mumucc 0.4.4 → 0.4.10

package/defaults/plugin-seed/marketplaces/claude-code-workflows/plugins/startup-business-analyst/skills/startup-metrics-framework/SKILL.md

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+---
+name: startup-metrics-framework
+description: Track, calculate, and optimize key performance metrics for SaaS, marketplace, consumer, and B2B startups from seed through Series A, including unit economics, growth efficiency, and cash management. Use this skill when defining a metrics framework, calculating CAC/LTV/burn multiple, benchmarking business health, or preparing metrics dashboards for investors or board reporting.
+version: 1.0.0
+---
+
+# Startup Metrics Framework
+
+Comprehensive guide to tracking, calculating, and optimizing key performance metrics for different startup business models from seed through Series A.
+
+## Overview
+
+Track the right metrics at the right stage. Focus on unit economics, growth efficiency, and cash management metrics that matter for fundraising and operational excellence.
+
+## Universal Startup Metrics
+
+### Revenue Metrics
+
+**MRR (Monthly Recurring Revenue)**
+
+```
+MRR = Σ (Active Subscriptions × Monthly Price)
+```
+
+**ARR (Annual Recurring Revenue)**
+
+```
+ARR = MRR × 12
+```
+
+**Growth Rate**
+
+```
+MoM Growth = (This Month MRR - Last Month MRR) / Last Month MRR
+YoY Growth = (This Year ARR - Last Year ARR) / Last Year ARR
+```
+
+**Target Benchmarks:**
+
+- Seed stage: 15-20% MoM growth
+- Series A: 10-15% MoM growth, 3-5x YoY
+- Series B+: 100%+ YoY (Rule of 40)
+
+### Unit Economics
+
+**CAC (Customer Acquisition Cost)**
+
+```
+CAC = Total S&M Spend / New Customers Acquired
+```
+
+Include: Sales salaries, marketing spend, tools, overhead
+
+**LTV (Lifetime Value)**
+
+```
+LTV = ARPU × Gross Margin% × (1 / Churn Rate)
+```
+
+Simplified:
+
+```
+LTV = ARPU × Average Customer Lifetime × Gross Margin%
+```
+
+**LTV:CAC Ratio**
+
+```
+LTV:CAC = LTV / CAC
+```
+
+**Benchmarks:**
+
+- LTV:CAC > 3.0 = Healthy
+- LTV:CAC 1.0-3.0 = Needs improvement
+- LTV:CAC < 1.0 = Unsustainable
+
+**CAC Payback Period**
+
+```
+CAC Payback = CAC / (ARPU × Gross Margin%)
+```
+
+**Benchmarks:**
+
+- < 12 months = Excellent
+- 12-18 months = Good
+- > 24 months = Concerning
+
+### Cash Efficiency Metrics
+
+**Burn Rate**
+
+```
+Monthly Burn = Monthly Revenue - Monthly Expenses
+```
+
+Negative burn = losing money (typical early-stage)
+
+**Runway**
+
+```
+Runway (months) = Cash Balance / Monthly Burn Rate
+```
+
+**Target:** Always maintain 12-18 months runway
+
+**Burn Multiple**
+
+```
+Burn Multiple = Net Burn / Net New ARR
+```
+
+**Benchmarks:**
+
+- < 1.0 = Exceptional efficiency
+- 1.0-1.5 = Good
+- 1.5-2.0 = Acceptable
+- > 2.0 = Inefficient
+
+Lower is better (spending less to generate ARR)
+
+## SaaS Metrics
+
+### Revenue Composition
+
+**New MRR**
+New customers × ARPU
+
+**Expansion MRR**
+Upsells and cross-sells from existing customers
+
+**Contraction MRR**
+Downgrades from existing customers
+
+**Churned MRR**
+Lost customers
+
+**Net New MRR Formula:**
+
+```
+Net New MRR = New MRR + Expansion MRR - Contraction MRR - Churned MRR
+```
+
+### Retention Metrics
+
+**Logo Retention**
+
+```
+Logo Retention = (Customers End - New Customers) / Customers Start
+```
+
+**Dollar Retention (NDR - Net Dollar Retention)**
+
+```
+NDR = (ARR Start + Expansion - Contraction - Churn) / ARR Start
+```
+
+**Benchmarks:**
+
+- NDR > 120% = Best-in-class
+- NDR 100-120% = Good
+- NDR < 100% = Needs work
+
+**Gross Retention**
+
+```
+Gross Retention = (ARR Start - Churn - Contraction) / ARR Start
