SaaS Charts

 

Annual Revenue

Screen Shot 2017-01-24 at 11.44.13 AM.png

Explanation: Annual recurring revenue compared with the prior year.

Formula: Recurring revenue

Report codes:  REV.TRA.REC

 

 Average revenue per user

Screen Shot 2017-01-24 at 11.45.10 AM.png

Explanation: Average revenue per user displayed on a monthly basis.

Formula: Recurring revenue / Total Customers

Report codes: REV.TRA.REC / CUS.TOT

 

Churn %

Screen Shot 2017-01-24 at 11.36.46 AM.png

Explanation: Percentage of churn per month.

Formula: ( 1 - (Total Customers [Last 12 months] - New customers [Last 12 months] ) / Previous month Total customers [Last 12 months] ) * 100

Report codes: (1 - (CUS.TOT - CUS.NEW) / CUS.TOT ) * 100

 

Conversion

Screen Shot 2017-01-24 at 12.02.23 PM.png

Explanation: Number of leads that turned into paying customers per month.

Formula: New customers / Sales - leads * 100

Report codes:  CUS.NEW / SAL. LEA * 100

 

Customer Acquisition Cost (CAC)

Screen Shot 2017-01-24 at 12.09.23 PM.png

Explanation: The monthly cost for acquiring new customers each month.

Formula: (Sales & Marketing + Sales & Marketing expenses + Sales & Marketing ) / New customers

Report codes: (EXP.COS.WAG.SAL + EXP.SAL + EXP.COS.WAG.SAL) / CUS.NEW

 

CAC recovery time

 Screen Shot 2017-01-24 at 12.10.43 PM.png

Explanation: The time taken to recover the amount of money invested on customer acquisitions.

Formula: ((Sales & Marketing + Sales & Marketing expenses + Sales & Marketing) / New customers) / (Recurring revenue / Total customers)

Report codes: ((EXP.COS.WAG.SAL + EXP.SAL + EXP.COS.WAG.SAL) / CUS.NEW) / (REV.TRA.REC / CUS.TOT)

 

Lifetime value

Screen Shot 2017-01-24 at 12.12.03 PM.png

Explanation: The average monthly value over the average lifetime of a recurring customer.

Formula: (Recurring Revenue / Total customers) / (1- (Total customers [Last 12 months] - New customers [Last 12 months] / Last month total customers [Last 12 months])

Report codes: (REV.TRA.REC / CUS.TOT) / (1 - (CUS.TOT - CUS.NEW) / CUS.TOT)

 

Lifetime value to CAC

Screen Shot 2017-01-24 at 12.13.36 PM.png

Explanation: The cost of acquiring a new customer vs the revenue brought in over the average lifespan of the customer.

Formula: (( Recurring revenue / Total customers ) / ( 1- (Total customers [Last 12 months] - New customers [Last 12 months] ) / Last month Total customers [Last 12 months])) / ((Sales & marketing + Sales & marketing expenses + Sales & Marketing ) / New Customers)

Report codes: (( REV.TRA.REC / CUS.TOT ) / (1 - (CUS.TOT - CUS.NEW) / CUS.TOT))

 

Monthly recurring revenue

Screen Shot 2017-01-24 at 12.17.16 PM.png

Explanation: Monthly recurring revenue value.

Formula: Recurring revenue 

Report codes: REV.TRA.REC

 

Monthly recurring revenue movement

Screen Shot 2017-01-24 at 12.17.43 PM.png

Explanation: Difference between this month and previous month revenue.

Formula: Recurring revenue - Last month recurring revenue 

Report codes: REV.TRA.REC - REV.TRA.REC

 

Trialists

Screen Shot 2017-01-24 at 12.18.52 PM.png

Explanation: Number of customers trialling the products, represented by “Leads” in Spotlight.

Formula: Sales - Leads

Report codes: SAL.LEA

 

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