SaaS Metrics Dashboard

A simple KPI sheet for early-stage SaaS startups with a low-touch sales model.
Created by Christoph Janz of Point Nine Capital

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
Note: Cells with light blue background are data-entry cells and contain
VISITORS & SIGNUPS arbitrary sample numbers which you can change. Everything else is calculated.

Visitors 1) 7,875 9,797 10,755 9,992 11,245 10,340 12,444 14,566 15,432 15,332 15,890 16,422 Footnotes
m/m growth 24.41% 9.78% -7.09% 12.54% -8.05% 20.35% 17.05% 5.95% -0.65% 3.64% 3.35%
Signups beginning of the month 2) 245 434 712 1,024 1,391 1,803 2,245 2,723 3,235 3,732 4,246 4,771 1) Make sure that only visitors to your marketing website are included here.
New signups 189 278 312 367 412 442 478 512 497 514 525 578 Exclude visits from existing users who use the application.
Organic 98 209 225 272 311 332 364 400 399 391 403 469
2) Signups = Free trials. I am assuming that users do not decide for a plan
Paid 91 69 87 95 101 110 114 112 98 123 122 109
(Basic/Pro/Enterprise) at the time of signup. Therefore signups are not broken
m/m growth 47.09% 12.23% 17.63% 12.26% 7.28% 8.14% 7.11% -2.93% 3.42% 2.14% 10.10%
down by plan.
Visitor-to-Signup Conversion Rate 2.40% 2.84% 2.90% 3.67% 3.66% 4.27% 3.84% 3.52% 3.22% 3.35% 3.30% 3.52%
Signups end of month 434 712 1,024 1,391 1,803 2,245 2,723 3,235 3,732 4,246 4,771 5,349 3) The template assumes that there are three plans with different prices
(Basic/Pro/Enterprise) and two different contract lengths (monthly and yearly).
PAYING CUSTOMERS 3)
4) New customers divided by the signups of the previous month, assuming a
Customers beginning of the month 96 153 214 281 358 432 515 611 704 805 908 1,007 30-day trial. Since the actual time-to-conversion may vary (e.g. due to trial
Basic - Monthly 56 88 117 149 194 229 275 329 385 439 499 547 extensions), this is a simplification.
Basic - Yearly 20 32 41 54 64 80 90 107 121 139 152 168
Pro - Monthly 8 13 26 33 41 52 62 69 70 73 78 87 5) Since the churn rate for annual subscriptions cannot be calculated until
Pro - Yearly 4 5 7 14 21 25 32 38 47 57 67 83 month 13, this shows the churn rate for monthly subscriptions only.
Enterprise - Monthly 4 7 10 11 14 16 20 26 32 40 45 48
Enterprise - Yearly 4 8 13 20 24 30 36 42 49 57 67 74 6) It's important to distinguish MRR churn from customer churn – MRR churn is
more important since it takes into if you're losing smaller or bigger accounts.
New customers 58 64 72 82 78 87 102 101 111 113 107 120
7) "Net MRR churn" as used herein means Upgrade MRR minus Downgrade
Basic - Monthly 34 39 43 54 47 57 64 67 72 76 68 76 MRR minus Churn MRR, which is a good simple proxy to estimate CLTV. Note
Basic - Yearly 12 8 12 11 13 10 15 12 14 15 14 15 that this value can become negative if MRR gained from upgrades is bigger
Pro - Monthly 5 8 6 7 8 8 10 8 7 6 12 14 than MRR lost due to churn and downgrades.
Pro - Yearly 2 3 4 2 4 4 4 5 6 5 7 5
Enterprise - Monthly 2 3 2 4 3 5 6 5 7 5 2 3 8) Marketing spendings per paid signups are more important than the blended
Enterprise - Yearly 3 3 5 4 3 3 3 4 5 6 4 7 view since it is a better indication of lead generation costs at scale.