+```
+
+**Benchmarks:**
+
+- > 90% = Excellent
+- 85-90% = Good
+- < 85% = Concerning
+
+### SaaS-Specific Metrics
+
+**Magic Number**
+
+```
+Magic Number = Net New ARR (quarter) / S&M Spend (prior quarter)
+```
+
+**Benchmarks:**
+
+- > 0.75 = Efficient, ready to scale
+- 0.5-0.75 = Moderate efficiency
+- < 0.5 = Inefficient, don't scale yet
+
+**Rule of 40**
+
+```
+Rule of 40 = Revenue Growth Rate% + Profit Margin%
+```
+
+**Benchmarks:**
+
+- > 40% = Excellent
+- 20-40% = Acceptable
+- < 20% = Needs improvement
+
+**Example:**
+50% growth + (10%) margin = 40% ✓
+
+**Quick Ratio**
+
+```
+Quick Ratio = (New MRR + Expansion MRR) / (Churned MRR + Contraction MRR)
+```
+
+**Benchmarks:**
+
+- > 4.0 = Healthy growth
+- 2.0-4.0 = Moderate
+- < 2.0 = Churn problem
+
+## Marketplace Metrics
+
+### GMV (Gross Merchandise Value)
+
+**Total Transaction Volume:**
+
+```
+GMV = Σ (Transaction Value)
+```
+
+**Growth Rate:**
+
+```
+GMV Growth Rate = (Current Period GMV - Prior Period GMV) / Prior Period GMV
+```
+
+**Target:** 20%+ MoM early-stage
+
+### Take Rate
+
+```
+Take Rate = Net Revenue / GMV
+```
+
+**Typical Ranges:**
+
+- Payment processors: 2-3%
+- E-commerce marketplaces: 10-20%
+- Service marketplaces: 15-25%
+- High-value B2B: 5-15%
+
+### Marketplace Liquidity
+
+**Time to Transaction**
+How long from listing to sale/match?
+
+**Fill Rate**
+% of requests that result in transaction
+
+**Repeat Rate**
+% of users who transact multiple times
+
+**Benchmarks:**
+
+- Fill rate > 80% = Strong liquidity
+- Repeat rate > 60% = Strong retention
+
+### Marketplace Balance
+
+**Supply/Demand Ratio:**
+Track relative growth of supply and demand sides.
+
+**Warning Signs:**
+
+- Too much supply: Low fill rates, frustrated suppliers
+- Too much demand: Long wait times, frustrated customers
+
+**Goal:** Balanced growth (1:1 ratio ideal, but varies by model)
+
+## Consumer/Mobile Metrics
+
+### Engagement Metrics
+
+**DAU (Daily Active Users)**
+Unique users active each day
+
+**MAU (Monthly Active Users)**
+Unique users active each month
+
+**DAU/MAU Ratio**
+
+```
+DAU/MAU = DAU / MAU
+```
+
+**Benchmarks:**
+
+- > 50% = Exceptional (daily habit)
+- 20-50% = Good
+- < 20% = Weak engagement
+
+**Session Frequency**
+Average sessions per user per day/week
+
+**Session Duration**
+Average time spent per session
+
+### Retention Curves
+
+**Day 1 Retention:** % users who return next day
+**Day 7 Retention:** % users active 7 days after signup
+**Day 30 Retention:** % users active 30 days after signup
+
+**Benchmarks (Day 30):**
+
+- > 40% = Excellent
+- 25-40% = Good
+- < 25% = Weak
+
+**Retention Curve Shape:**
+
+- Flattening curve = good (users becoming habitual)
+- Steep decline = poor product-market fit
+
+### Viral Coefficient (K-Factor)
+
+```
+K-Factor = Invites per User × Invite Conversion Rate
+```
+
+**Example:**
+10 invites/user × 20% conversion = 2.0 K-factor
+
+**Benchmarks:**
+
+- K > 1.0 = Viral growth
+- K = 0.5-1.0 = Strong referrals
+- K < 0.5 = Weak virality
+
+## B2B Metrics
+
+### Sales Efficiency
+
+**Win Rate**
+
+```
+Win Rate = Deals Won / Total Opportunities
+```
+
+**Target:** 20-30% for new sales team, 30-40% mature
+
+**Sales Cycle Length**
+Average days from opportunity to close
+
+**Shorter is better:**
+
+- SMB: 30-60 days
+- Mid-market: 60-120 days
+- Enterprise: 120-270 days
+
+**Average Contract Value (ACV)**
+
+```
+ACV = Total Contract Value / Contract Length (years)
+```
+
+### Pipeline Metrics
+
+**Pipeline Coverage**
+
+```
+Pipeline Coverage = Total Pipeline Value / Quota
+```
