SaaS companies share revenue. Top list of SaaS companies. Nathan Latka keynote delivered in Dublin at SaaStock focuses on 8 steps founders must go through to grow valuation. Who will IPO next? What should ARR be in year 5? What should your dollar based CAC be if you've raised $10m? Featuring insight from David Skok, Matrix Partners, Chris Jantz from Point Nine Capital.

1. STATE OF SASS 2018
October 2018
How Do You Stack Up To Other $1M,$10M,$100M SaaS Companies?
@NathanLatka

2. Worldwide Public Cloud Services Revenue
2GetLatka.com
$305B This Year
https://www.gartner.com/newsroom/id/3871416
$305bn 2018

3. $1bn Market Cap Club
October 2018 Data
3GetLatka.com
Who is next Salesforce?
https://www.bvp.com/strategy/cloud-computing/index

4. To Increase Valuation,Prove These 8 Steps
4GetLatka.com
You’re not worth more just because you’ve raised more
TIME
VALUE
Who will
we sell to?
What problem do
we solve?
Does it work?
Will many people
pay?
Does no-touch
funnel work? (No
Founder Selling)
Can we add
customers from
different sources?
Can we scale
without crazy
churn?
Can we scale and
make money?
Year 1 Year 2 Year 3-6 Year 7+
David Skok: Matrix 100 Forum
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?

5. 5
Agency —> Behavioral Remarketing SaaS
2018 ARR
$30M
CUSTOMERS
500
FUNDING
$80k
TEAM SIZE
180
Use agency clients to hunt for problems you can codify
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Dominic Edmunds, SaleCycle CEO on The Top Entrepreneurs Podcast, Feb 12th, 2018 5

6. 6
Value Grows to $5-10M After First Step De-Risk
2018 ARR
$1.5M
CUSTOMERS
2000
FUNDING
$0
TEAM SIZE
9
Qebot helps businesses manage workflows in one spot
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Raising $1M on a $4M Pre-Money
Right Now
Matthew White, Qebot CEO on The Top Entrepreneurs Podcast, June 19th, 2018 6

7. 7GetLatka.com
MONTHLYPRICEPOINT
CUSTOMER COUNT
Source: GetLatka.com SaaS Database, The Top Entrepreneurs Podcast
$1
$100,000
$10,000
$1,000
$100
$10
1 10 100 1,000 10,000 100,000
Too few customers, too cheap
price point
OrangeDox $90k ARR
Plotting 71 Young SaaS Startups,Who’s in Trouble?
Monthly Price Point vs. Customer Count, n=71
Postalytics $1.6M ARR
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?

8. KarmaCirclesSifteryProximate.io ComnPlusBLUErabbitEngineCloudKPIAttentiveGreendeck.copre.do - innovation OAG AnalyticsAdyaClappiaAdjusti.coconsent.ioSimplyInsight xiQBurstIQSupportNinjametadata.iosaas2saasUninstall.io BlurbizLeadiroBlurbizLeadGuru.ioIndemand Maximus Live CorednaContent LaunchNetzei bant.ioUserbrainPropeller CRMSegMetrics prevero DomainMarket.comRevBoss LeadCrunchGiraffe360PoptinClientlyDocuFirst VytmnFuelPandaQlicketProspectifyDevslopesSiteManagerchatmaticRightMessageAri MeiselLeadFuzeDemio
UpContentVidalytics
Orangedox Skubana
Fleeq.ioProspect.io
Postalytics
People.ai PayKickstart
Missinglettr
Findo
GetAccept
Tagove
TravelFlan Lumen5
Avocode
GoPBN
Weblium
0
500
1000
1500
2000
2500
3000
3500
$- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000
Where do you fall on this graph?
8GetLatka.com
ARR vs. Customer Count? n=71
ARR
Postalytics
450 Customers, $300/mo
CUSTOMERCOUNT
1000
3,500
3,000
2,500
2,000
1,500
500
$500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Orangedox
300 Customers, $25/mo
Source: GetLatka.com SaaS Database, The Top Entrepreneurs Podcast

9. KarmaCirclesSifteryProximate.io ComnPlusBLUErabbitEngineCloudKPIAttentiveGreendeck.copre.do - innovation OAG AnalyticsAdyaClappiaAdjusti.coconsent.ioSimplyInsight xiQBurstIQSupportNinjametadata.iosaas2saasUninstall.io BlurbizLeadiroBlurbizLeadGuru.ioIndemand Maximus Live CorednaContent LaunchNetzei bant.ioUserbrainPropeller CRMSegMetrics prevero DomainMarket.comRevBoss LeadCrunchGiraffe360PoptinClientlyDocuFirst VytmnFuelPandaQlicketProspectifyDevslopesSiteManagerchatmaticRightMessageAri MeiselLeadFuzeDemio
UpContentVidalytics
Orangedox Skubana
Fleeq.ioProspect.io
Postalytics
People.ai PayKickstart
Missinglettr
Findo
GetAccept
Tagove
TravelFlan Lumen5
Avocode
GoPBN
Weblium
0
500
1000
1500
2000
2500
3000
3500
$- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000
Fastest Way to $1.5M in ARR?
9GetLatka.com
ARR vs. Customer Count? n=71
ARR
CUSTOMERCOUNT
1000
3,500
3,000
2,500
2,000
1,500
500
$500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
ORANGEDOX 300 Customers, $25/mo
To hit $1M in ARR the
fastest, focus on <500
customers and charge
>$300/mo
Postalytics, 450 Customers, $300/mo
Source: GetLatka.com SaaS Database, The Top Entrepreneurs Podcast

10. KarmaCirclesSifteryProximate.io ComnPlusBLUErabbitEngineCloudKPIAttentiveGreendeck.copre.do - innovation OAG AnalyticsAdyaClappiaAdjusti.coconsent.ioSimplyInsight xiQBurstIQSupportNinjametadata.iosaas2saasUninstall.io BlurbizLeadiroBlurbizLeadGuru.ioIndemand Maximus Live CorednaContent LaunchNetzei bant.ioUserbrainPropeller CRMSegMetrics prevero DomainMarket.comRevBoss LeadCrunchGiraffe360PoptinClientlyDocuFirst VytmnFuelPandaQlicketProspectifyDevslopesSiteManagerchatmaticRightMessageAri MeiselLeadFuzeDemio
UpContentVidalytics
Orangedox Skubana
Fleeq.ioProspect.io
Postalytics
People.ai PayKickstart
Missinglettr
Findo
GetAccept
Tagove
TravelFlan Lumen5
Avocode
GoPBN
Weblium
0
500
1000
1500
2000
2500
3000
3500
$- $500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000
Charge >$300/mo to <500 Customers
10GetLatka.com
ARR vs. Customer Count, n=71
ARR
CUSTOMERCOUNT
1000
3,500
3,000
2,500
2,000
1,500
500
$500,000 $1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $3,500,000 $4,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Postalytics, 450 Customers, $300/mo
To hit $1M in ARR the
fastest, focus on <500
customers and charge
>$300/mo
ORANGEDOX 300 Customers, $25/mo
Source: GetLatka.com SaaS Database, The Top Entrepreneurs Podcast

11. Low Price Point VS.High Price Point
11GetLatka.com
PRICE
CUSTOMERS
Y1 ARR
CHURN
$25
300
$90k
6%
$300
450
$1.6M
4%
Raising $500k at a $7M valuation
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database, The Top Entrepreneurs Podcast

12. 12GetLatka.com
Time
Value
Who will we sell to?
What problem do
we solve?
Does it work?
Will many people
pay?
Does no-touch
funnel work? (No
Founder Selling)
Can we add
customers from
different sources?
Can we scale
without crazy
churn?
Can we scale and
make money?
Year 1 Year 2 Year 3-6 Year 7+
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
David Skok: Matrix 100 Forum
Step 2: What Problem Do You Solve?
You’re not worth more just because you’ve raised more

13. 13
Eliminate Paradox of Choice in Onboarding
2018 ARR
$1.2M
CUSTOMERS
2000
FUNDING
$0
TEAM SIZE
11
Lumen5 helps you create “CNN” style videos from blog posts
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: The Top Entrepreneurs Podcast, Michael Cheng Lumen5 CEO Sept 4th, 2018 13

14. 14
Create Account
Video Source
Video Size
Video Design
Preview
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
14Source: lumen5.com
Eliminate Paradox of Choice in Onboarding
Lumen5 helps you create “CNN” style videos from blog posts

15. 15
Create Account
Video Source
Video Size
Video Design
Preview
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
15Source: lumen5.com
Eliminate Paradox of Choice in Onboarding
Lumen5 helps you create “CNN” style videos from blog posts

16. 16GetLatka.com
Create Account
Video Source
Video Size
Video Design
Preview
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
16Source: lumen5.com
Question Based Onboarding
Lumen5 helps you create “CNN” style videos from blog posts

17. 17GetLatka.com
Create Account
Video Source
Video Size
Video Design
Preview
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
17Source: lumen5.com
Question Based Onboarding
Lumen5 helps you create “CNN” style videos from blog posts

18. 18GetLatka.com
Create Account
Video Source
Video Size
Video Design
Preview
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
18Source: lumen5.com
Ask User For 1 Decision Per Step
Lumen5 helps you create “CNN” style videos from blog posts

19. 19GetLatka.com
Create Account
Video Source
Video Size
Video Design
Preview
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
19Source: lumen5.com
Load Template To Make Choice Easier
Lumen5 helps you create “CNN” style videos from blog posts

20. 20GetLatka.com
Create Account
Video Source
Video Size
Video Design
Preview
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
20Source: lumen5.com
Get To “Preview” As Fast As Possible
Lumen5 helps you create “CNN” style videos from blog posts

21. 21GetLatka.com
Create Account
Video Source
Video Size
Video Design
Preview
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
21Source: lumen5.com
Sign Up To Value in <30 Seconds
Lumen5 helps you create “CNN” style videos from blog posts

22. 22
Where the hell do I start?
Don’t do this. Too many options.
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
22

23. Activation Metrics Compared to Churn
23GetLatka.com
What one thing do you want users to do?
Activation Churn ARR
Activation Metric and Churn
Teamwork
Customer Count
Add Project $18M20,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
3%
Source: GetLatka.com SaaS Database, The Top Entrepreneurs Podcast

24. 24
Teamwork 100% Focused on “Add Project”
One option wins
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
24

25. Activation Metrics Compared to Churn
25GetLatka.com
What one thing do you want users to do?
Activation Churn ARR
Activation Metric and Churn
Teamwork
Customer Count
Add Project $18M20,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Price Intelligently Connect Stripe $8M600
3%
<1%
Source: GetLatka.com SaaS Database, The Top Entrepreneurs Podcast

