{"id":2086,"date":"2021-04-01T17:10:28","date_gmt":"2021-04-01T17:10:28","guid":{"rendered":"https:\/\/www.subbly.co\/blog\/?p=2086"},"modified":"2023-05-12T14:23:11","modified_gmt":"2023-05-12T14:23:11","slug":"all-you-need-to-know-about-monthly-recurring-revenue-mrr","status":"publish","type":"post","link":"https:\/\/www.subbly.co\/blog\/all-you-need-to-know-about-monthly-recurring-revenue-mrr\/","title":{"rendered":"All You Need to Know about Monthly Recurring Revenue (MRR)"},"content":{"rendered":"\r\n<p>Metrics are an <a href=\"https:\/\/www.subbly.co\/blog\/key-subscription-business-model-metrics-and-kpis\/\" target=\"_blank\" rel=\"noreferrer noopener\">inevitable part of doing business<\/a> as they help salespeople evaluate teams&#8217; and individual contributors&#8217; performance. Yet, having hundreds of unstructured figures in a CRM database is overwhelming. However, there\u2019s one crucial metric, though \u2014 monthly recurring revenue or MRR. This article will guide you through all the questions related to this <a href=\"https:\/\/www.subbly.co\/blog\/key-subscription-business-model-metrics-and-kpis\/\">particularly crucial metric<\/a> \u2014 from what it is to how to increase it organically.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"h-what-is-mrr\">What is MRR?<\/h2>\r\n\r\n\r\n\r\n<p>This term stands for Monthly Recurring Revenue, or all the company&#8217;s <a href=\"https:\/\/www.subbly.co\/blog\/recurring-revenue\/\">recurring revenue<\/a> normalized into a monthly amount. MRR meaning is connected with the income you generate each month. It\u2019s a universal metric in the business world, especially among subscription companies, and a convenient way to average different pricing plans and billing periods into one consistent number that is easy to check over a certain period of time. MRR includes recurring items and excludes non-recurring ones.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>This metric lets you analyze the revenue trends over time. On top of that, you can compare your MRR to the monthly sign-up rate for your service or product, monthly account growth rate, or customer retention rate. Analyzing MRR, you can see whether your revenue has been shrinking or growing over a particular period.\u00a0\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"h-why-is-mrr-important\">Why is MRR Important?<\/h2>\r\n\r\n\r\n\r\n<p>Growth rate, average sales price, and rep productivity are also important metrics. But the amount of monthly recurring revenue is the one that really matters to subscription companies. This is why:<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-tracking-performance\">Tracking Performance<\/h3>\r\n\r\n\r\n\r\n<p>If you\u2019re a sales manager, MRR allows you to see how successful your accounts are. A client&#8217;s MRR can affect commission-based pay, too. Reflecting on your MRR will help you tailor your sales approach and close high-MRR deals.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-accurate-forecasting-in-sales\">Accurate Forecasting in Sales<\/h3>\r\n\r\n\r\n\r\n<p>Sales managers can evaluate the big picture and see how the team is performing as a whole. <a href=\"https:\/\/blog.hubspot.com\/sales\/sales-forecasting\" target=\"_blank\" rel=\"noreferrer noopener\">It is proven<\/a> that total MRR is a guarantee of more accurate sales forecasts and projections. It helps the sales team plan for growth in both short- and long-term.<\/p>\r\n\r\n\r\n\r\n<p>Using MRR will help you identify trends: if your MRR is growing, your business is on the rise. If it decreases, your business is struggling.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-budgeting\">Budgeting<\/h3>\r\n\r\n\r\n\r\n<p>Running a successful business without a steady income stream is close to impossible. MRR shows exactly how much money is coming monthly. Can you hire more developers this quarter? Can you extend your marketing budget this year? The amount of revenue you&#8217;re earning is one of the critical factors in all these cases.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"h-how-do-you-calculate-mrr\">How do you Calculate MRR?<\/h2>\r\n\r\n\r\n\r\n<p>To find out your MRR, you need to know how much money you get from one customer on average (Average Revenue Per User, or ARPU) and the number of your customers or paying subscribers. Then you need to multiply those numbers:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.subbly.co\/blog\/wp-content\/uploads\/2021\/03\/Monthly-recurring-revenue-MRR-formula.png\"><img decoding=\"async\" width=\"1024\" height=\"538\" class=\"wp-image-1969\" src=\"https:\/\/www.subbly.co\/blog\/wp-content\/uploads\/2021\/03\/Monthly-recurring-revenue-MRR-formula-1024x538.png\" alt=\"Monthly Recurring Revenue (MRR)\" srcset=\"https:\/\/www.subbly.co\/blog\/wp-content\/uploads\/2021\/03\/Monthly-recurring-revenue-MRR-formula-1024x538.png 1024w, https:\/\/www.subbly.co\/blog\/wp-content\/uploads\/2021\/03\/Monthly-recurring-revenue-MRR-formula-300x158.png 300w, https:\/\/www.subbly.co\/blog\/wp-content\/uploads\/2021\/03\/Monthly-recurring-revenue-MRR-formula-768x403.png 768w, https:\/\/www.subbly.co\/blog\/wp-content\/uploads\/2021\/03\/Monthly-recurring-revenue-MRR-formula-16x8.png 16w, https:\/\/www.subbly.co\/blog\/wp-content\/uploads\/2021\/03\/Monthly-recurring-revenue-MRR-formula.