Conversion rate 4) 33.86% 25.90% 26.28% 21.25% 21.12% 23.08% 21.13% 21.68% 22.74% 20.82% 22.86% 9) I'm assuming that you can roughly break down your sales spendings by plan
Basic - Monthly 20.63% 15.47% 17.31% 12.81% 13.83% 14.48% 14.02% 14.06% 15.29% 13.23% 14.48% but that you can't do it for your marketing spendings (see (2) above).
Basic - Yearly 4.23% 4.32% 3.53% 3.54% 2.43% 3.39% 2.51% 2.73% 3.02% 2.72% 2.86%
Pro - Monthly 4.23% 2.16% 2.24% 2.18% 1.94% 2.26% 1.67% 1.37% 1.21% 2.33% 2.67% 10) For simplification purposes this assumes that organic and paid signups
Pro - Yearly 1.59% 1.44% 0.64% 1.09% 0.97% 0.90% 1.05% 1.17% 1.01% 1.36% 0.95% convert equally well to paying customers. This may not be true, make sure you
track conversion rates per marketing channel.
Enterprise - Monthly 1.59% 0.72% 1.28% 0.82% 1.21% 1.36% 1.05% 1.37% 1.01% 0.39% 0.57%
Enterprise - Yearly 1.59% 1.80% 1.28% 0.82% 0.73% 0.68% 0.84% 0.98% 1.21% 0.78% 1.33%
11) This is an estimation based on the net MRR churn rate. Since churn
doesn't occur linearly over the customers' lifetime you need to do a cohort
Lost customers 1 3 5 5 4 4 6 8 10 10 8 8 analysis in order to get a better approximation.
Basic - Monthly 1 2 3 3 3 3 4 5 7 5 5 5
Basic - Yearly 0 0 0 0 0 0 0 0 0 0 0 0 12) In order to populate this template with sample data more easily, information
Pro - Monthly 0 1 1 2 1 1 2 3 3 4 3 2 on MRR is calculated using the customer numbers and the pricing table below.
Pro - Yearly 0 0 0 0 0 0 0 0 0 0 0 0 When you implement a real-life dashboard based on the template the MRR
Enterprise - Monthly 0 0 1 0 0 0 0 0 0 1 0 1 data should be based on actual revenues according to your billing system.
Enterprise - Yearly 0 0 0 0 0 0 0 0 0 0 0 0
13) Gross Profit, which is relevant for the time-to-recover-CACs calculation, is
Churn rate 5) 1.47% 2.78% 3.27% 2.59% 1.61% 1.35% 1.68% 1.89% 2.05% 1.81% 1.29% 1.17% calculated based on a flat CoGS percentage which you can enter below. When
Basic - Monthly 1.79% 2.27% 2.56% 2.01% 1.55% 1.31% 1.45% 1.52% 1.82% 1.14% 1.00% 0.91% you implement the dashboard in real-life you should insert your actual CoGS
Basic - Yearly can't be calculated before month 13 instead.
Pro - Monthly 0.00% 7.69% 3.85% 6.06% 2.44% 1.92% 3.23% 4.35% 4.29% 5.48% 3.85% 2.30%
Explanation of acronyms
Pro - Yearly can't be calculated before month 13
Enterprise - Monthly 0.00% 0.00% 10.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 2.50% 0.00% 2.08% MRR = monthly recurring revenue
Enterprise - Yearly can't be calculated before month 13 ARPA = average revenue per account
CAC = customer acquisition costs
Plan Upgrades 4 11 10 10 10 13 11 13 15 21 18 16 CLTV = customer lifetime value
from Basic to Pro (Monthly) 2 6 5 7 6 6 4 6 8 10 8 8 CoGS = costs of goods sold (in SaaS this typically includes servers, bandwidth
from Basic to Pro (Yearly) 0 1 2 3 1 4 2 3 2 5 6 3 and customer service)
from Basic to Enterprise (Monthly) 0 1 0 0 0 0 1 0 0 0 0 0
from Basic to Enterprise (Yearly) 0 0 1 0 0 0 0 0 0 1 0 0 Disclaimer: Please be aware that his model may be inaccurate, incorrect or
from Pro to Enterprise (Monthly) 1 1 1 0 1 1 2 2 3 3 2 3 misleading, use it at your own risk, yada yada yada.
from Pro to Enterprise (Yearly) 1 2 1 0 2 2 2 2 2 2 2 2

