Startup Financial Glossary

Subscription Plan

A subscription plan is the most common model for pricing in the world of SaaS. With a...

Session

a Session or User Session is when a user opens an app and starts engaging with it. The...

SaaS

SaaS or Software-as-a-Service is a way of delivery applications over the Internet-as a s...

SEO

SEO or Search Engine Optimization refers to the process of improving your website to...

Runway

Runway refers to how many months your business can keep operating before it's out...

Revenue

Revenue is the money generated from normal business operations, calculated as the...

Retention Rate

In marketing and product management, retention rate refers to the percentage of c...

Paid Traffic

Organic Acquisition

Refers to the amount of traffic (downloads or acquisitions) that you are able to gene...

OPEX

OPEX or Operating Expenses are the costs a company incurs for running its day-to-...

Traffic Sources (Paid & Organic)

Paid traffic are customers who click on an advertisement that you placed on a social...

MRR

MRR or Monthly Recurring Revenue is the amount of predictable revenue that a co...

Impression

An impression is when a user sees an advertisement. In practice, an impression oc...

IAP

IAPs or In-app Purchases allow users to exchange real money via the relevant app st...

Hiring Plan

A hiring plan is a comprehensive strategy that aligns hiring resources with business...

Leads

A lead is a person or business who is interested in a product or service you sell.

eCPM

eCPM or Effective Cost Per Mille is a metric used in digital advertising, typically with...

SG&A

SG&A or Selling, General, & Administration is a category of expenses that are incurred...

IMPDAU

IMPDAU or Impressions Per Daily Active Users is a KPI used in the mobile app world...

Fulfillment Cost

Fulfillment Costs are costs associated with physical delivery of a product to the cust...

Deferred Revenue

Deferred Revenue is money received by a company in advance of having earned it.

Conversion Rate

Conversion rate refers to the total number of users who buy a product or service fr...

Churn Rate

Churn Rate or Customer Churn, is the percentage of customers who stopped using a...

CPL

CPL or Cost Per Lead is a metric that measures how cost-effective your marketing...

CPI

Cost Per Install or CPI is a pricing model used in mobile application marketing camp...

COGS

COGS or Cost of Goods Sold is the total cost incurred in the production and delivery...

CLV / CLTV

Customer Lifetime Value (CLTV, or CLV) is a measure of the total income a business c...

CAPEX

CAPEX or Capital Expenditure is the money an organization or corporate entity spend...

CAC

CAC or Customer Acquisition Cost is the total sales and marketing costs required to a...

Burn Rate

Burn rate is a KPI used to describe how fast a company is spending it's cash to…

B2C

B2C or Business-to-Consumer refers to the process of selling products and services d...

B2B

B2B or Business to Business is a business model where you sell your products directly...

Accounts Receivable

AR or Accounts Receivable is an asset account on the balance sheet that represents…

Accounts Payable

AP or Accounts Payable is a current liability on the balance sheet that represents...

ASO

App Store Optimization aka ASO is the process of improving an app's visibility within an ap...

ARPU

ARPU or Average Revenue Per User is a company’s generated revenue that is...

ARPA

ARPA or Average Revenue Per Account is a metric used most often by subscription...