26. Activation Metrics Compared to Churn
26GetLatka.com
What one thing do you want users to do?
Activation Churn ARR
Activation Metric and Churn
Teamwork
Customer Count
Add Project $18M20,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Price Intelligently
Treehouse
Connect Stripe $8M600
Start a Course $30M80,000
3%
<1%
0%
Source: GetLatka.com SaaS Database, The Top Entrepreneurs Podcast

27. 27
Treehouse Teaches You to Code
Only one option, “start course”
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
27

28. Activation Metrics Compared to Churn
28GetLatka.com
What one thing do you want users to do?
Activation Churn ARR
Activation Metric and Churn
Teamwork
Customer Count
Add Project $18M20,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Price Intelligently
Treehouse
Connect Stripe $8M600
Start a Course $30M80,000
Expensify Submit a Receipt
3%
<1%
0%
Net Negative $70M45,000+
Source: GetLatka.com SaaS Database, The Top Entrepreneurs Podcast

29. 29
Expensify Helps You Get Reimbursed From Boss
Submit receipts, bottoms up approach
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
29

30. 30GetLatka.com
Time
Value
Who will we sell to?
What problem do
we solve?
Does it
work?
Will many people
pay?
Does no-touch
funnel work? (No
Founder Selling)
Can we add
customers from
different sources?
Can we scale
without crazy
churn?
Can we scale and
make money?
Year 1 Year 2 Year 3-6 Year 7+
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
David Skok: Matrix 100 Forum
Step 3: Does It Work?
You’re not worth more just because you’ve raised more

31. 31
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
100%
Months
0 1 2 3 4 5 6 7 8 9 10 11 12
Churn
Jan 11
Feb 11
Mar 11
Apr 11
May 11
Jun 11
Jul 11
Aug 11
Sep 11
Oct 11
Nov 11
Dec 11
Churn starts off high then tapers
off. Indicates that the remaining
users are more likely to stay.
Cohorts less likely to churn as you
improve product.
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
High Growth Company Churn Cohort Pattern
M2+ Churn Decreases Over Time
31

32. 32
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
100%
Months
0 1 2 3 4 5 6 7 8 9 10 11 12
Churn
Jan 11
Feb 11
Mar 11
Apr 11
May 11
Jun 11
Jul 11
Aug 11
Sep 11
Oct 11
Nov 11
Dec 11
“Churn Trough” where same
cohort expansion starts more than
making up for churn
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Eventually Should Reach “Valley”
Cohort Expansion drives Net Negative Churn
32

33. 33GetLatka.com
Time
Value
Who will we sell to?
What problem do
we solve?
Does it work?
Will many
people pay?
Does no-touch
funnel work? (No
Founder Selling)
Can we add
customers from
different sources?
Can we scale
without crazy
churn?
Can we scale and
make money?
Year 1 Year 2 Year 3-6 Year 7+
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
David Skok: Matrix 100 Forum
Step 4: How Many People Pay?
You’re not worth more just because you’ve raised more

34. 34
Using Virality To Drive Growth
No Touch, land, land, land, land
GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
34Source: GetAccept.com

35. 35GetLatka.com
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Using Virality To Drive Growth
No Touch, land, land, land, land
35

36. Do You Have a Predictable Viral Co-Efficient ?
36GetLatka.com
Art of invites, conversions, and K>1
Sept. 2016 Data
{ K = i x conv% }
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?

37. Do You Have a Predictable Viral Co-Efficient ?
37GetLatka.com
Art of invites, conversions, and K>1
Sept. 2016 Data
{ K = i x conv% }
I = number of invitations each user sends out in one
cycle of the loop
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?

38. Do You Have a Predictable Viral Co-Efficient ?
38GetLatka.com
Art of invites, conversions, and K>1
Sept. 2016 Data
{ K = i x conv% }
I = number of invitations each user sends out in one
cycle of the loop
conv% = rate at which invitations convert into new
users
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?

39. Do You Have a Predictable Viral Co-Efficient ?
39GetLatka.com
Art of invites, conversions, and K>1
Sept. 2016 Data
{ K = i x conv% }
I = number of invitations each user sends out in one
cycle of the loop
conv% = rate at which invitations convert into new
users
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
K = for each user you have how many new
ones they create

40. Do You Have a Predictable Viral Co-Efficient ?
40GetLatka.com
Art of invites, conversions, and K>1
Sept. 2016 Data
{ K = 10 x conv% }
K = for each user you have how many new
ones they create
I = number of invitations each user sends out in one
cycle of the loop
conv% = rate at which invitations convert into new
users
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?

41. Do You Have a Predictable Viral Co-Efficient ?
41GetLatka.com
Art of invites, conversions, and K>1
Sept. 2016 Data
{ K = 10 x 20% }
K = for each user you have how many new
ones they create
I = number of invitations each user sends out in one
cycle of the loop
conv% = rate at which invitations convert into new
users
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?

42. Do You Have a Predictable Viral Co-Efficient ?
42GetLatka.com
Art of invites, conversions, and K>1
Sept. 2016 Data
{ 2 = 10 x 20% }
K = for each user you have how many new
ones they create
I = number of invitations each user sends out in one
cycle of the loop
conv% = rate at which invitations convert into new
users
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?

43. Do You Have a Predictable Viral Co-Efficient ?
43GetLatka.com
Art of invites, conversions, and K>1
Sept. 2016 Data
User Joins
Invites N people to join
Accepts? User lostYes
Then Then
No
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
{ K = i x conv% }

44. Single Customer Cash Flow
44GetLatka.com
Spend $1200 in month 1 to acquire $100/mo paying customer
-$1,200
-$900
-$600
-$300
$0
$300
M
onth
1M
onth
2M
onth
3M
onth
4M
onth
5M
onth
6M
onth
7M
onth
8M
onth
9M
onth
10M
onth
11M
onth
12M
onth
13
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?

45. Single Customer Cumulative Cash Flow
45GetLatka.com
$1200 spent to acquire $100/mo gets recovered in 12 months
-$1,200
-$900
-$600
-$300
$0
$300
M
onth
1
M
onth
2
M
onth
3
M
onth
4
M
onth
5
M
onth
6
M
onth
7
M
onth
8
M
onth
9
M
onth
10
M
onth
11
M
onth
12
M
onth
13
M
onth
14
M
onth
15
Negative Cash Flow
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?

46. 46GetLatka.com
Time
Value
Who will we sell to?
What problem do
we solve?
Does it work?
Will many people
pay?
Does no-touch
funnel work? (No
Founder Selling)
Can we add
customers from
different sources?
Can we scale
without crazy
churn?
Can we scale and
make money?
Year 1 Year 2 Year 3-6 Year 7+
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
David Skok: Matrix 100 Forum
Step 5: Does No Touch Funnel Work?
You’re not worth more just because you’ve raised more

47. If Virality Works,Cuts Payback in Half
47GetLatka.com
Pay $1200 for one customer who brings in +1 for free, you get $$ back faster
-$1,200
-$900
-$600
-$300
$0
$300
M
onth
1M
onth
2M
onth
3M
onth
4M
onth
5M
onth
6M
onth
7M
onth
8M
onth
9M
onth
10M
onth
11M
onth
12
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
{ K = ix conv% }

48. Single Customer Cumulative Cash Flow w/ Viral
48GetLatka.com
$1200 spent to acquire gets recovered in 12 months
-$1,200
-$800
-$400
$0
$400
$800
$1,200
$1,600
M
onth
1M
onth
2M
onth
3M
onth
4M
onth
5M
onth
6M
onth
7M
onth
8M
onth
9M
onth
10
M
onth
11
M
onth
12
M
onth
13
M
onth
14
M
onth
15
Cash recovered in 8
months instead of 12
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?

49. Andrew Chen: All Users Send Invites Each Month
49GetLatka.com
Works same as compound interest on principle
Source: https://blog.gruffdavies.com/tag/viral-coefficient/
{ K = i x conv% }
Assumes all current
users send new
invites each cycle

50. Andrew Chen: All Users Send Invites Each Month
50GetLatka.com
Works same as compound interest on principle
{ K = i x conv% }
Assumes all current
users send new
invites each cycle
Source: https://blog.gruffdavies.com/tag/viral-coefficient/

51. David Skok: Only New Users Send Invites Each Month
51GetLatka.com
{ K = i x conv% }
Assumes only new
users send new
invites each cycle
Assumes users invite entire “contact list” at signup, then stop sharing
Source: https://blog.gruffdavies.com/tag/viral-coefficient/

52. David Skok: Only New Users Send Invites Each Month
52GetLatka.com
{ K = i x conv% }
Assumes only new
users send new
invites each cycle
More conservative model, takes more cycles to be exponential growth
Source: https://blog.gruffdavies.com/tag/viral-coefficient/

53. 53GetLatka.comChris Janz, Point Nine: http://christophjanz.blogspot.com/2014/11/three-more-ways-to-build-100-million.html
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Chris Janz,Point Nine: 8 Ways to $100M
Pick your target carefully

54. 54GetLatka.comChris Janz Point Nine: http://christophjanz.blogspot.com/2014/11/three-more-ways-to-build-100-million.html
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Chris Janz,Point Nine: 8 Ways to $100M
Pick your target carefully

55. Want $100M in ARR?
55GetLatka.com
$1
$10
$100
$1,000
$10,000
$100,000
$1,000,000
$10,000,000
1 10 100 1,000 10,000 100,000 1,000,000 10,000,000
ACV v. Customer Count, n=680
Where is dead zone?
ANNUALCONTRACTVALUE
CUSTOMER COUNT
$10,000,000
$1,000,000
$100,000
$10,000
$1,000
$100
$10
10
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
100 1,000 10,000 100,000 1,000,000 10,000,000
Source: GetLatka.com SaaS Database

56. Want $100M in ARR?
56GetLatka.com
$1
$10
$100
$1,000
$10,000
$100,000
$1,000,000
$10,000,000
1 10 100 1,000 10,000 100,000 1,000,000 10,000,000
ACV v. Customer Count, n=680
Where is dead zone?
CUSTOMER COUNT
$10,000,000
$1,000,000
$100,000
$10,000
$1,000
$100
$10
10
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
100 1,000 10,000 100,000 1,000,000 10,000,000
Danger zone.
Source: GetLatka.com SaaS Database
ANNUALCONTRACTVALUE

57. 57GetLatka.com
Time
Value
Who will we sell to?
What problem do
we solve?
Does it work?
Will many people
pay?
Does no-touch
funnel work? (No
Founder Selling)
Can we add
customers from
different sources?
Can we scale
without crazy
churn?
Can we scale and
make money?
Year 1 Year 2 Year 3-6 Year 7+
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
David Skok: Matrix 100 Forum
Step 6: Add Customers From Diff.Sources?
You’re not worth more just because you’ve raised more

