<commit_before>---
layout:     post
published: True
title:      "Start-up Business Metric"
description:   "[VC MEMO] Basic metric/KPIs to consider startup's business growth"
date:   2018-01-12 00:00:00
author:     "<NAME>"
tags: [venture_capital]
image: "/figures-h3imdallr/20161123-header-anomaly.jpg"
comments: false
share: false
---

<iframe width='120%' height='1200' src="https://docs.google.com/spreadsheets/d/e/2PACX-1vSm9DSKYT1idecZlZQ1SLQqi2RTWNWw3j-CxE5N9jLm9_ow_eYjjh91efNsmD6c5yML7dMIYqJUO3-g/pubhtml?gid=0&amp;single=true&amp;widget=true&amp;headers=false"></iframe>



<!-- | CATEGORY                     | METRIC/INDEX                                       | ABBV.      | NOTES                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              |
|------------------------------|----------------------------------------------------|------------|--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|
| Market                       | Total Addressable Market                           | TAM        | https://www.thebusinessplanshop.com/blog/en/entry/tam_sam_som                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      |
|                              | Serviceable Available Market                       | SAM        |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
|                              | Serviceable Obtainable Market                      | SOM        |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
|                              | market share                                       |            |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
| P&L                          | Revenue                                            |            | beware of difference between REVENUE VS GMV                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        |
|                              | unearned revenue                                   |            |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
|                              | deferred revenue                                   |            |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
|                              | Monthly/Annual Recurring Revenue                   | MRR, ARR   | - recurring revenue =/= total revenue(which includes non-recurring revenue)- non-recurring fees:  hardware, setup, installation, professional services/ consulting agreements, bookings                                                                                                                                                                                                                                                                                                                                                                                                                            |
|                              | Gross Mechandize Value                             | GMV        | beware of difference between REVENUE VS GMV                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        |
|                              | Gross Margin                                       |            | net revenue - COGS                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 |
|                              | Contribution Margin 1                              |            | gross margin - variable costs                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      |
|                              | Contribution Margin 2                              |            | contribution margin 1 - sales&margketing                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           |
|                              | Burn Rate                                          |            |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
|                              | Unit Economics                                     |            |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
| Engagement /1    | Downloads                                          |            | Void metric                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        |
|                              | Enrollment                                         |            | How many visitors become free or trial users, if you’re relying on one of these models to market the service.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      |
|                              | Launch Rate                                        |            | The percentage of people who download the app, actually launch it, and create an account.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          |
|                              | Active User (Daily, Monthly)                       | DAU, MAU   | The percentage of users who’ve launched the application and use it on a daily and monthly basis: these are your daily active users (DAU) and monthly active users (MAU).                                                                                                                                                                                                                                                                                                                                                                                                                                           |
|                              | Growth(Month on Month, Year on Year)               | MoM        |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |<commit_msg>link insert<commit_after>---
layout:     post
published: True
title:      "Start-up Business Metric"
description:   "[VC MEMO] Basic metric/KPIs to consider startup's business growth"
date:   2018-01-12 00:00:00
author:     "<NAME>"
tags: [venture_capital]
image: "/figures-h3imdallr/20161123-header-anomaly.jpg"
comments: false
share: false
---
[direct doc link] (https://docs.google.com/spreadsheets/d/1EGfgI1b5Vpv1OakpVerAQdJAqAqWulJGmz_Zy9WC_8A/edit?usp=sharing) for mobile viewers.

  


<iframe width='120%' height='1200' src="https://docs.google.com/spreadsheets/d/e/2PACX-1vSm9DSKYT1idecZlZQ1SLQqi2RTWNWw3j-CxE5N9jLm9_ow_eYjjh91efNsmD6c5yML7dMIYqJUO3-g/pubhtml?gid=0&amp;single=true&amp;widget=true&amp;headers=false"></iframe>



<!-- | CATEGORY                     | METRIC/INDEX                                       | ABBV.      | NOTES                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              |
|------------------------------|----------------------------------------------------|------------|--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|
| Market                       | Total Addressable Market                           | TAM        | https://www.thebusinessplanshop.com/blog/en/entry/tam_sam_som                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      |
|                              | Serviceable Available Market                       | SAM        |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
|                              | Serviceable Obtainable Market                      | SOM        |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
|                              | market share                                       |            |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
| P&L                          | Revenue                                            |            | beware of difference between REVENUE VS GMV                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        |
|                              | unearned revenue                                   |            |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
|                              | deferred revenue                                   |            |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
|                              | Monthly/Annual Recurring Revenue                   | MRR, ARR   | - recurring revenue =/= total revenue(which includes non-recurring revenue)- non-recurring fees:  hardware, setup, installation, professional services/ consulting agreements, bookings                                                                                                                                                                                                                                                                                                                                                                                                                            |
|                              | Gross Mechandize Value                             | GMV        | beware of difference between REVENUE VS GMV                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        |
|                              | Gross Margin                                       |            | net revenue - COGS                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 |
|                              | Contribution Margin 1                              |            | gross margin - variable costs                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      |
|                              | Contribution Margin 2                              |            | contribution margin 1 - sales&margketing                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           |
|                              | Burn Rate                                          |            |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
|                              | Unit Economics                                     |            |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
| Engagement /1    | Downloads                                          |            | Void metric                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        |
|                              | Enrollment                                         |            | How many visitors become free or trial users, if you’re relying on one of these models to market the service.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      |
|                              | Launch Rate                                        |            | The percentage of people who download the app, actually launch it, and create an account.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                          |
|                              | Active User (Daily, Monthly)                       | DAU, MAU   | The percentage of users who’ve launched the application and use it on a daily and monthly basis: these are your daily active users (DAU) and monthly active users (MAU).                                                                                                                                                                                                                                                                                                                                                                                                                                           |
|                              | Growth(Month on Month, Year on Year)               | MoM        |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
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