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   🚀  SaaS Roundup: M&amp;A, Customer Acquisition, Pricing, &amp; State of Private Markets
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                   <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif">
                    <strong>
                     SaaS Roundup
                    </strong>
                    <strong>
                     #354
                    </strong>
                   </span>
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                  <br/>
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                    Hi there,
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                   <br/>
                   <br/>
                   Welcome to another fiery edition of SaaS Roundup 🔥
                   <br/>
                   <br/>
                   This week we share with you our top reads on the i) State of private capital markets, ii) Customer acquisition cost, iii) Achieving product-market fit, and iv) SaaS pricing &amp; packaging.
                  </font>
                  <br/>
                  <br/>
                  <font face="open sans, helvetica neue, helvetica, arial, sans-serif">
                   Happy reading,
                  </font>
                  <br/>
                  <strong>
                   Sid @ ChartMogul
                  </strong>
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                    <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif">
                     "On the ground level, the formula for CAC looks simple, but dig a little deeper into the details and the discussion gets heated. Should I count money spent on marketing tools into it? Should I include salaries in the calculation? What about your office lease and similar expenses, should they also be included?"
                    </span>
                   </font>
                  </span>
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                     Read More
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                 <div style="padding-top: 20px; padding-bottom: 20px; font-family:open sans,helvetica neue,helvetica,arial,sans-serif;">
                  <h1 class="null" style="font-weight: 400;text-align: center;display: block;margin: 0;padding: 0;color: #202020;font-family: Helvetica;font-size: 26px;font-style: normal;line-height: 125%;letter-spacing: normal;">
                   <strong>
                    <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif; font-size:26px">
                     Our top SaaS reads.
                    </span>
                   </strong>
                  </h1>
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                  Industry
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				<![endif]-->
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                 <h4 class="null" style="display: block;margin: 0;padding: 0;color: #202020;font-family: Helvetica;font-size: 18px;font-style: normal;font-weight: bold;line-height: 125%;letter-spacing: normal;text-align: left;">
                  <a style="color: #1c79ed;font-family: open sans,helvetica neue,helvetica,arial,sans-serif;font-weight: 400;text-decoration: none;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;" target="_blank">
                   State of Private Markets: Q4 and 2022 in review
                  </a>
                 </h4>
                 <p style="padding-bottom: 5px;margin: 10px 0;padding: 0;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;color: #202020;font-family: Helvetica;font-size: 16px;line-height: 150%;text-align: left;">
                  <span style="font-size:13px">
                   <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif">
                    <font color="#999999">
                     Kevin Dowd, Peter Walker, Carta
                    </font>
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                  <br/>
                  <br/>
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                    Here is a look at the current state of private capital markets. The report packs in itself a lot of charts &amp; data. It answers questions such as how much money was raised in 2022. At what stage and valuation? And with how much dilution?
                   </span>
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                 </p>
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                     "Rounds of more than $50 million are growing less common, and rounds of less than $5 million are growing more common. Nearly half of all cash raised in Q4 was in deals worth less than $5 million, the highest rate since Q2 2020.”
                    </td>
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                  Pricing
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                 <h4 class="null" style="display: block;margin: 0;padding: 0;color: #202020;font-family: Helvetica;font-size: 18px;font-style: normal;font-weight: bold;line-height: 125%;letter-spacing: normal;text-align: left;">
                  <a style="color: #1c79ed;font-family: open sans,helvetica neue,helvetica,arial,sans-serif;font-weight: 400;text-decoration: none;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;" target="_blank">
                   A Data-Driven Framework for SaaS Packaging and Pricing
                  </a>
                 </h4>
                 <p style="padding-bottom: 5px;margin: 10px 0;padding: 0;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;color: #202020;font-family: Helvetica;font-size: 16px;line-height: 150%;text-align: left;">
                  <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif; font-size:13px">
                   <font color="#999999">
                    Jonas Rieke, Personio
                   </font>
                  </span>
                  <br/>
                  <br/>
                  <font face="open sans, helvetica neue, helvetica, arial, sans-serif">
                   <span style="font-size:14px">
                    You usually set your product's pricing in the initial stages of your business. And then probably never change it. Here is a guide on how to use your product usage data to think about your product's packaging and pricing.
                   </span>
                  </font>
                 </p>
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                     "Remember that SaaS stands for Software as a Service. Don’t forget that the service experience around your product matters.. a lot! You should always offer a paramount service to every customer as a standard. On top, you can offer premium services as add-ons to customers who are willing to pay for it, for example, a dedicated CSM."