58. Bootstrapped Companies Stay <$1 Dollar Based CAC
58GetLatka.com
Dollar Based CAC vs. Company Age n=103
DOLLARBASEDCAC
COMPANY AGE
GenooBrandVerityProcessMaker
Built.io
LBA Ware
Teamwork.com
Vutu
SocialRep
BrightLocal
Crazy Egg
SaleCycle
Shopper Approved
Memsource
PDFFiler
Tradable Bits
JaneApp
VWOFindEmails
LeadDyno
Visme
Price Intelligently
Maropost
JivoChat
SignEasyLinkody
RankWatch
etailinsights
Vertical IQ
KickoffLabs
ConvertKit
ShufflrrHubstaff
KV Social
BuzzBuilder
CallTrackingMetrics
Outleads
EasyWebinar
Business Hangouts
WebinarNinjaORBTRCorporate360FunnelEnvySitecake
Prezly
Sleeknote
Siftrock
JumpDEMAND
Interact
Lucky Orange
Walls.io
Pulse InsightsAirdnaLeadGnomeNotablist
Vainu
SharpSpring
Appointlet
Hubstaff
BraxHotjarSeventh SenseClickFunnels
EasyRedir
Qebot
DonationMatchRewangoknak.
50skills
Datability
vFairsHireMojo
ConveYourChili Piper
Rela
WebinarNinjaInspireBeatsSniplyTARS1HUDDLEElafris
Missinglettr
RingLead
Lumen5
Vidalytics
Chatmatic
Coredna
UpContent
bant.io
RocketReachPayKickstart
GoPBNmailshakeWebliumOrangedoxNetzeiMaximus Live
Poptin
ComnPlus
Leadiro
Propeller CRMSegMetricsProximate.ioAdjusti.co$-
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
0 2 4 6 8 10 12
$0.60
$0.40
$0.20
0 2 4 86 10 12
$1.00
$0.80
$1.20
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database
$0.00

59. Funded Companies Push To >$1 Dollar Based CAC
59GetLatka.com
Dollar Based CAC vs. Company Age n=369, funded companies
CAC
COMPANY AGE
PredictLeads
BLUErabbit
Prospect.io
KarmaCRM
KarmaCirclesCliently Bizness Apps
GetAccept
Greendeck.co
Badger Maps
Parkbench
Chefs For Seniors
Parkbench
TravelFlan
nurseVersity
AvocodeFuelPandaIndemand
CloudLead
LeadFuze
​
Omnisend
Screenful
Lexicata
HipLead
StoryTap
Frrole
Sorry As A Service
Proposify
Serpstat
Smartbeat Pty
BurstIQ
Adya
Texting Base eClincher
ProcurementExpress.com
RapidFunnel
metadata.io
La Revue Com'Ent : Contenus
addictifs
Uninstall.io
TINT
Ringostat
EngageRocket
Reply
Blurbiz
ArchiveSocial
Reamaze
Venngage
Mention
RoomChecking
MedStack
DOORBOOST
ProLeads Inbound Marketing
Kwanzoo
Contentools
consent.io
DevslopesGiraffe360
​
RightMessage
Usersnap
Screen6
Paubox
CrazyLister
Filestage
​
Zapnito
PromoRepublicNumberz Financial Management
Vytmn
FileboardIllumineto
Sabor
trials.ai
Tagove
prevero
Qlicket
Select Staffing
The SaaS Co.Cliently
Slidebean
SiteManager
WebPT
UnbounceWoopra
CStoreProHibox
Fabl
Metrilo
Turtl
IAMIP Sverige ABGrowSumoLINKETT
DomainMarket.com
Fleeq.io
Prospectify
Cirrus Insight
ZembulaCaliberMind
RevBoss
xiQ
Musqot Marketing Technology
CrazyLister
Gus ChatClose.com Brand24
ScreenCloud
Process Software
ClearView Social
Tilkee
Pure Chat
Hornet Stories
Socedo
Talkpush
Tilkee
Intellibrand
Yeti Data
Kapta
Adzerk
AdEspresso
GetAccept
Datanyze
Cladwell
​
Skubana
Zinrelo
chatmeter
Plivo
Spark
Rock Content
ListenLoop
ParallelDotsProggio
CariClubKomikoAstronomer
DocuFirst
ZendeskFashion Nova
Omny Radio
Periodico Mural
Shorthand
BuildFire
DetectifySaleScout
IdealSpot
Teckst
Hubdoc
Pipefy
CoSchedule
Citia
Webflow
Personyze
Ambassador
Wishpond
Loop54
Stackify
SaaSquatch
Nimble
Cladwell
TARA.ai
AppZen
Exponea
Everlance
Castle
SalesWise
OAG Analytics
Unomy
Apptivo
Instapage
15Five
​
Mintent
​
Repsly
​
Vero
ClearVoice
MarketMuse
GenieBelt
Mobilewalla
MARIANA
The Hotels Network
Privy
Podium
DemandJump
​
Smartcat
Ceterus
Hiver
SalesSeek
indico
botkeeper
Spacer.com
Onfleet
​
Traackr
TapClicks
Perkville
test IOEnplug
TruSignal
Voxpopme
Hatchbuck
Databox
BreezoMeter
Proven
NarrativeDx
Plotly
Any.do
BrandYourself
Switch Automation
Lessonly
PacketZoom
Haste Assessoria Contabil E
TributariaBigchainDB
Brandfolder MindTouch​
Now Interact
PostmanCrystal
MarketFactory
Madwire
Pingboard
BounceX
Klipfolio Vendasta
Fision
Kira Talent
Insightpool, a TrendKite
HYPR
Flowhub
Choozle
PageCloud
SigOpt
IVY
SirqulDetectify
monday.com
Sococo
CB Insights
Jebbit
BrightFunnel
HiConversion
Accelo
Full Circle Insights
Limelight Health
DocSend
Broadly
Help Scout
Rapt Media
CommercialTribe
Stratifyd
Workboard
Beeswax
ShipHawk
LiquidPlanner
Scoop.it
Treehouse SoftwareVendasta
KnowBe4
Ryver
Purple
RESULTS.com
Grow
Funnel
Grow
Front
Pipedrive
Movable Ink
Knotch
Redox
Zuberance
Stantive Technologies Group
Trex
Celect
ForceManager
Verdigris
Rainforest QA
Workato
Troops
Progress
LeanData
Mattermark
BiziblePandaDoc Optimove
JazzHR
ObservePoint
PandaDoc
Ace Metrix
​
VideoBlocks
CompStak
Apptimize
​
Cloudbeds
HealthLoop
prooV
RJMetrics
Cloud Elements
Bynder
InfoScout
​
Riskalyze
Fond
Skillshare
Hireology
Gong.io
JazzHR
Encompass
Wochit
Engagio
DroneDeploy
Hireology
Pendo
SocialFlow
CloudabilityFeedvisor
FloQast
BirdEye
ROKT
monday.com
Vena Solutions
Workable
SEMrush
TeamSnap
Brightpearl
Zwift
QASymphony
Sailthru
Wayin
Influitive
CloudCheckr
Kahuna
Vena Solutions
FullContact
Typeform
Classy
Socialbakers
Sift Science
Dashlane
Dashlane
Pendo
Duetto S.A. de C.V.
DialogTech
LocalyticsSecurityScorecardOutreach
Showpad
Vidyard
Vidyard
UserTesting
Collibra
Percolate
Booker Software
CloudHealth Technologies
Copper
Demandbase
Showpad
BloomReach
Wave HQ
Segment
Collibra
ZOOM.COM.NG
Coveo
Namely
Tradeshift
Bill.com
$-
$0.50
$1.00
$1.50
$2.00
$2.50
0 2 4 6 8 10 12
$1.50
$1.00
$0.50
0 2 4 86 10 12
$2.50
$2.00
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database
$0.00

60. Funded Companies Push To >$1 Dollar Based CAC
60GetLatka.com
Dollar Based CAC vs. Company Age n=369, funded companies
COMPANY AGE
PredictLeads
BLUErabbit
Prospect.io
KarmaCRM
KarmaCirclesCliently Bizness Apps
GetAccept
Greendeck.co
Badger Maps
Parkbench
Chefs For Seniors
Parkbench
TravelFlan
nurseVersity
AvocodeFuelPandaIndemand
CloudLead
LeadFuze
​
Omnisend
Screenful
Lexicata
HipLead
StoryTap
Frrole
Sorry As A Service
Proposify
Serpstat
Smartbeat Pty
BurstIQ
Adya
Texting Base eClincher
ProcurementExpress.com
RapidFunnel
metadata.io
La Revue Com'Ent : Contenus
addictifs
Uninstall.io
TINT
Ringostat
EngageRocket
Reply
Blurbiz
ArchiveSocial
Reamaze
Venngage
Mention
RoomChecking
MedStack
DOORBOOST
ProLeads Inbound Marketing
Kwanzoo
Contentools
consent.io
DevslopesGiraffe360
​
RightMessage
Usersnap
Screen6
Paubox
CrazyLister
Filestage
​
Zapnito
PromoRepublicNumberz Financial Management
Vytmn
FileboardIllumineto
Sabor
trials.ai
Tagove
prevero
Qlicket
Select Staffing
The SaaS Co.Cliently
Slidebean
SiteManager
WebPT
UnbounceWoopra
CStoreProHibox
Fabl
Metrilo
Turtl
IAMIP Sverige ABGrowSumoLINKETT
DomainMarket.com
Fleeq.io
Prospectify
Cirrus Insight
ZembulaCaliberMind
RevBoss
xiQ
Musqot Marketing Technology
CrazyLister
Gus ChatClose.com Brand24
ScreenCloud
Process Software
ClearView Social
Tilkee
Pure Chat
Hornet Stories
Socedo
Talkpush
Tilkee
Intellibrand
Yeti Data
Kapta
Adzerk
AdEspresso
GetAccept
Datanyze
Cladwell
​
Skubana
Zinrelo
chatmeter
Plivo
Spark
Rock Content
ListenLoop
ParallelDotsProggio
CariClubKomikoAstronomer
DocuFirst
ZendeskFashion Nova
Omny Radio
Periodico Mural
Shorthand
BuildFire
DetectifySaleScout
IdealSpot
Teckst
Hubdoc
Pipefy
CoSchedule
Citia
Webflow
Personyze
Ambassador
Wishpond
Loop54
Stackify
SaaSquatch
Nimble
Cladwell
TARA.ai
AppZen
Exponea
Everlance
Castle
SalesWise
OAG Analytics
Unomy
Apptivo
Instapage
15Five
​
Mintent
​
Repsly
​
Vero
ClearVoice
MarketMuse
GenieBelt
Mobilewalla
MARIANA
The Hotels Network
Privy
Podium
DemandJump
​
Smartcat
Ceterus
Hiver
SalesSeek
indico
botkeeper
Spacer.com
Onfleet
​
Traackr
TapClicks
Perkville
test IOEnplug
TruSignal
Voxpopme
Hatchbuck
Databox
BreezoMeter
Proven
NarrativeDx
Plotly
Any.do
BrandYourself
Switch Automation
Lessonly
PacketZoom
Haste Assessoria Contabil E
TributariaBigchainDB
Brandfolder MindTouch​
Now Interact
PostmanCrystal
MarketFactory
Madwire
Pingboard
BounceX
Klipfolio Vendasta
Fision
Kira Talent
Insightpool, a TrendKite
HYPR
Flowhub
Choozle
PageCloud
SigOpt
IVY
SirqulDetectify
monday.com
Sococo
CB Insights
Jebbit
BrightFunnel
HiConversion
Accelo
Full Circle Insights
Limelight Health
DocSend
Broadly
Help Scout
Rapt Media
CommercialTribe
Stratifyd
Workboard
Beeswax
ShipHawk
LiquidPlanner
Scoop.it
Treehouse SoftwareVendasta
KnowBe4
Ryver
Purple
RESULTS.com
Grow
Funnel
Grow
Front
Pipedrive
Movable Ink
Knotch
Redox
Zuberance
Stantive Technologies Group
Trex
Celect
ForceManager
Verdigris
Rainforest QA
Workato
Troops
Progress
LeanData
Mattermark
BiziblePandaDoc Optimove
JazzHR
ObservePoint
PandaDoc
Ace Metrix
​
VideoBlocks
CompStak
Apptimize
​
Cloudbeds
HealthLoop
prooV
RJMetrics
Cloud Elements
Bynder
InfoScout
​
Riskalyze
Fond
Skillshare
Hireology
Gong.io
JazzHR
Encompass
Wochit
Engagio
DroneDeploy
Hireology
Pendo
SocialFlow
CloudabilityFeedvisor
FloQast
BirdEye
ROKT
monday.com
Vena Solutions
Workable
SEMrush
TeamSnap
Brightpearl
Zwift
QASymphony
Sailthru
Wayin
Influitive
CloudCheckr
Kahuna
Vena Solutions
FullContact
Typeform
Classy
Socialbakers
Sift Science
Dashlane
Dashlane
Pendo
Duetto S.A. de C.V.
DialogTech
LocalyticsSecurityScorecardOutreach
Showpad
Vidyard
Vidyard
UserTesting
Collibra
Percolate
Booker Software
CloudHealth Technologies
Copper
Demandbase
Showpad
BloomReach
Wave HQ
Segment
Collibra
ZOOM.COM.NG
Coveo
Namely
Tradeshift
Bill.com
$-
$0.50
$1.00
$1.50
$2.00
$2.50
0 2 4 6 8 10 12
$1.50
$1.00
$0.50
0 2 4 86 10 12
$2.50
$2.00
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
SEMRush $0.25 for
$1 New ARR
Pandadoc $1.30 for
$1 New ARR
CAC
Source: GetLatka.com SaaS Database
$0.00

