Software business strategy, product-market fit, recurring revenue optimization, and scaling infrastructure for technology companies at every growth stage.
Building great software is a technical problem. Building a great software business is a strategic one. We work with SaaS founders, operators, and investors on the business fundamentals that determine whether recurring revenue becomes durable value—or a leaky bucket. That means understanding unit economics at the cohort level, identifying the customer segments where retention is strongest, and designing go-to-market motions that acquire the right customers rather than simply the most customers.
Churn is the most misunderstood metric in SaaS. Most businesses treat it as a customer success problem when it's almost always a product-market fit or customer acquisition problem in disguise. We trace churn to its source—whether that's misaligned buyer personas, product gaps relative to competitive alternatives, or onboarding failures that prevent customers from reaching the value that was promised in the sale.
For companies approaching a transaction or capital raise, we focus on the SaaS metrics that investors and acquirers scrutinize most closely: net revenue retention, CAC payback period, logo retention by segment, and expansion revenue as a percentage of new ARR. We help management teams tell the right story with the right data—and identify the gaps before a buyer does.
Technology businesses are particularly well-suited for Trajectory Analysis because their metrics are digital, measurable, and often more transparent than those of asset-heavy businesses. Our assessment maps ARR trajectory, product engagement signals, competitive positioning, and organizational capacity into a single forward-looking view of enterprise value.
Restructured ARR reporting for a vertical SaaS company ahead of a sale process, clarifying $2.1M in revenue that had been miscategorized, resulting in a materially higher EBITDA multiple at close.
Identified that 68% of churn in a B2B platform was concentrated in a single customer segment the sales team was over-indexing on—redirecting acquisition spend added 14 points of net revenue retention within two quarters.
Conducted customer discovery and cohort analysis for a horizontal SaaS product to identify the verticals with strongest retention, informing a successful niche-down strategy.
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