Contenu connexe Plus de Proformative, Inc. (20) Embracing the Subscription Economy – a CFO’s Guide2. In The Subscription Economy, Focus Is On Relationships…
BUY NOW
Product
2
© 2014 Proformative
SUBSCRIBE
Relationships
5. But There’s a Problem(s)
We are still using legacy financial
formats to present our Company’s
results and help our Executives plan
for the future.
5
© 2014 Proformative
8. Problem 3
8
Public Markets Use GAAP/IFRS to Get the ARR & the Three
Metrics … Imperfect Data Leads to Estimates
© 2014 Proformative
9. At Zuora, Annual Recurring Revenue (ARR) is the Cornerstone
of Our Business Model
ARRn – Churn + ACV = ARRn+1
you start the
period @ some
recurring
revenue rate
9
© 2014 Proformative
you do a good
job & minimize
the amount of
ARR that goes
away
you invest in
growing ARR by
acquiring new
ACV
You then end
up at a new
ARR
level, kicking off
the next period
10. That Business Model is Centered on ARR and Has
Three Main Components
GROWTH
Recurring
Expense
One Time Events
10
© 2014 Proformative
11. When ARR Governs the Business Model, Increasing ARR is
Top Priority
11
© 2014 Proformative
12. While We Invest in Growth, Disciplined Investment in All
Recurring Functions is Paramount….
12
© 2014 Proformative
13. Even if We Solve for Growth and Recurring, Without
Predictability of Any One Time the Model is at Risk!
13
© 2014 Proformative
14. A new Income Statement
&
Three Metrics that represent the
health of a business
14
© 2014 Proformative
15. The Subscription Economy Income Statement
First,
you begin
w/ ARR…
Annual Recurring Revenue $100
Churn
Net ARR
(10)
90
COGS
(10)
R&D
(20)
Recurring Profit
15
giving you
an
expected
recurring
income
(20)
G&A
you then
anticipate
churn…
© 2014 Proformative
40
you spend
to service
the base
giving you
your
recurring
profit
margin
16. So, Then Your Three Metrics That Matter Are…
Annual Recurring Revenue
$100
Churn
(10)
Net ARR
90
COGS
(20)
G&A
(10)
R&D
(20)
Recurring Profit
Recurring Profit Margin
Growth Expense
Net New ARR
Ending ARR
16
Retention
Rate
© 2014 Proformative
40
Recurring
Profit
Margin
40%
(40)
40
$130
Growth
Efficiency
Index
20. How Are You Calculating Your GEI?
Web
Visits
Inbound &
Outbound
Events
Sales
Mgmt
+
Sales
Ops
SDRs
AEs
BD
Marketing
Sales
ACV
20
© 2014 Proformative
?
Acct
Mgmt
21. Retention… (Almost) as Important as Bookings
Go
Live
Close Deal
Churn
21
© 2014 Proformative
Increase
Usage
Churn
Upsell
22. Recurring Profit Margin
ARR
Tech Ops
Acct Mgmt/Support
Total COGS
Eng/Qa
Product
Total R&D
Finance/Ops
HR
Total G&A
Recurring Expense
Recurring Profit Margin
22
© 2014 Proformative
Last Year
Next Year
$90
$135
13% $12
11% $ 15
7% $ 6
7% $ 9
20%
22%
8%
30%
14%
6%
20%
70%
30%
$18
$20
$ 7
$27
$13
$ 5
$18
18%
18%
7%
25%
12%
5%
17%
60%
40%
$
$
$
$
$
$
$
24
24
9
34
16
7
23
23. Now, Operationalize It
CFO Webinar
Starting ARR
Bookings
PS Churn
Live Churn/Ramp
Net ARR Growth
Ending ARR
FY11
35,200
15,864
(350)
(2,656)
12,858
48,058
FY12
Q1 FY13 Q2 FY13 Q3 FY13
48,058
69,080
76,662
84,967
25,977
9,139
10,052
11,058
(1,661)
(520)
(598)
(688)
(3,294)
(1,036)
(1,150)
(1,274)
21,023
7,582
8,304
9,095
69,080
76,662
84,967
94,062
ARR Growth Rate
S&M Spend
Non-S&M Spend
37%
17,450
21,085
44%
27,276
31,447
40%
1.10
13%
8%
35%
1.05
10%
7%
45%
1.00
10%
6%
45%
1.00
10%
6%
45%
1.00
10%
6%
45%
1.00
10%
6%
35%
1.00
10%
7%
41,348
(38,535)
2,813
25,313
57,528
(58,723)
(1,195)
24,118
18,218
(18,637)
(419)
23,699
20,204
(20,593)
(390)
23,309
22,379
(22,741)
(362)
22,947
24,761
(25,097)
(336)
22,610
85,561
(87,068)
(1,507)
22,610
Pre S&M margin
GEI
PS Churn (off prior bookings)
Live Churn (Annualized)
Cash In
Cash Out
Net Cash
Ending Cash
23
© 2014 Proformative
9,139
9,499
10,052
10,541
11,058
11,683
Q4 FY13
94,062
12,163
(791)
(1,411)
9,961
104,023
12,163
12,933
FY13
69,080
42,412
(2,598)
(4,872)
34,943
104,023
51%
42,412
44,656
25. Report and Measure
PADRE / PPM
Pipeline
•Web
•Social
•AR / PR
•Events
•Product
Launches
•Demand Gen
Acquire
•Field Enablement
•BD
•Emerging
•Enterprise
•Int’l
•Sales Eng.
Deploy
•Self Service
•Squads
•Partners
•Methodology
Product
•PM / PMM
•R&D
•Docs
People
•Recruiting
•Onboarding
•Training
•Help Desk
Money
•Finance
•Operations
•Legal
© 2014 Proformative
Run
•Tech Ops
•Support
•Renewals
•Account
Management
•Adoption
•Training
Expand
•Upsell
•Expansion
30. Thank You For Attending
The Business
Model for the
Subscription
Economy