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SaaS 101: Metrics & Best Practices

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Point Nine Capital
Point Nine Capital

This document summarizes key metrics and best practices for Software as a Service (SaaS) companies. It discusses important SaaS metrics like monthly recurring revenue (MRR), churn, lifetime value (LTV), and customer acquisition cost (CAC). Best practices include using incentivized referrals, optimizing the onboarding process, and creating valuable content. The document also provides an overview of the global SaaS market and notes that while the US dominates, European companies can also achieve strong growth and success in the SaaS space.

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SaaS 101: Metrics & Best Practices March 13, 2015 Nicolas Wittenborn, Point Nine Capital
Nicolas Wittenborn Associate at Point Nine Capital Tweet @ncsh and blog at heyni.co
Founded 2011 in Berlin Investing €100,000-1,000,000 Raised €45M Team of 8
Who’s Point Nine Vancouver Washington D.C Auckland Edmonton New York San Francisco Berlin Riga Point Nine ’s SaaS Paris Barcelona Warsaw
III. Best Practices II. Important SaaS Metrics I. What’s SaaS?
I. What’s SaaS?
aaS Software as a Service No installation Continuos updates Accessible from everywhere
Why VCs like SaaS companies Recurring revenues High margins Global scale from day 1
The SaaS market is quite ‘frothy’ which might change soon** * Data analysis by Tom Tunguz **Jason Lemkin: ’Unfortunately, SaaS Start-Up Valuations Are About To Fall by 50%’ ? * 

Global SaaS Market Size ROW 21% France 3% Canada 4% Germany 6% UK 6% US 60% Global SaaS Market Volume* shows strong US bias * Siemer's SaaS Industry Report 2013
Founded in Copenhagen 2007 Move to US HQ in 2009 IPO ($ZEN) in 2014 Europe still produces great SaaS companies
II. Important SaaS Metrics
Monthly Recurring Revenue (MRR)
negative churn Extension MRR > MRR churn
Churn & Retention: Cohort Analysis Yours truly: ‘Cohort Analysis Q&A’
LTV CAC
III. Best Practices
Incentivised referrals are a great ‘growth hack’* * if you have a suitable (freemium) model
Get to WOW! fast* * a great on-boarding can increase conversions significantly
??? You might be too cheap! * if you provide real value & haven’t raised prices since you launched ??? Price increase
Valuable content = King One time effort, long time effect
There is no silver bullet Just the Long, Slow, SaaS Ramp of Death* * Gail Goodman: How to negotiate the long, Slow, SaaS Ramp of Death
At least until now… Hyper-growth? Outlook: 
 SaaS 2015 Edited Social + Capital Chart
Thanks… …and found all the SaaS Startups! nicolas@pointninecap.com
Ressources •Blogs: • David Skok http://www.forentrepreneurs.com/ • Tom Tunguz http://tomtunguz.com/ • Christoph Janz http://christophjanz.blogspot.de/ • Jason Lemkin http://saastr.com/ •Slides: • 9 Worst Practices in SaaS Metrics: http://www.slideshare.net/PointNineCap/9-worst-practices-insaas-metrics • Siemer SaaS Industry Report 2013: http://www.slideshare.net/SiemerAssoc/sa-saa-s-industry-report- summer-2013-25007137?ref=http://www.siemer.com/research/summer-2013-saas-industry-report/ •Secrets to raising VC (Mamoon Hamid): http://www.slideshare.net/03133938319/saastr •More: • Quora SaaS topics: http://www.quora.com/Software-as-a-Service-SaaS • Long, slow, SaaS Ramp of Death: http://pawel.ch/post/71104054756/the-long-slow-saas-ramp-of-death-i-have-just • Cohort Analysis Q&A: http://heyni.co/post/79862265851/cohort-analysis-a-practical-q-a • ‘Unfortunately SaaS Startup Valuations about to fall by 50%’: http://saastr.com/2014/04/29/unfortunately-saas-start- up-valuations-are-about-to-fall-by-50/ x

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SaaS 101: Metrics & Best Practices

  • 1. SaaS 101: Metrics & Best Practices March 13, 2015 Nicolas Wittenborn, Point Nine Capital
  • 2. Nicolas Wittenborn Associate at Point Nine Capital Tweet @ncsh and blog at heyni.co
  • 3. Founded 2011 in Berlin Investing €100,000-1,000,000 Raised €45M Team of 8
  • 4. Who’s Point Nine Vancouver Washington D.C Auckland Edmonton New York San Francisco Berlin Riga Point Nine ’s SaaS Paris Barcelona Warsaw
  • 5. III. Best Practices II. Important SaaS Metrics I. What’s SaaS?
  • 7. aaS Software as a Service No installation Continuos updates Accessible from everywhere
  • 8. Why VCs like SaaS companies Recurring revenues High margins Global scale from day 1
  • 9. The SaaS market is quite ‘frothy’ which might change soon** * Data analysis by Tom Tunguz **Jason Lemkin: ’Unfortunately, SaaS Start-Up Valuations Are About To Fall by 50%’ ? * 

  • 10. Global SaaS Market Size ROW 21% France 3% Canada 4% Germany 6% UK 6% US 60% Global SaaS Market Volume* shows strong US bias * Siemer's SaaS Industry Report 2013
  • 11. Founded in Copenhagen 2007 Move to US HQ in 2009 IPO ($ZEN) in 2014 Europe still produces great SaaS companies
  • 15. Churn & Retention: Cohort Analysis Yours truly: ‘Cohort Analysis Q&A’
  • 18. Incentivised referrals are a great ‘growth hack’* * if you have a suitable (freemium) model
  • 19. Get to WOW! fast* * a great on-boarding can increase conversions significantly
  • 20. ??? You might be too cheap! * if you provide real value & haven’t raised prices since you launched ??? Price increase
  • 21. Valuable content = King One time effort, long time effect
  • 22. There is no silver bullet Just the Long, Slow, SaaS Ramp of Death* * Gail Goodman: How to negotiate the long, Slow, SaaS Ramp of Death
  • 23. At least until now… Hyper-growth? Outlook: 
 SaaS 2015 Edited Social + Capital Chart
  • 24. Thanks… …and found all the SaaS Startups! nicolas@pointninecap.com
  • 25. Ressources •Blogs: • David Skok http://www.forentrepreneurs.com/ • Tom Tunguz http://tomtunguz.com/ • Christoph Janz http://christophjanz.blogspot.de/ • Jason Lemkin http://saastr.com/ •Slides: • 9 Worst Practices in SaaS Metrics: http://www.slideshare.net/PointNineCap/9-worst-practices-insaas-metrics • Siemer SaaS Industry Report 2013: http://www.slideshare.net/SiemerAssoc/sa-saa-s-industry-report- summer-2013-25007137?ref=http://www.siemer.com/research/summer-2013-saas-industry-report/ •Secrets to raising VC (Mamoon Hamid): http://www.slideshare.net/03133938319/saastr •More: • Quora SaaS topics: http://www.quora.com/Software-as-a-Service-SaaS • Long, slow, SaaS Ramp of Death: http://pawel.ch/post/71104054756/the-long-slow-saas-ramp-of-death-i-have-just • Cohort Analysis Q&A: http://heyni.co/post/79862265851/cohort-analysis-a-practical-q-a • ‘Unfortunately SaaS Startup Valuations about to fall by 50%’: http://saastr.com/2014/04/29/unfortunately-saas-start- up-valuations-are-about-to-fall-by-50/ x