61. Source: Hubspot Integration Partner
61GetLatka.com
Vidyard
Sept. 2016 Data

62. 62GetLatka.com
PandaDoc Users Hubspot Integration
2018 ARR
$12M+
CUSTOMERS
10,000
FUNDING
$20M
TEAM SIZE
170
PandaDoc pushes growth via app store optimization
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: The Top Entrepreneurs Podcast, PandaDoc CEO Mikita Mikado, May 17th 2018

63. Funded Companies Push To >$1 Dollar Based CAC
63GetLatka.com
Dollar Based CAC vs. Company Age n=369
CAC
Company Age
PredictLeads
BLUErabbit
Prospect.io
KarmaCRM
KarmaCirclesCliently Bizness Apps
GetAccept
Greendeck.co
Badger Maps
Parkbench
Chefs For Seniors
Parkbench
TravelFlan
nurseVersity
AvocodeFuelPandaIndemand
CloudLead
LeadFuze
​
Omnisend
Screenful
Lexicata
HipLead
StoryTap
Frrole
Sorry As A Service
Proposify
Serpstat
Smartbeat Pty
BurstIQ
Adya
Texting Base eClincher
ProcurementExpress.com
RapidFunnel
metadata.io
La Revue Com'Ent : Contenus
addictifs
Uninstall.io
TINT
Ringostat
EngageRocket
Reply
Blurbiz
ArchiveSocial
Reamaze
Venngage
Mention
RoomChecking
MedStack
DOORBOOST
ProLeads Inbound Marketing
Kwanzoo
Contentools
consent.io
DevslopesGiraffe360
​
RightMessage
Usersnap
Screen6
Paubox
CrazyLister
Filestage
​
Zapnito
PromoRepublicNumberz Financial Management
Vytmn
FileboardIllumineto
Sabor
trials.ai
Tagove
prevero
Qlicket
Select Staffing
The SaaS Co.Cliently
Slidebean
SiteManager
WebPT
UnbounceWoopra
CStoreProHibox
Fabl
Metrilo
Turtl
IAMIP Sverige ABGrowSumoLINKETT
DomainMarket.com
Fleeq.io
Prospectify
Cirrus Insight
ZembulaCaliberMind
RevBoss
xiQ
Musqot Marketing Technology
CrazyLister
Gus ChatClose.com Brand24
ScreenCloud
Process Software
ClearView Social
Tilkee
Pure Chat
Hornet Stories
Socedo
Talkpush
Tilkee
Intellibrand
Yeti Data
Kapta
Adzerk
AdEspresso
GetAccept
Datanyze
Cladwell
​
Skubana
Zinrelo
chatmeter
Plivo
Spark
Rock Content
ListenLoop
ParallelDotsProggio
CariClubKomikoAstronomer
DocuFirst
ZendeskFashion Nova
Omny Radio
Periodico Mural
Shorthand
BuildFire
DetectifySaleScout
IdealSpot
Teckst
Hubdoc
Pipefy
CoSchedule
Citia
Webflow
Personyze
Ambassador
Wishpond
Loop54
Stackify
SaaSquatch
Nimble
Cladwell
TARA.ai
AppZen
Exponea
Everlance
Castle
SalesWise
OAG Analytics
Unomy
Apptivo
Instapage
15Five
​
Mintent
​
Repsly
​
Vero
ClearVoice
MarketMuse
GenieBelt
Mobilewalla
MARIANA
The Hotels Network
Privy
Podium
DemandJump
​
Smartcat
Ceterus
Hiver
SalesSeek
indico
botkeeper
Spacer.com
Onfleet
​
Traackr
TapClicks
Perkville
test IOEnplug
TruSignal
Voxpopme
Hatchbuck
Databox
BreezoMeter
Proven
NarrativeDx
Plotly
Any.do
BrandYourself
Switch Automation
Lessonly
PacketZoom
Haste Assessoria Contabil E
TributariaBigchainDB
Brandfolder MindTouch​
Now Interact
PostmanCrystal
MarketFactory
Madwire
Pingboard
BounceX
Klipfolio Vendasta
Fision
Kira Talent
Insightpool, a TrendKite
HYPR
Flowhub
Choozle
PageCloud
SigOpt
IVY
SirqulDetectify
monday.com
Sococo
CB Insights
Jebbit
BrightFunnel
HiConversion
Accelo
Full Circle Insights
Limelight Health
DocSend
Broadly
Help Scout
Rapt Media
CommercialTribe
Stratifyd
Workboard
Beeswax
ShipHawk
LiquidPlanner
Scoop.it
Treehouse SoftwareVendasta
KnowBe4
Ryver
Purple
RESULTS.com
Grow
Funnel
Grow
Front
Pipedrive
Movable Ink
Knotch
Redox
Zuberance
Stantive Technologies Group
Trex
Celect
ForceManager
Verdigris
Rainforest QA
Workato
Troops
Progress
LeanData
Mattermark
BiziblePandaDoc Optimove
JazzHR
ObservePoint
PandaDoc
Ace Metrix
​
VideoBlocks
CompStak
Apptimize
​
Cloudbeds
HealthLoop
prooV
RJMetrics
Cloud Elements
Bynder
InfoScout
​
Riskalyze
Fond
Skillshare
Hireology
Gong.io
JazzHR
Encompass
Wochit
Engagio
DroneDeploy
Hireology
Pendo
SocialFlow
CloudabilityFeedvisor
FloQast
BirdEye
ROKT
monday.com
Vena Solutions
Workable
SEMrush
TeamSnap
Brightpearl
Zwift
QASymphony
Sailthru
Wayin
Influitive
CloudCheckr
Kahuna
Vena Solutions
FullContact
Typeform
Classy
Socialbakers
Sift Science
Dashlane
Dashlane
Pendo
Duetto S.A. de C.V.
DialogTech
LocalyticsSecurityScorecardOutreach
Showpad
Vidyard
Vidyard
UserTesting
Collibra
Percolate
Booker Software
CloudHealth Technologies
Copper
Demandbase
Showpad
BloomReach
Wave HQ
Segment
Collibra
ZOOM.COM.NG
Coveo
Namely
Tradeshift
Bill.com
$-
$0.50
$1.00
$1.50
$2.00
$2.50
0 2 4 6 8 10 12
$1.50
$1.00
$0.50
0 2 4 86 10 12
$2.50
$2.00
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database
SEMRush $0.25 for
$1 New ARR

64. Source: Hubspot Integration Partner
64GetLatka.com
Vidyard
Sept. 2016 Data

65. 65GetLatka.com
SEMRush Uses Hubspot as Growth Channel
2018 ARR
$50M
CUSTOMERS
30-50k
FUNDING
$40M
TEAM SIZE
500
App Exchanges as growth drivers
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: The Top Entrepreneurs Podcast, SEMRush COO Eugene Levin, May 9th 2018

