SaaS finance: financial planning strategies for startup success

https://a.storyblok.com/f/146026/433x433/77c1fa361a/sara-novicic.png
Sara Novicic

Published on November 4, 2022

edit-img Article
4 min

The SaaS industry is on a constant upward trajectory, with new startups popping up at every corner of every industry in the world. Nowadays, SaaS seems to have a solution for every need, whether it’s a B2B or a B2C product. Indeed, in our tech-driven day and age, SaaS startups have everything they need to bring innovative or simply better products to the market.

But like all young businesses, SaaS companies need a plan for financial survivability and scalability.

For your SaaS venture to achieve its short, mid, and long-term goals, and survive long enough to reach its break-even point, you need to manage your finances meticulously, tending to careful financial planning. 

To that end, here’s a look at the key financial planning strategies you can use to ensure the success of your startup in 2023 and beyond. 

New call-to-action

Define your MVP financial requirements

MVP stands for “minimum viable product.” This is the first step towards sustainable financial planning for any SaaS startup.

We often think of this as the minimum required for a customer-facing product, but it applies to the business as a whole. Simply put, your objective should be to identify the key aspects, features, and financial requirements of a minimum viable SaaS product

Why? If you’re running a young startup, your goal is not to create the best possible product immediately. It’s to create a financially sensible product that will generate cash flow, traction, and brand recognition, and help you achieve other marketing and sales objectives.

A minimum viable product has the features and functionalities necessary for customer acquisition and retention, without breaching budget constraints. 

As your startup builds traction, generating more acquisition and higher customer retention, you’ll be able to optimize existing products and carefully track business expenses and allocate resources, as well as build new products to take your business forward. 

Establish clear financial goals

Speaking of cash flow, funding, and profit, you need to have clear short, mid, and long-term financial goals in mind. Establishing financial goals is not about admiring your corporate bank account statement. It’s about building a safety net and creating a pool of financial resources necessary to drive R&D, marketing, operations, talent acquisition, sales, and support. 

When you’re just starting out, you need to focus on the short-term financial goals that will get you up and running, and sort out the initial growing pains. This includes supporting and facilitating lead generation and conversions, but also staff resources, in-house tech, and essential operational processes.

When it comes to mid and long-term financial goals, these are the financial metrics you want to achieve so you can scale your operation safely and efficiently when the time comes. When shareholders are entering or leaving the company, for example, these goals will help you outline the buy-sell agreement and ensure you stay within the budget parameters and on track with your finances. The same goes for talent acquisition, department expansions, and various purchases.

The goal is not to make grand purchases in the first year if you see a boom in sales. It’s to hold on to the excess cash to execute your expansion strategy at the right moment — when you have more customers than you can handle and when your SaaS product is ready for an upgrade.

Focus on cash flow now and profit later

When will you break even? That depends on a myriad of factors, and it's a question you need to answer before you even launch your startup or your SaaS solution into the competitive market. Your break-even point is also a key factor in determining whether or not you will get financial backing, or if your fundraising campaign will be successful.

Now that you have launched a startup and a flagship product, you need to look at your financial projections and business plan to start focusing on generating cash flow. But many entrepreneurs make their first mistake by not knowing whether to focus on cash flow or profit

The answer? You should focus on both, but at different times.

This means that cash flow is and should be your immediate concern. Profit is the amount of money left over after all dues and operational expenses have been paid, and it might be some time before your startup starts generating true profit.

Startup cash flow, on the other hand, is essential for your survivability in a competitive market. Focus on minimizing your overheads and operational expenses, and maximize the potential of your cash flow by allocating it towards product development, marketing, branding, and talent acquisition.

Drive revenue from customer retention

In the initial stages of SaaS startup development, customer acquisition is the name of the game. But it shouldn't be your long-term strategy, not if your goal is to create a financially stable and self-sufficient operation.

Truly sustainable SaaS companies maximize the potential of every customer, and leverage customer feedback and various incentives, up-sell and cross-sell tactics, loyalty perks, and their amazing product to keep the customers from leaving.

With that in mind, one of the best things you can do for your startup in the first year is to focus heavily on retaining every customer, which builds loyalty and brand reputation.

In turn, brand reputation and trust will allow you to minimize customer acquisition expenses over the long term because people will be coming in through word of mouth and referrals alone.

Allocate resources towards software optimization

Finally, SaaS startups can’t survive in the long run without innovation — or at the very least, continuous product development. The SaaS sector is more competitive than it has ever been, and you can rest assured that if you become complacent at any moment and stop innovating, your competitors will overtake you in a matter of months.

Your customers demand continuous improvement and optimization, so you need to allocate your financial resources towards building better products. Whether it’s coworking software for the evolving remote work landscape or a dedicated project management solution in a niche industry, your SaaS product should never stand still. 

Not only will continuous R&D bring new customers to your brand, but it will help keep the loyal ones at your side no matter what the competition brings to the market. 

Nail your SaaS finance plan

Proper financial planning and financial allocation are crucial for startup survival in the first three to five years. Having a good strategy means more than securing financing - it means managing your operational assets, monitoring and managing cash flow, and planning for various scenarios that will impact your product, R&D, and scalability over the long term.

Make sure to take these best practices to heart and make them a part of your overarching financial plan, so that you can plan for a safe and steady rise in a competitive industry throughout 2023 and beyond.

New call-to-action