www.techsylvania.com

1. Metrics
& KPIs
FOR FUNDRAISING AND REPORTING

2. Launchub Ventures
FUND BETA
2012
FUND I
2016
FUND II
2021
Fund B Fund 1 Fund 2
75M EUR
50M EUR
25M EUR
0M EUR
>70M EUR
INVESTMENTS TO DATE
300k-3M EUR
INVESTMENT TICKET
~500M EUR
ADDITIONAL ATTRACTED CAPITAL

3. Limitations
We will talk about B2B
We will talk about early stage (Seed and Series A)
We will focus on SaaS model
I will talk from my limited experience
We will simplify and generalise

4. Fundraising
Metrics
Pre-product
Product and first urest
Paying customers
Scaling Sales
Credible Problem, Big Market, Great Team, Right Timing, Positive Feedback
Engagement, Usage, NPS & Referrals, Stickiness, Killer feature
ACV& Churn , Gross Margin, Payback period , Sales cycle, Customers growth
ARR Growth, Gros Margin, LTC, CAC, Payback
ACV, Burn Multiple, Win rate, Moat
New MRR growth, ARPA, LTV/ CAC, Net RR, Tier 1
Growing
KPIs Trends not stanpshots
ACV and type of customers changes the benchmarks

5. Car Dealership
Gross Margin % or Sales - Cost of Goods/Services
Total revenues - Serv ers, SysAdmin/DevOps, Services, Customer Success etc
Live Time Value or the signup to churn value of an average customer
LTV=(ARPA*GrossMargin%)/Customer Churn Rate
Payback period - average time to recover your CAC
Payback Period = CAC/(ARPA*Gross Margin%)
Crurn rate? Which churn rate?

6. Balancing Game
of unit economics
LTV = f(Churn Rate,Average MRR, G.Margin%)
CAC= f(Sales&Marketing expenses ,New Customers, Sales Cycle)
CAC
Sales Complexity
longer Sales Cycle => larger Marketing & Sales Costs

7. Balancing Game
of growth&cash
Months to recover CAC
More Customer Growth <=> More cash Burn
Months 1, 2,3,4,5,6,.12,...18...,24
$
-$
$

8. RUMEN , IF YOU STILL HAVE TIME
YOU ARE DOING GREAT!!

9. MRR/ARR
Customer growth
ACV
Churn & MRR Churn
CAC/LTV
Reporting
Metrics&KPIs
Net New MRR=NewMRR+Expansion-Churned MRR
BIG PICTUE DETAILED PICTURE
Net Revenue Retention =( MRRStart+Plus-Minus)/MRR Start
Netc...
But what about my NORTHSTART METRIC?
0
10
20
30
Item
1
Item
2
Item
3
Item
4

10. Reporting
Example
Big Picture KPIs

11. Tips on compiling KPIs
Best SWs used to compile your KPIs
Eamples of suboptimal sollutions:
- We buy some cool SW for that...
Examples of the worst possible sollution:
- We will build an internal tool , because we are builders and it will be great, seriously.. in just 2 months...
Usually the best option:
- Maria - the financial analyst or Dan - the trainee who likes numbers + Excel or Sheets...

12. Rumen Iliev
Launchub Ventures
rumen@launchub.com
Thank you!