Business / 46 pages / PDF
Understanding SaaS Retention
Trace the revenue, investigate why customers leave, and choose what to change.
What this guide helps you understand
Revenue growth can hide customers who leave, buy less or struggle to get useful work done. This guide helps startup founders connect those situations to the records and decisions behind them.
Follow worked examples in euros, compare customers fairly, investigate payment and product problems, and examine why some accounts expand. Then turn the review into a specific action, with an owner, a comparison and a way to evaluate results and costs.
The complete guide includes visual explanations and three reusable worksheets for your next retention review.
Inside the ebook
Revenue grew. Why did customers leave?
Start with the customers you already had before choosing what to change.
Make sure you are counting the right customers
Agree who the customer is, what revenue means and what counts as useful activity.
See where the revenue went
Follow the same starting customers, then add new sales separately.
Compare customers who had the same time
Check how long they have been customers and whether they could actually leave.
Check whether the product still does the job
Look at the result customers need and who decides whether to keep paying.
Continue the conversation
Work through your next decision.
Tell us what is happening in your product or business and which decision you are trying to make.