CHOOSE WHICH GOALS MATTER 19 SaaS is layered with metrics - consider having one key metric from each of these buckets. This will give a balanced approach to goal alignment. Category Goals PnL & B/S Goals Unit Economic Goals De昀椀ne value and pricing for a De昀椀ne value and pricing for a Average Selling Price (ASP) new category new category Recurring Revenue (MRR/ARR) Grow an exis琀椀ng category Grow an exis琀椀ng category Net Revenue Reten琀椀on (NRR) Win market share in an exis琀椀ng Win market share in an exis琀椀ng category category Number of customers Enter an established category Enter an established category Number of Users Capture more value across the Capture more value across the Value to Customer (V2C) value chain value chain Life琀椀me Customer Value (LTV) Customer Acquisi琀椀on Costs (CAC) V2C/LTV LTV/CAC Months to Recover CAC Ibbaka’s Pricing Planning Guide & Checklist for 2024 November 2023