This document outlines important key performance indicators (KPIs) for SaaS startups to track, including revenue, number of paying users and customers, conversion rates from free trials to paying customers, growth rates of at least 8-10% per month, churn rates, net promoter scores, and personal KPIs for team members. It provides an example of one startup that increased its conversion rate 3x through optimization testing. Overall it emphasizes the importance of making money, growing paying user and customer bases, minimizing churn, and improving referrals.

1. Most important KPIs for
Saas startups
Ragnar Sass
Co-founder
Tallinn, Estonia

2. Best b2b startup - 2015

3. Almost half (42%) CRM software
licenses go unused (Gartner)

5. Pipedrive CRM
System to help you sell better

6. History
$0
$250 000
$500 000
$750 000
$1 000 000
0
7 500
15 000
22 500
30 000 MRR
# of paying customers
2011 2012
Public
launch
1,000
customers
2013
Menlo Park
office
Mobile apps
Seed round II
2014 2015
Seed round I
Series A

7. Users in 155 + countries

8. 200 + people in 4 offices

9. Business KPIs
✔ Revenue - every startup should
make money!
✔ paying users, paying customers
✔ Conversion from free signups to
paying customer

10. Growth
✔ Define KPI what grows every
week. Every week!
✔ Best startups are growing at
least 8 -10% per months

11. It all starts with money

13. buffer.baremetrics.com

14. buffer.baremetrics.com

16. Before and after Optimizely
and a 6 pack of beer
Ended with 3x conversion

17. Ended with 3x bigger conversion

18. Churn matters!
✔ How % much clients you
loose every months
✔ Revenue churn ?

19. Net promoter Score
- NPS
✔ How many clients will refer your
product to their friend ?
✔ Great tool for this -
delighted.com

20. Team KPIs
✔ Every single employers
should have personal KPI
✔ And team churn ?

21. Thank you
Ragnar@clanbeat.com
@ragnars