📚 Glossary
Словарь ключевых терминов SaaS, product-management, финансов, sales, маркетинга. Каждый термин — определение + пример + прямая ссылка на калькулятор если применимо.
📊 239+ терминов · 9 категорий
📊 Метрики💰 Финансы💼 Sales / B2B📣 Маркетинг🛠 Продукт / PM🎯 Стратегия🏦 Фандрейзинг🚀 Growth💻 Технологии
📊 Метрики 47
AAU
Active App Users — combined DAU/MAU/WAU snapshot.
ACV 📊
Annual Contract Value — average yearly value of B2B contract.
AOV 📊
Average Order Value — Revenue / Orders.
Базовая e-commerce метрика. Bundle, upsell, free-shipping threshold — главные рычаги роста.
ARPA
Average Revenue Per Account — MRR per customer.
ARPDAU 📊
Average Revenue Per Daily Active User.
Главная метрика mobile F2P-игр. Free-to-play норма $0.05-1, casino $1+.
ARPPU
Average Revenue Per Paying User — for free-to-play.
ARPU 📊
Average Revenue Per User — Revenue / Active users.
ARR 📊
Annual Recurring Revenue = MRR × 12.
Bounce Rate 📊
Процент сессий с одной страницей.
Burn Multiple 📊
Net Burn / Net New ARR (David Sacks).
Капитальная эффективность SaaS. <1.5× для Series A/B = healthy.
Burn Rate 📊
Net Burn в месяц = Expenses − Revenue.
CAC 📊
Customer Acquisition Cost — S&M spend / new customers.
CAC Payback 📊
Months to recoup CAC. SaaS norm <18 мес.
Churn Rate 📊
Lost customers / Total. SaaS норма <2%/мес.
Conversion Rate (CR) 📊
Целевые действия / Всего visitors.
CPC 📊
Cost Per Click — paid advertising cost metric.
CSAT 📊
Customer Satisfaction Score — % положительных оценок.
CTR 📊
Click-Through Rate — Clicks / Impressions.
DAU 📊
Daily Active Users.
Engagement Rate 📊
(Interactions / Reach) × 100% — SMM/контент-метрика.
Gross Margin 📊
(Revenue − COGS) / Revenue. SaaS норма >75%.
GRR 📊
Gross Revenue Retention — без апселов. SaaS норма >95%.
K-factor 📊
Viral coefficient = referrals per active user. >1 = вирусный рост.
LTV 📊
Lifetime Value — total revenue from average customer.
B2C: AOV × Freq × Lifespan. B2B SaaS: ARPA / Monthly Churn.
LTV:CAC 📊
Ratio of LTV to CAC. ≥3× = healthy SaaS unit economics.
Magic Number 📊
(Net New ARR × 4) / S&M. Scale VP framework. >1 = efficient.
MAU 📊
Monthly Active Users.
MoM
Month-over-Month growth rate.
MRR 📊
Monthly Recurring Revenue — sum of all monthly subscriptions.
MRR Growth Rate 📊
MoM-рост MRR. YC norm 5-7%, post-PMF 10-20%.
NPS 📊
Net Promoter Score = %Promoters − %Detractors.
Промоутеры = 9-10, детракторы = 0-6. >30 хорошо, >70 world-class.
NRR 📊
Net Revenue Retention — including expansion. Top SaaS >130%.
NRR >100% means growth from existing customers alone.
Pipeline Coverage 📊
Pipeline / Quota. B2B standard 3-4×.
Quick Ratio (SaaS) 📊
(New + Expansion MRR) / (Churn + Contraction). Mamoon Hamid framework.
Repeat Purchase Rate 📊
Клиенты с 2+ заказами / Все клиенты. E-com lifetime indicator.
Retention 📊
Активные на конец / Активные на начало периода.
ROAS 📊
Return on Ad Spend = Revenue / Ad Spend.
Rule of 40 📊
Growth YoY + Margin ≥ 40% = healthy SaaS. Brad Feld 2015.
Runway 📊
Months left = Cash / Net Burn. Start fundraising at 9-12 мес.
Sales Cycle Length 📊
Average days from opp-created to closed-won.
Sales Velocity 📊
(Opps × ACV × WinRate) / Cycle. B2B forecasting metric.
SLA 📊
Service Level Agreement — % tickets resolved in target time.
Stickiness 📊
DAU / MAU × 100%. Engagement indicator. >50% = top tier consumer.
