Mari Luukkainen

Financial health check: key metrics every startup should track

Mari Luukkainen -

One of the defining aspects of a successful startup is its financial health. Tracking this can be daunting for first-time entrepreneurs, given the sea of numbers and ratios - or simply the fear of seeing a too low number on you bank account! (Believe me - as a early-stage investor we see even that.)

However, some key metrics rise above the rest in their importance. Understanding these indicators can offer valuable insights into your startup’s performance and guide decision-making. Let's break down what these metrics are and why they're crucial.

Revenue metrics

  • Monthly Recurring Revenue (MRR)

MRR is a staple for any subscription-based business model. It gives you a snapshot of your guaranteed revenue each month. Track MRR separately for new customers, renewals, and upsells to understand revenue sources better.

  • Customer Lifetime Value (CLV) or Lifetime Value (LTV)

CLV measures how much a customer is worth to your business throughout their entire lifecycle.

To calculate CLV, you'll need to look at the average revenue per customer and the customer churn rate. Once you have the CLV, you can make more informed decisions on customer acquisition costs.

Cost metrics

  • Customer Acquisition Cost (CAC)

CAC is the cost it takes to acquire a new customer. A high CAC compared to the customer's lifetime value can be detrimental.

If CAC is high, evaluate your marketing and sales funnel to identify inefficiencies. Include marketing function costs into your CAC calculation to calculate True CAC. This includes salaries, overheads, outsourcing, tools etc.

  • Operating Expenses (OpEx)

OpEx includes the costs required to keep your startup running, such as salaries, utilities, and rent.

Keep a monthly tab on OpEx and compare it against revenue to gauge profitability.

Performance metrics

  • Burn Rate

Burn rate is the rate at which a company is losing money. It is a vital indicator of how long you can operate before needing additional funding.

Calculate both gross and net burn rates to get a comprehensive picture of your financial health.

  • Gross Margin

This tells you the profitability of your goods or services by subtracting the cost of goods sold (COGS) from the revenue.

Monitor gross margin to understand if your production costs are in line with the value you're providing to customers.

Cash flow metrics

  • Cash Runway

This is the time your startup can survive on its current cash balance. Knowing your cash runway is crucial for planning and for investor pitches.

Always keep a 3-6 month cash runway. If it’s shorter, consider revising your financial strategies or seeking investment.

Common Q&A

Which financial metric has been most insightful for you in making strategic decisions?

Highly insightful for making strategic decisions in a startup is the Lifetime Value to Customer Acquisition Cost ratio (LTV:CAC). This metric is a powerful indicator of the long-term viability of your business model.

  1. Profitability insight: If LTV is substantially higher than CAC, it means you are gaining more value from your customers than it costs to acquire them, pointing to a profitable business model.
  2. Resource allocation: Knowing your LTV:CAC ratio helps you decide how much to invest in customer acquisition and retention strategies.
  3. Investor relations: A healthy LTV:CAC ratio is often a key metric that investors look at when considering funding a startup.
  4. Long-Term planning: Monitoring changes in the LTV:CAC ratio over time can alert you to trends that may require strategic adjustments.

LTV:CAC ratio of 3:1 is often cited as a good rule of thumb. It indicates that the value you're getting from a customer is three times the cost it took to acquire them, leaving room for profit and operational expenses.

What tools or software are you using to track these key financial metrics?

For a early-stage startup Spreadsheet software like Excel or Google Sheets allows for complete customization and can be incredibly powerful when used correctly.

Use pivot tables and other advanced features to create your own dashboards. This can be especially useful for tracking custom metrics that other software may not support.

Last words

Maintaining a startup's financial health is more than just balancing the books. It's about understanding how different metrics interact and what they reveal about your business. By keeping an eye on these key figures, you can steer your startup toward long-term success and sustainability.