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Submitted URL: https://mrr.orcacomputers.com/
Effective URL: https://www.paddle.com/resources/monthly-recurring-revenue
Submission: On October 23 via api from US — Scanned from DE
Effective URL: https://www.paddle.com/resources/monthly-recurring-revenue
Submission: On October 23 via api from US — Scanned from DE
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WHAT IS MRR? CALCULATE & INCREASE YOUR MONTHLY RECURRING REVENUE
Every business is interested in how much revenue they generate each month, but
not all businesses have a recurring revenue model. What is monthly recurring
revenue (MRR), and why is it so important to SaaS businesses?
* What is recurring revenue?
* What is MRR?
* Why tracking MRR is important
* How to calculate MRR
* Common mistakes calculating MMR
* Five types of MRR
* How to use MRR calculations
* What is a good MRR rate?
* Metrics to use with MRR
* What MRR doesn’t measure
* Ways to grow your MRR
* MRR FAQs
* MRR-related metrics
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Your SaaS business lives and dies by consistent subscription revenue. To measure
that growth or decline, you’re ultimately focused on the almighty MRR or
“Monthly Recurring Revenue” metric.
Yet, in speaking with 50 SaaS companies to put this post together, we found that
calculating this somewhat simple metric accurately was an absolute disaster. 1
in 5 SaaS companies was removing some sort of expense from the equation; 2 in 5
were including trialing or free users in some manner; and a majority were
incorrectly breaking down their annual or quarterly payments.
Although MRR isn’t part of GAAP (Generally Accepted Accounting Principles), IFRS
(International Financial Reporting Standards), or reported to a government
entity, not having these numbers calculated correctly means you’re lying to
investors or worse - you’re setting yourself up for a potential rude awakening
when you’ve realized you've misjudged and misplanned your momentum.
Let’s avoid these mistakes by quickly going through what recurring revenue is
and why it’s important to your business. Then we’ll discuss how to calculate
MRR, the mistakes to avoid, and one key way you can easily and clearly keep
yourself on track.
WHAT IS RECURRING REVENUE?
Recurring revenue refers to a stable and predictable portion of a company's
revenue where customer payments renew contractually based on an agreed-upon
timeframe. Recurring revenue streams ensure higher client retention, streamlined
cash flow, and a more solid bottom line. The recurring revenue business model is
common for streaming services, software as a service (SaaS), and subscription
businesses that collect monthly fees from their customers.
WHAT IS MONTHLY RECURRING REVENUE?
Monthly Recurring Revenue (MRR) is the income that a company expects to receive
in payments on a monthly basis. MRR is a critical revenue metric that helps
subscription companies to understand their overall business health profitability
by keeping a close eye on monthly cash flow.
Related
More than reporting: How to draw (and use) meaningful insights from SaaS metrics
WHY TRACKING MRR IS IMPORTANT
Successful SaaS companies track their MRR for two primary reasons:
FINANCIAL FORECASTING AND PLANNING
In the SaaS business model, you’re able to make accurate financial
projections because of the subscriptions, and a large part of that is because
monthly recurring revenue is relatively consistent and predictable. As you gain
subsequent months of consistent revenue, you can begin to model estimates of
where you’ll be and then can plan your business accordingly.
MEASURING GROWTH AND MOMENTUM
If you’re on the investor-backed or take-over-the-world track, the growth in
your MRR on a month-over-month time period is absolutely critical. MRR is a key
indicator of the growth of a SaaS business, and the month-over-month growth
percentages will clearly indicate whether you’re on a rocket ship gathering new
customers and revenue or you’re still on the launchpad fueling.
HOW TO CALCULATE MRR
The simple way to calculate MRR is to take your Average Revenue per User
(ARPU) on a monthly basis and then multiply it by the total number of users in a
given month.
The formula for calculating MRR: Monthly ARPU x Total # of Monthly Users =
Monthly Recurring Revenue
We break it down in more detail in the 4 steps below:
1. ALIGN YOUR DATA
Take all of the existing customers from a given month and put them in a
spreadsheet with a column for their account ID (or some other unique
identifier). In the next column, put their subscription value, taking any
multi-month subscriptions and dividing the contract value by the number of
months.
2. SUM UP MRR
Next, just sum the subscription column. This figure will be that month’s total
monthly recurring revenue.
Related
How to calculate retention rate: Formula + top 4 mistakes to avoid
3. BREAKDOWN BY COHORT
The top-level information is great, but you’ll also want to break things down by
type of pricing plans, cohorts, etc. Just follow the same process as above, but
only include data from the segments that you're interested in.
