1. SaaSããžãã¹ã®åºæ¬
ãœãããŠã§ã¢æ¥çã«ãããé©æ°çãªããžãã¹ã¢ãã«ãšããŠãSaaSïŒSoftware as a ServiceïŒãåºãèªç¥ãããŠããŸãããã®ã»ã¯ã·ã§ã³ã§ã¯ãSaaSãäœã§ãããããããŠSaaSããžãã¹ã¢ãã«ã®ç¹åŸŽã«ã€ããŠè§£èª¬ããŸãã
1.1 SaaSãšã¯äœãïŒ
SaaSã¯ãSoftware as a Serviceã®ç¥ã§ãã€ã³ã¿ãŒããããéããŠãœãããŠã§ã¢ãæäŸããããžãã¹ã¢ãã«ãæããŸããåŸæ¥ã®ãœãããŠã§ã¢ã¯ãŠãŒã¶ãŒãèªèº«ã®ã³ã³ãã¥ãŒã¿ãŒããµãŒããŒã«ã€ã³ã¹ããŒã«ããŠäœ¿çšããå¿ èŠããããŸããããSaaSã§ã¯ãœãããŠã§ã¢ãã¯ã©ãŠãäžã§çšŒåããããŠãŒã¶ãŒã¯ãŠã§ããã©ãŠã¶ããã¢ã¯ã»ã¹ããŠäœ¿çšããŸãã
ãã®ã¢ãã«ã®æ倧ã®å©ç¹ã¯ããŠãŒã¶ãŒããœãããŠã§ã¢ã®ã€ã³ã¹ããŒã«ãã¡ã³ããã³ã¹ãå¿é ããå¿ èŠããªãããšã§ãããŸãããŠãŒã¶ãŒã¯å¿ èŠãªæ©èœãæã€ãœãããŠã§ã¢ãå¿ èŠãªæéã ãå©çšããããšãã§ããã³ã¹ããæããããšãå¯èœã§ãã
1.2 SaaSããžãã¹ã¢ãã«ã®ç¹åŸŽ
SaaSããžãã¹ã¢ãã«ã¯ããã®æè»æ§ãšã¹ã±ãŒã©ããªãã£ããå€ãã®äŒæ¥ã«æ¡çšãããŠããŸãã顧客ã¯éåžžãæé¡ãŸãã¯å¹Žé¡ã®ãµãã¹ã¯ãªãã·ã§ã³æéãæ¯æãããœãããŠã§ã¢ãå©çšããŸããããã«ãããäŒæ¥ã¯å®å®ããåçãåŸãããšãã§ããŸãã
ãŸããSaaSäŒæ¥ã¯é¡§å®¢ã«å¯ŸããŠåžžã«ææ°ã®ãœãããŠã§ã¢ãæäŸããããšãã§ããŸããããã¯ããœãããŠã§ã¢ãã¯ã©ãŠãäžã§çšŒåããŠãããããæ°æ©èœã®è¿œå ããã°ã®ä¿®æ£ããªã¢ã«ã¿ã€ã ã§è¡ãããšãã§ããããã§ãã
ããã«ãSaaSããžãã¹ã¢ãã«ã¯ã顧客ãã©ã®ããã«ãœãããŠã§ã¢ã䜿çšããŠãããã詳现ã«è¿œè·¡ããããšãå¯èœã«ããŸããããã«ãããäŒæ¥ã¯é¡§å®¢ã®ããŒãºãããæ·±ãç解ãã補åã®æ¹åãæ°æ©èœã®éçºã«åœ¹ç«ãŠãããšãã§ããŸãã
2. SaaSããžãã¹ã®äž»èŠãªKPI
ããžãã¹ã®æåã枬å®ããæŠç¥ã調æŽããããã«ã¯ãKPIïŒKey Performance IndicatorïŒãäžå¯æ¬ ã§ãããã®ã»ã¯ã·ã§ã³ã§ã¯ããªãKPIãéèŠãªã®ããSaaSããžãã¹ã§ç¹ã«éèŠãšãããKPIã¯äœãããããŠããããã®KPIãäœã瀺ãããªãéèŠãªã®ãã«ã€ããŠè§£èª¬ããŸãã
2.1 ãªãKPIã¯éèŠãªã®ã
KPIã¯ãããžãã¹ã®ããã©ãŒãã³ã¹ãå®éçã«è©äŸ¡ããããã®ææšã§ããããã«ãããããžãã¹ãç®æšã«å¯ŸããŠã©ã®çšåºŠé²ãã§ããããã©ã®ãšãªã¢ãæ¹åãå¿ èŠããæ確ã«ææ¡ããããšãã§ããŸãã
ç¹ã«SaaSããžãã¹ã§ã¯ã顧客ã®ç²åŸããç¶æããããŠæ¡å€§ãŸã§ã®åã¹ããŒãžã§ç°ãªãKPIãéèŠãšãªããŸãããããã®KPIãé©åã«èšå®ãã远跡ããããšã§ãããžãã¹ã®æé·ãä¿é²ãã競äºåãç¶æããããšãå¯èœãšãªããŸãã
