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Mark MacLeod
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Saas Math
1.
SaaS Math
Mark MacLeod Real Ventures © Mark MacLeod 2011
2.
Introduction
CFO Advisor Investor © Mark MacLeod 2011
3.
Agenda
Why I love SaaS Metrics 101 Pricing Magic Valuation Q &A © Mark MacLeod 2011
4.
Why I love
SaaS and by “I”, I mean Investors $ 21B Market 20% Growth Certainty Premium © Mark MacLeod 2011
5.
SaaS Metrics 101
“In God we trust, all others bring data” W. Edwards Deming © Mark MacLeod 2011
6.
Metrics for Pirates
Source: Metrics for Pirates - 500 Hats © Mark MacLeod 2011
7.
Metrics 101:
Where to focus, when... 1st battle - Acquisition Release early, even if it sucks Talk to users! Test messaging, channels Measure every action © Mark MacLeod 2011
8.
Metrics 101:
Where to focus, when... Ultimate battle: Retention Churn Rate is the most important metric for SaaS businesses © Mark MacLeod 2011
9.
What to measure
Part 1 - The Funnel Source: http://www.forentrepreneurs.com/saas-metrics/ © Mark MacLeod 2011
10.
What to measure
Acquisition Week over week Growth in: New Unique Visitors (Absolute) New Users Conversion Rates: UV to Sign-Up Changes in conversion rates New vs. Returning Which traffic sources work? Performance vs. Target © Mark MacLeod 2011
11.
What to measure
Activation Week over week Growth in: New Activated Users Conversion Rates: New User to Active User Changes in conversion rates Which sources work best? Performance vs Target © Mark MacLeod 2011
12.
What to measure
Retention - Active Cohort Analyses: 30 / 60 / 90 days Churn - 30 / 60 / 90 Change in churn Stratify Users Profile “Power” Users Specific engagement metrics (comments, likes, etc.) © Mark MacLeod 2011
13.
What to measure
Referral K Factor - Viral Coefficient Understand change in each key driver © Mark MacLeod 2011
14.
What to measure
Revenue Conversion to Paid ARPU & Changes in ARPU Cohort Analyses: 30 / 60 / 90 days Churn - 30 / 60 / 90 Change in churn Reasons for cancellation Exit interview? Upgrade % Source of paid users © Mark MacLeod 2011
15.
What to measure
Part 1I - Per User Economics © Mark MacLeod 2011
16.
Per User Economics
Elements: Revenue Per Month (ARPU) * Life of a User * Margin % Less Cost of Acquisition (CAC) = Customer Lifetime Value (CLTV) © Mark MacLeod 2011
17.
Impact of Churn
At $5/ month Lifetime Revenue Low - $100 High - $500 Source: http://www.forentrepreneurs.com/saas-metrics/ © Mark MacLeod 2011
18.
Customer Acquisition Costs
(CAC) Elements: Staff Costs (salaries) SEM, paid programs PR Travel, conferences, etc. Calculation Methods: Basic: No salaries Loaded: With Salaries Gross: Before churn Net: After churn © Mark MacLeod 2011
19.
CAC
How Much should you spend? Depends on churn Target 6 months’ revenue or less Be willing to spend up to marginal CLTV © Mark MacLeod 2011
20.
How To Measure
Custom Built © Mark MacLeod 2011
21.
How To Measure
Off the Shelf © Mark MacLeod 2011
22.
How To Bill ©
Mark MacLeod 2011
23.
Example © Mark MacLeod
2011
24.
Example © Mark MacLeod
2011
25.
Pricing © Mark MacLeod
2011
26.
Elements of Your
Pricing Decision Value Proposition - Hard ($) vs. Soft (time) Positioning Target customer - Consumer, Business Comparables How you sell? Acquisition Cost © Mark MacLeod 2011
27.
Pricing Examples
$ 10 $ 20 $ 24 $ 49 $ 20 $ 30 $ 250 $ 25 ++ © Mark MacLeod 2011
28.
Freemium © Mark MacLeod
2011
29.
Freemium
Necessary Conditions: Large market Incremental Cost to serve = $0 Clear upgrade Path Funding $ © Mark MacLeod 2011
30.
Freemium
Why freemium? Reduce barriers to try Disrupt the market Network effects © Mark MacLeod 2011
31.
Freemium
Freemium Types Direct: Premium version Indirect: Access the user base (ads, subscriptions) © Mark MacLeod 2011
32.
Case Study: Freshbooks ©
Mark MacLeod 2011
33.
Case Study: Mint.com ©
Mark MacLeod 2011
34.
Annual Prepay
Offer Discounts for Prepayment © Mark MacLeod 2011
35.
SaaS Valuations © Mark
MacLeod 2011
36.
Early Stage Valuations
Not Numbers Driven Factors: Team Track Record Traction Opportunity Size Deal Competition © Mark MacLeod 2011
37.
Late Stage Valuations
Source: Software Equity Group, L.L.C © Mark MacLeod 2011
38.
Winning at SaaS
Keep it Simple - Focus on a single benefit Talk to users Measure everything Don’t be afraid to charge Service, service, service © Mark MacLeod 2011
39.
q&a
Questions? © Mark MacLeod 2011
40.
thank you
mark macleod twitter: @startupcfo blog: startupcfo.ca web: realventures.com about.me/markmacleod © Mark MacLeod 2011
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