🧵: The 10 Metrics for SaaS Startups (an Operator's Guide)

Focusing on the wrong things can kill your startup.

Based on founding and scaling @edenworkplace, here are the metrics that matter most:

Metric 1: ARR (Annualized Recurring Revenue)

You will need to know this number each day, so you'll focus on Contracted ARR in your CRM tool (as opposed to accounting ARR).

Big ARR milestones are $100K (Signal), $1 million (PMF), $10 million (Growth), $100 million (IPO Scale)

Metric 2: ARR Growth

Once you get past the Signal stage, your ARR growth is the primary determinant of future success (and valuation).

Strong annual growth rate from Signal to PMF is 4x+ and from PMF to Growth is 2.5x+.

@edenofficemagic grew 11x between Signal and PMF stages.

Metric 3: ACV (Average Customer Value)

ACV often starts low for a SaaS company (as your product is not featureful enough for large enterprises) and grows as the company moves upmarket.

ACV is calculated by taking total revenue and dividing it by your number of customer logos.

Metric 4: ACV Growth

Most SaaS companies will make ACV growth a focus.

It is fair to increase revenue per customer as you add more value to users in new features, integrations, and products.

@edenofficemagic grew ACV 2.3x last year, mostly through cross-selling new products.