CFO & Strategy
Startup KPIs Every Founder Should Track
Collated by Harry Prabandham
Curated by Rubric Financial
1 / 5
Revenue Metrics
- Monthly Recurring Revenue (MRR) is the predictable revenue your business earns each month from active subscriptions, and is the foundation of SaaS valuation.
- Annual Recurring Revenue (ARR) equals MRR multiplied by 12 and is the primary metric investors use to benchmark SaaS companies at each funding stage.
- Revenue growth rate (month-over-month and year-over-year) signals market traction; top-quartile Series A companies grow MRR 15-20% month-over-month.
- Track new MRR, expansion MRR, contraction MRR, and churned MRR separately to understand the components driving your growth.
Related Resources
CFO & Strategy
When to Hire a Fractional CFO
Learn the signs that your startup needs CFO-level financial leadership, and why a fractional CFO delivers the expertise at a fraction of the cost.
CFO & StrategyBeating Funded Competitors by Getting Smaller, Not Bigger
Why cutting features and narrowing your market wins against overfunded competitors trying to serve everyone — and how focus becomes your unfair advantage.
CFO & StrategyExit Planning & Liquidity Strategy
How to think about exit planning from early stages — the types of exits, when to start planning, and how to maximize outcomes for founders and employees.
About the author
Harry PrabandhamFounder & CEO
Founder and CEO of StartupCFO. MBA from Wharton, MS in Computer Science, and decades of experience building and advising venture-backed startups.
More articles by Harry →