66. Keep 1:1 Ratio of “ARR:Funding Raised”
66GetLatka.com
Keep your $$$ Raised : ARR ratio as close to 1 as possible
ARR(millions)
DOLLARS RAISED (millions)
Zenefits
Looker
Namely
ZOOM.COM.NG
Branch
Segment
CloudHealth Technologies
Booker Software
Vidyard
Showpad
Greenhouse Software
SecurityScorecard
OutreachPendo
Dashlane
Sift Science
Classy
TypeformVena SolutionsFullContactFreightos
PantheonKahuna
Jelli
Zwift
GitLab
Workable
TrendKite
Magnetic
ROKT
monday.com
BirdEye
Feedvisor
YeswareFloQastPendoEngagio
DroneDeployOrion Labs
WochitEncompass
Scout RFP
HireologySkillshare
SnapApp
Talkdesk
Riskalyze
Fond
HG DataHandshake
Logz.io
InfoScout
Bynder
Cloud ElementsCloudbeds
HealthLoop
ContentSquare
ApptimizeCompStakPandaDoc
Bizible
Owler
LeanDataProgressMattermarkFuse
Workato
Troops
ForceManagerRainforest QA
VerdigrisCelectTrexFrontAppKnotchRedoxContactuallyPipedrive
KnowBe4
PurpleGrow
RESULTS.comFunnelRyver
ShipHawkBeeswaxCommercialTribeWorkboardPayStandStratifydRapt Media
AcceloBroadlyLimelight HealthFull Circle InsightsDocSend
Copper
CB Insights
HiConversionJebbitBrightFunnelInnoplexusShareRoot
CleverTapBugsn
IVY
SirqulDetectifySigOpt
Choozle
PageCloud
LeadGeniusHYPRKira TalentFlowhubInsightpool, a TrendKiteSignalKlipfolio
SeamlessDoc
BounceX
PingboardSupportPay
Postman
Spiffy InternetCrystalNudge.aiNiche
Brandfolder
PandaDocLessonly
Switch AutomationPacketZoomBigchainDBFruitStreet.comHaste Assessoria Contabil E TributariaAlycePlotlyNarrativeDx
Modus
ShoppableEnplugTruSignalVoxpopmeHatchbuckDataboxBreezoMeterBrandlivebotkeeperSalesSeekindicoSpacer.com
VersiumBizomThe Hotels NetworkMarketMuseClearVoicePrivyMobilewallaVeroGenieBeltMARIANAMintent
15Five
RippleMatch
Instapage
ApptivoHelloSign
NimbleStackifySaaSquatchAppZenTARA.aiCladwellBoostinsiderZirra
Webflow
CitiaCoScheduleHelloTechPipefy
BuildFirePeopleGroveSaleScoutShorthandTeckstIdealSpotDetectifyPeriodico MuralAttentive.lyZendeskRock ContentSparkListenLoopParallelDotsRiddle
Skubana
OneMobPromoRepublic
AdEspressoAdEspresso
Hornet Stories
SocedoTilkeePure ChatTilkeeTalkpushIntellibrandYeti DataIntellaSphereSortableClearView SocialSlidebeanScreenCloudProcess SoftwareClose.comCrazyListerMusqot Marketing TechnologyGus Chat
Cirrus Insight
ZembulaOmniconvertSkycision
Bombora
Zapier
FablGrowSumoTurtlOMXCStoreProMetriloIAMIP Sverige ABLINKETTHiboxSlidebean
Cooleaf
Select StaffingThe SaaS Co.Sabor
Fileboard
MarkerlySalesflareZapnitoPromoRepublic
Screen6UsersnapPauboxFilestageCrazyListerVenngageMentionKvantumReamazeDOORBOOSTRoomCheckingExpressPigeonMedStackProLeads Inbound MarketingBadger MapsBoomerang.comRingostatSalesHuddlepr.coPublicfast
TINTeClincherMailtrack.ioProcurementExpress.comTexting BaseProposifyFrroleSorry As A ServiceFreshdealStoryTapLexicataHipLeadHipLeadWeekdoneScreenfulOmnisendCloudLead
Parkbench
Badger MapsChefs For SeniorsGeenappPredictLeads$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
$0 $100,000,000 $200,000,000 $300,000,000 $400,000,000 $500,000,000 $600,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database
$100 $200 $300 $400 $500 $600
$50
$100
$150
$200
$250
$300

67. 67GetLatka.com
ARR(millions)
DOLLARS RAISED (millions)
Zenefits
Looker
Namely
ZOOM.COM.NG
Branch
Segment
CloudHealth Technologies
Booker Software
Vidyard
Showpad
Greenhouse Software
SecurityScorecard
OutreachPendo
Dashlane
Sift Science
Classy
TypeformVena SolutionsFullContactFreightos
PantheonKahuna
Jelli
Zwift
GitLab
Workable
TrendKite
Magnetic
ROKT
monday.com
BirdEye
Feedvisor
YeswareFloQastPendoEngagio
DroneDeployOrion Labs
WochitEncompass
Scout RFP
HireologySkillshare
SnapApp
Talkdesk
Riskalyze
Fond
HG DataHandshake
Logz.io
InfoScout
Bynder
Cloud ElementsCloudbeds
HealthLoop
ContentSquare
ApptimizeCompStakPandaDoc
Bizible
Owler
LeanDataProgressMattermarkFuse
Workato
Troops
ForceManagerRainforest QA
VerdigrisCelectTrexFrontAppKnotchRedoxContactuallyPipedrive
KnowBe4
PurpleGrow
RESULTS.comFunnelRyver
ShipHawkBeeswaxCommercialTribeWorkboardPayStandStratifydRapt Media
AcceloBroadlyLimelight HealthFull Circle InsightsDocSend
Copper
CB Insights
HiConversionJebbitBrightFunnelInnoplexusShareRoot
CleverTapBugsn
IVY
SirqulDetectifySigOpt
Choozle
PageCloud
LeadGeniusHYPRKira TalentFlowhubInsightpool, a TrendKiteSignalKlipfolio
SeamlessDoc
BounceX
PingboardSupportPay
Postman
Spiffy InternetCrystalNudge.aiNiche
Brandfolder
PandaDocLessonly
Switch AutomationPacketZoomBigchainDBFruitStreet.comHaste Assessoria Contabil E TributariaAlycePlotlyNarrativeDx
Modus
ShoppableEnplugTruSignalVoxpopmeHatchbuckDataboxBreezoMeterBrandlivebotkeeperSalesSeekindicoSpacer.com
VersiumBizomThe Hotels NetworkMarketMuseClearVoicePrivyMobilewallaVeroGenieBeltMARIANAMintent
15Five
RippleMatch
Instapage
ApptivoHelloSign
NimbleStackifySaaSquatchAppZenTARA.aiCladwellBoostinsiderZirra
Webflow
CitiaCoScheduleHelloTechPipefy
BuildFirePeopleGroveSaleScoutShorthandTeckstIdealSpotDetectifyPeriodico MuralAttentive.lyZendeskRock ContentSparkListenLoopParallelDotsRiddle
Skubana
OneMobPromoRepublic
AdEspressoAdEspresso
Hornet Stories
SocedoTilkeePure ChatTilkeeTalkpushIntellibrandYeti DataIntellaSphereSortableClearView SocialSlidebeanScreenCloudProcess SoftwareClose.comCrazyListerMusqot Marketing TechnologyGus Chat
Cirrus Insight
ZembulaOmniconvertSkycision
Bombora
Zapier
FablGrowSumoTurtlOMXCStoreProMetriloIAMIP Sverige ABLINKETTHiboxSlidebean
Cooleaf
Select StaffingThe SaaS Co.Sabor
Fileboard
MarkerlySalesflareZapnitoPromoRepublic
Screen6UsersnapPauboxFilestageCrazyListerVenngageMentionKvantumReamazeDOORBOOSTRoomCheckingExpressPigeonMedStackProLeads Inbound MarketingBadger MapsBoomerang.comRingostatSalesHuddlepr.coPublicfast
TINTeClincherMailtrack.ioProcurementExpress.comTexting BaseProposifyFrroleSorry As A ServiceFreshdealStoryTapLexicataHipLeadHipLeadWeekdoneScreenfulOmnisendCloudLead
Parkbench
Badger MapsChefs For SeniorsGeenappPredictLeads$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
$0 $100,000,000 $200,000,000 $300,000,000 $400,000,000 $500,000,000 $600,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database
$100 $200 $300 $400 $500 $600
$50
$100
$150
$200
$250
$300
Zenefits
$540M Raised, $120M ARR
Don’t Be Zenefits (Rooting for you Jay!)
$120M ARR: $540M Raised = 0.22

68. $4B Raised in One Chart
68GetLatka.com
ARR vs. Funding for 3-6 year companies, n=286
ARR(Millions)
DOLLARS RAISED (millions)
Looker
Namely
Zoom
Branch
CloudHealth Technologies
Booker Software
Vidyard
Showpad
Greenhouse Software
SecurityScorecard
Outreach
Pendo
Dashlane
Sift Science
Classy
Typeform
Vena Solutions
FullContact
Freightos
PantheonKahuna
Jelli
Zwift
GitLab
Workable
TrendKite
Magnetic
ROKT
monday.com
BirdEye
Feedvisor
YeswareFloQast
PendoEngagio
DroneDeployOrion Labs
WochitEncompass
Scout RFP
HireologySkillshare
SnapApp
Talkdesk
Riskalyze
Fond
HG DataHandshake
Logz.io
InfoScout
Bynder
Cloud ElementsCloudbeds
HealthLoop
ContentSquare
ApptimizeCompStak
PandaDoc
Bizible
Owler
LeanData
ProgressMattermark
Fuse
Workato
Troops
ForceManager
Rainforest QA
Verdigris
CelectTrex
FrontAppKnotchRedox
Contactually
Pipedrive
KnowBe4
PurpleGrow
RESULTS.com
FunnelRyver
ShipHawkBeeswax
CommercialTribeWorkboard
PayStandStratifydRapt Media
Accelo
BroadlyLimelight HealthFull Circle Insights
DocSend
Copper
CB Insights
HiConversionJebbitBrightFunnelInnoplexusShareRoot
CleverTap
Bugsn
IVY
SirqulDetectifySigOpt
Choozle
PageCloud
LeadGeniusHYPRKira TalentFlowhubInsightpool, a TrendKiteSignal
Klipfolio
SeamlessDoc
BounceX
Pingboard
SupportPay
Postman
Spiffy InternetCrystalNudge.aiNiche
Brandfolder
PandaDoc
Lessonly
Switch AutomationPacketZoomBigchainDBFruitStreet.comHaste Assessoria Contabil E TributariaAlycePlotlyNarrativeDx
Modus
ShoppableEnplugTruSignalVoxpopme
HatchbuckDataboxBreezoMeterBrandlivebotkeeperSalesSeekindicoSpacer.com
VersiumBizom
The Hotels NetworkMarketMuseClearVoicePrivyMobilewallaVeroGenieBeltMARIANAMintent
15Five
RippleMatch
Instapage
Apptivo
HelloSign
NimbleStackifySaaSquatchAppZenTARA.aiCladwellBoostinsiderZirra
Webflow
Citia
CoScheduleHelloTech
Pipefy
BuildFirePeopleGroveSaleScoutShorthandTeckstIdealSpotDetectify
Periodico Mural
Attentive.lyZendesk
Rock ContentSparkListenLoopParallelDotsRiddle
Skubana
OneMobPromoRepublic
AdEspresso
AdEspresso
Hornet Stories
SocedoTilkeePure ChatTilkeeTalkpushIntellibrandYeti DataIntellaSphere
SortableClearView SocialSlidebeanScreenCloudProcess SoftwareClose.comCrazyListerMusqot Marketing TechnologyGus Chat
Cirrus Insight
ZembulaOmniconvertSkycision
Bombora
Zapier
FablGrowSumoTurtlOMXCStoreProMetriloIAMIP Sverige ABLINKETTHiboxSlidebean
Cooleaf
Select StaffingThe SaaS Co.Sabor
Fileboard
MarkerlySalesflareZapnitoPromoRepublic
Screen6UsersnapPauboxFilestageCrazyLister
VenngageMentionKvantumReamazeDOORBOOSTRoomCheckingExpressPigeonMedStackProLeads Inbound MarketingBadger MapsBoomerang.com
RingostatSalesHuddlepr.coPublicfast
TINT
eClincherMailtrack.ioProcurementExpress.comTexting BaseProposifyFrroleSorry As A ServiceFreshdealStoryTap
LexicataHipLeadHipLeadWeekdoneScreenfulOmnisendCloudLead
Parkbench
Badger MapsChefs For SeniorsGeenappPredictLeads$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
$160,000,000
$180,000,000
$0 $20,000,000 $40,000,000 $60,000,000 $80,000,000 $100,000,000 $120,000,000 $140,000,000 $160,000,000 $180,000,000 $200,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database
$20 $40 $60 $80 $100 $120 $140 $160 $180 $200
$20
$40
$60
$80
$100
$120
$140
$160
$180