T2D3
Triple, Triple, Double, Double, Double over 5 years (Stripe/Bessemer).
$1M ARR → $100M за 5 лет. Path-to-IPO стандарт.
Time to Value 📊
Время от регистрации до Aha-моменту. PLG <1 день, B2B 1-14 дней.
Win Rate 📊
Closed Won / Total Closed deals. B2B SaaS norm 20-25%.
YoY
Year-over-Year growth.
💰 Финансы 24
AP
Accounts Payable — кому должна компания.
AR
Accounts Receivable — кому должны компании.
Bookings
Total contract value (multi-year). ≠ Revenue (which is recognized over time).
CAC Recovery
Synonym for CAC Payback Period.
CAGR
Compound Annual Growth Rate — geometric mean YoY.
Cash Conversion Score
Net New ARR + Existing ARR / Total Capital Raised. Bessemer framework.
COGS
Cost of Goods Sold. SaaS: hosting + support + COA payment processing.
Cohort
Group of customers/users tracked together (e.g. acquired in same month).
Contraction MRR
MRR loss from existing customers (downgrades, seat reductions).
Customer Lifetime
1 / Monthly Churn — average months a customer stays.
Deferred Revenue
Cash collected but revenue not yet recognized (annual prepay).
EBITDA
Earnings before Interest, Taxes, Depreciation, Amortization.
Expansion MRR
MRR growth from existing customers (upgrades, seat additions).
FCF
Free Cash Flow — cash from ops − capex.
GMV
Gross Merchandise Volume — total transaction value through platform. Marketplace metric.
Gross Burn
Total monthly expenses (without subtracting revenue). More conservative than Net Burn.
Net Burn
Monthly Expenses − Monthly Revenue. Standard burn calculation.
Net Magic Number
(Net New ARR − Churn ARR) × 4 / S&M. Stricter than gross Magic Number.
OpEx
Operating Expenses (vs CapEx — capital expenditure).
P&L
Profit & Loss statement.
Take Rate
Marketplace commission %. Examples: eBay 10%, Uber 25%, App Store 15-30%.
Top of Funnel
Total leads/visitors at start of sales funnel.
Unit Economics
Profit/loss per single customer or transaction.
ZIRP
Zero Interest Rate Policy — era of cheap VC capital (2010-2021). Now ended.
💼 Sales / B2B 29
ABM
Account-Based Marketing — target specific high-value accounts vs broad lead-gen.
AE
Account Executive — closing sales rep.
BANT
Budget, Authority, Need, Timeline — qualification framework.
BDR
Business Development Representative — outbound prospecting rep.
Champion
Internal advocate at customer org who pushes purchase.
Close
Final stage of sales — signing contract.
Closed Lost
Deal terminated without sale.
Closed Won
Successfully closed deal.
CSM
Customer Success Manager — post-sale relationship.
Discovery Call
First sales conversation to understand needs.
DMU
Decision-Making Unit — all stakeholders involved in B2B purchase.
Enterprise Sales
Sales motion for large companies (typically $50k+ ACV).
ICP
Ideal Customer Profile — segment characteristics where product fits best.
Inbound
Customers who find you (content, SEO, ads).
MEDDIC
Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion — qualification framework.
MQL
Marketing-Qualified Lead — passed marketing qualification, not yet sales-ready.
Multi-threading
Engaging multiple stakeholders to reduce single-champion risk.
Net Dollar Retention
Synonym for NRR (Net Revenue Retention).
Opp
Opportunity — qualified deal in pipeline.
Outbound
Sales rep reaches out to prospects (cold email, cold call).
POC
Proof of Concept — trial implementation.
PQL
Product-Qualified Lead — engaged with product (free tier, trial).
Quota
Sales rep target for the period.
Ramp Time
Months until new sales rep reaches full quota productivity.
RFP
Request for Proposal — formal solicitation in enterprise sales.
SDR
Sales Development Representative — prospects new accounts.
SQL
Sales-Qualified Lead — ready for AE engagement.
Stage
Pipeline stage: Discovery, Demo, Proposal, Negotiation, Verbal, Closed.
Verbal
Verbal commitment to buy, awaiting signed contract.
📣 Маркетинг 28
Attribution
Assigning credit for conversion to marketing touchpoints.
Blended CAC
All marketing spend / all new customers (including organic).
Brand Awareness
Top-funnel metric — % of target market who recognize brand.
Buyer Persona
Semi-fictional rep of ideal customer based on data + research.
