Business Analytics Overview

YeboLearn's business analytics framework provides comprehensive visibility into financial performance, sales effectiveness, and marketing ROI. These insights drive strategic decisions, resource allocation, and growth planning.

Business Analytics Philosophy

Our business analytics approach balances three key objectives:

1. Financial Discipline: Maintain healthy unit economics and sustainable growth
2. Growth Velocity: Scale revenue while optimizing customer acquisition
3. Operational Excellence: Drive efficiency across all business functions

Analytics Framework

Business Metrics Hierarchy

Company Level: Rule of 40 (Growth + Profitability)
│
├── Revenue Metrics
│   ├── MRR/ARR Growth
│   ├── Revenue by Tier
│   ├── Revenue by Region
│   └── Expansion Revenue
│
├── Sales Metrics
│   ├── Pipeline Value & Coverage
│   ├── Conversion Rates
│   ├── Sales Cycle Length
│   └── Win/Loss Analysis
│
├── Marketing Metrics
│   ├── Lead Generation
│   ├── Channel Performance
│   ├── Cost per Acquisition
│   └── Marketing ROI
│
└── Financial Metrics
    ├── Unit Economics (LTV:CAC)
    ├── Gross Margin
    ├── Burn Rate
    └── Cash Flow

Core Business Metrics

Revenue Performance

Current State (November 2025):

Metric	Value	Target	Status
MRR	$247,000	$250,000	🟡 -1.2%
ARR	$2.96M	$3.0M	🟡 -1.3%
MRR Growth (MoM)	3.78%	5%+	🟡 -24%
ARR Growth (YoY)	38%	35%+	🟢 +8.6%
Net Revenue Retention	118%	110%+	🟢 +7.3%

Revenue Composition:

Monthly Recurring Revenue: $247,000

By Tier:
Enterprise (12 schools):     $54,000 (21.9%) ███████░░░░░░░░░░░░░░
Professional (85 schools):   $153,000 (61.9%) ████████████████████░
Essentials (48 schools):     $40,000 (16.2%) █████░░░░░░░░░░░░░░░░

By Revenue Age:
New (last 90 days):          $42,000 (17.0%)
Expansion:                   $28,000 (11.3%)
Base:                        $177,000 (71.7%)

Revenue Growth Trajectory:

Quarter	Starting MRR	Ending MRR	Net New MRR	QoQ Growth
Q1 2025	$180K	$216K	$36K	20.0%
Q2 2025	$216K	$245K	$29K	13.4%
Q3 2025	$245K	$276K	$31K	12.7%
Q4 2025	$276K	$296K (proj)	$20K	7.2%

Growth Trends:

• Decelerating QoQ growth (normal maturation pattern)
• Strong YoY growth (38%) indicates healthy expansion
• Net revenue retention >100% shows expansion opportunity

Sales Performance

Sales Metrics Snapshot:

Metric	Current	Target	Status
Monthly New Logos	13.5	15+	🟡 -10%
Win Rate	42%	40%+	🟢 +5%
Sales Cycle	38 days	30-45 days	🟢 On target
Pipeline Coverage	3.2x	3-4x	🟢 Healthy
Avg Deal Size	$20,400 ARR	$22,000 ARR	🟡 -7%

Sales Funnel (November 2025):

Top of Funnel:
420 Leads (100%)
  ↓ 30% qualify
126 Qualified Opportunities (30%)
  ↓ 55% get demo
69 Demo Completed (16%)
  ↓ 45% receive proposal
31 Proposal Sent (7%)
  ↓ 48% close won
15 Closed Won (3.6%)

Conversion Efficiency: 3.6% (lead → customer)
Target: 3.5% ✓

Sales Team Performance:

Metric	Team Avg	Top Performer	Bottom Performer
Monthly Quota	5 schools	6 schools	3 schools
Win Rate	42%	52%	28%
Avg Deal Size	$20,400	$25,200	$15,600
Sales Cycle	38 days	32 days	48 days

Marketing Performance

Marketing Metrics Overview:

Metric	Current	Target	Status
Monthly Leads	348	400+	🟡 -13%
Lead Quality (MQL%)	36%	35%+	🟢 +3%
Cost per Lead	$28	<$35	🟢 +20%
Cost per Acquisition	$550	<$650	🟢 +15%
Marketing ROI	6.2:1	>5:1	🟢 +24%

Channel Performance (Last 90 Days):

Channel	Spend	Leads	CPL	Conversions	CPA	ROI
LinkedIn Ads	$12,600	255	$49	18	$700	5.8:1
Email Campaigns	$4,500	336	$13	15	$300	13.5:1
WhatsApp	$2,400	144	$17	6	$400	10.1:1
Events/Webinars	$6,600	114	$58	9	$733	5.5:1
Content/SEO	$3,600	195	$18	6	$600	6.8:1
Total	$29,700	1,044	$28	54	$550	7.4:1

Top Performing Campaigns:

