SaaS Template
- Overview
- Non-financial data required
- Assign specific report codes to key accounts
- SaaS Revenue Metrics Page
- SaaS Key Metrics Page
- SaaS Customer Metrics Page
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:
- Source non-financial data
- Assign specific report codes to key accounts
- 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 - TotalÂ
- New customersÂ
- 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
Formula: Recurring revenue
Report codes used: REV.TRA.REC
Average Revenue Per User (ARPU)
Formula: Recurring revenue / total customers
Report codes used: REV.TRA.REC, CUS.TOT
MRR Movement
Formula: Recurring Revenue [this month] - recurring revenue [last month]
Report codes used: REV.TRA.REC
Annual Revenue
Formula: Recurring Revenue [YTD + projection]
Report codes used: REV.TRA.REC
SaaS Key Metrics Page
Customer Acquisition Cost (CAC)
Formula: Sales & marketing expenses / new customers
Report codes used: EXP.COS.WAG.SAL, EXP.SAL, EXP.WAG.SAL, CUS.NEW
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 %
Formula: Churned customers [last 12 months] / previous month total customers [last 12 months]
Report codes used: CUS.TOT, CUS.NEW
Lifetime Value (LTV)
Formula: ARPU / churn
Report codes used: REV.TRA.REC, CUS.TOT, and CUS.NEW
Lifetime Value to Customer Acquisition 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
Formula: Sales leads
Report codes used: SAL.LEA
Sales Conversions
Formula: Sales leads / sales closed
Report codes used: SAL.LEA, SAL.CLO
Total Customers
Formula: Total customers
Report codes used: CUS.TOT
Customer Satisfaction Rating
Formula: Customer satisfaction
Report codes used: OPR.CSR
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