Content Marketing
Educational content that attracts prospects (vs direct selling).
CPL
Cost Per Lead — paid acquisition metric.
CPM
Cost Per Mille (1000 impressions).
CTA
Call to Action — desired action on landing page.
DTC
Direct-to-Consumer — selling without intermediaries.
Funnel
Visualization of conversion stages (Visitor → Lead → MQL → SQL → Customer).
Inbound Marketing
Content/SEO/social that pulls customers in.
Landing Page
Standalone page for specific campaign with single CTA.
Lifecycle Marketing
Different messages for different customer stages.
Lookalike Audience
Ad targeting based on existing customer characteristics.
Multi-Touch Attribution
Credit conversion across multiple touchpoints (vs last-click).
NPS Survey
How likely are you to recommend (0-10)?
Organic
Non-paid traffic (SEO, referrals, direct).
Paid CAC
Paid channel spend / customers from paid channels only.
PLG
Product-Led Growth — product drives acquisition (Notion, Figma, Slack model).
Re-targeting
Ads shown to people who visited site but didn't convert.
Referral
Customer who comes from word-of-mouth.
Retention Marketing
Marketing aimed at existing customers (vs new acquisition).
SEM/PPC
Search Engine Marketing / Pay-Per-Click — paid search ads.
SEO
Search Engine Optimization — earning organic search traffic.
SMM
Social Media Marketing.
UGC
User-Generated Content.
UTM
Tracking parameters in URLs for attribution.
Viral Loop
Mechanism where users invite more users (Dropbox referral, etc).
🛠 Продукт / PM 29
A/B Test
Comparing two versions to measure performance difference.
AARRR
Pirate Metrics: Acquisition, Activation, Retention, Referral, Revenue (Dave McClure).
Activation
Reaching the "aha moment" — key indicator of future retention.
Aha Moment
Point when user realizes the product's value.
Behavioral Cohort
Users grouped by actions (vs demographic cohort).
Bug Rate 📊
Defects per KLOC or per sprint.
Defect Density 📊
Bugs / KLOC.
Feature Flag
Toggle to enable/disable features per user (gradual rollout, A/B test).
First Contact Resolution (FCR) 📊
% tickets resolved on first interaction.
Heuristic Evaluation
Expert review of UX against known principles.
Jobs-to-be-Done
Framework: customers "hire" products to do jobs (Clayton Christensen).
KLOC
1000 Lines of Code.
KPI
Key Performance Indicator.
MoSCoW
Must have, Should have, Could have, Won't have — prioritization framework.
MVP
Minimum Viable Product — smallest product that delivers value.
North Star Metric
Single metric that best captures product value (Stripe: payment volume).
OKR
Objectives & Key Results — goal-setting framework (Google, Intel).
Onboarding
First-time user experience flow.
Persona
Archetype of target user (Sarah the SaaS Founder, etc).
PRD
Product Requirements Document.
Product-Market Fit (PMF)
Customers love the product enough to recommend it organically.
RICE
Reach, Impact, Confidence, Effort — prioritization scoring.
Roadmap
Product strategy timeline (quarterly themes typically).
Sprint
2-week development iteration (Agile/Scrum).
Stand-up
Daily 15-min team sync (Scrum).
Test Coverage 📊
% code or requirements covered by tests.
User Story
Feature described from user perspective ("As X I want Y so Z").
Velocity (Agile)
Story points completed per sprint.
WSJF
Weighted Shortest Job First — SAFe prioritization.
🎯 Стратегия 24
Beachhead
Initial market segment to dominate before expanding.
Blue Ocean
Uncontested market space (vs Red Ocean = saturated competition).
Competitive Moat
Sustainable competitive advantage (network effects, brand, data).
Crossing the Chasm
Geoffrey Moore framework — gap between early adopters and mainstream.
Disruption
New entrant displacing incumbents (Clayton Christensen).
Economies of Scale
Cost-per-unit decreases as volume grows.
First Mover Advantage
Benefits of being first in a market (and its tradeoffs).
Flywheel
Self-reinforcing growth mechanism (Amazon flywheel).
Freemium
Free tier + paid tier business model.
Land and Expand
Acquire small footprint, grow within account over time.
Network Effects
Product becomes more valuable as more people use it (Facebook, Uber).
OKR
Objectives & Key Results — goal framework.
Pivot
Major change in strategy/product based on learnings.
Platform
Multi-sided product (API, marketplace) vs single-sided.