4. CALCULATE MRR GROWTH
Once you know your MRR, you’ll want to know your MRR growth as well. You can do
this by breaking down the above sections into cohorts like “New MRR”, “MRR from
Add-ons”, or “Churn MRR”. To get your total growth MRR, you’ll do this
calculation:
(New MRR + Add-on MRR) - Churn MRR = growth MRR.
The steps above are probably a little abstract to you at the moment, so here's a
more concrete example. If you have 10 customers in your Basic plan at $10 per
month, and 10 customers in your Pro plan at $15 per month, your total MRR would
be (10 x $10) + (10 x $15) = $250.
Admittedly, this can and should get much more complicated as you start to dig
into your key metrics more. You’ll want to measure your expansion MRR
(upgrades), customer churn, downgrades, new, etc. as below:
Yet, the larger point here is that monthly recurring revenue, especially on the
top level, is purely your actual subscription value and your number of
customers. Keep in mind that all of this commentary is referring to months that
have already happened. When you’re cooking with gas, you’ll want an update day
by day tracking your MRR, which becomes more of an issue when you’re caring
about the MRR breakdown (churn, upgrades, downgrades, new, existing). We’ll save
that commentary for another post.
COMMON MISTAKES WHEN CALCULATING MMR
MRR is an important metric for subscription businesses, so business owners need
to be wary of some common mistakes when calculating it.
MISTAKE 1: INCLUDING QUARTERLY, SEMI-ANNUAL, OR ANNUAL CONTRACTS AT FULL VALUE
IN A SINGLE MONTH
Even if someone pays you all the money upfront, their subscription value in MRR
calculations should be divided by the intended subscription length. The reason
for this goes back to one of the main uses of monthly recurring revenue -
momentum measurement. You’re not trying to measure cash flow. You’re trying to
measure how quickly and efficiently you’re growing. Including everything at once
throws off many of your other metrics, including customer churn rate, customer
count, customer lifetime value, etc.
The one place you would count all of the cash is in your bookings calculations.
Related
5-step revenue recognition process for subscription businesses
MISTAKE 2: SUBTRACTING TRANSACTION FEES AND DELINQUENT CHARGES
It can be tempting for founders to subtract transaction fees and delinquent
charges from their MRR totals in an effort to be more conservative and accurate
when calculating their metrics. While the intentions here are good, the end
results are unfortunately incorrect and misleading.
Delinquent charges are in a gray area between churn and active, especially if
you typically recover any failed credit card charges quickly. The problem here,
though, is in an end-of-month (EOM) calculation schema, a delinquent charge is
technically gone because you didn’t collect the monthly subscription from the
customer. What you should instead do with your delinquent charges is to separate
them out into their own category. This type of grouping allows you to accurately
measure and decrease the amount of lost revenue each month due to failed or
expired credit cards.
Additionally, including transaction fees doesn’t give you enough credit and
hides a potential room for optimization. Sure, you’ll never get that transaction
fee to 0%, but you can easily switch billing systems, spin up your own solution,
etc., to optimize costs. A great concept to keep in mind is that any expense
that can be optimized should be labeled as an expense and not immediately taken
out of your MRR. With that logic, you should theoretically take out all of
your customer acquisition cost (CAC).
MISTAKE 3: INCLUDING ONE-TIME PAYMENTS
Essentially, one-time sales and payments aren’t “recurring”, so they don’t
belong in Monthly “Recurring” Revenue. You don’t expect to receive them on a
regular basis, which means that including them in your MRR calculations will
inflate your revenue expectations and skew your financial model.
MISTAKE 4: INCLUDING TRIALS
Perhaps the most egregious sin is including trials and their expected
subscription value before they actually convert to being a customer. Doing this
essentially gives you a consistently high list of “net new” customers and
“churned” customers because we all know 100% of trials don’t convert.
MISTAKE 5: NOT INCLUDING DISCOUNTS
Another egregious and misleading error is not including discounts in
calculations. If you give someone a discount on a $100/month plan so they’re
paying $50/month, your MRR isn’t $100/month; it’s $50/month. Eventually, if you
took the discount away, your top-level MRR would jump by $50/month.
FIVE TYPES OF MRR
Like many other SaaS metrics, MRR has variations depending on the insights
you're after. These can be expressed as actual financial numbers, or as
percentages (compared to the month before) to show rates of growth or decline.
1. New MRR: The MRR from only your new subscribers. When put against Customer
Acquisition Cost (CAC) it will show the profitability of your new
subscribers.
2. Expansion MRR: The additional MRR generated from existing subscribers,
usually as a result of an upgrade or renewal at a higher price. Typically
this does not include subscribers who converted from a free trial, as these
would be counted as new MRR.
3. Reactivation MRR: The monthly revenue earned from previously churned or
canceled subscriptions that are reactivated during the month.