Plan Downgrades 1 2 2 3 2 2 4 5 3 4 1 1 Feel free to distribute. If you distribute a modified version, please make it clear
from Pro to Basic (Monthly) 1 0 1 2 1 1 2 5 2 3 1 1 that you've made changes.
from Pro to Basic (Yearly) 0 0 0 0 0 0 0 0 0 0 0 0
from Enterprise to Pro (Monthly) 0 1 1 0 1 0 1 0 0 1 0 0
from Enterprise to Pro (Yearly) 0 0 0 0 0 0 0 0 0 0 0 0
from Enterprise to Basic (Monthly) 0 1 0 1 0 1 1 0 1 0 0 0
from Enterprise to Basic (Yearly) 0 0 0 0 0 0 0 0 0 0 0 0 Questions, comments, suggestions?
eMail christoph@pointninecap.com
Contract Upgrades 0 2 6 4 6 6 7 9 11 7 14 12
from Monthly to Yearly (Basic) 0 2 4 2 4 4 4 5 6 4 8 10
from Monthly to Yearly (Pro) 0 0 2 2 1 1 2 3 4 2 5 1
from Monthly to Yearly (Enterprise) 0 0 0 0 1 1 1 1 1 1 1 1 Pricing assumptions

Contract Downgrades 0 0 0 0 0 0 0 0 0 0 0 0 Plan Price p.m.

from Yearly to Monthly (Basic) 0 0 0 0 0 0 0 0 0 0 0 0 Basic $19.00
from Yearly to Monthly (Pro) 0 0 0 0 0 0 0 0 0 0 0 0 monthly
Basic $17.10
from Yearly to Monthly (Enterprise) 0 0 0 0 0 0 0 0 0 0 0 0 Pro monthly
yearly $49.00
Pro yearly $44.10
Net change 57 61 67 77 74 83 96 93 101 103 99 112 Enterprise monthly $149.00
Basic - Monthly 32 29 32 45 35 46 54 56 54 60 48 54 Enterprise yearly $134.10
Basic - Yearly 12 9 13 10 16 10 17 14 18 13 16 22
Pro - Monthly 5 13 7 8 11 10 7 1 3 5 9 15
Pro - Yearly 1 2 7 7 4 7 6 9 10 10 16 7
Enterprise - Monthly 3 3 1 3 2 4 6 6 8 5 3 4 CoGS assumption 10%
Enterprise - Yearly 4 5 7 4 6 6 6 7 8 10 7 10

Customers end of month 153 214 281 358 432 515 611 704 805 908 1,007 1,119
Basic 120 158 203 258 309 365 436 506 578 651 715 791
Basic - Monthly 88 117 149 194 229 275 329 385 439 499 547 601
Basic - Yearly 32 41 54 64 80 90 107 121 139 152 168 190
Pro 18 33 47 62 77 94 107 117 130 145 170 192
Pro - Monthly 13 26 33 41 52 62 69 70 73 78 87 102
Pro - Yearly 5 7 14 21 25 32 38 47 57 67 83 90
Enterprise 15 23 31 38 46 56 68 81 97 112 122 136
Enterprise - Monthly 7 10 11 14 16 20 26 32 40 45 48 52
Enterprise - Yearly 8 13 20 24 30 36 42 49 57 67 74 84

m/m growth 39.87% 31.31% 27.40% 20.67% 19.21% 18.64% 15.22% 14.35% 12.80% 10.90% 11.12%

MRR 12)

MRR beginning of the month $ 3,107 $ 5,193 $ 7,740 $ 10,310 $ 13,020 $ 15,777 $ 19,021 $ 22,644 $ 26,226 $ 30,412 $ 34,547 $ 38,265
Basic - Monthly $ 1,064 $ 1,672 $ 2,223 $ 2,831 $ 3,686 $ 4,351 $ 5,225 $ 6,251 $ 7,315 $ 8,341 $ 9,481 $ 10,393
Basic - Yearly $ 342 $ 547 $ 701 $ 923 $ 1,094 $ 1,368 $ 1,539 $ 1,830 $ 2,069 $ 2,377 $ 2,599 $ 2,873
Pro - Monthly $ 392 $ 637 $ 1,274 $ 1,617 $ 2,009 $ 2,548 $ 3,038 $ 3,381 $ 3,430 $ 3,577 $ 3,822 $ 4,263
Pro - Yearly $ 176 $ 221 $ 309 $ 617 $ 926 $ 1,103 $ 1,411 $ 1,676 $ 2,073 $ 2,514 $ 2,955 $ 3,660
Enterprise - Monthly $ 596 $ 1,043 $ 1,490 $ 1,639 $ 2,086 $ 2,384 $ 2,980 $ 3,874 $ 4,768 $ 5,960 $ 6,705 $ 7,152
Enterprise - Yearly $ 536 $ 1,073 $ 1,743 $ 2,682 $ 3,218 $ 4,023 $ 4,828 $ 5,632 $ 6,571 $ 7,644 $ 8,985 $ 9,923

