Business Metrics & KPIs
Overview
This document outlines the key performance indicators (KPIs) and business metrics used to measure ReptiDex’s performance, growth, and operational efficiency across all business functions.Financial Metrics
Revenue Metrics
Monthly Recurring Revenue (MRR)
- Definition: Predictable monthly subscription revenue
- Target: 200K MRR by month 24
- Calculation: Sum of all active monthly subscriptions
- Tracking: Daily dashboard, monthly deep dive
Annual Recurring Revenue (ARR)
- Definition: MRR × 12, representing annual subscription value
- Target: 2.4M ARR by month 24
- Tracking: Quarterly board reporting
Gross Revenue
- Definition: Total revenue including subscriptions, transactions, and one-time fees
- Components: Subscription fees (70%), transaction fees (25%), other (5%)
- Target: 20% month-over-month growth
Net Revenue Retention (NRR)
- Definition: Revenue retention from existing customers including expansion
- Target: >110% annually
- Calculation: (Starting MRR + Expansion - Churn - Contraction) / Starting MRR
Cost Metrics
Customer Acquisition Cost (CAC)
- Definition: Total cost to acquire a paying customer
- Target: < 300 for premium customers
- Calculation: (Sales + Marketing Costs) / New Customers Acquired
- Tracking: By channel, by month, by customer segment
Customer Lifetime Value (LTV)
- Definition: Total revenue expected from a customer over their lifetime
- Target: LTV:CAC ratio of 3:1 minimum, 5:1 optimal
- Calculation: (Average Monthly Revenue × Gross Margin) / Monthly Churn Rate
Gross Margin
- Definition: Revenue minus cost of goods sold
- Target: >80% gross margin
- Components: Platform costs, payment processing, direct support
Unit Economics
Average Revenue Per User (ARPU)
- Definition: Average monthly revenue per active user
- Target: 45 for premium users
- Tracking: By user segment, by cohort
Payback Period
- Definition: Time to recover customer acquisition cost
- Target: < 18 months for all segments
- Calculation: CAC / (ARPU × Gross Margin)
User & Growth Metrics
User Acquisition
Monthly Active Users (MAU)
- Definition: Unique users who log in at least once per month
- Target: 10K MAU by month 12, 50K MAU by month 24
- Tracking: Daily, weekly, monthly cohorts
New User Registrations
- Definition: New accounts created per month
- Target: 1,000 new registrations per month by month 6
- Tracking: By acquisition channel, by source
Trial-to-Paid Conversion Rate
- Definition: Percentage of trial users who become paying customers
- Target: >15% conversion rate within 30 days
- Tracking: By cohort, by feature usage
User Engagement
Daily Active Users (DAU)
- Definition: Unique users who log in daily
- Target: DAU/MAU ratio of >20%
- Tracking: Daily engagement patterns
Session Duration
- Definition: Average time spent in platform per session
- Target: >15 minutes average session
- Tracking: By user type, by feature area
Feature Adoption Rate
- Definition: Percentage of users using key features
- Targets:
- Animal records: >90% of active users
- Pedigree tracking: >60% of active users
- Marketplace: >30% of active users
- Community features: >40% of active users
Retention Metrics
Customer Churn Rate
- Definition: Percentage of customers who cancel subscriptions
- Target: < 5% monthly churn, < 60% annual churn
- Tracking: By cohort, by subscription tier
User Retention Curves
- Day 1: >70% of new users return
- Week 1: >40% of new users return
- Month 1: >25% of new users return
- Month 6: >15% of new users still active
Operational Metrics
Product Performance
Platform Uptime
- Definition: Percentage of time platform is operational
- Target: >99.9% uptime
- Tracking: Real-time monitoring, monthly reporting
Page Load Speed
- Definition: Average time for pages to load
- Target: < 2 seconds for 95% of page loads
- Tracking: Continuous monitoring, user experience metrics
Support Ticket Volume
- Definition: Number of customer support requests
- Target: < 5% of MAU submit tickets monthly
- Tracking: By category, by resolution time
Content & Community
Animals in Database
- Definition: Total animal records in platform
- Target: 50K animals by month 12, 500K by month 24
- Tracking: Monthly growth rate, quality metrics
Pedigrees Generated
- Definition: Number of pedigree charts created