1. Email: "AI in Education" Nurture Series (13.5:1 ROI)
2. WhatsApp: District Coordinator Outreach (10.1:1 ROI)
3. LinkedIn: Teacher Pain Points Campaign (8.2:1 ROI)

Financial Health

Unit Economics:

Metric	Current	Industry Benchmark	Status
CAC	$2,850	$3,000-5,000	🟢 Excellent
LTV	$42,500	$30,000-40,000	🟢 Strong
LTV:CAC	14.9:1	3:1 target	🟢 Exceptional
CAC Payback	2.1 months	<12 months	🟢 Excellent
Gross Margin	78%	70-80%	🟢 Good
Net Margin	-12%	-20 to 0%	🟢 Improving

Monthly P&L Summary (November 2025):

Revenue:                         $247,000
  MRR                            $247,000
  One-time/Setup                 $0

Cost of Goods Sold:              $54,340 (22%)
  Infrastructure (AWS)           $28,000
  AI API Costs                   $18,500
  Third-party Services           $5,840
  Payment Processing             $2,000

Gross Profit:                    $192,660 (78%)

Operating Expenses:              $222,000 (90% of revenue)
  Sales & Marketing              $128,000 (52%)
    - Team salaries              $85,000
    - Marketing spend            $33,000
    - Tools & software           $10,000

  Product & Engineering          $68,000 (28%)
    - Team salaries              $58,000
    - Tools & infrastructure     $10,000

  General & Administrative       $26,000 (11%)
    - Admin staff                $18,000
    - Office & overhead          $8,000

EBITDA:                          -$29,340 (-12%)
Target (break-even):             $0
Path to profitability:           3-4 months at current growth rate

Cash Position:

• Current cash: $1.2M
• Monthly burn: $29,340
• Runway: 41 months
• Next milestone: Break-even at $275K MRR

Business Intelligence Stack

Data Infrastructure

Data Sources:

1. Stripe: Revenue, subscriptions, payment data
2. HubSpot: CRM, sales pipeline, customer data
3. Mixpanel: Product usage, user behavior
4. Google Analytics: Website traffic, marketing attribution
5. Production Database: User activity, feature usage
6. Accounting Software: P&L, expenses, cash flow

Data Warehouse: Google BigQuery

• Centralized repository for all business data
• Updated hourly for critical metrics
• 5-year data retention
• SQL query access for analysts

ETL Process:

Data Sources → Segment → BigQuery → BI Tools
                 ↓
         Automated transformations, cleaning, enrichment

Analytics Tools

Metabase (Primary BI Tool):

• Executive dashboards
• Revenue analytics
• Sales performance tracking
• Marketing attribution
• Financial reporting

Google Sheets (Collaborative Analysis):

• Financial modeling
• Sales forecasting
• Scenario planning
• Board reporting

HubSpot Reports (Sales/Marketing):

• Pipeline management
• Deal tracking
• Email campaign performance
• Lead scoring

Custom Dashboards:

• Real-time revenue monitoring
• Sales leaderboards
• Customer health scores
• Operational metrics

Reporting Cadence

Daily Reports (Automated)

Morning Revenue Report (8:00 AM):

• Yesterday's MRR change
• New customers added
• Churned customers
• Pipeline movement
• Critical alerts

Recipients: CEO, CFO, CRO

Evening Sales Activity (6:00 PM):

• Demos conducted
• Proposals sent
• Deals closed
• Pipeline additions
• Follow-ups needed

Recipients: Sales team, CRO

Weekly Reports (Every Monday, 9:00 AM)

Weekly Business Review:

Sections:

1. Revenue Performance (MRR, ARR, new/expansion/churn)
2. Sales Activity (pipeline, conversions, win/loss)
3. Marketing Performance (leads, conversions, campaign ROI)
4. Product Usage (DAS, WAU, feature adoption)
5. Customer Health (at-risk accounts, expansion opportunities)
6. Key Wins & Concerns
7. Week Ahead Priorities

Recipients: Executive team, department heads

Format: Email summary + detailed dashboard link

Monthly Reports (1st of Month)

Monthly Business Review (MBR):

Sections:

1. Executive Summary (1 page)

   • Key metrics vs targets
   • Month highlights
   • Strategic concerns
   • Month ahead priorities

2. Revenue Deep-Dive (2 pages)

   • MRR/ARR movement analysis
   • Cohort performance
   • Tier/region breakdown
   • Expansion revenue review

3. Sales Performance (2 pages)

   • Pipeline coverage and quality
   • Win/loss analysis
   • Rep performance
   • Sales cycle trends

4. Marketing Analytics (2 pages)

   • Channel performance
   • Campaign ROI
   • Lead quality analysis
   • Attribution insights

5. Financial Review (2 pages)

   • P&L performance
   • Unit economics trends
   • Cash flow projection
   • Budget vs actuals

6. Product Metrics (1 page)

   • Engagement trends
   • Feature adoption
   • Platform performance

Recipients: Executive team, board observer, department heads

Format: Slide deck + interactive dashboard

Review Meeting: First Thursday of month, 90 minutes

Quarterly Reports (QBR)

