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Adriel Glossary
Monthly Recurring Revenue (MRR)

Monthly Recurring Revenue (MRR)

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Adriel Glossary
Monthly Recurring Revenue (MRR)

Monthly Recurring Revenue (MRR)

Understanding the Concept of Monthly Recurring Revenue

At its core, Monthly Recurring Revenue represents the total subscription revenue that a business generates within a given month. It encompasses all the payment plans, subscriptions, and recurring charges that customers pay on a regular basis. MRR is an essential metric for businesses offering subscription-based models or recurring billing services, such as software-as-a-service (SaaS) companies.

Let's dive deeper into the concept of Monthly Recurring Revenue and explore its definition, as well as its importance in business.

Importance of MRR in Business

MRR plays a significant role in understanding a business's financial stability and serves as a reliable indicator of its growth potential.

By tracking MRR, companies can understand the revenue trends, identify customer churn, and evaluate the effectiveness of their sales and marketing strategies. For instance, if a business notices a decline in MRR over several months, it might indicate a high churn rate and the need to improve customer retention efforts.

Moreover, MRR provides businesses with a reliable assessment of their month-to-month revenue performance, allowing them to detect any fluctuations or anomalies. This helps in predicting future revenue streams and making necessary adjustments to achieve sustainable growth.

Additionally, MRR is a crucial metric for investors and stakeholders who want to evaluate the financial health and growth potential of a subscription-based business. It provides them with insights into the company's recurring revenue streams and its ability to generate consistent cash flow.

In conclusion, Monthly Recurring Revenue is a vital metric for businesses operating on a subscription-based model. By understanding and analyzing MRR, companies can gain valuable insights into their financial stability, growth potential, and overall performance.

If you're looking for a marketing dashboard to track MRR, check out Adriel.

Calculating Monthly Recurring Revenue

The formula for calculating MRR may vary depending on the nature of subscriptions and pricing models employed by a business. However, there is a basic formula that serves as a foundation for MRR calculation.

Basic Formula for MRR Calculation

The basic formula for calculating MRR is:

MRR = Total number of active subscriptions x Average revenue per subscription

By multiplying the total number of active subscriptions by the average revenue per subscription, businesses can determine their MRR. This formula provides a straightforward approach to understanding the financial impact of subscriptions on a monthly basis.

For example, let's consider a business that has 100 active subscriptions with an average revenue of $50 per subscription. Using the basic formula, the MRR would be calculated as follows:

MRR = 100 x $50 = $5,000

Examples of MRR Calculation

Now, let's explore a practical example to further illustrate how MRR can be calculated.

Imagine a software company that offers three subscription plans: Basic, Pro, and Premium. Each subscription plan has a different price point and corresponding number of active subscriptions. To calculate the MRR, we need to multiply the number of subscriptions by their respective prices and sum up the results.

Here is the breakdown of the subscription plans:

  1. Basic - 200 subscriptions at $30/month
  2. Pro - 150 subscriptions at $50/month
  3. Premium - 100 subscriptions at $100/month

Using the formula mentioned earlier, we can calculate the MRR as follows:

MRR = (200 x $30) + (150 x $50) + (100 x $100) = $6,000 + $7,500 + $10,000 = $23,500

By performing this calculation, the software company determines that its Monthly Recurring Revenue amounts to $23,500. This figure represents the total revenue generated from active subscriptions during a specific month.

Types of Monthly Recurring Revenue

The concept of Monthly Recurring Revenue (MRR) extends beyond a single value and can be further classified into different types based on the revenue sources and customer behavior. Understanding the types of MRR can provide valuable insights into a business's revenue streams and growth potential.


New MRR represents the revenue generated from new customers subscribing to a product or service. It is a critical component of MRR growth, as it indicates the success of a business in attracting and acquiring new customers. Increasing new MRR signifies a steady flow of new revenue and denotes successful marketing and sales strategies.

When a business successfully attracts new customers, it opens up opportunities for expansion and growth.

New customers bring fresh perspectives, ideas, and revenue to the business. They are often excited to explore the product or service and are more likely to provide valuable feedback that can help the business improve and innovate.

Additionally, new MRR not only increases the overall revenue but also widens the customer base, which can lead to a stronger market presence and increased brand recognition.

Expansion MRR

Expansion MRR represents the revenue generated from existing customers who upgrade their subscription plans or purchase additional add-ons or features.

It reflects the ability of a business to upsell and cross-sell to its existing customer base. Increasing expansion MRR demonstrates a business's ability to deliver value and satisfy customer needs, resulting in increased revenue.

When existing customers choose to expand their subscription plans or purchase additional features, it indicates their satisfaction with the product or service. It shows that they find value in the offering and are willing to invest more in it.

Expansion MRR not only contributes to the overall revenue growth but also strengthens the relationship between the business and its customers. By offering new features or upgraded plans, businesses can cater to evolving customer needs and preferences, ensuring long-term customer loyalty and retention.

