Keep pulling the thread on Jason Cohen.
A company's maximum potential customer base can be estimated by dividing the number of new customers added per period by the logo churn rate for that same period.
For most companies, customer churn is most heavily concentrated in the first 1, 30, or 90 days after signup, making onboarding a high-leverage area for improvement.
Contrary to standard economic theory, raising prices for a SaaS product often results in either no change or an increase in the signup rate because higher prices can signal higher quality and attract a different market segment.
A company can charge significantly more for the same product by positioning its value proposition around growth (e.g., 'double your leads') rather than cost savings (e.g., 'halve your costs').
Out of over 100 public SaaS companies, only about two have a Net Revenue Retention (NRR) of less than 100%.
The median Net Revenue Retention (NRR) for a SaaS company at the time of its IPO is 119%.
Jason Cohen argues that logo churn is a more critical metric than Net Revenue Retention (NRR) because high logo churn depletes the customer base available for upgrades, making positive NRR unsustainable.
HubSpot's strategy of selling through agencies instead of direct sales became a major growth driver, accounting for 50% of its revenue after four to five years.
Jason Cohen is a four-time founder who has built two unicorn companies, one of which is WP Engine.
10Web offers website generation as an API-as-a-service for SaaS companies, marketplaces, and hosting providers.
Product, design, and research teams at Amazon and Duolingo use the Strela platform for user research tasks like Figma prototype testing and concept validation.
Jason Cohen believes that for SaaS companies, a monthly customer cancellation rate above 3% is terrible.