Quarterly Business Review:

Sections:

1. Quarter Performance (vs plan and prior quarter)
2. Annual Progress (tracking against annual goals)
3. Market Analysis (competitive landscape, TAM)
4. Strategic Initiatives (progress on key projects)
5. Financial Forecast (next 4 quarters)
6. Risks & Mitigation (identified risks, action plans)
7. Next Quarter Priorities (goals and resource allocation)

Recipients: Board of directors, investors, executive team

Format: Comprehensive slide deck (30-40 slides)

Review Meeting: Week after quarter close, 3 hours with board

Key Business Questions

Revenue Questions

Daily:

• What was yesterday's net MRR change?
• Did we add any new Enterprise customers?
• Any concerning churn today?

Weekly:

• Are we on track to hit monthly MRR target?
• What's our new MRR vs churn MRR ratio?
• Which tier is driving growth this month?

Monthly:

• Did we hit our MRR/ARR targets?
• What was our net revenue retention?
• How is ARPU trending by tier?
• What's our cohort LTV looking like?

Quarterly:

• Are we on track for annual ARR goal?
• How do our economics compare to last quarter?
• Should we adjust pricing or packaging?

Sales Questions

Daily:

• How many demos did we conduct?
• Any deals close today?
• Pipeline additions vs losses?

Weekly:

• What's our pipeline coverage for next month?
• What's our current win rate?
• Any large deals at risk?
• What's our sales cycle trending?

Monthly:

• Did each rep hit quota?
• What's our overall win rate this month?
• Which channels drove the most conversions?
• Where are deals getting stuck?

Quarterly:

• What's our average deal size trend?
• How efficient is our sales org (quota attainment)?
• Should we hire more sales reps?
• What's our sales capacity for next quarter?

Marketing Questions

Daily:

• How many leads did we generate?
• What's our website traffic?
• Any viral content or spikes?

Weekly:

• What's our lead quality (MQL percentage)?
• Which campaigns are performing best?
• What's our cost per lead trending?

Monthly:

• What's our marketing ROI by channel?
• Which campaigns should we scale?
• Which should we cut?
• What's our CAC trend?

Quarterly:

• What's our marketing efficiency (leads per $ spent)?
• Which channels should we invest more in?
• What's our brand awareness trend?
• Should we adjust budget allocation?

Strategic Analytics

Cohort Analysis

Revenue Cohorts: Track MRR retention and expansion by signup month Usage Cohorts: Track feature adoption and engagement over time Marketing Cohorts: Track channel ROI and conversion over time

Key Insights:

• Newer cohorts have better retention (product improvements)
• Expansion revenue grows significantly after month 6
• Email channel has best long-term conversion

Segmentation Analysis

By School Size:

• Small schools: Lower ARPU, higher churn, less strategic
• Medium schools: Sweet spot, best retention, core market
• Large schools: Highest ARPU, complex sales, strategic

By School Type:

• Private schools: Higher ARPU, tech-forward, faster adoption
• Public schools: Longer sales cycle, budget constraints, higher impact

By Region:

• Gauteng: Largest market, competitive, premium pricing
• Western Cape: Growing fast, early adopters, good economics
• Other provinces: Emerging markets, lower competition, expansion opportunity

Predictive Analytics

Churn Prediction Model:

• Uses engagement score, support tickets, usage trends
• Predicts churn probability 30-60 days in advance
• 78% accuracy rate
• Enables proactive retention efforts

Expansion Prediction Model:

• Identifies schools likely to upgrade tiers
• Based on usage patterns, student count growth, feature requests
• 65% conversion rate when targeted
• Drives 40% of expansion revenue

Sales Forecasting Model:

• Predicts monthly new MRR based on pipeline
• Weighted by deal stage and historical close rates
• 85% accuracy within 15% margin
• Informs resource planning

Analytics Team Structure

Business Analytics Lead: Owns business metrics, reports, executive presentations

Revenue Analyst: Focuses on MRR/ARR, cohorts, unit economics

Sales Analyst: Pipeline management, rep performance, forecasting

Marketing Analyst: Campaign performance, attribution, channel ROI

Financial Analyst: P&L, cash flow, financial modeling

Data Engineer: Data pipeline, warehouse, data quality

Success Metrics for Analytics Function

Analytics Impact:

• % of decisions backed by data: 85% (target: 90%)
• Forecast accuracy: 85% (target: 90%)
• Dashboard uptime: 99.8% (target: 99.9%)
• Report delivery on-time: 98% (target: 100%)

Stakeholder Satisfaction:

• Executive team: 8.5/10 (target: 9/10)
• Department heads: 8.2/10 (target: 8.5/10)
• Self-service adoption: 68% (target: 80%)

Next Steps

For detailed business analytics:

• Revenue Analytics - Revenue tracking, forecasting, and analysis
• Sales Analytics - Pipeline, conversion, and sales performance
• Marketing Analytics - Channel performance and attribution
• Executive Reports - Board-level reporting