2.2 SaaSããžãã¹ã§éèŠãªKPIäžèŠ§
SaaSããžãã¹ã«ãããäž»èŠãªKPIã¯ä»¥äžã®éãã§ãã
KPI | 説æ |
---|---|
MRRïŒMonthly Recurring RevenueïŒ | æéå®æåå ¥ããµãã¹ã¯ãªãã·ã§ã³ããŒã¹ã®ããžãã¹ã¢ãã«ã®åçã枬å®ããŸãã |
ARRïŒAnnual Recurring RevenueïŒ | 幎éå®æåå ¥ã幎éã®ãµãã¹ã¯ãªãã·ã§ã³åçã枬å®ããŸãã |
Churn Rate | 顧客æµåºçã顧客ããµãŒãã¹ãæ¢ããå²åã枬å®ããŸãã |
CACïŒCustomer Acquisition CostïŒ | 顧客ç²åŸã³ã¹ããæ°èŠé¡§å®¢äžäººåœããã®ç²åŸã³ã¹ãã枬å®ããŸãã |
LTVïŒLife Time ValueïŒ | 顧客ç涯䟡å€ã顧客äžäººåœãããç涯ã«ããã£ãŠçã¿åºãåçã®ç·èšã枬å®ããŸãã |
2.3 åKPIã®è©³çŽ°ãšãã®éèŠæ§
ããã§ã¯ãäžèšã§æããåKPIã®è©³çŽ°ãšãããããããªãéèŠãªã®ãã«ã€ããŠèª¬æããŸãã
MRRãšARRã¯ãSaaSããžãã¹ã®åçæ§ã枬å®ããåºæ¬çãªææšã§ãããããã¯ãããžãã¹ãå®å®ããåçãçã¿åºããŠãããããŸããã®èŠæš¡ã瀺ããŸãããããã®ææšãé«ãã»ã©ãããžãã¹ã¯å¥å šã§ãããšèšããŸãã
Churn Rateã¯ã顧客ãã©ã®çšåºŠã®éãã§ãµãŒãã¹ãé¢ããŠãããã瀺ããŸãããã®ææšãé«ããšãããžãã¹ã®æç¶æ§ã«åé¡ãããå¯èœæ§ããããŸãããããã£ãŠãChurn Rateãäœãä¿ã€ããšãéèŠã§ãã
CACã¯ãæ°èŠé¡§å®¢ãç²åŸããããã«ã©ãã ãã®ã³ã¹ããããã£ããã瀺ããŸãããã®å€ãé«ããšãããžãã¹ã®å©ççãäœäžããå¯èœæ§ããããŸãããããã£ãŠãå¹ççãªããŒã±ãã£ã³ã°ãšã»ãŒã«ã¹ã®æŠç¥ãçšããŠãCACãæå°éã«æããããšãæ±ããããŸãã
æåŸã«ãLTVã¯ã顧客äžäººåœãããçã¿åºãåçã®ç·èšã瀺ããŸããLTVãé«ãã»ã©ãããžãã¹ã¯é·æçã«æåããå¯èœæ§ãé«ããšèšããŸãããããã£ãŠã顧客æºè¶³åºŠãé«ããé·æçãªé¡§å®¢é¢ä¿ãç¯ãããšã§ãLTVãæ倧åããããšãéèŠã§ãã
3. KPIã®è§£ææ¹æ³
ããžãã¹ã®æåãå°ãããã«ã¯ãKPIã®é©åãªè§£æãäžå¯æ¬ ã§ãããã®ã»ã¯ã·ã§ã³ã§ã¯ãKPIããŒã¿ã®åéæ¹æ³ã解ææ¹æ³ããããŠKPIãçšããããžãã¹æ¹åã®äŸã«ã€ããŠè§£èª¬ããŸãã
3.1 KPIããŒã¿ã®åéæ¹æ³
KPIããŒã¿ã®åéã¯ãããžãã¹ã®åéšéãã·ã¹ãã ããåŸãããæ å ±ãéçŽããããšã§è¡ããŸããäŸãã°ãMRRãARRãªã©ã®è²¡åé¢é£ã®KPIã¯ãäŒèšã·ã¹ãã ãããChurn Rateãªã©ã®é¡§å®¢é¢é£ã®KPIã¯ãCRMïŒCustomer Relationship ManagementïŒã·ã¹ãã ããããŒã¿ãååŸããŸãã
