Transparent Revenue for Trends & Innovation Lab

Introducing our plans for Public Trends and Innovation Revenue Dashboard: our plans to make public Real-Time Numbers for Monthly Revenue, Paying Customers and More

A few weeks ago, we had a conversation with one of our most amazing advisors. About once a week we have an hour long discussion about everything we do at Business Trends and Innovation Labs, mostly focused on Growth and Product and get her advice.

She showed us an amazing new product, Baremetrics. It was a real-time revenue dashboard for Stripe that you could see in one click just by connecting your Stripe account. What was even crazier about it was that Josh had made the dashboard to make Baremetrics own revenue public.

What an incredible opportunity to take transparency to a whole new level and show it to the world in real-time. We intend in the near future to have our own Live Revenue on Baremetrics available online very soon.

With transparency as one of our 6 defining values at Business Trends and Innovation Labs, we were excited to see this as an opportunity to take transparency even one step further. As a key part of that, we want to extend transparency to our revenue, too. We have strived to remain completely open about our progress.
We’re hoping our latest push toward transparent revenue will be just as helpful and valuable for you and everyone who is interested in getting some real insights into how Business Trends and Innovation Labs works.

The dashboard will contain the actual revenue numbers for Business Trends and Innovation Labs, updated in real-time. We’re working hard to making it completely open for you to look around, to view reports, and to see how we’re doing minute-by-minute and day-by-day.

A complete view of revenue: Real-time dashboard plus monthly reports

We have been publishing as much behind-the-scenes data and info on Business Trends and Innovation Labs journey as possible. Report we publish monthly Business Trends and Innovation Labs —the same one we send to attract investors.

These reports will continue. Our planned revenue dashboard will simply take this transparency to another level!
Previously, our reports have touched on monthly views of the following metrics:
• New users
Daily / monthly active users
• Monthly Recurring Revenue (MRR)
• Bookings Revenue
Monthly / yearly revenue and churn
• Conversion rates
• Cash in the bank
• Team size

The real-time revenue dashboard greatly enhances any reporting of these metrics, and it adds many different numbers we have yet to share (and some we have yet to fully track internally either). With the new dashboard, you get access to the following stats in real-time, whenever you want to see them.
• Monthly Recurring Revenue (MRR)
• Net revenue
• Fees
• Other revenue
• Average revenue per user
• Annual run rate
• Lifetime value
• User churn
• Revenue churn
• Customers
• Upgrades
• Downgrades
• Cancellations
• Coupons redeemed
• Failed charges
• Refunds
• A live stream of transactions

Here is a bit more about some of the numbers you’ll find on the dashboard.

Monthly Recurring Revenue (MRR)

One of the key metrics (if not the key metric) at Business Trends and Innovation Labs is MRR. This measure most accurately describes the type of revenue we’re actually receiving—a difficult number to find when you must factor in annual payments plus monthly subscriptions.
On revenue dashboard, MRR is calculated in the following way:
Gross volume from recurring revenue (minus) refunds (minus) fees

 

Lifetime value

This metric tells us the expected revenue we may receive on average from a customer over the lifetime of their relationship with us.
For instance, a £8,600 bespoke subscription could be interpreted as a customer spending two years subscribed to our Research Plan.
Average monthly recurring revenue per customer (plus) user churn rate

2

User churn

User churn is a valuable metric to understand the rate at which customers are downgrading from paid plans, and it is an integral part to our formula in calculating lifetime value.
On the revenue dashboard, churn rate refers to those customers who have cancelled a paid account (either an Bespoke plan or a Research plan), plus failed payments and refunds.
The lower the number, the better—which is why you’ll see percentages highlighted in green when they’re trending downward and highlighted in red when they’re trending up.

3a 3b

If you click through to the full report on user churn, you can see the breakdown by individual plans (where applicable). The stats here represent a three-month average of monthly churn.

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Upgrades, downgrades, customers, and cancellations

These three parts represent how customers move in and out among paid and free plans.
• Upgrades are those instances when a user goes from a lower-tiered, paid plan to a higher tier.
• Downgrades are when a user goes from a higher tier to a lower, paid tier.
• Customers are those who are on a paid plan. Another way of looking at this is Customers are those who have upgraded from our free plan.
• Cancellations are those who went from a paid plan to no paid plan.

5

The live stream of payments (with fake names)

On the right side of the dashboard, we display a live stream of incoming payments, charges, cancellations, and refunds. The stream refreshes automatically as new events occur in Stripe, so you can see in real-time how our revenue ebbs and flows throughout the day.

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One important note here: None of the names associated with these payments are real. We all value the privacy of our customers and their payment information, so you can ask the Baremetrics team to come up with some fake placeholder names in these instances. The charges and all other data, however, are the actual numbers from Stripe.
Your thoughts
We hope you find this real-time revenue to be valuable; for us, the Baremetrics dashboard will definitely be a huge improvement to how we track metrics at Business Trends and Innovation Labs.