MRR, churn, retention, cohorts and unit economics for SaaS, membership and subscription box businesses
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A subscription business lives or dies by recurring revenue: how much comes in each month, how much leaks out through cancellations and downgrades, and whether each new customer is worth more than it cost to win. Billing systems hold the raw data but rarely answer those questions clearly. This workbook takes a simple log of your subscriptions – plan, seats, price, start date, any upgrade or downgrade, and the cancellation date and reason – and turns it into the measures investors, lenders and boards ask for: MRR and ARR, the monthly MRR waterfall, logo and revenue churn, net and gross revenue retention, ARPU, a 24 × 24 cohort retention table, LTV, CAC, LTV:CAC, CAC payback, quick ratio, the Rule of 40, deferred revenue for annual plans and a 12-month forecast.
See how it works
The sheets you will use most, in the order you will use them – shown with the sample data every workbook comes with.
Step 1
Your price list and how each plan is performing. What you do: enter the yellow columns.
Step 2
The heart of the workbook – one line per subscription. What you do: enter columns B to N.
Step 3
24 months of MRR movements, customers, churn and retention. What you do: nothing – read it.
Step 4
Key metrics with targets and traffic lights, CAC by month and why customers leave. What you do: nothing.
Who it is for
Quick start
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Part of AML Finance Group
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