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\r\n\r\n\r\n\r\n<p>Subscription-based businesses tend to have a mix of <a href=\"https:\/\/www.subbly.co\/recurring-payment-billing-explained\/\">recurring payments<\/a> and one-time charges, so it\u2019s helpful to know what is part of the MRR count and what not. As we mentioned before, recurring payments are in, one-time charges are out:\u00a0<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Included<\/strong>: all recurring plans &amp; add-ons, coupon discounts.<\/li>\r\n<li><strong>Excluded<\/strong>: setup fee, non-recurring add-ons, credit adjustments, non-recurring ad hoc charges, etc.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Here\u2019s an example. Your customers pay $120 annually for their basic plan, so monthly revenue will be $10. Another $12 is an average recurring add-on. Other add-ons are non-recurring. Around 3,500 customers have paid subscriptions.<\/p>\r\n\r\n\r\n\r\n<p>MRR = ($10 + $12)*3,500 = $77,000<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"h-monthly-recurring-revenue-metrics\">Monthly Recurring Revenue Metrics<\/h2>\r\n\r\n\r\n\r\n<p>ARPU and the customers\u2019 number is not the only data \u2014 there\u2019s way more metrics and KPIs affecting your MRR directly or indirectly. Keeping track of them allows you to improve your MRR continually over time. <a href=\"https:\/\/www.subbly.co\/blog\/key-subscription-business-model-metrics-and-kpis\/\" target=\"_blank\" rel=\"noreferrer noopener\">Here are some of these metrics<\/a>:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Subscription Conversion Rate<\/strong>: The number of users who have signed up for a trial, either free or paid.<\/li>\r\n<li><strong>Customer Acquisition Cost:<\/strong> How much you spend to acquire one customer.<\/li>\r\n<li><strong>Customer Lifetime Value<\/strong>: How much on average you get from a customer over the time of your relationship.\u00a0<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>With these metrics, you can identify the factors financially impacting your business from month to month.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"h-5-mistakes-to-avoid-when-calculating-mrr\">5 Mistakes To Avoid When Calculating MRR<\/h2>\r\n\r\n\r\n\r\n<p>MRR is a simple metric to calculate, but it has its intricacies and edge cases that can be maddening. Here are five of them to watch out for.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-calculating-non-monthly-payments-incorrectly\"><strong>Calculating Non-Monthly Payments Incorrectly<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>As in our example, billing can be not only monthly but quarterly or yearly. What should you do with these figures? Find the average monthly revenue.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>If you bill someone $499 annually, divide this number by 12, and you\u2019ll get $41.6 of a monthly payment. If you\u2019re charging weekly, multiply that amount by 4.33 (there are 52 weeks in a year, so 52 divided by 12 is 4.33). Say, you charge $12 a week, then the monthly payment is $51.96. Use these two numbers\u2014 $41.6 and $51.96\u2014when counting MRR, not $499 and $12.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-including-non-recurring-revenue\"><strong>Including Non-Recurring Revenue<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>Remember the golden rule: only recurring payments are included when counting MRR. One-time setup fees or add-ons do not belong here. If a payment doesn\u2019t automatically recur until a customer stops the service, don&#8217;t count it in your MRR figure.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-treating-mrr-as-an-accounting-figure\"><strong>Treating MRR as an Accounting Figure<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>There\u2019s no way MRR can serve an accounting purpose, as it\u2019s strictly a business insights number. It is meant to track growth trends and show you where that revenue boost is coming from.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-including-trials\"><strong>Including Trials<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>In the future, trials might turn into part of your MRR, but today they don\u2019t belong to it even if your conversion rate is reliable and consistent. You will not help yourself or anyone else if you artificially inflate your MRR with users who <em>might<\/em> become paying customers.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-ignoring-coupons-and-discounts\"><strong>Ignoring Coupons and Discounts<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>Let\u2019s be honest. Do you <em>really<\/em> think you can include the full value of a $250\/month customer if they currently have a 50% off coupon? The coupon might be temporary, or the customer might not buy your product at all if it weren\u2019t for a discount. So, your actual revenue goes down, while your MRR figure \u2018goes up\u2019\u2014but only artificially.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Now that you know what NOT to do to boost your MMR let\u2019s take a look at how to grow it organically.