{"id":12110,"date":"2018-09-10T21:33:26","date_gmt":"2018-09-10T19:33:26","guid":{"rendered":"https:\/\/chartmogul.com\/blog\/?p=12110"},"modified":"2023-08-10T17:33:50","modified_gmt":"2023-08-10T15:33:50","slug":"saas-metrics-refresher-recurring-revenue","status":"publish","type":"post","link":"https:\/\/chartmogul.com\/blog\/saas-metrics-refresher-recurring-revenue\/","title":{"rendered":"SaaS Metrics Refresher #2: Recurring Revenue"},"content":{"rendered":"

Recurring revenue is the heart of every subscription business, and a key reason for the explosion of SaaS as a business model in recent years. In short, recurring revenue is all about predictable, long-term value \u2014 it’s in these characteristics where non-recurring revenue can fall short.<\/p>\n

What is it?<\/h2>\n

Put simply, recurring revenue is any of your company\u2019s revenue that\u2019s highly likely to continue in the future.<\/strong> In terms of SaaS, that\u2019s usually revenue from customer subscriptions. It\u2019s predictable, stable and can be counted on with a high degree of certainty.<\/p>\n

“Recurring revenue makes a company more stable and predictable both operationally and financially. This, in turn, lowers the risk associated with a company’s operations, though\u00a0negative word of mouth or bad publicity can easily reduce this sense of security.”<\/p>\n

Investopedia<\/a><\/p><\/blockquote>\n

Why is it important?<\/h2>\n

“The advantage of MRR is that because it\u2019s pretty consistent and predictable, it helps your company more accurately forecast. Plus, calculating MRR encourages a growing SaaS provider to focus on achieving the essential short-term objective of building a steady revenue stream.”<\/p>\n

Mikayla Middleton, ShipEngine<\/p><\/blockquote>\n

Recurring revenue compounds \u2014 it builds over time as you add more subscriptions. This is what makes businesses with a recurring revenue model so appealing. Adding a new customer means adding cumulative ongoing revenue.<\/p>\n

“Recurring revenue is important <\/b>because to create a valuable, sellable company, you need to demonstrate how the business will continue to thrive once you’re gone. Long-term contracts are the best way to guarantee a stream of revenue in the future, but you can also create recurring revenue through a subscription service or membership club or even just by adding a line of consumables to what you sell.”<\/p>\n

John Warrillow (@JohnWarrillow<\/a>), author of Built To Sell: 8 Things That Drive The Value Of Your Business<\/p><\/blockquote>\n

Recurring revenue metrics & analysis<\/h2>\n

“Not all MRR should be treated alike. For example, you read crazy success stories about how so-and-so got to $100k MRR in their first year, then you find out that their cost of revenue is $120k\/mo, so they’re just selling $1.20 for $1. Anyone can do that. MRR is definitely one of the most important metrics in SaaS, but profit margins are underrated”<\/p>\n

Andrew Rasmussen (@a13n<\/a>), Canny<\/p><\/blockquote>\n

Monthly recurring revenue (MRR): <\/b>A measure of your normalized (amortized) monthly subscription revenue. If you have some annual subscriptions, you can normalize these (divide by 12) to calculate MRR.<\/p>\n

Annualized run rate (ARR): <\/b>Your MRR multiplied by 12 \u2014 a forecast of your annual revenue, based on MRR. This is often used as a rough benchmark for subscriptions, especially for investors.<\/p>\n

🚨 Annualized run rate isn\u2019t the same as annual recurring revenue! Here we\u2019re simply forecasting revenue that hasn\u2019t yet been earned.<\/i><\/p>\n

Average revenue per account (ARPA): <\/b>Your MRR divided by customer count \u2014 the average MRR across all customers. This is useful for measuring and tracking upsells and revenue growth from expansion.<\/p>\n

💡 ARPA is also known as average revenue per customer (ARPC) or average revenue per user (ARPU).<\/i><\/p>\n

Net MRR growth rate: <\/strong>The month over month (percentage) increase in net MRR. This is useful as an indicator of overall revenue growth in a SaaS business.<\/p>\n

MRR growth rate = (Net MRR at end of period – Net MRR at beginning of period) \/ Net MRR at beginning of period * 100<\/em><\/p>\n

Categorizing recurring revenue with MRR movements
\n<\/b><\/h2>\n

Not all MRR is made equal! To get a more actionable view of your revenue, you can break it down into its component parts \u2014 what we call MRR movements:<\/p>\n

\"MRR<\/p>\n

When should you use ARR vs MRR?<\/h2>\n

MRR is the most popular metric for revenue in subscription businesses, and is generally a more actionable metric to use in analysis (if you’re trying to reach actionable results and make operational decisions). If you have primarily annual or multi-year contracts, lower transaction volume and high average contract value (ACV), ARR can be a useful metric to use. It’s also generally better aligned with your GAAP revenue<\/a>, whereas MRR can differ significantly.<\/p>\n

\n

Resources and Further Reading<\/h1>\n

DOWNLOADABLES<\/strong><\/p>\n

The Ultimate SaaS Metrics Cheat Sheet (ChartMogul)<\/a> \u2014 Our original cheat sheet gives a comprehensive overview of revenue-based metrics. This is the perfect starting point for everything MRR-based!<\/p>\n

BASICS<\/strong><\/p>\n

SaaS Metrics 2.0: A Guide to Measuring and Improving What Matters (David Skok)<\/a> \u2014 There\u2019s a reason why David is commonly referred to as the \u201cgodfather of SaaS metrics\u201d, and a lot of it is packed into this definitive post on all things metrics related.<\/p>\n

Make Metrics Meaningful: how each team relates to MRR (ChartMogul)<\/a> \u2014 Perhaps you\u2019re bought into the concept of MRR, but what about the other teams across your company?<\/p>\n

DEEP CUTS<\/strong><\/p>\n

How much of your MRR is slipping away? (ChartMogul)<\/a> \u2014 Just one example of how MRR can be used in conjunction with other data to provide more actionable insights.<\/p>\n

Mobile app monetization metrics for subscriptions (ChartMogul)<\/a> \u2014 How do you measure mobile app monetization in the context of subscription revenue?<\/p>\n","protected":false},"excerpt":{"rendered":"

Welcome to the second installment of our SaaS Metrics Refresher course. This week we’ll get back to basics with recurring revenue. It’s not as straightforward as you might think!<\/p>\n","protected":false},"author":9,"featured_media":12112,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[41,21,309],"class_list":["post-12110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gtm","tag-metrics","tag-saas","tag-saas-metrics-refresher"],"yoast_head":"\nSaaS Metrics Refresher #2: Recurring Revenue | ChartMogul<\/title>\n<meta name=\"description\" content=\"Welcome to the second installment of our SaaS Metrics Refresher course. This week we'll get back to basics with recurring revenue. 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