ãããã®ããŒã¿ãäžå çã«ç®¡çããåæããããã«ã¯ãBIïŒBusiness IntelligenceïŒããŒã«ã®äœ¿çšãäžè¬çã§ããBIããŒã«ã¯ã倧éã®ããŒã¿ãå¹ççã«åŠçããèŠèŠçãªããã·ã¥ããŒããéããŠKPIããªã¢ã«ã¿ã€ã ã§ç¢ºèªããããšãå¯èœã«ããŸãã
3.2 KPIããŒã¿ã®è§£ææ¹æ³
KPIããŒã¿ã®è§£æã¯ãããžãã¹ã®ããã©ãŒãã³ã¹ãç解ããæ¹åçãç«ãŠãããã®éèŠãªã¹ãããã§ãã解ææ¹æ³ã¯KPIã«ãããŸãããäžè¬çã«ã¯ãããŒã¿ã®ãã¬ã³ãã確èªããç°åžžå€ãæ€åºããKPIéã®çžé¢é¢ä¿ã調æ»ããŸãã
äŸãã°ãMRRãäžå®æéã§æžå°ããŠããå Žåããã®åå ãæ¢ãããã«Churn Rateãæ°èŠé¡§å®¢ç²åŸæ°ã確èªããŸãããŸããCACãé«ãå Žåããããé«ãLTVãæã€é¡§å®¢ãç²åŸããŠããçµæã§ãããããŸãã¯ããŒã±ãã£ã³ã°ã®å¹çãæªãããã§ããããå€æããããã«ãCACãšLTVã®é¢ä¿ã調æ»ããŸãã
3.3 KPIãçšããããžãã¹æ¹åã®äŸ
KPIã®è§£æçµæãåºã«ãããžãã¹ã®æ¹åçãç«ãŠãããšãã§ããŸããäŸãã°ãChurn Rateãé«ãå Žåã顧客æºè¶³åºŠãåäžããããã®æœçãå¿ èŠãšãªããŸããããã«ã¯ã補åã®å質æ¹åãã«ã¹ã¿ããŒãµããŒãã®åŒ·åã顧客ãšã³ã²ãŒãžã¡ã³ãã®åäžãªã©ãèããããŸãã
ãŸããCACãé«ãå ŽåãããŒã±ãã£ã³ã°ã®å¹çãæ¹åããããã®æœçãèããŸããå ·äœçã«ã¯ãããå¹æçãªããŒã±ãã£ã³ã°ãã£ãã«ã®æ¢æ±ãã¿ãŒã²ãã顧客ã®çµã蟌ã¿ãããŒã±ãã£ã³ã°ã¡ãã»ãŒãžã®æé©åãªã©ããããŸãã
ãããã®æ¹åçãå®æœããåŸã¯ãå床KPIã確èªããæœçãå¹æãçºæ®ããŠããããè©äŸ¡ããŸãããã®ããã«ãKPIã¯ããžãã¹ã®æ¹åãšæé·ãç¶ç¶çã«æšé²ããããã®éèŠãªããŒã«ãšãªããŸãã
4. SaaSããžãã¹ã®æåäºäŸ
å€ãã®SaaSããžãã¹ãäžçäžã§æåãåããŠããŸãããã®æåã®èåŸã«ã¯ã補åã®è³ªã顧客ãµãŒãã¹ããããŠéèŠãªKPIãžã®æ³šç®ããããŸãããã®ã»ã¯ã·ã§ã³ã§ã¯ãäžè¬çãªSaaSããžãã¹ã®æåäºäŸãšãããããã®äºäŸã§éèŠãããKPIã«ã€ããŠè§£èª¬ããŸãã
4.1 æåäºäŸã®çŽ¹ä»
æåããSaaSããžãã¹ã®äžäŸãšããŠãCRMãœãããŠã§ã¢ã®æäŸã§ç¥ãããSalesforceãæããããŸããSalesforceã¯ãã¯ã©ãŠãããŒã¹ã®CRMãœãããŠã§ã¢ãæäŸããããšã§ãäŒæ¥ã顧客ããŒã¿ãäžå 管çããããŒã±ãã£ã³ã°ãã»ãŒã«ã¹ããµãŒãã¹ã®å掻åãæé©åããããšãå¯èœã«ããŸããã
ãŸããSlackããŸããSaaSããžãã¹ã®æåäŸãšããŠããåŒãåãã«åºãããŸããSlackã¯ããªã¢ã«ã¿ã€ã ã®ã³ãã¥ãã±ãŒã·ã§ã³ãå¯èœã«ãããã©ãããã©ãŒã ãæäŸããäŒæ¥ã®å éšã³ãã¥ãã±ãŒã·ã§ã³ãåçã«æ¹åããŸããã
