Metrics
Build Stage | $0-1M ARR | 1-10 headcount
Main challenge: Proving the business works. Founder-led everything.
Metrics to Measure
Principle: Measure what matters for PMF, not what enterprises measure.
What to Track
| Metric | Why It Matters | Target/Benchmark |
|---|---|---|
| # who'd be "very disappointed" | PMF signal (Sean Ellis test) | 40%+ of users |
| Conversations per week | Activity leading indicator | 10-15+ for founder |
| Demo-to-close rate | Is the message resonating? | 20-30% is healthy at Build (SQL→CW: ~20% per LeanScale benchmarks) |
| Usage depth | Are customers actually using it? | Weekly active use |
| Time to value | How fast do customers get ROI? | Under 30 days ideal |
| Burn rate / runway | Survival | 12+ months preferred |
What NOT to Measure Yet
- CAC / LTV (too early, sample size too small)
- Rep productivity (no reps)
- Territory performance (no territories)
- Marketing attribution (too little volume)
- Sophisticated cohort analysis (not enough data)
Playbook reference: → Growth Model (for metrics framework)