Startup Metrics

Gross Revenue Retention

Definition

What is Gross Revenue Retention?

Recurring revenue retained from existing customers before counting upgrades or expansion.

Example in practice

Churn and downgrades reduce GRR to 88%.

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The rate at which a company spends cash, commonly measured monthly.

The estimated time before cash runs out at the current burn rate.

Recurring subscription revenue normalised to one month.

Money set aside rather than spent, often for emergencies or future goals.

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