4.2 ããããã®æåäºäŸã§éèŠãããKPI
Salesforceã®å Žåããã®æåã¯é«ãMRRãšARRããããŠäœãChurn Rateã«ãã£ãŠæ¯ããããŠããŸãããããã®KPIã¯ãSalesforceãé«å質ãªè£œåãæäŸãã顧客æºè¶³åºŠãé«ããããšã«æåããããšã瀺ããŠããŸãã
äžæ¹ãSlackã®æåã¯ãé«ãLTVãšäœãCACã«ãã£ãŠç¹åŸŽã¥ããããŸãããããã®KPIã¯ãSlackã顧客ã«å€§ããªäŸ¡å€ãæäŸããå¹ççãªããŒã±ãã£ã³ã°æŠç¥ãå®è¡ããŠããããšã瀺ããŠããŸãã
ãããã®äºäŸãããããããã«ãåSaaSããžãã¹ãéèŠããKPIã¯ããã®ããžãã¹ã¢ãã«ãæŠç¥ã«ãããŸããããããäžè¬çã«ã¯ãMRRãARRãChurn RateãLTVãCACãªã©ã®KPIããSaaSããžãã¹ã®æåã枬å®ããããã®éèŠãªææšãšãªããŸãã
5. ãŸãšã
SaaSããžãã¹ã¯ããã®ç¹æ§äžãå€ãã®KPIã«ãã£ãŠããžãã¹ã®å¥å šæ§ãæé·æ§ã枬å®ããããšãã§ããŸãããã®èšäºãéããŠãSaaSããžãã¹ã®åºæ¬ãããäž»èŠãªKPIããã®è§£ææ¹æ³ããããŠæåäºäŸã«ã€ããŠåŠã¶ããšãã§ããŸãããæåŸã«ãKPIãæ倧éã«æŽ»çšããããã®ãã€ã³ããšãSaaSããžãã¹ã®æé·ã®ããã®ã¢ããã€ã¹ããäŒãããŸãã
5.1 KPIãæ倧éã«æŽ»çšããããã®ãã€ã³ã
KPIã¯ããã æ°å€ã远跡ããã ãã§ã¯ãªãããã®æ°å€ã瀺ãæå³ãç解ããããžãã¹æŠç¥ã«åæ ãããããšãéèŠã§ããKPIãæ倧éã«æŽ»çšããããã®ãã€ã³ãã¯ä»¥äžã®éãã§ãã
ãŸããKPIã®éžå®ã¯ãããžãã¹ã®ç®æšãæŠç¥ã«åºã¥ããŠè¡ãããšãå¿ èŠã§ãããã¹ãŠã®KPIããã¹ãŠã®ããžãã¹ã«é©ããŠããããã§ã¯ãããŸããããã®ãããèªç€Ÿã®ããžãã¹ã¢ãã«ãç®æšã«åãããŠãæãéèŠãªKPIãéžå®ããŸãããã
次ã«ãKPIã®æ°å€ã ãã§ãªãããã®èåŸã«ããåå ããã¬ã³ããæ·±ãæ¢ãããšã倧åã§ããäŸãã°ãChurn RateãäžæããŠããå Žåããã®åå ãæ¢ãããšã§ã顧客æºè¶³åºŠã®åäžã補åã®æ¹åãªã©ã®å ·äœçãªæœçãèããããšãã§ããŸãã
5.2 SaaSããžãã¹ã®æé·ã®ããã®æçµçãªã¢ããã€ã¹
SaaSããžãã¹ã®æé·ãç®æãäžã§ãæã倧åãªã®ã¯ã顧客ã®ããŒãºãæ·±ãç解ããããã«å¿ããé«å質ãªãµãŒãã¹ãæäŸããããšã§ããKPIã¯ãã®ããã®éå ·ã®äžã€ã«éããŸãããããããKPIãé©åã«æŽ»çšããããšã§ãããžãã¹ã®åŒ±ç¹ãæé·ã®æ©äŒãèŠã€ããããšãã§ããŸãã
æåŸã«ãSaaSããžãã¹ã¯ãç¶ç¶çãªæ¹åãšé©æ°ãæ±ããããåéã§ããåžå Žã®å€åãæè¡ã®é²åã«æè»ã«å¯Ÿå¿ããåžžã«é¡§å®¢ã®æåŸ ãè¶ ãããµãŒãã¹ãæäŸããããšãå¿ãããŸãããã