Skill detail
startup-metrics-framework
Tracks and calculates startup KPIs like MRR, churn, CAC/LTV, and burn for investor and board dashboards. Relevant to the metrics facet of dashboards but is a metrics framework, not dashboard design.
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SKILL.md
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--- name: startup-metrics-framework description: Track, calculate, and optimize key performance metrics for SaaS, marketplace, consumer, and B2B startups from seed through Series A, including unit economics, growth efficiency, and cash management. Use this skill when defining a metrics framework, calculating CAC/LTV/burn multiple, benchmarking business health, or preparing metrics dashboards for investors or board reporting. version: 1.0.0 --- # Startup Metrics Framework Comprehensive guide to tracking, calculating, and optimizing key performance metrics for different startup business models from seed through Series A. ## Overview Track the right metrics at the right stage. Focus on unit economics, growth efficiency, and cash management metrics that matter for fundraising and operational excellence. ## Universal Startup Metrics ### Revenue Metrics **MRR (Monthly Recurring Revenue)** ``` MRR = Σ (Active Subscriptions × Monthly Price) ``` **ARR (Annual Recurring Revenue)** ``` ARR = MRR × 12 ``` **Growth Rate** ``` MoM Growth = (This Month MRR - Last Month MRR) / Last Month MRR YoY Growth = (This Year ARR - Last Year ARR) / Last Year ARR ``` **Target Benchmarks:** - Seed stage: 15-20% MoM growth - Series A: 10-15% MoM growth, 3-5x YoY - Series B+: 100%+ YoY (Rule of 40) ### Unit Economics **CAC (Customer Acquisition Cost)** ``` CAC = Total S&M Spend / New Customers Acquired ``` Include: Sales salaries, marketing spend, tools, overhead **LTV (Lifetime Value)** ``` LTV = ARPU × Gross Margin% × (1 / Churn Rate) ``` Simplified: ``` LTV = ARPU × Average Customer Lifetime × Gross Margin% ``` **LTV:CAC Ratio** ``` LTV:CAC = LTV / CAC ``` **Benchmarks:** - LTV:CAC > 3.0 = Healthy - LTV:CAC 1.0-3.0 = Needs improvement - LTV:CAC < 1.0 = Unsustainable **CAC Payback Period** ``` CAC Payback = CAC / (ARPU × Gross Margin%) ``` **Benchmarks:** - < 12 months = Excellent - 12-18 months = Good - > 24 months = Concerning ### Cash Efficiency Metrics **Burn Rate** ``` Monthly Burn = Monthly Revenue - Monthly Expenses ``` Negative burn = losing money (typical early-stage) **Runway** ``` Runway (months) = Cash Balance / Monthly Burn Rate ``` **Target:** Always maintain 12-18 months runway **Burn Multiple** ``` Burn Multiple = Net Burn / Net New ARR ``` **Benchmarks:** - < 1.0 = Exceptional efficiency - 1.0-1.5 = Good - 1.5-2.0 = Acceptable - > 2.0 = Inefficient Lower is better (spending less to generate ARR) ## SaaS Metrics ### Revenue Composition **New MRR** New customers × ARPU **Expansion MRR** Upsells and cross-sells from existing customers **Contraction MRR** Downgrades from existing customers **Churned MRR** Lost customers **Net New MRR Formula:** ``` Net New MRR = New MRR + Expansion MRR - Contraction MRR - Churned MRR ``` ### Retention Metrics **Logo Retention** ``` Logo Retention = (Customers End - New Customers) / Customers Start ``` **Dollar Retention (NDR - Net Dollar Retention)** ``` NDR = (ARR Start + Expansion - Contraction - Churn) / ARR Start ``` **Benchmarks:** - NDR > 120% = Best-in-class - NDR 100-120% = Good - NDR < 100% = Needs work **Gross Retention** ``` Gross Retention = (ARR Start - Churn - Contraction) / ARR Start ``` **Benchmarks:** - > 90% = Excellent - 85-90% = Good - < 85% = Concerning ### SaaS-Specific Metrics **Magic Number** ``` Magic Number = Net New ARR (quarter) / S&M Spend (prior quarter) ``` **Benchmarks:** - > 0.75 = Efficient, ready to scale - 0.5-0.75 = Moderate efficiency - < 0.5 = Inefficient, don't scale yet **Rule of 40** ``` Rule of 40 = Revenue Growth Rate% + Profit Margin% ``` **Benchmarks:** - > 40% = Excellent - 20-40% = Acceptable - < 20% = Needs improvement **Example:** 50% growth + (10%) margin = 40% ✓ **Quick Ratio** ``` Quick Ratio = (New MRR + Expansion MRR) / (Churned MRR + Contraction MRR) ``` **Benchmarks:** - > 4.0 = Healthy growth - 2.0-4.0 = Moderate - < 2.0 = Churn problem ## Marketplace Metrics ### GMV (Gross MeRead the full source on GitHub (opens external page)