New MRR
New MRR from new customers $ 1,885 $ 2,251 $ 2,461 $ 2,778 $ 2,533 $ 2,970 $ 3,435 $ 3,372 $ 3,929 $ 3,765 $ 3,263 $ 3,993
Basic - Monthly $ 646 $ 741 $ 817 $ 1,026 $ 893 $ 1,083 $ 1,216 $ 1,273 $ 1,368 $ 1,444 $ 1,292 $ 1,444
Basic - Yearly $ 205 $ 137 $ 205 $ 188 $ 222 $ 171 $ 257 $ 205 $ 239 $ 257 $ 239 $ 257
Pro - Monthly $ 245 $ 392 $ 294 $ 343 $ 392 $ 392 $ 490 $ 392 $ 343 $ 294 $ 588 $ 686
Pro - Yearly $ 88 $ 132 $ 176 $ 88 $ 176 $ 176 $ 176 $ 221 $ 265 $ 221 $ 309 $ 221
Enterprise - Monthly $ 298 $ 447 $ 298 $ 596 $ 447 $ 745 $ 894 $ 745 $ 1,043 $ 745 $ 298 $ 447
Enterprise - Yearly $ 402 $ 402 $ 671 $ 536 $ 402 $ 402 $ 402 $ 536 $ 671 $ 805 $ 536 $ 939

New MRR from existing customers (upgrades) $ 250 $ 617 $ 511 $ 291 $ 487 $ 568 $ 684 $ 641 $ 774 $ 1,032 $ 782 $ 801
from Basic to Pro (Monthly) $ 60 $ 180 $ 150 $ 210 $ 180 $ 180 $ 120 $ 180 $ 240 $ 300 $ 240 $ 240
from Basic to Pro (Yearly) $ - $ 27 $ 54 $ 81 $ 27 $ 108 $ 54 $ 81 $ 54 $ 135 $ 162 $ 81
from Basic to Enterprise (Monthly) $ - $ 130 $ - $ - $ - $ - $ 130 $ - $ - $ - $ - $ -
from Basic to Enterprise (Yearly) $ - $ - $ 117 $ - $ - $ - $ - $ - $ - $ 117 $ - $ -
from Pro to Enterprise (Monthly) $ 100 $ 100 $ 100 $ - $ 100 $ 100 $ 200 $ 200 $ 300 $ 300 $ 200 $ 300
from Pro to Enterprise (Yearly) $ 90 $ 180 $ 90 $ - $ 180 $ 180 $ 180 $ 180 $ 180 $ 180 $ 180 $ 180

Lost MRR
Lost MRR from lost customers (churn) $ -19 $ -87 $ -255 $ -155 $ -106 $ -106 $ -174 $ -242 $ -280 $ -440 $ -242 $ -342
Basic - Monthly $ -19 $ -38 $ -57 $ -57 $ -57 $ -57 $ -76 $ -95 $ -133 $ -95 $ -95 $ -95
Basic - Yearly $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -
Pro - Monthly $ - $ -49 $ -49 $ -98 $ -49 $ -49 $ -98 $ -147 $ -147 $ -196 $ -147 $ -98
Pro - Yearly $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -
Enterprise - Monthly $ - $ - $ -149 $ - $ - $ - $ - $ - $ - $ -149 $ - $ -149
Enterprise - Yearly $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -

Lost MRR from retained customers (downgrades) $ -30 $ -230 $ -130 $ -190 $ -130 $ -160 $ -290 $ -150 $ -190 $ -190 $ -30 $ -30
from Pro to Basic (Monthly) $ -30 $ - $ -30 $ -60 $ -30 $ -30 $ -60 $ -150 $ -60 $ -90 $ -30 $ -30
from Pro to Basic (Yearly) $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -
from Enterprise to Pro (Monthly) $ - $ -100 $ -100 $ - $ -100 $ - $ -100 $ - $ - $ -100 $ - $ -
from Enterprise to Pro (Yearly) $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -
from Enterprise to Basic (Monthly) $ - $ -130 $ - $ -130 $ - $ -130 $ -130 $ - $ -130 $ - $ - $ -
from Enterprise to Basic (Yearly) $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -

MRR churn rate 5) 6) 2.39% 9.46% 7.72% 5.67% 3.03% 2.87% 4.13% 2.90% 3.03% 3.52% 1.36% 1.71%
Basic - Monthly 1.79% 2.27% 2.56% 2.01% 1.55% 1.31% 1.45% 1.52% 1.82% 1.14% 1.00% 0.91%
Basic - Yearly can't be calculated before month 13
 Pro - Monthly 7.65% 7.69% 6.20% 9.77% 3.93% 3.10% 5.20% 8.78% 6.03% 8.00% 4.63% 3.00%
Pro - Yearly can't be calculated before month 13
Enterprise - Monthly 0.00% 22.05% 16.71% 7.93% 4.79% 5.45% 7.72% 0.00% 2.73% 4.18% 0.00% 2.08%
Enterprise - Yearly can't be calculated before month 13

Net MRR churn rate 5) 6) 7) -5.41% -2.77% 2.71% 2.22% -0.57% -0.15% 0.12% 0.09% -0.45% 0.17% -0.84% -0.77%

MRR changes due to annual plan discounts $ - $ -4 $ -17 $ -14 $ -27 $ -27 $ -32 $ -39 $ -46 $ -32 $ -55 $ -39
from Monthly to Yearly (Basic) $ - $ -4 $ -8 $ -4 $ -8 $ -8 $ -8 $ -9 $ -11 $ -8 $ -15 $ -19
from Monthly to Yearly (Pro) $ - $ - $ -10 $ -10 $ -5 $ -5 $ -10 $ -15 $ -20 $ -10 $ -25 $ -5
from Monthly to Yearly (Enterprise) $ - $ - $ - $ - $ -15 $ -15 $ -15 $ -15 $ -15 $ -15 $ -15 $ -15
from Yearly to Monthly (Basic) $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -
from Yearly to Monthly (Pro) $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -
from Yearly to Monthly (Enterprise) $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ - $ -

Net new MRR $ 2,086 $ 2,548 $ 2,570 $ 2,710 $ 2,757 $ 3,244 $ 3,623 $ 3,582 $ 4,187 $ 4,134 $ 3,718 $ 4,383

MRR end of month $ 5,193 $ 7,740 $ 10,310 $ 13,020 $ 15,777 $ 19,021 $ 22,644 $ 26,226 $ 30,412 $ 34,547 $ 38,265 $ 42,647
Basic $ 2,219 $ 2,924 $ 3,754 $ 4,780 $ 5,719 $ 6,764 $ 8,081 $ 9,384 $ 10,718 $ 12,080 $ 13,266 $ 14,668
Basic - Monthly $ 1,672 $ 2,223 $ 2,831 $ 3,686 $ 4,351 $ 5,225 $ 6,251 $ 7,315 $ 8,341 $ 9,481 $ 10,393 $ 11,419
Basic - Yearly $ 547 $ 701 $ 923 $ 1,094 $ 1,368 $ 1,539 $ 1,830 $ 2,069 $ 2,377 $ 2,599 $ 2,873 $ 3,249
Pro $ 858 $ 1,583 $ 2,234 $ 2,935 $ 3,651 $ 4,449 $ 5,057 $ 5,503 $ 6,091 $ 6,777 $ 7,923 $ 8,967
Pro - Monthly $ 637 $ 1,274 $ 1,617 $ 2,009 $ 2,548 $ 3,038 $ 3,381 $ 3,430 $ 3,577 $ 3,822 $ 4,263 $ 4,998
Pro - Yearly $ 221 $ 309 $ 617 $ 926 $ 1,103 $ 1,411 $ 1,676 $ 2,073 $ 2,514 $ 2,955 $ 3,660 $ 3,969
Enterprise $ 2,116 $ 3,233 $ 4,321 $ 5,304 $ 6,407 $ 7,808 $ 9,506 $ 11,339 $ 13,604 $ 15,690 $ 17,075 $ 19,012
Enterprise - Monthly $ 1,043 $ 1,490 $ 1,639 $ 2,086 $ 2,384 $ 2,980 $ 3,874 $ 4,768 $ 5,960 $ 6,705 $ 7,152 $ 7,748
Enterprise - Yearly $ 1,073 $ 1,743 $ 2,682 $ 3,218 $ 4,023 $ 4,828 $ 5,632 $ 6,571 $ 7,644 $ 8,985 $ 9,923 $ 11,264

m/m growth 49.06% 33.20% 26.29% 21.17% 20.56% 19.05% 15.82% 15.96% 13.59% 10.76% 11.45%