69. $4B Raised in One Chart
69GetLatka.com
ARR vs. Funding for 3-6 year companies, n=286
ARR
DOLLARS RAISED (millions)
Looker
Namely
Zoom
Branch
CloudHealth Technologies
Booker Software
Vidyard
Showpad
Greenhouse Software
SecurityScorecard
Outreach
Pendo
Dashlane
Sift Science
Classy
Typeform
Vena Solutions
FullContact
Freightos
PantheonKahuna
Jelli
Zwift
GitLab
Workable
TrendKite
Magnetic
ROKT
monday.com
BirdEye
Feedvisor
YeswareFloQast
PendoEngagio
DroneDeployOrion Labs
WochitEncompass
Scout RFP
HireologySkillshare
SnapApp
Talkdesk
Riskalyze
Fond
HG DataHandshake
Logz.io
InfoScout
Bynder
Cloud ElementsCloudbeds
HealthLoop
ContentSquare
ApptimizeCompStak
PandaDoc
Bizible
Owler
LeanData
ProgressMattermark
Fuse
Workato
Troops
ForceManager
Rainforest QA
Verdigris
CelectTrex
FrontAppKnotchRedox
Contactually
Pipedrive
KnowBe4
PurpleGrow
RESULTS.com
FunnelRyver
ShipHawkBeeswax
CommercialTribeWorkboard
PayStandStratifydRapt Media
Accelo
BroadlyLimelight HealthFull Circle Insights
DocSend
Copper
CB Insights
HiConversionJebbitBrightFunnelInnoplexusShareRoot
CleverTap
Bugsn
IVY
SirqulDetectifySigOpt
Choozle
PageCloud
LeadGeniusHYPRKira TalentFlowhubInsightpool, a TrendKiteSignal
Klipfolio
SeamlessDoc
BounceX
Pingboard
SupportPay
Postman
Spiffy InternetCrystalNudge.aiNiche
Brandfolder
PandaDoc
Lessonly
Switch AutomationPacketZoomBigchainDBFruitStreet.comHaste Assessoria Contabil E TributariaAlycePlotlyNarrativeDx
Modus
ShoppableEnplugTruSignalVoxpopme
HatchbuckDataboxBreezoMeterBrandlivebotkeeperSalesSeekindicoSpacer.com
VersiumBizom
The Hotels NetworkMarketMuseClearVoicePrivyMobilewallaVeroGenieBeltMARIANAMintent
15Five
RippleMatch
Instapage
Apptivo
HelloSign
NimbleStackifySaaSquatchAppZenTARA.aiCladwellBoostinsiderZirra
Webflow
Citia
CoScheduleHelloTech
Pipefy
BuildFirePeopleGroveSaleScoutShorthandTeckstIdealSpotDetectify
Periodico Mural
Attentive.lyZendesk
Rock ContentSparkListenLoopParallelDotsRiddle
Skubana
OneMobPromoRepublic
AdEspresso
AdEspresso
Hornet Stories
SocedoTilkeePure ChatTilkeeTalkpushIntellibrandYeti DataIntellaSphere
SortableClearView SocialSlidebeanScreenCloudProcess SoftwareClose.comCrazyListerMusqot Marketing TechnologyGus Chat
Cirrus Insight
ZembulaOmniconvertSkycision
Bombora
Zapier
FablGrowSumoTurtlOMXCStoreProMetriloIAMIP Sverige ABLINKETTHiboxSlidebean
Cooleaf
Select StaffingThe SaaS Co.Sabor
Fileboard
MarkerlySalesflareZapnitoPromoRepublic
Screen6UsersnapPauboxFilestageCrazyLister
VenngageMentionKvantumReamazeDOORBOOSTRoomCheckingExpressPigeonMedStackProLeads Inbound MarketingBadger MapsBoomerang.com
RingostatSalesHuddlepr.coPublicfast
TINT
eClincherMailtrack.ioProcurementExpress.comTexting BaseProposifyFrroleSorry As A ServiceFreshdealStoryTap
LexicataHipLeadHipLeadWeekdoneScreenfulOmnisendCloudLead
Parkbench
Badger MapsChefs For SeniorsGeenappPredictLeads$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
$160,000,000
$180,000,000
$0 $20,000,000 $40,000,000 $60,000,000 $80,000,000 $100,000,000 $120,000,000 $140,000,000 $160,000,000 $180,000,000 $200,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database
$20 $40 $60 $80 $100 $120 $140 $160 $180 $200
$20
$40
$60
$80
$100
$120
$140
$160
$180
Zoom
$145M Raised, $150M+ ARR

70. 70GetLatka.com
Eric Yuan,CEO Zoom
2018 ARR
$150M+
CUSTOMERS
850,000
FUNDING
$145M
TEAM SIZE
800
Next IPO?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: The Top Entrepreneurs Podcast, Zoom CEO Eric Yuan, Dec 14th 2017

71. $4B Raised in One Chart
71GetLatka.com
ARR vs. Funding for 3-6 year companies, n=286
ARR
DOLLARS RAISED (millions)
Looker
Namely
Zoom
Branch
CloudHealth Technologies
Booker Software
Vidyard
Showpad
Greenhouse Software
SecurityScorecard
Outreach
Pendo
Dashlane
Sift Science
Classy
Typeform
Vena Solutions
FullContact
Freightos
PantheonKahuna
Jelli
Zwift
GitLab
Workable
TrendKite
Magnetic
ROKT
monday.com
BirdEye
Feedvisor
YeswareFloQast
PendoEngagio
DroneDeployOrion Labs
WochitEncompass
Scout RFP
HireologySkillshare
SnapApp
Talkdesk
Riskalyze
Fond
HG DataHandshake
Logz.io
InfoScout
Bynder
Cloud ElementsCloudbeds
HealthLoop
ContentSquare
ApptimizeCompStak
PandaDoc
Bizible
Owler
LeanData
ProgressMattermark
Fuse
Workato
Troops
ForceManager
Rainforest QA
Verdigris
CelectTrex
FrontAppKnotchRedox
Contactually
Pipedrive
KnowBe4
PurpleGrow
RESULTS.com
FunnelRyver
ShipHawkBeeswax
CommercialTribeWorkboard
PayStandStratifydRapt Media
Accelo
BroadlyLimelight HealthFull Circle Insights
DocSend
Copper
CB Insights
HiConversionJebbitBrightFunnelInnoplexusShareRoot
CleverTap
Bugsn
IVY
SirqulDetectifySigOpt
Choozle
PageCloud
LeadGeniusHYPRKira TalentFlowhubInsightpool, a TrendKiteSignal
Klipfolio
SeamlessDoc
BounceX
Pingboard
SupportPay
Postman
Spiffy InternetCrystalNudge.aiNiche
Brandfolder
PandaDoc
Lessonly
Switch AutomationPacketZoomBigchainDBFruitStreet.comHaste Assessoria Contabil E TributariaAlycePlotlyNarrativeDx
Modus
ShoppableEnplugTruSignalVoxpopme
HatchbuckDataboxBreezoMeterBrandlivebotkeeperSalesSeekindicoSpacer.com
VersiumBizom
The Hotels NetworkMarketMuseClearVoicePrivyMobilewallaVeroGenieBeltMARIANAMintent
15Five
RippleMatch
Instapage
Apptivo
HelloSign
NimbleStackifySaaSquatchAppZenTARA.aiCladwellBoostinsiderZirra
Webflow
Citia
CoScheduleHelloTech
Pipefy
BuildFirePeopleGroveSaleScoutShorthandTeckstIdealSpotDetectify
Periodico Mural
Attentive.lyZendesk
Rock ContentSparkListenLoopParallelDotsRiddle
Skubana
OneMobPromoRepublic
AdEspresso
AdEspresso
Hornet Stories
SocedoTilkeePure ChatTilkeeTalkpushIntellibrandYeti DataIntellaSphere
SortableClearView SocialSlidebeanScreenCloudProcess SoftwareClose.comCrazyListerMusqot Marketing TechnologyGus Chat
Cirrus Insight
ZembulaOmniconvertSkycision
Bombora
Zapier
FablGrowSumoTurtlOMXCStoreProMetriloIAMIP Sverige ABLINKETTHiboxSlidebean
Cooleaf
Select StaffingThe SaaS Co.Sabor
Fileboard
MarkerlySalesflareZapnitoPromoRepublic
Screen6UsersnapPauboxFilestageCrazyLister
VenngageMentionKvantumReamazeDOORBOOSTRoomCheckingExpressPigeonMedStackProLeads Inbound MarketingBadger MapsBoomerang.com
RingostatSalesHuddlepr.coPublicfast
TINT
eClincherMailtrack.ioProcurementExpress.comTexting BaseProposifyFrroleSorry As A ServiceFreshdealStoryTap
LexicataHipLeadHipLeadWeekdoneScreenfulOmnisendCloudLead
Parkbench
Badger MapsChefs For SeniorsGeenappPredictLeads$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
$160,000,000
$180,000,000
$0 $20,000,000 $40,000,000 $60,000,000 $80,000,000 $100,000,000 $120,000,000 $140,000,000 $160,000,000 $180,000,000 $200,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database
$20 $40 $60 $80 $100 $120 $140 $160 $180 $200
$20
$40
$60
$80
$100
$120
$140
$160
$180
GitLab
$140M Raised, $30-120M ARR

72. 72GetLatka.com
Sid Sijbrandij,CEO GitLab
2018 ARR
$30-120M
CUSTOMERS
5,000
FUNDING
$140M
TEAM SIZE
267
Recent $100M Raise
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: The Top Entrepreneurs Podcast, GitLab CEO Sid Sijbrandij, Dec 14th 2017

