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What are the most important metrics to track when communicating with VC stakeholders?

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As a founder or a startup executive, you know how important it is to communicate effectively with your VC stakeholders. They are not only your investors, but also your partners, mentors, and advocates. However, communication is not just about sending updates, reports, or pitches. It is also about showing them the progress, impact, and value of your venture through relevant metrics. In this article, we will discuss what are the most important metrics to track when communicating with VC stakeholders, and how to present them in a clear and compelling way.

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1 Revenue and growth

One of the most obvious and essential metrics to track is your revenue and growth. This shows how well you are generating and retaining customers, and how scalable your business model is. VC stakeholders want to see that you have a strong product-market fit, a large and growing market opportunity, and a competitive advantage. You should track metrics such as monthly recurring revenue (MRR), annual recurring revenue (ARR), customer acquisition cost (CAC), customer lifetime value (LTV), churn rate, and growth rate. You should also benchmark your performance against your industry peers and your own projections.

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Andy Hamer

Highly Successful Business Builder Delivering Sustainable & Profitable Revenues
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The startup has validated its Product Market Customer Fit, translating into customer acquisition and retention, confirming traction and stickiness.

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Emil ?kesson

Fundraising & Scaling
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This is the most important one, especially in the early stages. The bulk of your valuation will come from Revenue and Growth. Most valuation methods take this one into account. If there is one metric you should focus on. Pick this.

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2 Unit economics

Another important metric to track is your unit economics. This shows how profitable and sustainable your business is, and how efficiently you are using your resources. VC stakeholders want to see that you have a clear path to profitability, a positive contribution margin, and a high return on investment. You should track metrics such as gross margin, net margin, operating margin, cash flow, burn rate, runway, and break-even point. You should also explain how you plan to improve your unit economics over time, and what are the key drivers and assumptions behind them.

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Emil ?kesson

Fundraising & Scaling
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The unit economics will be a slightly deeper meric. It will help the investors gauge the long-term viability of your business as it stands today. For example, if your focus is growth and you say that you are making a net loss because you are growing, some people will say, ok, that sounds reasonable. Savvy VCs, however, will look at your UE to see what is really happening. If that is also negative, it means that the more you grow, the more losses you will make even after you've stopped spending on growth. A simple way of putting it is: if you pay 150 on a unit that you sell for 100, you will never have a viable business. But if you pay 50 for a unit you sell for 100 you are top-line profitable.

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3 Customer satisfaction

A third important metric to track is your customer satisfaction. This shows how well you are meeting and exceeding your customers' needs, expectations, and preferences. VC stakeholders want to see that you have a loyal and engaged customer base, a high referral rate, and a low complaint rate. You should track metrics such as net promoter score (NPS), customer satisfaction score (CSAT), customer effort score (CES), retention rate, and advocacy rate. You should also collect and share customer feedback, testimonials, and reviews.

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4 Product development

A fourth important metric to track is your product development. This shows how well you are innovating and delivering value to your customers, and how agile and responsive you are to market changes. VC stakeholders want to see that you have a clear product vision, a robust product roadmap, and a fast product cycle. You should track metrics such as feature usage, product adoption, product quality, product backlog, and product velocity. You should also highlight your product milestones, achievements, and challenges.

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5 Team performance

A fifth important metric to track is your team performance. This shows how well you are building and leading your team, and how aligned and motivated they are with your vision and goals. VC stakeholders want to see that you have a diverse and talented team, a strong culture, and a high retention rate. You should track metrics such as headcount, turnover, diversity, engagement, productivity, and satisfaction. You should also showcase your team's skills, achievements, and feedback.

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Emil ?kesson

Fundraising & Scaling
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This is a later-stage metric that most VCs will focus on in series A and up. That does not mean it's not essential. But it will always take a back seat to growth. This is used to measure efficiency rather than revenue potential. Increased efficiency will feed your bottom line—a highly important focus when you start to properly scale.

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6 Impact and vision

A sixth important metric to track is your impact and vision. This shows how well you are creating and capturing value for your stakeholders, and how ambitious and inspiring you are as a leader. VC stakeholders want to see that you have a compelling mission, a clear value proposition, and a scalable impact. You should track metrics such as social, environmental, or economic outcomes, stakeholder feedback, awards, recognition, and press coverage. You should also articulate your vision, goals, and strategy for the future.

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Emil ?kesson

Fundraising & Scaling
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Quite frankly, this is just a fluff metric. It means little to nothing for the viability of your business or even the valuation of the company. If you have a series C company moving towards series D and you do a bunch of G-level business. This one will be strategically important. But that's it. Focus on revenue generation, profitability, and growth metrics. That's where you'll find gold.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most important metrics to track when communicating with VC stakeholders?

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4

5

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7

1 Revenue and growth

2 Unit economics

3 Customer satisfaction

4 Product development

5 Team performance

6 Impact and vision

7 Here’s what else to consider

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What are the most important metrics to track when communicating with VC stakeholders?

1

2

3

4

5

6

7

1 Revenue and growth

2 Unit economics

3 Customer satisfaction

4 Product development

5 Team performance

6 Impact and vision

7 Here’s what else to consider

Venture Capital

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