What is Negative Churn, and How Can SaaS Companies Achieve It?
Negative churn is the ultimate goal for SaaS businesses—a metric that represents unlimited revenue growth potential. Understanding how to achieve it...
For SaaS businesses, ARR (Annual Recurring Revenue) and MRR (Monthly Recurring Revenue) are two of the most important metrics for evaluating growth. ARR and MRR each offer unique insights: MRR captures monthly performance trends, while ARR provides a long-term view of your revenue growth.
For companies with long-term contracts, ARR is often a better indicator of total revenue and growth predictions. Startups or companies with primarily monthly subscribers may benefit more from focusing on MRR to gauge short-term trends.
Both metrics are essential for assessing a subscription-based business, tracking churn rates and renewals, and setting KPIs for customer success. They offer insight into your SaaS company’s valuation and growth potential.
Growing ARR requires regular analysis of key SaaS metrics. Set benchmarks for each and examine them consistently:
While boosting subscription revenue takes time, calculating ARR and MRR growth rates is straightforward.
ARR Growth Rate=
This Year’s ARR - Last Year’s ARRLast Year’s ARR\text{ARR Growth Rate} = \frac{\text{This Year's ARR - Last Year's ARR}}{\text{Last Year's ARR}}ARR Growth Rate=Last Year’s ARRThis Year’s ARR - Last Year’s ARR
Example: Last year’s ARR was $3.75 million, and this year’s is $5 million:
ARR Growth Rate=5,000,000−3,750,0003,750,000=33.33%\text{ARR Growth Rate} = \frac{5,000,000 - 3,750,000}{3,750,000} = 33.33\%ARR Growth Rate=3,750,0005,000,000−3,750,000=33.33%
MRR Growth Rate=(This Month’s MRR - Last Month’s MRRLast Month’s MRR)×100\text{MRR Growth Rate} = \left(\frac{\text{This Month's MRR - Last Month's MRR}}{\text{Last Month's MRR}}\right) \times 100MRR Growth Rate=(Last Month’s MRRThis Month’s MRR - Last Month’s MRR)×100
Example: If last month’s MRR was $100,000 and this month’s is $120,000:
MRR Growth Rate=(120,000−100,000100,000)×100=20%\text{MRR Growth Rate} = \left(\frac{120,000 - 100,000}{100,000}\right) \times 100 = 20\%MRR Growth Rate=(100,000120,000−100,000)×100=20%
Aim for an ARR growth rate between 20-50% and an MRR growth rate of 10-20%. If you’re falling short, consider the strategies below.
To drive ARR growth, consider implementing these strategies gradually to see the greatest impact.
For SaaS founders aiming to grow ARR, these strategies provide a foundation to improve performance. Start with the areas most relevant to your business, and don’t feel pressured to implement everything at once. Small improvements can make a significant impact on ARR growth.
By focusing on ARR and MRR, you can build a resilient business that increases revenue, improves customer retention, and achieves sustainable growth. With a strategic approach, your SaaS business can reach new levels of success for you and your customers.
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