Venture Capitalist at Theory

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3 minute read / Mar 26, 2013 /

Your Startup’s 10 Most Important Metrics

With the analytics tools today, it’s easy to measure hundreds if not thousands of different metrics for your business. Cutting through all the chaff to determine the most important or insightful metrics can be quite a challenge.

Below are the ten metrics I’ve found to be most useful in board meetings. They answer the questions of how should a startup founder might measure the business at the highest level. You should have many more metrics than these, but I’ve highlighted the ones that I recommend presenting to your board and reviewing each week.

Metrics Format

Clear data leads to productive conversations. To best understand a data point and its implications, we have to put it in context.

I’ve found dividing top level data in three slides, one for company priority (Distribution, Engagement, Revenue) helps to set the right context. Within the slide, a table that shows the metric and compares it to last month, then explicitly calculates the monthly change, the trailing six month average and finally compares the metric to the goal best communicates the state of that metric. See below for an example.

Metric This month Last Month % change TSM Average Goal
Active Users 100,000 50,000 100% 125% 75%
Total User Base 500,000 400,000 25% 7% 10%

The TSM Average column is the Trailing Six Month Compound Growth Rate. It is calculated in this way:


In most businesses, a monthly growth percent is too volatile to be meaningful. However the TSM Average smooths out the monthly change. Comparing the monthly to the TSM, we can get a sense of whether the monthly growth is accelerating or decelerating and how it compares to the goal you set each quarter. In this example, the total user growth accelerated this month and activity is way up. The next question, the one board members and founders should ask, is why?

Metrics/Question Pairs

Now that we have the base format of the metrics, let’s talk about which metrics matter. Each metric is followed by the question it’s designed to answer. Pick the ones that are relevant to your business.




These are the metrics that have been most valuable/insightful for me working with our companies. Let me know if there are other metrics you use to measure your business that might be useful to add to this list on this Branch.

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