4. Contraction MRR: The total reduction in MRR due to downgrades and
subscription cancellations compared to the previous month. When expressed as
a percentage, this is known as ‘Churn MRR’.
5. Net MRR: The combination of New, Expansion, Reactivation, and Contraction
MRR. This gives an overall picture of how MRR is changing. MRR often begins
with Net MRR, before digging into its constituent parts. When expressed as a
percentage, this is known as ‘Net Revenue Retention’.
Related
7-step guide to financial forecasting & planning for any business
HOW TO USE MRR CALCULATIONS TO GROW?
If your business follows a recurring revenue model of profitability, then
calculating MRR (along with similar SaaS metrics like annual recurring revenue,
or ARR) will help you understand the health of your company, set goals for the
future, and determine how you'll reach those goals. Understanding MRR is
important because it gives you insights into:
PRODUCT-MARKET FIT COMPASS METRIC
After finding the initial product-market fit through user testing and activity,
you can measure monthly recurring revenue as the main compass metric to track
growth within a SaaS organization. This is because MRR is the purest measure of
your revenue in a SaaS business, indicating with a high degree of certainty how
your future revenue will change over time.
PRODUCT TEAM
Building a better product will improve customer retention rate, which will
prevent MRR loss. Every month your team should be incentivised by MRR to develop
features and experiences to prevent MRR Churn.
SALES TEAM
Your sales team can improve MRR by making deals with more qualified leads and
emphasizing the quality of leads over quantity. Your sales and marketing teams
typically will primarily be focused on net new MRR.
CRITICAL FINANCIAL METRIC
MRR is a crucial financial metric—it gives you the most accurate status check-up
of your SaaS company. It explicitly accounts for the "recurring" components in
your subscription model and for those same components on a yearly scale using
ARR.
Related
Guide to compound annual growth rate: CAGR formula, benefits & limitations
WHAT IS A GOOD MRR RATE?
Like all SaaS metrics, benchmarking MRR can be difficult as performance varies
by markets, customer demographics, and stage of business. Here are some helpful
guides.
* Startups and young companies should be targeting higher MRR growth rates:
ARR below $2.5m - +100% MRR
ARR between $5-15m - 45% MRR
ARR between $25-75m - 35% MRR
ARR over $75m - 23% ARR
* Benchmarking against monthly ARPU is also a useful method. Again, the basic
rule is the lower your comparative number, the higher MRR rate you should
expect:
ARPU below £15k - 47% MRR
ARPU between $25-100k - 41% MRR
ARPU between $100-250k - 31% MRR
ARPU over $250k - 23% MRR
* Clearly, the more you are spending on marketing and advertising, the higher
rate of MRR you should expect:
Spend less than 20% of revenue - 21% MRR
Spend 20-40% revenue - 24% MRR
Spend 40-60% revenue - 29% MRR
Spend over 60% revenue - 73% MRR
* Sales channel also impacts the MRR you can expect:
Via third-parties and affiliates - 53% MRR
Inside sales - 49% MRR
Online - 46% MRR
Field sales - 30% MRR
(Source: KeyBank SaaS Survey Results 2019)
OTHER KEY METRICS TO USE WITH MRR
It’s never a good idea to look at any SaaS metric in isolation. By combining MRR
with other SaaS metrics, you get a more complete picture of business
performance. Here are three metrics to consider alongside MRR:
Customer lifetime value (CLV): CLV is the revenue (or sometimes profit) you can
expect to receive from a subscriber over the course of their custom. As a
predictive metric, it can be a complex calculation depending on what variable
you use to define ‘value’. Using MRR as that value should provide a more
accurate result.
Churn: Typically you’d expect high churn to result in falling MRR. But sometimes
MRR can rise on the back of lower subscriber numbers if those remaining
customers are paying more. This can be a useful test of the price elasticity of
your product. Likewise, stable churn and improving MRR (with no price increase)
is a signal that your customers are upgrading or expanding their subscription
with you, which may negate spending on new customer acquisition. Read more about
MRR and churn.
Net revenue retention (NRR): NRR (sometimes known as Net dollar retention - NDR)
takes into account current customers who downgrade, pause, or reduce their
consumption alongside those who churn. NRR is expressed as a percentage, with
anything under 100% showing revenue contraction. It is an important predictor of
how much your business could continue to grow from your current customer base
alone. The adoption of NRR as the key recurring revenue metric marks a shift in
SaaS strategy from growth at all costs to sustainable growth.
Related
The difference between SaaS metrics & GAAP accounting metrics
WHAT MRR DOESN’T MEASURE
Most standard measurements of MRR only take into account committed revenue. That
is the money a customer has already spent on their subscription and is being
recognized on a monthly basis or the money they will spend each month for their
subscription for the duration of their contract term.
