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Financial Implications of the SaaS Business Model By Todd Gardner, CEO, SaaS Capital The Software as a Service (SaaS) market is growing rapidly in response to a variety of macro-market trends. Although the rapid growth of SaaS offers an exciting time for entrepreneurs and established software vendors, the SaaS model also poses significant business challenges – not the least of which is cash flow. The good news for SaaS vendors is that the very financial elements that make SaaS companies require more capital are the qualities that make them good borrowers. This article discusses how the pay-as-you-go, subscription model is driving aspiring SaaS players to pursue funding alternatives to support their business operations. The Software as a Service (SaaS) market is growing rapidly in response to a variety of macro-market trends. These drivers are encouraging organizations of all sizes to consider and adopt a widening array of SaaS alternatives to traditional on-premise software applications. Although the rapid growth of SaaS offers an exciting time for entrepreneurs and established software vendors, the SaaS model also poses significant business challenges – not the least of which is cash flow. Pay Me Now or Pay Me Later One of the largest challenges of the SaaS model is obviously payment terms. Getting paid monthly or quarterly versus getting paid one very large check up front is the major driver of the need for more cash to fund operations. Even getting the first year’s payments all in advance is still significantly less cash than the perpetual model. The chart below shows, assuming the same selling cost, the dramatic difference in cumulative cash burn based on when the software company gets paid. This leads to a cash flow squeeze, as cash coming in significantly trails bookings. Bottom line, a SaaS company can take 50 – 70% more capital to grow than a perpetual license model company. The Costs of Capital for SaaS vs. Perpetual License Software Companies Cumulative Cash Burn ![]() Sales and Marketing Costs While many of the enabling technologies and services for SaaS are relatively inexpensive compared with the large investments required to build and support legacy applications, the costs of acquiring and supporting SaaS customers is significant – particularly as a percent of revenues. A review of SaaS company IPO filings shows that large amounts of investment in operations (sales, marketing, hosting and professional services) were required to launch SaaS companies – sometimes at a rate of 2x revenues. For example, NetSuite Inc.’s recent Securities and Exchange Commission (SEC) filing for its Initial Public Offering (IPO) clearly shows the large sales and marketing costs for acquiring SaaS customers. The filing showed that NetSuite generated $17.7 million in revenue in 2004, $36.4 million in 2005, and $67.2 million in 2006. However, its sales and marketing costs surpassed revenues in 2004 and 2005, equaling $27 million in 2004 and $39.2 million in 2005. It wasn’t until 2006 when NetSuite was able to spend ‘just’ 53% of revenue on sales and marketing. SuccessFactors has also submitted SEC papers for an IPO that show the company spent $32.3 million – 99% of revenues – on sales and marketing. Off note, however, the high selling cost as a percent of revenue does not mean the total costs are actually higher. Instead, to a large degree, it reflects how the revenues are recorded in the SaaS model. For instance, if a traditional ISV has three sales people each costing $100,000 a year in salaries and commissions, and they generate $1.5 million in perpetual licenses in Q4, the selling cost as a percent of revenue is 20% for that year. However, if a SaaS vendor has the same three sales people sell $1.5 million in three-year contracts in Q4 the selling cost would be 240% because only a small portion of the revenue is recognized. On a cash basis, many of the expenses are paid out before the cash is received from the customer. It All Adds up to More Money While the annuity stream of SaaS companies has become increasingly attractive to the investment community, Will Price of Hummer Winblad Venture Partners estimates that it takes 1.6x longer for SaaS companies to become liquid compared to traditional software companies and requires 1.75x more revenue and 3.65x more capital to achieve profitability. Our research confirms his assertions and a listing of recent SaaS IPO’s reflects the capital intensity of the model. Pre-IPO Equity Investments in SaaS Companies 2004 – 2007
Of the last 6 IPO’s of SaaS companies, the average amount of
venture capital raised was $76 million prior to IPO. This amount
of capital is not only dilutive to the founders and common
shareholders; it’s dilutive to the VCs as well who are striving
to be equity efficient. |
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