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Executive Briefing:
6 SaaS Metrics That Matter
Today’s Agenda
Time Activity Presenter
5:30- 5:45PM Welcome and Introductions Chris Purpura
5:45- 6:15PM 6 SaaS Metrics That Matter Ann Winblad,
Hummer Winblad Venture
6:15- 7:00PM SaaS Executive Panel
Discussion
Scott McFarlane, Avalara
Guillaume Vives, Zuora
Sachin Anand, WebMobi
Mark Deaton, PeopleMatter
Chris Purpura, MuleSoft
7:00- 8:00PM Dinner & Networking All Attendees
All contents Copyright © 2012, MuleSoft Inc. 2
About MuleSoft
• Mission: Eliminate the cost and pain of integration
• Leading integration platform for enterprise and cloud
o Enterprise: 2M+ downloads, 3,200+ production accounts
o Cloud: 2200+ accounts, 5M+
o 105,000+ developer community, 100+ connectors
• Success drivers
o SaaS adoption driving need for simpler, faster, integration
o Incumbent vendor stacks are not cloud friendly
o Explosion of public API’s accelerating demand for SOA and API’s for the
enterprise
• MuleSoft is uniquely positioned
o Only vendor with a single platform for on premise and cloud integration
o Only vendor to deliver real time data and application integration
o F100 Customers and SaaS vendors choose to MuleSoft based on expertise
Copyright © 2012, MuleSoft Inc. 3
Ann Winblad, Hummer Winblad Ventures
Over 30 years of experience in the software industry
Background and experience chronicled in many
national business and trade publications.
Has served as Director of numerous start-up and
public companies including Net Perception, Liquid
Audio, Market Wire, and Hyperion
Currently serves as a director of Ace
Metrix, Karmasphere, MuleSoft, Sonatype, Star
Analytics and Voltage Security.
Hummer Winblad SaaS investments include:
Employease, Omniture, Aria, InsideSales, Marketo,
Ace Metrix, DOMO, Baynote, Birst, Intacct, and
SlideRocket
All contents Copyright © 2012, MuleSoft Inc. 4
SaaS Metrics That Matter
All contents Copyright © 2012, MuleSoft Inc. 5
6 SaaS Metrics That Matter
How to exceed and drive valuations up
All contents Copyright © 2012, MuleSoft Inc.
Billion $ or Million User Markets
with clear ‘entry points’
90% Renewals + Add-Ons
should be >100%
Addressable
Market
Customer Churn
CAC Ratio
CLTV > 0 = ProfitCLTV
Live RR + Signed Contracts –
Churn = CMRR
CMRR
Clear Expansion Points
Best in Class = 125% via
strong Add-On modules
Add-On ACV CAC can be
<3mos
Add-On’s + Low Churn
drives > 4X CLTV
Product add-ons reduce
churn
Metric Baseline Best in Class
Measured by Service Delivery,
Time to Live, SLA’s
Customer
Satisfaction
Service organizations create
large upsell oppty’s
G
R
O
W
TH
Best In Class Metrics via API’s and
Connectivity
All contents Copyright © 2012, MuleSoft Inc. 7
APIAPI
APIAPI APIAPI
APIAPI
APIAPI
APIAPI
YOUR
APP
YOUR
APP
YOUR APIYOUR API
YOUR
APP
YOUR
APP
Platform Approach Breaks Inefficiencies
All contents Copyright © 2012, MuleSoft Inc. 8
Questions? Thank you!
Panel Discussion
All contents Copyright © 2012, MuleSoft Inc. 9
Panel Participants
Copyright © 2012, MuleSoft Inc. 10
Scott McFarlane, Founder and Chief Executive Officer at Avalara
Guillaume Vives, Global VP Professional Services at Zuora, Inc.
Sachin Anand, Founder and CEO at WebMobi
Mark Deaton, VP of Customer Experience at PeopleMatter
Chris Purpura, VP and GM of Cloud Integration at MuleSoft
Thank You!
All contents Copyright © 2012, MuleSoft Inc. 11

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SaaS Metrics That Matter | MuleSoft

