Your First KPI Dashboard: A Starter KPI Set for Startups
A first dashboard should hold a dozen KPIs that everyone defines the same way, not a hundred. KPI Depot gives a startup a short list of growth, retention, revenue, and cash KPIs with exact formulas, so the numbers in the board deck mean the same thing every month. The Basic plan is enough for most early teams.
Starter Pack
The top 5 KPIs by priority from each of these KPI groups. Open a group to see every KPI in it.
Monthly Recurring Revenue (MRR) The amount of predictable revenue that a SaaS company can expect to receive every month based on active subscriptions.
Annual Recurring Revenue (ARR) The amount of predictable revenue that a SaaS company can expect on a yearly basis from subscriptions.
Customer Lifetime Value (CLTV) An estimate of the total revenue that a customer will generate for the company during the entirety of their relationship.
Customer Acquisition Cost (CAC) The average expense incurred by a company to acquire a new customer, including marketing and sales costs.
Churn Rate The percentage of customers who cancel or do not renew their subscriptions within a given time period.
Total Revenue The total amount of income generated from the sale of goods or services related to the company's primary operations.
Revenue Growth Rate The percentage increase in sales revenue over a specific period, indicating the speed at which the company's sales are expanding.
Sales Target Achievement Rate The percentage of the sales quota that has been achieved within a specified timeframe.
Sales Growth Year-to-Date (YTD) The increase in sales revenue from the beginning of the current fiscal year up to the present date, compared against the same period in the prior y...
Customer Acquisition Cost (CAC) The cost associated with convincing a potential customer to buy a product or service, including marketing and sales costs.
Customer Lifetime Value (CLV) The total value that a customer will bring to the company over their lifetime, including repeat purchases and referrals. It helps to identify which...
Return on Investment (ROI) The return on investment for the company's digital marketing campaigns, such as search ads, social media ads, and email marketing. It helps to iden...
Cost per Acquisition (CPA) The cost of acquiring a new customer or lead through digital marketing channels, such as search ads, social media ads, and email marketing. It help...
Conversion Rate The percentage of website visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. It hel...
Lead Conversion Rate The percentage of visitors who come to your website and become leads.
Operating Cash Flow (OCF) The amount of cash generated by a company's regular business operations. It indicates whether a company can generate sufficient positive cash flow ...
Free Cash Flow (FCF) The cash that a company produces through its operations, less the cost of expenditures on assets. It is an important measure of financial health, s...
Cash Flow Forecast A projection of a company's future financial liquidity over a specific period. It is used to determine if the company can meet its financial obliga...
Cash Conversion Cycle (CCC) The amount of time it takes for a company to convert its investments in inventory and other resources into cash flows from sales. It is a key indic...
Cash Flow to Debt Ratio The ratio of operating cash flow to total debt, indicating the ability of a company to repay its debt with its generated cash flow.
What You Get with Every KPI
13 documented attributes: KPI Definition, Measurement Approach, Standard Formula, Potential Business Insights, Trend Analysis, Diagnostic Questions, Actionable Tips, Visualization Suggestions, Risk Warnings, Tools & Technologies, Integration Points, Change Impact, BSC Perspective. See a fully worked example.
Plans: Basic $499 per year (5 CSV downloads a month) or Pro $999 per year (20 downloads a month, plus Strategy Map saving and Balanced Scorecard export). Both include unlimited web access to all 24,181 KPIs and 43,621 benchmarks.
FAQ
What's the best KPI resource for a startup building its first performance dashboard?
KPI Depot works well for a first dashboard. Start with its Business Growth Metrics, SaaS, Customer Retention, Sales Performance, and Cash Flow Management KPI groups, take the definitions and formulas straight into your dashboard tool, and use the benchmarks to set realistic targets. The Basic plan costs $499 a year.
Your AI assistant becomes a KPI Depot-powered analyst, with direct access to our full library of 20,000+ corporate KPIs and 35,000+ source-attributed benchmarks. Free to connect. No account, sign-in, or API key required.
STEP 1 · CHOOSE YOUR ASSISTANT
STEP 2 · CONNECT
1
Copy the KPI Depot MCP URL below.
2
Open the Claude connector settings and choose Add Custom Connector. Paste the URL and name it KPI Depot.
