Are You Investor Ready? Your Ultimate SaaS Metrics Guide

From first customers to exit-ready.

Whether you’re gearing up for your first raise or building towards an exit, knowing your numbers is non-negotiable. This free 30-page guide covers 20+ metrics across five growth stages – what each one means, how to calculate it, and the benchmark investors expect to see.

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Stop flying blind on your metrics

Every metric, every formula, every benchmark – from pre-seed to exit.

The right metrics for your stage - not someone else's

At pre-seed, investors want 12+ months of runway and early recurring revenue. By Series B, they want ARR of £5m+ and efficient growth. This guide maps every metric to the stage it matters.

Every formula and benchmark, in one place

Logo retention: 85-95%. LTV:CAC: 3 or higher. Gross margin: 75-85%. Every metric comes with how to calculate it and the number investors measure you against - so you're never caught out in a due diligence conversation.

Think like your next investor, not your current one

The bar rises every round. Our 'measuring ahead' framework shows you which metrics to embed before you need them, so you're not scrambling to reconstruct 18 months of data when diligence starts.

What's inside?

The metrics that satisfy a seed investor won’t cut it at Series A, and what impresses at Series A barely scratches the surface at Series B. This guide is a complete reference for every stage – thirty pages, 20+ metrics, each with a plain-English explanation, the formula, and the benchmark investors expect.

With this free guide, you’ll learn how to:

Track the right metrics at each stage, from new logos and runway through to Rule of 40 and EBITDA
Calculate MRR, ARR, churn, CAC, NRR and LTV with confidence
Hit the benchmarks investors use: 12+ months runway, 85-95% logo retention, LTV:CAC of 3+, 75-85% gross margin
Understand the difference between gross and net revenue retention
Answer the questions diligence always asks, like whether you’ve handled revenue recognition correctly
Use our ‘measuring ahead’ framework to prepare for your next round, not just your current one
Choose the right tools as you scale – billing, dashboards, product analytics and retention
Use the one-page stage map to see every metric and where it belongs on your growth journey

"We call it 'measuring ahead' - proactively preparing for what your next investor will expect, by building better habits today."

Who is this guide for?

If you’re building a SaaS business and have one eye on your next funding round, this one’s for you.

Early Stage Founders

You've got your first customers and you're starting to think about raising. This guide helps you understand which metrics to track now - so you're ready when investors start asking.

Founders Preparing to Raise

You're gearing up for a seed round or Series A and you need to know your numbers inside out. This guide tells you exactly what investors expect to see - and how to get there.

Founders Between Rounds

You've raised before, but the bar gets higher every time. This guide helps you stay ahead by building the habits and metrics infrastructure that your next investor will want to see.

Know your numbers. Impress your investors.

Get your free copy and you’ll have every SaaS metric, formula and benchmark from pre-seed to exit in one place – written by CFOs who sit on the other side of these conversations every week.