# SaaS - Metricas e KPIs

## Receita

| Metrica | Formula | Target |
|---------|---------|--------|
| **MRR** | Monthly Recurring Revenue | Crescimento mes/mes |
| **ARR** | MRR x 12 | > 100kEUR para sustainable |
| **ARPU** | MRR / Total customers | Sector-dependent |
| **NRR** | (MRR inicio + expansion - churn - contraction) / MRR inicio | > 100% |

## Crescimento

| Metrica | Formula | Target |
|---------|---------|--------|
| **New MRR** | Novos clientes x preco medio | +20%/mes (early) |
| **Expansion MRR** | Upsells + Add-ons | > 10% do MRR |
| **Churn MRR** | Cancelamentos valor | < 5%/mes |

## Aquisicao

| Metrica | Formula | Target |
|---------|---------|--------|
| **CAC** | Custo marketing+sales / Novos clientes | < 1/3 LTV |
| **LTV** | ARPU x (1 / Churn Rate) - CAC | > 3x CAC |
| **Payback Period** | CAC / ARPU | < 12 meses |

## Produto

| Metrica | Target |
|---------|--------|
| **Activation Rate** | > 40% (signup -> aha moment) |
| **DAU/MAU** | > 20% (stickiness) |
| **Time to Value** | < 10 minutos |
| **Feature Adoption** | > 30% users usam feature nova (30 dias) |

## Retencao

| Metrica | Formula | Target |
|---------|---------|--------|
| **Logo Churn** | Clientes cancelaram / Total | < 5%/mes |
| **Revenue Churn** | MRR perdido / MRR total | < 5%/mes |
| **Cohort Retention** | Clientes mes X activos em X+6 | > 50% |

## Onboarding Flow (Time-to-Value)

Objectivo: Levar user de signup a "aha moment" em < 5 minutos.

```
1. SIGNUP - Email + Password (ou OAuth Google) - < 30 segundos
2. WELCOME - Video 30s: "O que vais conseguir" - Skip disponivel
3. QUICK SETUP - 3-5 campos essenciais - < 2 minutos
4. FIRST ACTION - Criar primeiro item com template pre-preenchido - < 2 minutos
5. AHA MOMENT - Ver resultado imediato (export, share, etc)
6. NEXT STEPS - Checklist guiada: "3 passos para dominar"
```

Metricas de Onboarding:
- Signup -> Email verified: > 80%
- Email verified -> Setup complete: > 60%
- Setup -> First action: > 70%
- First action -> Aha moment: > 90%
- Activation rate (signup -> aha): > 40%
