An investor separates market size — what buyers already spend on comparable products — from total potential revenue, the figure most pitch decks report by mistake.
A second batch of sixteen startup metrics, from total addressable market and ARR to network effects, virality, NPS and cohort analysis, with notes on how each is misreported.
The sixteen startup metrics investors see most often confused or misused — bookings, revenue, ARR, LTV, CAC, GMV, churn, active users — plus common charting pitfalls.
Guide to the sources of startup money — friends and family, consulting, angels, seed firms and venture funds — and how successive rounds and their terms work.