But looking at MRR in isolation can be misleading; it’s important to understand
the context. Not every customer starts off paying full price. Some will be lured
by a discount period, while at the other end loyal customers may be rewarded
with the same. And it’s not uncommon for subscribers on the verge of churning to
be sweetened by a temporary halt on their payments. All of this will reduce MRR
in the short term, but for good reasons.
Or things can go the other way. SaaS businesses can make money outside of
subscription revenue; a subscriber may make a one-off purchase, like the cost of
setup, technical support for an incident, user training, or new feature
enablement. MRR does not take into account these kinds of purchases, but they
are clearly contributors to and measures of revenue growth.
Another consideration for calculating MRR is when in the month you recognize the
revenue. For annual or multi-year subscriptions where revenue is being
recognized monthly, a SaaS business has control over what day that happens. But
where customers pay on a monthly basis, the billing date is normally determined
by when the customer took out the contract. So revenue will be recognized all
through the month, meaning your MRR will fluctuate depending on what day you
assess it.
FIVE WAYS TO INCREASE YOUR MONTHLY RECURRING REVENUE
Improving your MRR isn’t easy, but it’s worth the effort. Here are two things
you can do right now to improve your monthly recurring revenue.
1) REINFORCE YOUR VALUE
Nothing kills MRR growth like churn. Some churn is unavoidable, especially if
you’re targeting quantity of subscribers over quality. But reinforcing the value
of your product can help you to persuade customers who are thinking of leaving
to change their minds. To achieve this, you need a great product and customer
service, combined with customer communications that highlight the key benefits
of your product.
2) GET YOUR PRICING STRATEGY RIGHT
Setting the right price for your product is not an exact science. Some prospects
will always find it too high, whereas others would be willing to pay more.
Continually testing different price points will get you closer to the sweet spot
where you're maximizing MRR.
3) MAKE IT EASY FOR CUSTOMERS TO SCALE THEIR USAGE AND SPEND
Make it easy for your subscribers to access the next level of service.
Introducing tiered packages - where your customers pay incrementally to access
more of your service, or usage-based pricing based on the number of users and
how much they are consuming - creates a scalable revenue model.
Related
5 leading SaaS growth strategies with real-life examples
4) IDENTIFY AND NUDGE UPSELL OPPORTUNITIES
Whereas effective marketing and a product-led growth strategy can build MRR by
adding new subscribers, sometimes the big wins come from targeting existing
accounts that have more budget to spend. Identifying these can be as simple as
comparing their current spend with you to their relative spending power. A
dominant brand generating a low MRR could be ripe for expansion. Look at usage -
be it people, time, or compute - to identify subscribers that are becoming more
reliant on your product. Depending on the size of the opportunity, it may be
better to navigate these targets away from your automated upgrade flow and have
offline conversations with them to negotiate a bespoke (and more profitable)
package.
5. MAKE SURE YOU’RE CALCULATING MRR CORRECTLY
As mentioned in the first few paragraphs - many companies are calculating things
incorrectly. These aren’t just new kids on the block– we’re talking about some
companies that have closed C rounds or are of that size.
Additionally, a study of the billing platforms that include these analytics
(Recurly, Zuora, etc.) and of some tools that integrate with billing platforms,
revealed numerous of the mistakes above.
Each of these MRR growth tactics should be measured individually to understand
which are working well and where to direct attention and budget.
TO SUM IT UP
There’s so much more to explore and discuss concerning MRR and subscription
business metrics. We’ll be sure to bring you more and more as the weeks and
months move on, but remember that in this game, we call SaaS momentum and
subscription is the supreme focus.
In the meantime, check out our free SaaS tool for Stripe that builds out your
waterfall above. Go get your SaaS in gear.
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MRR FAQS
WHAT IS THE DIFFERENCE BETWEEN ARR AND MRR?
The difference between ARR and MRR is that annual recurring revenue is
calculated annually and represents a company's recurring revenue on a macro
scale. On the other hand, MRR stands for monthly recurring revenue and is
calculated monthly. As such, MRR is seen as a company's recurring revenue on a
micro-scale.
HOW DO YOU CALCULATE MONTHLY RECURRING REVENUE IN SAAS?
To calculate MRR for your SaaS business, you can use the MRR formula. Simply
multiply the total number of monthly users with an average monthly revenue per
user:
Monthly ARPU x Total # of Monthly Users
IS MRR RECOGNIZED REVENUE?
No, MRR is not reported in the company's financial statement in accordance with
the Generally Accepted Accounting Principles (GAAP).
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