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SaaS Revenue Primer: Flux Analysis

Software as a Service (SaaS) is clearly here to stay.  Yet many technology executives and investors struggle at times to understand the dynamics associated with SaaS revenue streams.  The traditional software revenue model based on license fees, maintenance fees, and professional services does not exactly translate into the SaaS model.  This post is the first in a series of topics that will examine various ways executives and investors can better analyze their SaaS revenue streams.

The topic of this post is Flux analysis.  Most SaaS applications use a ‘pay-as-you-go’ model where customers pay monthly fees based on the numbers of users/seats, transactions, setup/customization fees, and various junk fees (secure connectivity, archiving, private labelling, etc.)  In addition to understanding the components of a SaaS revenue stream it is critically important to understand customer behavior changes inside of the SaaS revenue stream.  What customer’s revenues are growing?, who are declining?, how much did new customers contribute?, etc.  The following presentation describes a simple and quick approach that can be used to assess SaaS revenue streams.

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