+
+**Target:** 3-5x coverage (3-5x pipeline needed to hit quota)
+
+**Conversion Rates by Stage:**
+
+- Lead → Opportunity: 10-20%
+- Opportunity → Demo: 50-70%
+- Demo → Proposal: 30-50%
+- Proposal → Close: 20-40%
+
+## Metrics by Stage
+
+### Pre-Seed (Product-Market Fit)
+
+**Focus Metrics:**
+
+1. Active users growth
+2. User retention (Day 7, Day 30)
+3. Core engagement (sessions, features used)
+4. Qualitative feedback (NPS, interviews)
+
+**Don't worry about:**
+
+- Revenue (may be zero)
+- CAC (not optimizing yet)
+- Unit economics
+
+### Seed ($500K-$2M ARR)
+
+**Focus Metrics:**
+
+1. MRR growth rate (15-20% MoM)
+2. CAC and LTV (establish baseline)
+3. Gross retention (> 85%)
+4. Core product engagement
+
+**Start tracking:**
+
+- Sales efficiency
+- Burn rate and runway
+
+### Series A ($2M-$10M ARR)
+
+**Focus Metrics:**
+
+1. ARR growth (3-5x YoY)
+2. Unit economics (LTV:CAC > 3, payback < 18 months)
+3. Net dollar retention (> 100%)
+4. Burn multiple (< 2.0)
+5. Magic number (> 0.5)
+
+**Mature tracking:**
+
+- Rule of 40
+- Sales efficiency
+- Pipeline coverage
+
+## Metric Tracking Best Practices
+
+### Data Infrastructure
+
+**Requirements:**
+
+- Single source of truth (analytics platform)
+- Real-time or daily updates
+- Automated calculations
+- Historical tracking
+
+**Tools:**
+
+- Mixpanel, Amplitude (product analytics)
+- ChartMogul, Baremetrics (SaaS metrics)
+- Looker, Tableau (BI dashboards)
+
+### Reporting Cadence
+
+**Daily:**
+
+- MRR, active users
+- Sign-ups, conversions
+
+**Weekly:**
+
+- Growth rates
+- Retention cohorts
+- Sales pipeline
+
+**Monthly:**
+
+- Full metric suite
+- Board reporting
+- Investor updates
+
+**Quarterly:**
+
+- Trend analysis
+- Benchmarking
+- Strategy review
+
+### Common Mistakes
+
+**Mistake 1: Vanity Metrics**
+Don't focus on:
+
+- Total users (without retention)
+- Page views (without engagement)
+- Downloads (without activation)
+
+Focus on actionable metrics tied to value.
+
+**Mistake 2: Too Many Metrics**
+Track 5-7 core metrics intensely, not 50 loosely.
+
+**Mistake 3: Ignoring Unit Economics**
+CAC and LTV are critical even at seed stage.
+
+**Mistake 4: Not Segmenting**
+Break down metrics by customer segment, channel, cohort.
+
+**Mistake 5: Gaming Metrics**
+Optimize for real business outcomes, not dashboard numbers.
+
+## Investor Metrics
+
+### What VCs Want to See
+
+**Seed Round:**
+
+- MRR growth rate
+- User retention
+- Early unit economics
+- Product engagement
+
+**Series A:**
+
+- ARR and growth rate
+- CAC payback < 18 months
+- LTV:CAC > 3.0
+- Net dollar retention > 100%
+- Burn multiple < 2.0
+
+**Series B+:**
+
+- Rule of 40 > 40%
+- Efficient growth (magic number)
+- Path to profitability
+- Market leadership metrics
+
+### Metric Presentation
+
+**Dashboard Format:**
+
+```
+Current MRR: $250K (↑ 18% MoM)
+ARR: $3.0M (↑ 280% YoY)
+CAC: $1,200 | LTV: $4,800 | LTV:CAC = 4.0x
+NDR: 112% | Logo Retention: 92%
+Burn: $180K/mo | Runway: 18 months
+```
+
+**Include:**
+
+- Current value
+- Growth rate or trend
+- Context (target, benchmark)
+
+
+## Quick Start
+
+To implement startup metrics framework:
+
+1. **Identify business model** - SaaS, marketplace, consumer, B2B
+2. **Choose 5-7 core metrics** - Based on stage and model
+3. **Establish tracking** - Set up analytics and dashboards
+4. **Calculate unit economics** - CAC, LTV, payback
+5. **Set targets** - Use benchmarks for goals
+6. **Review regularly** - Weekly for core metrics
+7. **Share with team** - Align on goals and progress
+8. **Update investors** - Monthly/quarterly reporting