Monthly Recurring Revenue, or MRR, is a key metric used to measure the stability and predictability of a business's revenue. It represents the amount of money a company can expect to receive on a monthly basis from its subscription-based products or services.
MRR is important because it helps businesses forecast their future revenue, budget for expenses, and make informed decisions about the growth of their company. It can also be a useful tool for investors, as it allows them to gauge the health and stability of a business.
Types of MRR
There are a few different types of MRR that businesses should be aware of:
- New MRR: This represents the additional revenue generated from new customer subscriptions in a given month.
- Expansion MRR: This is the additional revenue generated from existing customers who upgrade their subscription or add additional products or services.
- Contraction MRR: This is the reduction in revenue caused by existing customers downgrading their subscriptions or cancelling their products or services.
- Churn MRR: This is the total MRR lost due to customer churn in a given month. Churn is the percentage of customers who cancel their subscriptions or stop using a product or service.
Factors That Affect MRR
There are several factors that can impact a business's MRR, including:
- Pricing: The price of a company's products or services will directly affect its MRR. Higher prices will generally lead to higher MRR, while lower prices will lead to lower MRR.
- Customer acquisition: The rate at which a business is able to acquire new customers will also impact its MRR. If a company is able to consistently bring on new subscribers, its MRR will increase.
- Customer retention: Customer retention is key to maintaining a stable MRR. If a business has a high churn rate, its MRR will be impacted negatively.
To calculate MRR, you will need to consider the following:
- Number of customers: This is the total number of customers paying for your product or service on a monthly basis.
- Average revenue per customer: This is the average amount of money each customer is paying per month.
- Churn rate: This is the percentage of customers who cancel their subscriptions or stop using your product or service in a given month.
To calculate MRR, simply multiply the number of customers by the average revenue per customer, and then subtract the MRR lost due to churn.
For example, if a business has 100 customers paying an average of $100 per month, and a churn rate of 5%, its MRR would be calculated as follows:
MRR = (100 customers * $100/customer) - (5% churn * $100/customer)= $10,000 - $5,000= $5,000
Why MRR is Important for Businesses
MRR is a crucial metric for businesses, as it provides a clear picture of the stability and predictability of a company's revenue. It allows businesses to forecast their future earnings, budget for expenses, and make informed decisions about the growth of their company.
Additionally, MRR is a valuable tool for investors, as it provides insight into the health and stability of a business. A company with a consistently increasing MRR is generally seen as a more attractive investment opportunity compared to one with a fluctuating or declining MRR.
For businesses that rely on subscription-based models, MRR is especially important. It allows these companies to better understand their customer base, identify areas for growth, and take steps to improve retention and reduce churn.
In summary, MRR is a key metric that provides insight into the stability and predictability of a business's revenue. By understanding and monitoring MRR, businesses can make informed decisions about their growth and development, and investors can gauge the health and stability of a company.