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                  Product
                 </a>
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              <tbody>
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                <td class="mcnTextContent" style="padding-top: 0;padding-right: 18px;padding-bottom: 9px;padding-left: 18px;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;word-break: break-word;color: #202020;font-family: Helvetica;font-size: 16px;line-height: 150%;text-align: left;" valign="top">
                 <h4 class="null" style="display: block;margin: 0;padding: 0;color: #202020;font-family: Helvetica;font-size: 18px;font-style: normal;font-weight: bold;line-height: 125%;letter-spacing: normal;text-align: left;">
                  <a style="color: #1c79ed;font-family: open sans,helvetica neue,helvetica,arial,sans-serif;font-weight: 400;text-decoration: none;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;" target="_blank">
                   The Never-Ending Road To Product-Market Fit (PMF)
                  </a>
                 </h4>
                 <p style="padding-bottom: 5px;margin: 10px 0;padding: 0;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;color: #202020;font-family: Helvetica;font-size: 16px;line-height: 150%;text-align: left;">
                  <span style="font-size:13px">
                   <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif">
                    <font color="#999999">
                     Brian Balfour
                    </font>
                   </span>
                  </span>
                  <br/>
                  <br/>
                  <font face="open sans, helvetica neue, helvetica, arial, sans-serif">
                   <span style="font-size:14px">
                    Understanding what stage you are at (PMF or growth phase), can help you focus on the right goals, metrics, channels, and team structure. But how do you know what stage you are at? Here are some checkpoints.
                   </span>
                  </font>
                 </p>
                </td>
               </tr>
              </tbody>
             </table>
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				<td align="center" valign="top" ">
				<![endif]-->
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              <tbody>
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                <td style="padding-top: 9px;padding-left: 18px;padding-bottom: 9px;padding-right: 18px;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;">
                 <table border="0" cellspacing="0" class="mcnTextContentContainer" style="min-width: 100% !important;background-color: #EBEAEC;border-collapse: collapse;mso-table-lspace: 0pt;mso-table-rspace: 0pt;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;" width="100%">
                  <tbody>
                   <tr>
                    <td class="mcnTextContent" style='padding: 18px;color: #202020;font-family: "Open Sans", "Helvetica Neue", Helvetica, Arial, sans-serif;font-size: 13px;font-style: italic;font-weight: normal;text-align: left;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;word-break: break-word;line-height: 150%;' valign="top">
                     "The third checkpoint on the product-market fit path is the retention curve.  Plot the % active over time (for various cohorts) to create your retention curve. If it flattens off at some point, you have probably found product-market fit for some market or audience."
                    </td>
                   </tr>
                  </tbody>
                 </table>
                </td>
               </tr>
              </tbody>
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                 <div style="padding-top: 20px; padding-bottom: 20px; font-family:open sans,helvetica neue,helvetica,arial,sans-serif;">
                  <h1 class="null" style="font-weight: 400;text-align: center;display: block;margin: 0;padding: 0;color: #202020;font-family: Helvetica;font-size: 26px;font-style: normal;line-height: 125%;letter-spacing: normal;">
                   <strong>
                    <span style="font-family:open sans,helvetica neue,helvetica,arial,sans-serif; font-size:26px">
                     Chart of the week.
                    </span>
                   </strong>
                  </h1>
                 </div>
                </td>
               </tr>
              </tbody>
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              <tbody>
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                <td class="mcnTextContent" style="padding-top: 0;padding-right: 18px;padding-bottom: 9px;padding-left: 18px;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;word-break: break-word;color: #202020;font-family: Helvetica;font-size: 16px;line-height: 150%;text-align: left;" valign="top">
                 <p style="margin: 10px 0;padding: 0;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;color: #202020;font-family: Helvetica;font-size: 16px;line-height: 150%;text-align: left;">
                  <font face="open sans, helvetica neue, helvetica, arial, sans-serif">
                   <strong style="font-size:14px">
                    SaaS M&amp;A activity is at an all-time high.
                   </strong>
                   <span style="font-size:14px">
                    Buyers flocked to buy SaaS companies as it continues to be an attractive asset class for both private equity and strategic buyers. 2022 saw 2,157 deals close, an increase of 21% over 2021.
                   </span>
                  </font>
                 </p>
                </td>
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                 <p style="margin: 10px 0;padding: 0;mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;color: #202020;font-family: Helvetica;font-size: 16px;line-height: 150%;text-align: left;">
                  <font face="open sans, helvetica neue, helvetica, arial, sans-serif">
                   <span style="font-size:14px">
                    Source:
                    <a style="mso-line-height-rule: exactly;-ms-text-size-adjust: 100%;-webkit-text-size-adjust: 100%;color: #007C89;font-weight: normal;text-decoration: underline;" target="_blank">
                     SEG 2023 Annual SaaS Report
                    </a>
                   </span>
                  </font>
                 </p>
                </td>
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              </tbody>
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