claude-plugins/negocio/skills/saas/references/metricas-kpis.md

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%