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"h-how-to-increase-mrr\">How to Increase MRR<\/h2>\r\n\r\n\r\n\r\n<p>Unfortunately, there isn&#8217;t a silver bullet for that. Months of hard work on a pixel-perfect design along with the greatest marketing campaign can sometimes barely budge your MRR graph or even show reverse growth. On the other hand, you might read big <a href=\"https:\/\/www.forbes.com\/sites\/sageworks\/2016\/10\/23\/navigating-the-make-or-break-years-as-you-create-hockey-stick-growth\/?sh=76ad98fe5ed7\" target=\"_blank\" rel=\"noreferrer noopener\">stories on Forbes<\/a> about businesses with hockey stick growth that make your painfully slow progress look miserable in comparison. In fact, 99% of subscription businesses won&#8217;t have that hockey stick.<\/p>\r\n\r\n\r\n\r\n<p>However, there are things you can do to increase MRR, and you can start putting them into practice today.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-charge-more\">Charge More<\/h3>\r\n\r\n\r\n\r\n<p>It might sound obvious, but most companies are seriously underpricing their products. The most popular reason is being self-conscious: we are simply afraid of rejection and don\u2019t value how much we are giving to our customers. A good example is software businesses that charge a single-digit amount for their products. Usually, their solutions help others save time or make money, so in both cases they bring value to businesses. This value must be priced accordingly, not at five dollars a month.<\/p>\r\n\r\n\r\n\r\n<p>Another piece of advice here is to offer multi-tiered pricing options to your prospective customers. This will allow them to move up to the next level while delivering you a much-needed MRR boost.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-use-upsells-and-upgrades\">Use Upsells and Upgrades<\/h3>\r\n\r\n\r\n\r\n<p>Customers are more likely to trust someone they interact with daily rather than those they\u2019ve had zero interaction with. Therefore, it\u2019s way cheaper to grow revenue from the existing customer base, rather than acquire new customers. Of course, you need to do both, but attracting new customers will always be pricier.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>If your customers are growing and getting more value from your solution, you should match that with pricing. Your customers\u2019 success is a perfect opportunity and a valid enough reason to offer an upgrade.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Upselling customers is not the only option. You can also increase prices for your new customers, offering:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Recurring add-ons<\/li>\r\n<li>Additional features<\/li>\r\n<li>Premium support (24\/7 or fast response options)\u00a0<\/li>\r\n<li>More premium plans<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Different pricing models will take you a step further to MRR growth.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\" id=\"h-invest-in-online-reviews\">Invest in Online Reviews<\/h3>\r\n\r\n\r\n\r\n<p>According to Profitero\u2019s <a href=\"http:\/\/insights.profitero.com\/rs\/476-BCC-343\/images\/Assessing%20the%20Impact%20of%20Ratings%20and%20Reviews%20on%20eCommerce%20Performance.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">report<\/a>, online reviews do boost conversion rates. This study found that brands with ratings between 3.5 and 4.5 stars earn more than their lower-rated competitors. Good reviews confirm the value of your offer and motivate new customers to purchase from you. People tend to trust your brand more if customers vouched for you.\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\" id=\"h-is-there-a-magic-wand\">Is There a Magic Wand?\u00a0<\/h2>\r\n\r\n\r\n\r\n<p>The list of marketing and development tools can be painfully endless, and there\u2019s no single solution that will propel your company to the top. Especially when it comes to subscription-based businesses. It\u2019s all too easy to get frustrated when trying to choose the right tools to increase your MRR.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Speaking of tools, make sure to give Subbly a try. We make it easy for you to start and build your subscription business. We follow our own advice and offer you a <a href=\"https:\/\/www.subbly.co\/admin\/auth\/register\" target=\"_blank\" rel=\"noreferrer noopener\">14-day free trial<\/a> to see how we can bring value to your business. Sign up today!<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>In this article, you\u2019ll find everything you need to know about Monthly Recurring Revenue, why it\u2019s good for your business, and how to implement it.<\/p>\n","protected":false},"author":18,"featured_media":2088,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"article_type":[567],"class_list":["post-2086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","article_type-article"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>All You Need to Know about Monthly Recurring Revenue (MRR) - Subbly<\/title>\n<meta name=\"description\" content=\"MRR (Monthly Recurring Revenue) is a perfect business model metric. 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