SaaS Diligence: Growth Accounting for MAU and MRR

Unconverted trial MRR = # of net new sets in the same cohort period that did not convert (converted trials captured in net new MRR)
Example Company A and B have similar new MRRs, and both have above-average trial conversion rates (25%+). But company B has 3x more unconverted trial MRR left on the table. (axes are the same)
Granular breakdown of New MRR vs. Direct Purchase
Example conversion patterns — e.g., 4% of teams who signed up for a trial convert on day 0 of the set.

Note: The idea here is to provide another leading “data point” to assess SaaS companies. A stellar team is critical and a market with conviction, vision, core product, and substantial numbers in MAU and MRR accounting (>4 SaaS quick ratio).



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