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SKILL.md
npx skills add wshobson/agents --skill startup-metrics-framework
Track, calculate, and optimize key performance metrics for SaaS, marketplace, consumer, and B2B startups from seed through Series A, including unit economics, growth efficiency, and cash management. Use this skill when defining a metrics framework, calculating CAC/LTV/burn multiple, benchmarking business health, or preparing metrics dashboards for investors or board reporting.
npx skills add wshobson/agents --skill startup-metrics-framework
Comprehensive guide to tracking, calculating, and optimizing key performance metrics for different startup business models from seed through Series A.
Track the right metrics at the right stage. Focus on unit economics, growth efficiency, and cash management metrics that matter for fundraising and operational excellence.
MRR (Monthly Recurring Revenue)
ARR (Annual Recurring Revenue)
Growth Rate
Target Benchmarks:
CAC (Customer Acquisition Cost)
Include: Sales salaries, marketing spend, tools, overhead
LTV (Lifetime Value)
Simplified:
LTV:CAC Ratio
Benchmarks:
CAC Payback Period
Benchmarks:
Burn Rate
Negative burn = losing money (typical early-stage)
Runway
Target: Always maintain 12-18 months runway
Burn Multiple
Benchmarks:
Lower is better (spending less to generate ARR)
New MRR New customers × ARPU
Expansion MRR Upsells and cross-sells from existing customers
Contraction MRR Downgrades from existing customers
Churned MRR Lost customers
Net New MRR Formula:
Logo Retention
Dollar Retention (NDR - Net Dollar Retention)
Benchmarks:
Gross Retention
Benchmarks:
Magic Number
Benchmarks:
Rule of 40
Benchmarks:
Example: 50% growth + (10%) margin = 40% ✓
Quick Ratio
Benchmarks:
Total Transaction Volume:
Growth Rate:
Target: 20%+ MoM early-stage
Typical Ranges:
Time to Transaction How long from listing to sale/match?
Fill Rate % of requests that result in transaction
Repeat Rate % of users who transact multiple times
Benchmarks:
Supply/Demand Ratio: Track relative growth of supply and demand sides.
Warning Signs:
Goal: Balanced growth (1:1 ratio ideal, but varies by model)
DAU (Daily Active Users) Unique users active each day
MAU (Monthly Active Users) Unique users active each month
DAU/MAU Ratio
Benchmarks:
Session Frequency Average sessions per user per day/week
Session Duration Average time spent per session
Day 1 Retention: % users who return next day Day 7 Retention: % users active 7 days after signup Day 30 Retention: % users active 30 days after signup
Benchmarks (Day 30):
Retention Curve Shape:
Example: 10 invites/user × 20% conversion = 2.0 K-factor
Benchmarks:
Win Rate
Target: 20-30% for new sales team, 30-40% mature
Sales Cycle Length Average days from opportunity to close
Shorter is better:
Average Contract Value (ACV)
Pipeline Coverage
Target: 3-5x coverage (3-5x pipeline needed to hit quota)
Conversion Rates by Stage:
Focus Metrics:
Don't worry about:
Focus Metrics:
Start tracking:
Focus Metrics:
Mature tracking:
Requirements:
Tools:
Daily:
Weekly:
Monthly:
Quarterly:
Mistake 1: Vanity Metrics Don't focus on:
Focus on actionable metrics tied to value.
Mistake 2: Too Many Metrics Track 5-7 core metrics intensely, not 50 loosely.
Mistake 3: Ignoring Unit Economics CAC and LTV are critical even at seed stage.
Mistake 4: Not Segmenting Break down metrics by customer segment, channel, cohort.
Mistake 5: Gaming Metrics Optimize for real business outcomes, not dashboard numbers.
Seed Round:
Series A:
Series B+:
Dashboard Format:
Include:
To implement startup metrics framework:
CAC Payback = CAC / (ARPU × Gross Margin%)Monthly Burn = Monthly Revenue - Monthly ExpensesRunway (months) = Cash Balance / Monthly Burn RateBurn Multiple = Net Burn / Net New ARRNet New MRR = New MRR + Expansion MRR - Contraction MRR - Churned MRRLogo Retention = (Customers End - New Customers) / Customers StartNDR = (ARR Start + Expansion - Contraction - Churn) / ARR StartGross Retention = (ARR Start - Churn - Contraction) / ARR StartMagic Number = Net New ARR (quarter) / S&M Spend (prior quarter)Rule of 40 = Revenue Growth Rate% + Profit Margin%Quick Ratio = (New MRR + Expansion MRR) / (Churned MRR + Contraction MRR)GMV = Σ (Transaction Value)GMV Growth Rate = (Current Period GMV - Prior Period GMV) / Prior Period GMVTake Rate = Net Revenue / GMVDAU/MAU = DAU / MAUK-Factor = Invites per User × Invite Conversion RateWin Rate = Deals Won / Total OpportunitiesACV = Total Contract Value / Contract Length (years)Pipeline Coverage = Total Pipeline Value / QuotaCurrent MRR: $250K (↑ 18% MoM)
ARR: $3.0M (↑ 280% YoY)
CAC: $1,200 | LTV: $4,800 | LTV:CAC = 4.0x
NDR: 112% | Logo Retention: 92%
Burn: $180K/mo | Runway: 18 months