ARPA (p.m.) $ 34 $ 36 $ 37 $ 36 $ 37 $ 37 $ 37 $ 37 $ 38 $ 38 $ 38 $ 38
ARPA new customers (p.m.) $ 32 $ 35 $ 34 $ 34 $ 32 $ 34 $ 34 $ 33 $ 35 $ 33 $ 30 $ 33

CAC

Marketing spendings 9) $ 4,587 $ 5,012 $ 5,654 $ 6,520 $ 6,202 $ 5,979 $ 6,202 $ 6,589 $ 5,988 $ 6,133 $ 6,579 $ 6,798
Marketing spendings per signup (blended) $ 24 $ 18 $ 18 $ 18 $ 15 $ 14 $ 13 $ 13 $ 12 $ 12 $ 13 $ 12
Marketing spendings per paid signup 8) $ 50 $ 73 $ 65 $ 69 $ 61 $ 54 $ 54 $ 59 $ 61 $ 50 $ 54 $ 62
Marketing spendings per paid customer 10) $ 149 $ 280 $ 247 $ 323 $ 291 $ 236 $ 257 $ 271 $ 269 $ 240 $ 236

Sales spendings 9) $ 7,000 $ 7,000 $ 8,000 $ 8,000 $ 9,000 $ 9,000 $ 9,000 $ 9,000 $ 9,000 $ 9,000 $ 9,000 $ 9,000
Basic $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500
Pro $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500 $ 1,500
Enterprise $ 5,000 $ 5,000 $ 6,000 $ 6,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000

Sales spendings per new paying customer $ 121 $ 109 $ 111 $ 98 $ 115 $ 103 $ 88 $ 89 $ 81 $ 80 $ 84 $ 75
Basic $ 11 $ 11 $ 9 $ 8 $ 8 $ 7 $ 6 $ 6 $ 6 $ 5 $ 6 $ 5
Pro $ 214 $ 136 $ 150 $ 167 $ 125 $ 125 $ 107 $ 115 $ 115 $ 136 $ 79 $ 79
Enterprise $ 1,000 $ 833 $ 857 $ 750 $ 1,167 $ 875 $ 778 $ 778 $ 583 $ 636 $ 1,167 $ 700

Total CAC (for paid signups) 10) $ 258 $ 392 $ 345 $ 438 $ 394 $ 324 $ 347 $ 352 $ 348 $ 324 $ 311
Basic $ 159 $ 290 $ 255 $ 331 $ 298 $ 242 $ 264 $ 277 $ 274 $ 246 $ 241
Pro $ 285 $ 430 $ 414 $ 448 $ 416 $ 343 $ 373 $ 387 $ 405 $ 318 $ 315
Enterprise $ 982 $ 1,138 $ 997 $ 1,490 $ 1,166 $ 1,013 $ 1,035 $ 855 $ 905 $ 1,406 $ 936

Gross Profit per new customer p.m. 13) $ 29 $ 32 $ 31 $ 30 $ 29 $ 31 $ 30 $ 30 $ 32 $ 30 $ 27 $ 30

Basic $ 17 $ 17 $ 17 $ 17 $ 17 $ 17 $ 17 $ 17 $ 17 $ 17 $ 17 $ 17
Pro $ 43 $ 43 $ 42 $ 43 $ 43 $ 43 $ 43 $ 42 $ 42 $ 42 $ 42 $ 43
Enterprise $ 126 $ 127 $ 125 $ 127 $ 127 $ 129 $ 130 $ 128 $ 129 $ 127 $ 125 $ 125

Time-to-recover CAC for paid signups (months) 8.2 12.7 11.3 15.0 12.8 10.7 11.5 11.1 11.6 11.8 10.4
Basic 9.5 17.3 15.2 19.8 17.7 14.4 15.7 16.5 16.3 14.6 14.4
Pro 6.6 10.2 9.6 10.5 9.8 8.0 8.8 9.2 9.6 7.5 7.3
Enterprise 7.7 9.1 7.8 11.7 9.0 7.8 8.1 6.7 7.1 11.2 7.5