73. ARR Targets For Companies With <$70M Raised
73GetLatka.com
ARR vs. Funding for 3-6 year old companies <$70M Raised, <$50M in ARR, n=275
ARR
DOLLARS RAISED
Vidyard
Showpad
Greenhouse Software
SecurityScorecard
Outreach
Pendo
Dashlane
Sift Science
Classy
Typeform
Vena Solutions
FullContact
Freightos
PantheonKahuna
Jelli
Zwift
Workable
TrendKite
Magnetic
monday.com
BirdEye
Feedvisor
Yesware
FloQast
Pendo
Engagio
DroneDeploy
Orion Labs
WochitEncompass
Scout RFP
HireologySkillshare
SnapApp
Talkdesk
Riskalyze
Fond
HG DataHandshake
Logz.io
InfoScout
Bynder
Cloud ElementsCloudbeds
HealthLoop
ContentSquare
Apptimize
CompStak
PandaDoc
Bizible
Owler
LeanData
Progress
Mattermark
Fuse
Workato
Troops
ForceManager
Rainforest QA
Verdigris
CelectTrex
FrontApp
Knotch
Redox
Contactually
Pipedrive
PurpleGrow
RESULTS.com
Funnel
Ryver
ShipHawk
Beeswax
CommercialTribeWorkboard
PayStandStratifyd
Rapt Media
Accelo
Broadly
Limelight HealthFull Circle Insights
DocSend
Copper
CB Insights
HiConversion
Jebbit
BrightFunnel
Innoplexus
ShareRoot
CleverTap
Bugsn
IVY
Sirqul
Detectify
SigOpt
Choozle
PageCloud
LeadGeniusHYPR
Kira Talent
FlowhubInsightpool, a TrendKiteSignal
Klipfolio
SeamlessDoc
BounceX
Pingboard
SupportPay
Postman
Spiffy Internet
CrystalNudge.ai
Niche
Brandfolder
PandaDoc
Lessonly
Switch Automation
PacketZoomBigchainDBFruitStreet.comHaste Assessoria Contabil E TributariaAlyce
Plotly
NarrativeDx
Modus
Shoppable
EnplugTruSignalVoxpopme
Hatchbuck
DataboxBreezoMeter
Brandlive
botkeeperSalesSeekindicoSpacer.com
VersiumBizom
The Hotels NetworkMarketMuse
ClearVoicePrivy
MobilewallaVeroGenieBeltMARIANAMintent
15Five
RippleMatch
Instapage
Apptivo
HelloSign
NimbleStackify
SaaSquatchAppZenTARA.aiCladwellBoostinsiderZirra
Webflow
Citia
CoSchedule
HelloTech
Pipefy
BuildFire
PeopleGroveSaleScout
ShorthandTeckstIdealSpotDetectify
Periodico Mural
Attentive.lyZendesk
Rock Content
SparkListenLoopParallelDotsRiddle
Skubana
OneMob
PromoRepublic
AdEspresso
AdEspresso
Hornet Stories
SocedoTilkee
Pure ChatTilkeeTalkpushIntellibrandYeti DataIntellaSphere
Sortable
ClearView SocialSlidebeanScreenCloudProcess Software
Close.comCrazyListerMusqot Marketing TechnologyGus Chat
Cirrus Insight
Zembula
Omniconvert
Skycision
Bombora
Zapier
FablGrowSumo
TurtlOMXCStoreProMetriloIAMIP Sverige ABLINKETTHibox
Slidebean
Cooleaf
Select StaffingThe SaaS Co.Sabor
Fileboard
MarkerlySalesflareZapnitoPromoRepublic
Screen6
Usersnap
PauboxFilestageCrazyLister
VenngageMentionKvantumReamaze
DOORBOOSTRoomCheckingExpressPigeonMedStackProLeads Inbound Marketing
Badger Maps
Boomerang.com
RingostatSalesHuddlepr.coPublicfast
TINT
eClincher
Mailtrack.ioProcurementExpress.comTexting Base
Proposify
FrroleSorry As A ServiceFreshdealStoryTap
Lexicata
HipLeadHipLeadWeekdoneScreenful
Omnisend
CloudLead
Parkbench
Badger Maps
Chefs For SeniorsGeenappPredictLeads$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$0 $10,000,000 $20,000,000 $30,000,000 $40,000,000 $50,000,000 $60,000,000 $70,000,000 $80,000,000
ARR
$60,000,000
$50,000,000
$40,000,000
$30,000,000
$20,000,000
$10,000,000
$60,000,000$50,000,000$40,000,000$30,000,000$20,000,000$10,000,000 $70,000,000 $80,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database
1:1 Line

74. ARR Targets For Companies With <$70M Raised
74GetLatka.com
ARR vs. Funding for 3-6 year old companies <$70M Raised, <$50M in ARR, n=275
ARR
DOLLARS RAISED
Vidyard
Showpad
Greenhouse Software
SecurityScorecard
Outreach
Pendo
Dashlane
Sift Science
Classy
Typeform
Vena Solutions
FullContact
Freightos
PantheonKahuna
Jelli
Zwift
Workable
TrendKite
Magnetic
monday.com
BirdEye
Feedvisor
Yesware
FloQast
Pendo
Engagio
DroneDeploy
Orion Labs
WochitEncompass
Scout RFP
HireologySkillshare
SnapApp
Talkdesk
Riskalyze
Fond
HG DataHandshake
Logz.io
InfoScout
Bynder
Cloud ElementsCloudbeds
HealthLoop
ContentSquare
Apptimize
CompStak
PandaDoc
Bizible
Owler
LeanData
Progress
Mattermark
Fuse
Workato
Troops
ForceManager
Rainforest QA
Verdigris
CelectTrex
FrontApp
Knotch
Redox
Contactually
Pipedrive
PurpleGrow
RESULTS.com
Funnel
Ryver
ShipHawk
Beeswax
CommercialTribeWorkboard
PayStandStratifyd
Rapt Media
Accelo
Broadly
Limelight HealthFull Circle Insights
DocSend
Copper
CB Insights
HiConversion
Jebbit
BrightFunnel
Innoplexus
ShareRoot
CleverTap
Bugsn
IVY
Sirqul
Detectify
SigOpt
Choozle
PageCloud
LeadGeniusHYPR
Kira Talent
FlowhubInsightpool, a TrendKiteSignal
Klipfolio
SeamlessDoc
BounceX
Pingboard
SupportPay
Postman
Spiffy Internet
CrystalNudge.ai
Niche
Brandfolder
PandaDoc
Lessonly
Switch Automation
PacketZoomBigchainDBFruitStreet.comHaste Assessoria Contabil E TributariaAlyce
Plotly
NarrativeDx
Modus
Shoppable
EnplugTruSignalVoxpopme
Hatchbuck
DataboxBreezoMeter
Brandlive
botkeeperSalesSeekindicoSpacer.com
VersiumBizom
The Hotels NetworkMarketMuse
ClearVoicePrivy
MobilewallaVeroGenieBeltMARIANAMintent
15Five
RippleMatch
Instapage
Apptivo
HelloSign
NimbleStackify
SaaSquatchAppZenTARA.aiCladwellBoostinsiderZirra
Webflow
Citia
CoSchedule
HelloTech
Pipefy
BuildFire
PeopleGroveSaleScout
ShorthandTeckstIdealSpotDetectify
Periodico Mural
Attentive.lyZendesk
Rock Content
SparkListenLoopParallelDotsRiddle
Skubana
OneMob
PromoRepublic
AdEspresso
AdEspresso
Hornet Stories
SocedoTilkee
Pure ChatTilkeeTalkpushIntellibrandYeti DataIntellaSphere
Sortable
ClearView SocialSlidebeanScreenCloudProcess Software
Close.comCrazyListerMusqot Marketing TechnologyGus Chat
Cirrus Insight
Zembula
Omniconvert
Skycision
Bombora
Zapier
FablGrowSumo
TurtlOMXCStoreProMetriloIAMIP Sverige ABLINKETTHibox
Slidebean
Cooleaf
Select StaffingThe SaaS Co.Sabor
Fileboard
MarkerlySalesflareZapnitoPromoRepublic
Screen6
Usersnap
PauboxFilestageCrazyLister
VenngageMentionKvantumReamaze
DOORBOOSTRoomCheckingExpressPigeonMedStackProLeads Inbound Marketing
Badger Maps
Boomerang.com
RingostatSalesHuddlepr.coPublicfast
TINT
eClincher
Mailtrack.ioProcurementExpress.comTexting Base
Proposify
FrroleSorry As A ServiceFreshdealStoryTap
Lexicata
HipLeadHipLeadWeekdoneScreenful
Omnisend
CloudLead
Parkbench
Badger Maps
Chefs For SeniorsGeenappPredictLeads$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$0 $10,000,000 $20,000,000 $30,000,000 $40,000,000 $50,000,000 $60,000,000 $70,000,000 $80,000,000
ARR
$60,000,000
$50,000,000
$40,000,000
$30,000,000
$20,000,000
$10,000,000
$60,000,000$50,000,000$40,000,000$30,000,000$20,000,000$10,000,000 $70,000,000 $80,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database
1:1 Line

