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Running a business that has ongoing subscriptions requires close attention to the ingredients that make up the perfect or 'ideal' customer. You can't spend too much money to acquire a customer, but you have to spend enough to hit scaling targets. Ultimately, the amount of spend is going depend on the average lifetime value of a given customer. The number of months it takes for a customer to repay its own costs as well as the ratio of the total lifetime value relative to the initial acquisition costs must be clearly understood and tracked over time.
It is amazing how much of a difference there is to the decision making process when you have good data around the decisions. If you don't track your performance on these key metrics, it will be harder to adjust what your SaaS business does in order to maximize profits.
This is a monthly SaaS KPI tracker that has formulas to calculate the following:
• Average Customer Acquisition Cost (CaC)
• Present Value of Customer Lifetime Value (LTV)
• LTV to CaC Ratio
• Average Months to Payback CaC
The model has a primary calculator tab that lets the user plug in static figures and see output results of the key metrics above. There is also a tracking tab for actual data. The input cells would be populated by actual data from your SaaS business and the output KPIs would display automatically based on formulas.
The tracker runs for up to a 60-month view at one time. There are also visualizations of the primary outputs over this time period. This tool is very important for SaaS companies to utilize if they are trying to get healthier financially and improve the strength of the operation.
By measuring, this puts direct pressure on improving things that make the results better. Without measuring, you are flying blind.
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Source: Best Practices in SaaS Excel: SaaS KPI Tracker (Monthly): CaC, LTV, and More Excel (XLSX) Spreadsheet, Jason Varner | SmartHelping
ABOUT THE AUTHOR: JASON VARNER | SMARTHELPING
I graduated in 2011 with a Bachelors degree in Accounting. From there, I worked at a few small businesses doing financial reporting and some bookkeeping. After a few years of that, I started doing freelance financial consulting work on Elance and Upwork.
After over 400 jobs completed with a 100% success rate, I now run my own modeling/consulting practice, conduct live streams on YouTube Monday and Tuesday mornings and continue to build new financial models.
I occasionally take on custom financial modeling work.
Jason Varner | SmartHelping has published 105 additional documents on Flevy.
This business document is categorized under the function(s): Corporate Finance
It applies to All Industries
File Size: 430.6 KB
Related Topic(s): SaaS
Purchase includes lifetime product updates. After your purchase, you will receive an email to download this document.
Initial upload date (first version): Jan 27, 2023
Most recent version published: Jan 27, 2023
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