Churned MRR

Churned MRR represents the revenue lost as a result of customers canceling their subscriptions or downgrading their plans. Churned MRR is a crucial metric to measure customer retention and satisfaction. Reducing churned MRR is essential for maintaining a healthy revenue stream and achieving sustainable growth.

When customers churn, it is a signal that something went wrong in their experience with the product or service. It could be due to various reasons such as poor customer support, lack of value, or competitive offerings.

By analyzing churned MRR, businesses can identify patterns and take corrective actions to improve customer satisfaction and reduce churn.

Retaining existing customers is often more cost-effective than acquiring new ones, as loyal customers not only generate recurring revenue but also act as brand advocates, attracting new customers through positive word-of-mouth.

Furthermore, reducing churned MRR can lead to improved customer loyalty and engagement.

By addressing customer concerns and continuously enhancing the product or service, businesses can build stronger relationships with their customers. This, in turn, can result in increased customer lifetime value, as satisfied customers are more likely to stay loyal and continue their subscriptions for a longer period.

How to Increase Monthly Recurring Revenue

By implementing effective strategies and prioritizing customer retention, businesses can boost their MRR and achieve long-term success.

Strategies for Boosting MRR

There are several proven strategies that businesses can implement to boost their MRR. These strategies involve finding ways to increase customer value and encourage them to spend more. Here are some effective strategies:

  1. Implement tiered pricing models: One way to increase MRR is by implementing tiered pricing models. This involves offering different subscription plans with varying features and price points. By providing customers with options, businesses can cater to different needs and budgets, ultimately attracting a wider customer base.
  2. Provide incentives for upgrades: Offering incentives for customers to upgrade their subscriptions can also contribute to MRR growth. Businesses can consider offering discounts for annual plans or exclusive access to premium features for those who upgrade. These incentives can motivate customers to spend more and unlock additional value from the product or service.
  3. Develop and market add-on services: Another effective strategy is to develop and market additional add-on services or features that enhance the value proposition for customers. By offering complementary services or features, businesses can encourage customers to spend more and increase their MRR. These add-ons can provide additional functionality or convenience, making the product or service more appealing.
  4. Focus on customer success: Customer success is crucial for MRR growth. By investing in proactive customer support and focusing on customer satisfaction, businesses can reduce churn and promote long-term subscriptions. Providing exceptional customer experiences and addressing customer needs promptly can contribute to increased loyalty and MRR.

Role of Customer Retention in MRR Growth

Customer retention plays a vital role in MRR growth. While acquiring new customers is important, retaining existing customers is equally crucial. By reducing customer churn and increasing customer loyalty, businesses can ensure a stable and predictable revenue stream.

There are several ways businesses can focus on customer retention to drive MRR growth:

  • Exceptional customer experiences: Providing exceptional customer experiences is key to retaining customers. Businesses can achieve this by offering personalized support, addressing customer concerns promptly, and continuously improving the product or service based on customer feedback.
  • Continuous product improvement: Regularly improving the product or service based on customer needs and market trends is essential for customer retention. By staying ahead of the competition and consistently delivering value, businesses can keep customers satisfied and loyal.
  • Open lines of communication: Maintaining open lines of communication with customers is crucial for customer retention. This can involve sending regular updates, conducting surveys to gather feedback, and actively listening to customer suggestions. By keeping customers engaged and involved, businesses can build stronger relationships and increase the likelihood of long-term subscriptions.

By focusing on customer retention and implementing effective strategies to boost MRR, businesses can achieve sustainable growth and maximize their revenue potential.

The Impact of MRR on Business Valuation

Monthly Recurring Revenue has a significant impact on how investors and potential acquirers assess the value of a business. MRR is a key indicator of a company's financial health and growth potential, making it an important consideration for business valuation purposes.

MRR and Company's Financial Health

MRR provides a clear picture of a company's financial stability and its ability to generate consistent revenue. Investors and acquirers often evaluate MRR to assess the revenue predictability, profitability, and long-term sustainability of a business. Higher MRR signifies a more solid financial foundation and can lead to higher valuations.

MRR in Business Forecasting and Planning

MRR is an essential component of business forecasting and planning. By analyzing historical and projected MRR, companies can make informed decisions regarding budgeting, resource allocation, and growth strategies. Accurate MRR forecasting helps businesses set realistic goals and identify potential risks or areas for improvement.

As businesses increasingly embrace subscription-based models and recurring revenue streams, understanding and leveraging Monthly Recurring Revenue (MRR) becomes crucial for sustainable growth and financial success. By tracking and optimizing MRR, businesses can gain valuable insights into their revenue streams, enhance customer experiences, and drive long-term business growth.

Wrapping Up

Monthly recurring revenue (MRR) is a crucial metric for alignment across sales and marketing teams, and for businesses to gauge their revenue and bottom line. Track average deal size and other metrics for all your marketing channels on Adriel in real-time.

Book a demo or check out our ready-to-go dashboard templates.

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