  • 1. Executive Briefing: 6 SaaS Metrics That Matter
  • 2. Today’s Agenda Time Activity Presenter 5:30- 5:45PM Welcome and Introductions Chris Purpura 5:45- 6:15PM 6 SaaS Metrics That Matter Ann Winblad, Hummer Winblad Venture 6:15- 7:00PM SaaS Executive Panel Discussion Scott McFarlane, Avalara Guillaume Vives, Zuora Sachin Anand, WebMobi Mark Deaton, PeopleMatter Chris Purpura, MuleSoft 7:00- 8:00PM Dinner & Networking All Attendees All contents Copyright © 2012, MuleSoft Inc. 2
  • 3. About MuleSoft • Mission: Eliminate the cost and pain of integration • Leading integration platform for enterprise and cloud o Enterprise: 2M+ downloads, 3,200+ production accounts o Cloud: 2200+ accounts, 5M+ o 105,000+ developer community, 100+ connectors • Success drivers o SaaS adoption driving need for simpler, faster, integration o Incumbent vendor stacks are not cloud friendly o Explosion of public API’s accelerating demand for SOA and API’s for the enterprise • MuleSoft is uniquely positioned o Only vendor with a single platform for on premise and cloud integration o Only vendor to deliver real time data and application integration o F100 Customers and SaaS vendors choose to MuleSoft based on expertise Copyright © 2012, MuleSoft Inc. 3
  • 4. Ann Winblad, Hummer Winblad Ventures Over 30 years of experience in the software industry Background and experience chronicled in many national business and trade publications. Has served as Director of numerous start-up and public companies including Net Perception, Liquid Audio, Market Wire, and Hyperion Currently serves as a director of Ace Metrix, Karmasphere, MuleSoft, Sonatype, Star Analytics and Voltage Security. Hummer Winblad SaaS investments include: Employease, Omniture, Aria, InsideSales, Marketo, Ace Metrix, DOMO, Baynote, Birst, Intacct, and SlideRocket All contents Copyright © 2012, MuleSoft Inc. 4
  • 5. SaaS Metrics That Matter All contents Copyright © 2012, MuleSoft Inc. 5
  • 6. 6 SaaS Metrics That Matter How to exceed and drive valuations up All contents Copyright © 2012, MuleSoft Inc. Billion $ or Million User Markets with clear ‘entry points’ 90% Renewals + Add-Ons should be >100% Addressable Market Customer Churn CAC Ratio CLTV > 0 = ProfitCLTV Live RR + Signed Contracts – Churn = CMRR CMRR Clear Expansion Points Best in Class = 125% via strong Add-On modules Add-On ACV CAC can be <3mos Add-On’s + Low Churn drives > 4X CLTV Product add-ons reduce churn Metric Baseline Best in Class Measured by Service Delivery, Time to Live, SLA’s Customer Satisfaction Service organizations create large upsell oppty’s G R O W TH
  • 7. Best In Class Metrics via API’s and Connectivity All contents Copyright © 2012, MuleSoft Inc. 7 APIAPI APIAPI APIAPI APIAPI APIAPI APIAPI YOUR APP YOUR APP YOUR APIYOUR API YOUR APP YOUR APP Platform Approach Breaks Inefficiencies
  • 8. All contents Copyright © 2012, MuleSoft Inc. 8 Questions? Thank you!
  • 9. Panel Discussion All contents Copyright © 2012, MuleSoft Inc. 9
  • 10. Panel Participants Copyright © 2012, MuleSoft Inc. 10 Scott McFarlane, Founder and Chief Executive Officer at Avalara Guillaume Vives, Global VP Professional Services at Zuora, Inc. Sachin Anand, Founder and CEO at WebMobi Mark Deaton, VP of Customer Experience at PeopleMatter Chris Purpura, VP and GM of Cloud Integration at MuleSoft
  • 11. Thank You! All contents Copyright © 2012, MuleSoft Inc. 11

Editor's Notes

  • #7: Ann – this can be essentially your entire pitch. Each cell builds. You can talk about basic investor thinking on these metrics, and what you/HW like/think about each. The 3rd column add in the Best in Class notion – the companies that set themselves apart. This gives you the opportunity to talk about how “Land” and Expand” have roles in these best in class models. It also sets the table for the next slides on how API+ Integrations can drive those ‘expansion’ metrics, reduce churn, and generate better Customer Satisfaction.
  • #8: Why SaaS models are so interesting, and valuable Self-service is a valuable Discuss SaaS company penetration strategies- how to deliver enough value to the customer Reference companies with freemium models like Box, Dropbox, others API’s + Integration Add-On’s are monetizable Discuss “land and expand” strategies Reference the number of SaaS companies that have built an ecosystem of connections to their application by having an open API (Shopify, Zendesk, Salesforce, others?) PeopleMatter created and sells add-ons around their app Connectivity is a differentiator Use the Apple vs. Google/Microsoft/Andriod race. Apple changed the game, its less about the device feature/function its how the device works with the other devices- iPhone, iPad, iPhone via iCloud Platform Approach DIY is 1990’s “you wouldn’t build a datacenter today” iOS/Android is the platform on the phone You need an Integration Platform as a Service