CASE 01 / SaaS · Revenue intelligence

Growth is strong. Where is it concentrated?

30 months of subscription data reveal the revenue mix, retention patterns and acquisition economics behind SaaS growth.

SaaSCo
Anonymized collaboration case

$14.43MMRR · Jun 2025

64.8%Enterprise share of cumulative MRR

107.0%Mean NRR · all observations

SaaSCo / CASE STUDY

THE BUSINESS QUESTION

Where should Sales and Marketing focus as recurring revenue grows?

THE KEY FINDING

One plan accounts for 64.8% of cumulative MRR. Protect Enterprise relationships while testing a broader growth mix.

01 / THE INPUTS & THE WORK

From raw records
to a defensible answer.

Understand whether SaaS growth is broad-based, where retention is strongest, and what the acquisition data can actually tell a commercial team.

480 × 12CSV rows × columns

30 monthsJan 2023–Jun 2025

4 × 4Regions × subscription plans

One record per month × region × plan

Monthly operating metrics

MRR, active / new / churned subscribers, ARPU, NRR, NPS, marketing spend and support tickets.

A look at the source records +

Month	Region	Plan	MRR (USD)	Marketing spend (USD)
Jan-23	North America	Basic	69,050.21	50,261.79
Jan-23	North America	Pro	94,649.54	50,261.79

Two source records; selected columns. The same regional marketing spend is repeated across plans.

DATA JUDGMENT

What needed attention before charting.

Spend is repeated across four plan rows.

Handling decisionVerify identical spend within each region-month; count it once, rather than summing all plan rows.

Why it mattersOtherwise acquisition spend is inflated fourfold and the efficiency comparison is misleading.

The statistical summary claims a 53% Enterprise share.

Handling decisionRecalculate share directly from CSV MRR values; use 64.8%.

Why it mattersA management recommendation should trace to the source, not inherit a contradictory headline.

NRR is a reported ratio, without underlying cohort revenue.

Handling decisionLabel the portfolio aggregate as an unweighted observation mean.

Why it mattersAn average of segment ratios is not a revenue-weighted company retention rate.

ANALYTICAL APPROACH

How the answer was built.

01
Define the grain before aggregating
Parse numeric columns, sort month labels as dates, and separate additive measures from ratios and repeated fields.
OUTPUT
480 operating observations organized into 30 monthly periods.
02
Separate growth from concentration
Sum MRR by month for the trend. Sum monthly MRR by plan and divide by the sum across every plan for the mix.
OUTPUT
A revenue trend and plan-share chart that answer different questions.
03
Compare retention and acquisition
Compare mean NRR by plan and new vs. churned subscriber counts. Divide deduplicated regional spend by new subscribers.
OUTPUT
Retention comparison, subscriber-flow chart and an acquisition-efficiency proxy.
04
Translate evidence into a commercial test
Use the concentration finding to prioritize Enterprise reviews; frame budget reallocation as an experiment requiring cohort and incremental-outcome data.
OUTPUT
Separate Sales and Marketing actions with explicit success measures.

Inspect the Python calculation logic +

Representative logic from the website reconstruction. This code was added for the portfolio; it is not presented as the original project team’s source code.

# Website reconstruction: verify repeated regional spend
spend_by_region = {}
for row in month_rows:
    region = row['region']
    spend = row['marketing_spend_usd']
    if region in spend_by_region:
        assert spend_by_region[region] == spend
    spend_by_region[region] = spend

monthly_spend = sum(spend_by_region.values())
new_subscribers = sum(r['new_subscribers'] for r in month_rows)
spend_per_new = monthly_spend / new_subscribers

ONE QUESTION, TRACED END TO END

Does strong revenue growth justify scaling marketing spend?

Calculation

Jan 2023: $177,830.47 ÷ 2,850 = $62.40 per new subscriber. Jun 2025: $182,991.08 ÷ 4,301 = $42.55.

Interpretation

The spend-per-new-subscriber proxy is lower at the end of the period. This does not establish which campaigns caused acquisition.

Business decision

Test region-level budget changes with cohort retention and a holdout before scaling. Protect the Enterprise base, which represents 64.8% of cumulative MRR.

EXPLORE THE EVIDENCE

A closer look
at the numbers.

Switch views to explore the analysis.
Filter by region for a more specific picture.

01 / GROWTH

Recurring revenue, over time

Monthly MRR summed across selected regions and all four plans. USD.