CASH

Cash beginning of month $ 453,012 $ 411,846 $ 362,339 $ 326,587 $ 283,565 $ 233,133 $ 186,000 $ 141,155 $ 99,612 $ 62,146 $ 27,280 $ -4,287
Cash coming in $ 4,121 $ 6,765 $ 9,120 $ 13,233 $ 14,567 $ 17,866 $ 20,154 $ 23,456 $ 27,533 $ 30,133 $ 33,432 $ 37,666
Cash going out $ 45,287 $ 56,272 $ 44,872 $ 56,255 $ 64,999 $ 64,999 $ 64,999 $ 64,999 $ 64,999 $ 64,999 $ 64,999 $ 64,999
Net cash burn $ 41,166 $ 49,507 $ 35,752 $ 43,022 $ 50,432 $ 47,133 $ 44,845 $ 41,543 $ 37,466 $ 34,866 $ 31,567 $ 27,333
Cash end of month $ 411,846 $ 362,339 $ 326,587 $ 283,565 $ 233,133 $ 186,000 $ 141,155 $ 99,612 $ 62,146 $ 27,280 $ -4,287 $ -31,620
Runway at current burn (months) 10.0 7.3 9.1 6.6 4.6 3.9 3.1 2.4 1.7 0.8 -0.1 -1.2

Visitors & Signups Signups & Paying Customers Conversion Rate by Plan
18,000 25.00% 700 50.00% 30%
16,000 45.00%
600
14,000 20.00% 40.00% 25%
500 35.00%
12,000
15.00% 30.00% 20%
10,000 400
25.00%
8,000 300 15%
10.00% 20.00%
6,000 15.00%
200 10%
4,000 5.00% 10.00%
2,000 100
5.00% 5%
 Visitors & Signups Signups & Paying Customers Conversion Rate by Plan
18,000 25.00% 700 50.00% 30%
16,000 45.00%
600
14,000 20.00% 40.00% 25%
500 35.00%
12,000
15.00% 30.00% 20%
10,000 400
25.00%
8,000 300 15%
10.00% 20.00%
6,000 15.00%
200 10%
4,000 5.00% 10.00%
2,000 100
5.00% 5%
0 0.00% 0 0.00%
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 0%
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13

Visitors New signups New signups New customers

Visitor-to-Signup Conversion Rate Signup-to-Paying Conversion Rate Basic Pro Enterprise

New MRR Total MRR Upgrade, Downgrade & Churn MRR

$5,000 $50,000 $600

$4,000 $40,000 $400

$3,000 $30,000 $200

$2,000 $-
$20,000

$1,000 $-200
$10,000
$- $-400
$-
$-1,000 $-600
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 $-10,000 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13

Annual Discounts Lost MRR due to Downgrades

Lost MRR due to annual discounts Lost MRR due to Downgrades Lost MRR due to Downgrades Lost MRR due to churn
Lost MRR due to churn New MRR from Upgrades
Lost MRR due to Churn New MRR due to Upgrades
New MRR from new customers Net new MRR New MRR from new customers MRR beginning of month New MRR due to Upgrades

Customers by plan MRR by plan Churn

1,200 12%
$45,000
1,000 10%
$40,000
8%
800 $35,000
6%
600 $30,000
4%
400 $25,000
2%
$20,000
200 0%
$15,000
0 -2%
Dec- $10,000
13 -4%
Nov-13 $5,000
Oct-13 -6%
Sep-13 $-
Enterprise Pro Basic -8%
Aug-13 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13
Jul-13 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13
Jun-13
May-13
Apr-13
Mar-13 Enterprise Pro Basic
Feb-13 Account Churn Rate MRR Churn Rate Net MRR Churn Rate
Jan-13

Annual subscriptions ARPA m/m Growth Rate

70.00% $45 60%
$40 50%
60.00%
$35 40%
50.00%
$30 30%
40.00% $25
20%
30.00% $20
10%
$15
20.00% 0%
$10
10.00% $5 -10%
0.00% $- -20%
 Annual subscriptions ARPA m/m Growth Rate
70.00% $45 60%
$40 50%
60.00%
$35 40%
50.00%
$30 30%
40.00% $25
20%
30.00% $20
10%
$15
20.00% 0%
$10
10.00% $5 -10%
0.00% $- -20%
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13

Basic Pro Enterprise

Visitors Signups Customers MRR
All customers New customers

CAC Time to recover CACs Cash

(for paid signups) (for paid signups)
$1,600 25.0 $500,000 12.0
$1,400 10.0
$400,000
20.0
$1,200
8.0
$300,000
$1,000
15.0 6.0

Months
$800 $200,000
4.0
$600 10.0
$100,000
2.0
$400
5.0 $- 0.0
$200
$-100,000 -2.0
$- 0.0 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13
Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13

Basic Pro Enterprise Basic Pro Enterprise

Cash end of month Runway