SaaS metrics template

The defaults are deliberately conservative. MRR follows the convention Stripe uses, summing the monthly-normalized value of active subscriptions so a $1,200 annual plan counts as $100 a month¹Source 1 · Stripe SupportCalculating Monthly Recurring Revenue (MRR) in Billingsupport.stripe.com. ARR excludes one-time and professional-services fees, as a16z recommends²Source 2 · Andreessen Horowitz (a16z), 201516 Startup Metricsa16z.com. Burn multiple follows David Sacks’s original definition, net burn divided by net new ARR³Source 3 · David Sacks (Craft Ventures), 2020The Burn Multiplesacks.substack.com. Bessemer has published reference points for CAC payback and net retention by ARR band, which you can add as target lines⁴Source 4 · Bessemer Venture Partners, 2021Scaling to $100 Millionbvp.com.

• Finance leads who want one place where SaaS metrics are defined, instead of three spreadsheets.
• Founders preparing board meetings or a fundraise, where every number will be checked.
• RevOps and data teams who need metrics that dashboards, AI answers and exports all agree on.

1. 1
   Step 1:

   Connect the four sources

   Add Stripe, QuickBooks, HubSpot and Postgres in Connectors. Postgres can stay behind your firewall with Kimo Bridge.

2. 2
   Step 2:

   Map accounts and customers

   Tell Kimo which ledger accounts are cost of revenue and sales and marketing, and how billing customers match CRM companies.

3. 3
   Step 3:

   Review definitions

   Walk through each measure in Models and settle edge cases such as trials, discounts and usage fees. The SaaS metrics definitions guide lists the decisions to make.

4. 4
   Step 4:

   Publish

   Publish the model. The metrics appear in the revenue dashboard, in Ask Kimo, and in the board deck and investor update templates.

12345678910select
    date_trunc('month', changed_at) as month,
    sum(case when movement = 'new' then arr_delta else 0 end) as new_arr,
    sum(case when movement = 'expansion' then arr_delta else 0 end) as expansion_arr,
    sum(case when movement = 'contraction' then arr_delta else 0 end) as contraction_arr,
    sum(case when movement = 'churn' then arr_delta else 0 end) as churned_arr,
    sum(arr_delta) as net_new_arr
from arr_movements
group by 1
order by 1;

For context on how each number is read by investors, see The metrics every Series A board will ask about and Burn multiple, explained.