Porter's Five Forces
Industry analysis framework (Michael Porter).
SAM
Serviceable Available Market — addressable subset of TAM.
SOM
Serviceable Obtainable Market — realistic capture (10-30% of SAM in Year 1).
Strategy
How you uniquely deliver value differentiated from competitors.
SWOT
Strengths, Weaknesses, Opportunities, Threats — analysis framework.
TAM
Total Addressable Market — total potential revenue if 100% captured.
Two-Sided Market
Marketplace with distinct supply and demand sides.
Value Proposition
Statement of unique value delivered to customer segment.
Vertical SaaS
SaaS tailored to specific industry (vs horizontal: works for all).
Wedge
Initial entry point that builds toward larger opportunity.
🏦 Фандрейзинг 29
409A Valuation
IRS-required FMV for stock option strikes.
Angel Round
Early-stage funding from individual investors ($100k-$2M typically).
Anti-Dilution
Protection that adjusts valuation for early investors if later round is down-round.
Bootstrap
Self-funded company (no external investors).
Bridge Round
Short-term funding between rounds to extend runway.
Cap Table
Capitalization table — ownership of all equity holders.
Carry
VC fund manager's share of profits (typically 20%).
Common Stock
Stock held by founders/employees (vs preferred = investors).
Convertible Note
Loan that converts to equity in next round.
Dilution
Reduction in ownership % as new shares are issued.
Down Round
New round at lower valuation than previous.
Dry Powder
Uninvested capital available to VC firm.
ESOP
Employee Stock Option Pool — equity reserved for employees.
Exit
Liquidity event — IPO or acquisition.
Family Office
Private wealth management — often invests in startups.
IPO
Initial Public Offering — going public on stock exchange.
Lead Investor
Sets terms for the round.
Liquidation Preference
Order/multiple of returns in exit/acquisition.
Post-Money Valuation
Pre-money + new investment.
Pre-Money Valuation
Company value before new investment.
Pre-Seed
Earliest external funding ($250k-$2M, idea-stage).
Preferred Stock
Stock with preferential rights (typically VC-held).
Pro Rata
Right to maintain ownership % in future rounds.
SAFE
Simple Agreement for Future Equity (YC invention).
Seed Round
First institutional VC round ($1-5M typically).
Series A/B/C
Sequential VC rounds. Series A typically $5-20M at $20-100M valuation.
Term Sheet
Non-binding outline of investment terms.
Valuation
Company's worth at point in time.
Venture Debt
Loan for VC-backed startups (Brex, SVB, etc).
🚀 Growth 16
AARRR Funnel
Pirate Metrics framework (Dave McClure).
CAC LTV Ratio
Synonym for LTV:CAC.
Cohort Analysis
Tracking groups over time (vs aggregate metrics).
Compounding Growth
Growth that builds on itself (compound interest pattern).
Growth Hacking
Rapid experimentation for growth (Sean Ellis).
Growth Loop
Self-sustaining growth mechanism (vs linear funnel).
Growth Marketing
Full-funnel marketing focused on acquisition + retention + revenue.
Growth Stage
Post-PMF expansion phase (Series A-C typical).
Habit Loop
Trigger → Action → Reward → Investment (Nir Eyal).
Magic Number
S&M efficiency metric (Scale VP).
Net Revenue Retention (NRR)
Most important SaaS retention metric.
Organic Growth
Non-paid growth (SEO, word-of-mouth, viral).
PLG (Product-Led Growth)
Product drives acquisition + expansion (Notion, Figma).
Power Law
Distribution where few customers/products generate most value.
Stickiness
How often users return (DAU/MAU).
Viral Coefficient
K-factor — invites per user.
💻 Технологии 13
API
Application Programming Interface.
Backlog
Prioritized list of items to be worked on.
CICD
Continuous Integration / Continuous Deployment.
Headless
Backend without frontend coupled (CMS, e-com).
JAMstack
JavaScript + APIs + Markup architecture.
Microservices
Architecture: many small services vs one monolith.
No-Code/Low-Code
Tools allowing non-engineers to build (Webflow, Zapier).
Open Source
Source code publicly available (MIT, Apache licenses common).
Scalability
Ability to handle growth without breaking.
SDK
Software Development Kit.
Serverless
Cloud functions that scale automatically (AWS Lambda, Vercel).
SLA / SLO
Service Level Agreement / Objective — uptime commitments.
Tech Stack
Combination of technologies used (React, Postgres, AWS).
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