75. ShareRoot
Innoplexus
BrightFunnel
Jebbit
HiConversion
CleverTap
BugsnDetectify
Sirqul
IVY
SigOpt
PageCloud
Choozle
Signal
Insightpool, a TrendKite
Flowhub
Kira Talent
HYPR
LeadGenius
Klipfolio
Pingboard
SupportPay
Nudge.ai
Crystal
Spiffy Internet
Postman
Niche
PandaDoc
Haste Assessoria Contabil E TributariaFruitStreet.com
BigchainDB
PacketZoom
Switch Automation
Lessonly
Alyce
NarrativeDx
Plotly
BreezoMeterDatabox
Hatchbuck
VoxpopmeEnplugTruSignal
Shoppable
Brandlive
Spacer.com
indico
SalesSeek
botkeeper
Versium
MARIANA
GenieBelt
Vero
Mobilewalla
PrivyClearVoice
MarketMuseThe Hotels Network
Bizom
Mintent
RippleMatch
15Five
HelloSign
Apptivo
ZirraBoostinsiderCladwell
TARA.aiAppZenSaaSquatch
Stackify
Nimble
Citia
HelloTech
CoSchedule
Pipefy
Detectify
IdealSpot
TeckstShorthand
SaleScoutPeopleGrove
BuildFire
Periodico Mural
Zendesk
Attentive.ly
RiddleParallelDots
ListenLoopSpark
Rock Content
OneMob
PromoRepublic
AdEspresso
AdEspresso
IntellaSphere
Yeti Data
IntellibrandTilkeeTalkpushPure Chat
TilkeeSocedo
Hornet Stories
Slidebean
ClearView Social
Sortable
Process Software
ScreenCloud
Gus Chat
Musqot Marketing Technology
CrazyLister
Close.com
Skycision
Omniconvert
Zembula
Hibox
LINKETT
IAMIP Sverige ABMetriloCStorePro
OMX
Turtl
GrowSumo
Fabl
Slidebean
The SaaS Co.Select Staffing
Cooleaf
Sabor
Salesflare
Markerly
PromoRepublic
Zapnito
CrazyLister
Filestage
Paubox
Usersnap
Screen6
ProLeads Inbound Marketing
MedStack
ExpressPigeonRoomChecking
DOORBOOST
Reamaze
Kvantum
MentionVenngage
Badger Maps
Publicfastpr.co
Sales Huddle
Ringostat
Boomerang.com
TINT
ProcurementExpress.com
Mailtrack.io
eClincher
Texting Base
Freshdeal
Sorry As A Service
Frrole
Proposify
StoryTapScreenful
Weekdone
HipLead
HipLead
Lexicata
Omnisend
CloudLead
Chefs For Seniors
Badger Maps
Parkbench
Geenapp
PredictLeads
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$0 $2,000,000 $4,000,000 $6,000,000 $8,000,000 $10,000,000 $12,000,000
ARR Targets For <$10M Raised
75GetLatka.com
ARR vs. Funding for 3-6 year companies <$10M Raised, <$10M in ARR, n=176
ARR
DOLLARS RAISED
$12,000,000
$10,000,000
$8,000,000
$6,000,000
$4,000,000
$2,000,000
$12,000,000$10,000,000$8,000,000$6,000,000$4,000,000$2,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: GetLatka.com SaaS Database
1:1 Line

76. How Much ARR Should You Have In Y3-6?
76GetLatka.com
Company Age v. Annual Recurring Revenue Run Rate, n=684
$(50,000,000)
$-
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
0 2 4 6 8 10 12 14 16 18 20
$150,000,000
$200,000,000
$250,000,000
$50,000,000
$100,000,000
$300,000,000
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
1 3 5 7 9 11 13 15 17 19
Company Age
ARR
Source: GetLatka.com SaaS Database

77. Funded Companies ARR In Y3-6
77GetLatka.com
Company Age v. Annual Recurring Revenue Run Rate, n=283
GitLab
Looker
ROKT
KnowBe4
CloudHealth Technologies
NamelyTalkdesk
Zwift Greenhouse Software
Modus Riskalyze
WorkatoInfoScout Vidyard
SecurityScorecard CopperFondBirdEye Dashlane
FileboardBombora Bynder MagneticWorkableDashlaneShowpadInstapageTypeformSkubana BounceX CB InsightsSift ScienceOutreach Booker SoftwareForceManagerVena Solutions
BizibleFeedvisorZapierWebflow SkillshareHireologyFullContactPendo Rainforest QAmonday.com Cirrus InsightBrandfolder PipedriveJelliFreightos Classy
PurpleGrow EncompassIVY 15FiveCloudbedsCloud ElementsHG Data WochitYeswareTrendKite ApptivoChoozleBeeswax Handshake VidyardSnapAppAcceloLeadGeniusHornet Stories PostmanShipHawk ContactuallyPandaDocHYPR FloQastParkbench LeanDataHelloSign VersiumCommercialTribe LessonlyWorkboardCooleafHiConversion Kira TalentShoppableBroadly KnotchApptimizeEngagioKlipfolioCelectTINT TrexLimelight HealthRESULTS.com ProgressCompStakCleverTap EnplugCoSchedule BuildFireAdEspresso Jebbit TruSignalVoxpopmeRedox Pendo Full Circle InsightsThe Hotels Network MarketMuseScreen6Flowhub PayStandHealthLoopBoomerang.com PandaDocInsightpool, a TrendKiteLexicata SirqulLogz.io PantheonKahunaBrightFunnelPeopleGrove Periodico MuralSaleScoutStratifyd HelloTechMattermark Pingboard VerdigrisSignal ClearVoice eClincherPrivy Rock ContentNicheSortable FablVenngageMentionBranch HatchbuckZembulaSocedo NimbleGrowSumo UsersnapOneMobClose.com Switch AutomationTilkeeKvantumFunnelPlotly Badger MapsOmnisend StackifyMobilewallaSpiffy Internet InnoplexusVeroProposifyPageCloudAdEspressoCrazyLister HipLeadScreenCloud ReamazeBadger Mapsbotkeeper DetectifyTurtl ClearView SocialShorthandSlidebean HipLeadBugsnTeckst Rapt MediaPure Chat OMXTilkeeGenieBeltMusqot Marketing TechnologyPaubox TalkpushIntellibrand SlidebeanDocSend FuseDroneDeployOmniconvert Select StaffingMailtrack.ioDataboxBreezoMeter CitiaSaaSquatchThe SaaS Co.NarrativeDx MintentAppZenTroops Crystal Ringostat SalesSeekProcess Software Attentive.lyMARIANATARA.ai CloudLeadPacketZoomWeekdoneDOORBOOST CStoreProZapnito SparkRyverMetriloIdealSpot ProcurementExpress.comListenLoopIAMIP Sverige AB Nudge.aiCladwell MarkerlyScout RFP indicoPipefyBigchainDBBoostinsiderYeti DataAlyceZirraSigOpt RoomCheckingSabor ExpressPigeonParallelDots FrroleFilestageGus Chat RiddleMedStackZendeskPredictLeads DetectifyCrazyLister Texting BaseSpacer.comLINKETT pr.coStoryTap SupportPayShareRootChefs For SeniorsFruitStreet.comProLeads Inbound MarketingPublicfast ScreenfulSorry As A Service Orion LabsSkycisionHaste Assessoria Contabil E Tributaria HiboxPromoRepublicSalesflareIntellaSphereGeenappFreshdeal Owler$-
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
0 1 2 3 4 5 6 7
$80,000,000
$60,000,000
$40,000,000
$20,000,000
$100,000,000
$120,000,000
1 2 3 4 5 6 7
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
ARR
COMPANY AGE
Source: GetLatka.com SaaS Database
Average: $3.4M
Average: $4.4M
Average: $17.9M
Average: $19.9M
0
$0

78. 78GetLatka.com
ClickFunnels
CallTrackingMetricsSharpSpring
Seva Engenharia Eletrônica S.A.
Pipeliner CRM
Business Hangouts Price IntelligentlyWebinarNinja
HotjarConvertKit Corporate360 JivoChatVainu Airdna Hubstaffknak. VenturePactPrezlyWebhose.io EasyWebinarLucky OrangeJumpDEMAND SignEasyelastic.ioRankWatchVertical IQ VismeSendlane MoosendOutleadsEthnioQebot SleeknoteWalls.io etailinsights SwoopTalentBuzzBuilderShufflrrKonnect InsightsHubstaff LeadDynoSiftrockPulse Insights KickoffLabsInteractBraxAppointlet KV SocialtchopSeventh Sense ORBTRCredoLeadGnome TackFunnelEnvyRewangoEasyRedir CooperatizeNotablist TribeBoostLinkodyAround.io SitecakeDonationMatch SuiteCRMSilvrbackRevcontent SpokalIBM$-
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
0 1 2 3 4 5 6 7
$30,000,000
$60,000,000
$40,000,000
$20,000,000
$50,000,000
$10,000,000
$70,000,000
1 2 3 4 5 6 7
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
COMPANY AGE
Source: GetLatka.com SaaS Database
Bootstrapped Companies ARR In Y3-6
Company Age v. Annual Recurring Revenue Run Rate, n=153
0
$0
ARR

79. 79GetLatka.com
ClickFunnels
CallTrackingMetricsSharpSpring
Seva Engenharia Eletrônica S.A.
Pipeliner CRM
Business Hangouts Price IntelligentlyWebinarNinja
HotjarConvertKit Corporate360 JivoChatVainu Airdna Hubstaffknak. VenturePactPrezlyWebhose.io EasyWebinarLucky OrangeJumpDEMAND SignEasyelastic.ioRankWatchVertical IQ VismeSendlane MoosendOutleadsEthnioQebot SleeknoteWalls.io etailinsights SwoopTalentBuzzBuilderShufflrrKonnect InsightsHubstaff LeadDynoSiftrockPulse Insights KickoffLabsInteractBraxAppointlet KV SocialtchopSeventh Sense ORBTRCredoLeadGnome TackFunnelEnvyRewangoEasyRedir CooperatizeNotablist TribeBoostLinkodyAround.io SitecakeDonationMatch SuiteCRMSilvrbackRevcontent SpokalIBM$-
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
0 1 2 3 4 5 6 7
$30,000,000
$60,000,000
$40,000,000
$20,000,000
$50,000,000
$10,000,000
$70,000,000
1 2 3 4 5 6 7
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
COMPANY AGE
ARR
Clickfunnels, $68M ARR
Source: GetLatka.com SaaS Database
Bootstrapped Companies ARR In Y3-6
Company Age v. Annual Recurring Revenue Run Rate, n=153
0
$0

80. 80GetLatka.com
Time
Value
Who will we sell to?
What problem do
we solve?
Does it work?
Will many people
pay?
Does no-touch
funnel work? (No
Founder Selling)
Can we add
customers from
different sources?
Can we scale
without crazy
churn?
Can we scale and
make money?
Year 1 Year 2 Year 3-6 Year 7+
Timeline
Who will we sell to?
What problem do
we solve?
Does it work?
Many people pay?
Does no touch
funnel work? ( No
Founder Selling
Can we add
customers from
different sources?
Can we scale
without crazy
churn?
Can we scale and
make money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
David Skok: Matrix 100 Forum
Step 7: Scale Without Churn?
You’re not worth more just because you’ve raised more

81. The Magic Cancel Button
81GetLatka.com
clickfunnels.com churn funnel
Timeline
Who will we sell to?
What problem do
we solve?
Does it work?
Many people pay?
Does no touch
funnel work? ( No
Founder Selling
Can we add
customers from
different sources?
Can we scale
without crazy
churn?
Can we scale and
make money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: clickfunnels.com

82. Top of the “Churn Funnel”
82GetLatka.com
Identify objections
Timeline
Who will we sell to?
What problem do
we solve?
Does it work?
Many people pay?
Does no touch
funnel work? ( No
Founder Selling
Can we add
customers from
different sources?
Can we scale
without crazy
churn?
Can we scale and
make money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Timeline
Who will we sell to?
What problem do we solve?
Does it work?
Will many people pay?
Does no touch funnel work?
( No Founder Selling
Can we add customers from
different sources?
Can we scale without crazy
churn?
Can we scale and make
money?
Source: clickfunnels.com