02 / PLAN MIX

The revenue concentration

64.8%Enterprise

Basic4.3%

Pro10.0%

Business20.8%

Enterprise64.8%

Share of cumulative monthly MRR snapshots, Jan 2023–Jun 2025.

View underlying values +

Month	MRR (USD)	Active subscribers
Jan-23	1160598.01	14561
Feb-23	1564320.57	16939
Mar-23	2039015.43	19474
Apr-23	2541253.59	22117
May-23	2993533.87	24533
Jun-23	3431929.34	26822
Jul-23	3787210.15	28648
Aug-23	4165255.27	30265
Sep-23	4516270.52	31837
Oct-23	4899594.45	33835
Nov-23	5316527.83	35805
Dec-23	5772916.60	38015
Jan-24	6220821.29	39975
Feb-24	6691012.70	42336
Mar-24	7183859.34	44720
Apr-24	7607873.10	47025
May-24	8084627.64	49225
Jun-24	8549342.99	51329
Jul-24	8990672.05	52967
Aug-24	9328973.25	54289
Sep-24	9742321.95	55672
Oct-24	10171838.55	57641
Nov-24	10657636.63	59535
Dec-24	11194939.69	61712
Jan-25	11603992.62	63677
Feb-25	12158970.65	65890
Mar-25	12695124.05	68422
Apr-25	13374262.90	70977
May-25	13828272.56	73493
Jun-25	14433391.82	75639

SOURCE: SaaSCo_Monthly_Metrics.csv · 480 records · Jan 2023–Jun 2025

03 / APPLYING AI TO THE BUSINESS PROCESS

Make the analysis
useful in the workflow.

Proposed AI extension.
The analysis is available; the AI workflow below is a design for a future pilot.

WORKFLOW DESIGN · NOT A DEPLOYED AI SYSTEM

A grounded commercial briefing assistant

INPUT CONTRACT

Validated monthly KPI tables, region / plan definitions, period comparisons and approved business context. No customer-level data is required for the briefing.

01Calculate metrics and exceptions in deterministic code.
02Give the model the selected period, segment and source values.
03Ask it to separate observations, hypotheses and suggested tests.
04Require a source reference for every numeric claim; reject unsupported figures.

What this case demonstrates +

Supplied: monthly CSV, statistical summary, report, slide deck, HTML dashboard and ten visualization images.
Built for this portfolio: reproducible Python aggregation, regional filters and interactive charts.
AI extension: proposed briefing workflow; no production AI integration or measured growth uplift is evidenced.

Project context: graduate AI/analytics club industry collaboration. The technical walkthrough documents the reproducible portfolio implementation.

RECOMMENDATIONS BY TEAM

What happens next?

Specific actions. Clear measures.
Select a department to see its priorities.

RECOMMENDED ACTION / SALES

Protect the Enterprise revenue base.

Prioritize renewal reviews and expansion conversations for Enterprise accounts. Build a separate Business-plan pipeline to test diversification.

THE EVIDENCE

Enterprise contributes 64.8% of cumulative MRR and has 112.2% mean NRR.

HOW TO MEASURE IT

Track Enterprise renewal coverage, expansion MRR and Business pipeline share.

Recommendations derived from the case analysis. Business outcomes have not been measured.

METHOD & CONTEXT

Show the work.
Know its limits.

Selected work completed through a graduate AI/analytics club’s industry collaborations. Company names are portfolio pseudonyms.

01Validate the 480 month–region–plan records and reporting grain.
02Sum MRR within each month; calculate plan share across all 30 months.
03Count repeated marketing spend once per region and month.
04Compare regional patterns and turn observations into proposed experiments.

Definitions & data limitations +

NRR and NPS are unweighted observation means. Cumulative MRR share sums monthly snapshots; it is not recognized revenue. Marketing spend is repeated across plans and counted once per region-month. Spend per new subscriber is not fully loaded CAC, and association does not establish causation.

NEXT CASE / 02Make revenue leakage visible.↗

Where should Sales and Marketing focus as recurring revenue grows?

From raw recordsto a defensible answer.

Monthly operating metrics

What needed attention before charting.

Spend is repeated across four plan rows.

The statistical summary claims a 53% Enterprise share.

NRR is a reported ratio, without underlying cohort revenue.

How the answer was built.

Define the grain before aggregating

Separate growth from concentration

Compare retention and acquisition

Translate evidence into a commercial test