Reporting Period:
Starting MRR:
Record the MRR gained from new customers and existing account growth.
Category | Description | Amount | |
|---|---|---|---|
New Business MRR | Revenue from brand-new customer acquisitions | ||
Expansion MRR | Revenue from existing customers (upsells / cross-sells) | ||
Total Inflow | Sum of New Business MRR + Expansion MRR | $0.00 |
Record the MRR lost through cancellations or account downgrades.
Category | Description | Amount | |
|---|---|---|---|
Churned MRR | Revenue lost from customers canceling their subscriptions | ||
Contraction MRR | Revenue lost from existing customers downgrading plans | ||
Total Outflow | Sum of Churned MRR + Contraction MRR | $0.00 |
Use the values from Sections 2 and 3 to determine your net movement.
Metric | Calculation Formula | Result | |
|---|---|---|---|
Net New MRR | Total Inflow - Total Outflow | $0.00 | |
Ending MRR | Starting MRR + Net New MRR | $0.00 |
Analyze the efficiency of your growth relative to your starting position.
Metric | Performance | |
|---|---|---|
Growth % ((Net New MRR / Starting MRR) * 100) | 0 | |
Net Retention Rate ((Starting MRR + Expansion MRR - Contraction MRR - Churned MRR) / Starting MRR) * 100 | 0 |
Form Template Insights
Please remove this form template insights section before publishing.
The following insights describe the logic and functional purpose of each section within a standard SaaS MRR Waterfall form.
This section identifies the foundational data point for the entire reporting period. It acts as the denominator for all subsequent growth and retention percentage calculations. By establishing the Starting MRR, the form creates a fixed reference point that represents the total active subscription revenue at the exact moment the period begins.
This segment focuses on revenue generation. It distinguishes between New Business, which measures the effectiveness of sales and marketing in acquiring new logos, and Expansion, which measures the ability of account management or product-led growth to increase the lifetime value of current users. The "Total Inflow" indicates the gross velocity of revenue added before any losses are considered.
This section tracks "leakage" from the revenue bucket. It separates Churn (total loss of a customer) from Contraction (reduction in spend). Separating these allows for a distinction between a total failure in retention versus a strategic or budget-driven downgrade, providing a clearer picture of why revenue is exiting the business.
This section serves as the mathematical bridge between the starting and ending states of the period. It aggregates the data from the Inflow and Outflow sections to produce the Net New MRR. This value represents the actual "bottom line" change in the subscription base, showing whether the company is growing, stagnating, or shrinking in absolute terms.
The final section converts raw numerical data into percentage-based efficiency metrics. The Growth % provides a standardized view of performance relative to the size of the company, while the Net Retention Rate filters out new sales to isolate the sustainability of the existing customer base. These formulas translate the waterfall movements into high-level health indicators.