- Target: 1K pedigrees monthly by month 6
- Tracking: Complexity (generations), accuracy scores
Community Posts
- Definition: User-generated content in forums/community
- Target: 100 posts per week by month 6
- Tracking: Engagement rates, quality scores
Marketplace Metrics
Gross Merchandise Value (GMV)
- Definition: Total value of transactions on platform
- Target: $100K monthly GMV by month 12
- Tracking: By category, by seller segment
Take Rate
- Definition: Percentage of GMV captured as revenue
- Target: 3-5% blended take rate
- Components: Transaction fees, premium placement
Active Sellers
- Definition: Number of sellers with active listings
- Target: 500 active sellers by month 12
- Tracking: Seller onboarding, retention, performance
Marketing & Sales Metrics
Marketing Performance
Website Traffic
- Definition: Monthly unique visitors to website
- Target: 50K monthly visitors by month 12
- Sources: Organic (40%), paid (30%), referral (20%), direct (10%)
Conversion Funnel
- Visitor to Registration: >3%
- Registration to Trial: >50%
- Trial to Paid: >15%
- Overall Visitor to Paid: >0.2%
Email Marketing
- List Growth: 20% monthly growth
- Open Rate: >25% average
- Click Rate: >5% average
- Unsubscribe Rate: < 2% monthly
Sales Performance
Sales Qualified Leads (SQLs)
- Definition: Leads meeting qualification criteria
- Target: 100 SQLs monthly by month 6
- Sources: Inbound (60%), outbound (40%)
Sales Cycle Length
- Definition: Average time from lead to customer
- Target: < 30 days for self-serve, < 60 days for enterprise
- Tracking: By lead source, by deal size
Win Rate
- Definition: Percentage of qualified opportunities that close
- Target: >20% overall win rate
- Tracking: By segment, by sales rep
Health & Quality Metrics
Data Quality
Data Completeness
- Definition: Percentage of animal records with complete information
- Target: >80% completeness for active records
- Tracking: Required fields, photo uploads, lineage data
Lineage Accuracy
- Definition: Verified accuracy of pedigree information
- Target: >95% accuracy for verified lineages
- Tracking: Community verification, expert validation
Customer Satisfaction
Net Promoter Score (NPS)
- Definition: Customer likelihood to recommend platform
- Target: >50 NPS score
- Tracking: Quarterly surveys, post-interaction surveys
Customer Satisfaction Score (CSAT)
- Definition: Satisfaction with specific interactions
- Target: >4.5/5 average rating
- Tracking: Support interactions, feature feedback
Customer Effort Score (CES)
- Definition: Ease of completing tasks on platform
- Target: < 2.0 effort score (1-5 scale)
- Tracking: Post-task surveys, usability testing
Reporting & Analytics
Dashboard Structure
Executive Dashboard
- Key financial metrics (MRR, ARR, LTV:CAC)
- User growth metrics (MAU, churn)
- Operational health (uptime, support)
- Updated daily, reviewed weekly
Growth Dashboard
- Acquisition metrics by channel
- Conversion funnel performance
- Retention cohort analysis
- Updated daily, reviewed weekly
Product Dashboard
- Feature usage analytics
- User engagement metrics
- Performance benchmarks
- Updated real-time, reviewed daily
Reporting Cadence
Daily
- Key performance indicators
- Operational health checks
- Customer acquisition metrics
Weekly
- Growth performance review
- Marketing campaign analysis
- Product usage deep dive
Monthly
- Financial performance report
- User retention analysis
- Competitive benchmarking
Quarterly
- Board reporting package
- Strategic metric review
- Goal setting and planning
Benchmarking & Targets
Industry Benchmarks
SaaS Metrics
- Monthly Churn: Industry average 3-8%, ReptiDex target < 5%
- LTV:CAC Ratio: Industry benchmark 3:1, ReptiDex target 5:1
- Gross Margin: Industry average 70-80%, ReptiDex target >80%
Marketplace Metrics
- Take Rate: Industry range 2-10%, ReptiDex target 3-5%
- GMV Growth: Industry benchmark 20%+ annually
- Seller Retention: Industry average 60-80% annually
Goal Setting Framework
OKR Structure
- Quarterly objectives with 3-5 key results each
- Alignment across all departments
- Regular progress tracking and adjustment
Target Evolution
- Year 1: Focus on product-market fit, user acquisition
- Year 2: Emphasis on growth, retention, unit economics
- Year 3+: Scale, profitability, market expansion