAL, CUS.NEW, REV.TRA.REC and CUS.TOT

Churn %

Churn

Formula: Churned customers [last 12 months] / previous month total customers [last 12 months]

Report codes used: CUS.TOT, CUS.NEW

Lifetime Value (LTV)

Lifetime value

Formula: ARPU / churn

Report codes used: REV.TRA.REC, CUS.TOT, and CUS.NEW

Lifetime Value to Customer Acquisition Cost

lifetime value to customer aquisition cost

Formula: LTV / CAC

Report codes used: REV.TRA.REC, CUS.TOT, CUS.NEW, EXP.COS.WAG.SAL, EXP.SAL and EXP.WAG.SAL

SaaS Customer Metrics Page

Trialists

trialists

Formula: Sales leads

Report codes used: SAL.LEA

Sales Conversions

conversion

Formula: Sales leads / sales closed

Report codes used: SAL.LEA, SAL.CLO

Total Customers

total customers

Formula: Total customers

Report codes used: CUS.TOT

Customer Satisfaction Rating

cs rating

Formula: Customer satisfaction

Report codes used: OPR.CSR

 

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