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STARTUP FINANCE FINANCE
How to Utilize KPIs to Drive Startup Growth How to Profit Forecast without a Crystal Ball Budgets vs Actuals Deep Dive
KPIs act as a compass, helping managers make informed Best practices for forecasting profit without a crystal ball. Best practices to building a strong budgets vs actuals
decisions about business strategies. This article explores Turns out you will be wrong most of the time but that's framework
how to utilize them and provides examples. okay!
Causal JUNE 12,2023
@ Taimur Abdaal AUGUST 11, 2023 @ Taimur Abdaal JULY 17, 2023
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COMPANY FINANCE FINANCE
Introducing Causal for Startups Best Practices for Financial Planning & Analysis The Ultimate Guide to Building an Annual
Companies need to be in sync to better drive success. To (FP&A) Teams Operating Plan .
help, we've launched Causal 2.0 - the single platform for Best practices to supercharge your FP&A function and The things to know when building an annual operating plan —
companies to make better decisions, together establish a strong framework for your business, regardless of stage.
|CAUSAL Platform v Customers v  Resources v  Pricing Partners Docs Login Book Demo
STARTUP
How to Utilize KPIs to Drive Start
KPIs act as a compass, helping managers make informed decisions about business
strategies. This article explores how to utilize them and provides examples.
: TAIMUR ABDAAL
AUG 11,2023 | 5-MIN READ ), (UL
SR s AN SN
1. The importance of KPIs in driving
|1. The importance of KPIs in driving one o
startup growth
How to Utilize KPIs to Drive
2. Performance measurement
3. Key area prioritization STa rTu p GrOWTh
2. How to utilize KPIs as a startup In the highly competitive world of startup businesses, effective performance management is
1. Identify relevant KPIs vital to drive growth and achieve long-term success. Running a business is a learning curve, and
2. Establish baseline and target if you fail to adapt to market conditions, you’ll be well on the way to joining the 20% of
values businesses that fail in their first year.
3. Implement measurement
and tracking systems Key performance indicators (KPIs) can play a crucial role in this process by providing
4. Analyze and interpret KPI measurable insights into a startup's performance and allowing its founders to align their goals
data with actionable metrics.
5. Take action, drive
improvement, and empower By harnessing the power of performance indices, successful startups can make more informed
.. :::riunicate and align KPs decisions, optimize resources, and stay on track to their desired outcomes.
with the team So, how do you get started? Well, data analysis usually follows a three-step process:
7. Regularly review and adjust
KPls 1. Collecting and organizing datasets. Firstly, you’ll need to find relevant data sources,

3. Final thoughts such as historical sales data, marketing performance metrics, and customer surveys.
Then, you can use tools to profile and aggregate these figures into a centralized ‘data
warehouse’ or analytics platform.

2. Analyzing the data. The next step is to apply techniques to uncover patterns, trends,
and relationships in your datasets. You can use anything from spreadsheet software like
Causal to professional business intelligence (BI) software that leverages machine-
learning technology.

3. Drawing actionable insights. Startup businesses should focus on identifying key
findings and trends that align with their strategic objectives. These insights can inform
decision-making, drive process improvements, and guide resource allocation.

Failure Rates Of All New Businesses
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determine revenue, and understand what kind of sales payroll costs by Department (Sales, Engineering, etc.)
funnel you need to hit your revenue targets. and plan your future hires.
CAUSAL
PLATFORM CUSTOMERS INTEGRATIONS RESOURCES
Features Customer Stories Quickbooks Blog
Integrations Causal for Finance Xero Documentation
Trust and Security Causal for Startups NetSuite Product Updates


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If you ever do any modeling/forecasting — | Preparing a financial model for Daybridge in I'm a bit of a spreadsheet/model-building nerd
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If you ever do any modeling/forecasting — | Preparing a financial model for Daybridge in Im a bit of a spreadsheet/model-building nerd »
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Frequently asked questions
If you can’t find what you’re looking for, please contact us.
What does Causal do? How long does it take to learn Causal? Who typically uses Causal?
Causal is a tool for performing calculations, visualising Causal only has a handful of core concepts. It takes ~30 Finance teams are the biggest users of Causal, but every
data, and communicating with numbers. It replaces minutes to learn them, and a couple of hours of modelling team in a company has use-cases for modelling — sales,
workflows that are typically done in Excel and Google to really understand the "Causal way" of doing things. marketing, engineering, etc.
Sheets.
Can Causal connect to my data? What counts as a 'user'? Is Causal secure? Where is my data stored?
Causal can pull historicals from any data source that you A'user' is someone who has the ability to build/edit Security and privacy are of paramount important to us, and
use. You can use the historicals to calculate metrics and models (formulas, etc). You can have unlimited viewers of we are SOC 2 compliant. Causal is hosted on Google Cloud.
perform rolling forecasts. See Integrations for a full list of model dashboards on any plan. Read more about our security policies here.
data sources that we support.
Do you offer 1-on-1training/support? Can you implement my Excel model in Causal? Can you help me set up a model from scratch?
We offer hands-on training and support as part of our Yes — we have a team of financial modelling specialists Yes — our financial modelling specialists can work with you
Business plan. We typically run 4 x 1-hour training sessions who can build your existing spreadsheet model in Causal. to set up a new model from scratch, for internal planning or
as part of the onboarding, and use shared Slack channels fundraising.
for priority support.
CAUSAL .
|Priority Support via Shared Slack

Channel * * v

Dedicated Strategic Finance Partner X X v

White-glove Implementation X X v
OTHER

HTML Embed v v v

Google Slide Integration v v v
ADD-ONS

Implementation X Contact Us v

Member Add-On X $49/month v

Planning Upgrade X Contact Us v

Governance Upgrade X Contact Us v

Collaboration Upgrade X Contact Us v
|CAUSAL Platform v Customers v  Resources v  Pricing Partners Docs Login Book Demo Sign up for free
PRICING
Causal scale with you
youl.
All plans come with a 14-day free trial period.
FREE LAUNCH GROWTH
$0 $250 rermontn Getin touch
Ideal for personal use and individuals at early stage Ideal for CEOs, founders, and finance teams at 10 to Ideal for 50 to 1,000-person companies with lots of
companies. 50-person companies. data and multiple stakeholders.
Try forfree
Included: Everything in Free, plus: Everything in Launch, plus:
1Member 2 Members (add additional members for 5+ Members
5 models, O scenarios $49/month) Premium data integrations
50 category items Unlimited models, 5 scenarios + 100 category Unlimited items per category
Unlimited dashboards ftems White-glove implementation
Google Sheets integration + CSV upload Standard data integrations 1-on-1training, priority support
Full ti biliti
reporting capaprities Granular permissions + views
CANII COCON
|FREE LAUNCH GROWTH
$0 per month $250 per month Contact Us
Ideal for personal use and individuals at For CEOQs, founders, and finance teams at Ideal for 50 to 1,000-person companies
early stage companies. 10 to 50-person companies. with lots of data and multiple
stakeholders.
PLANNING
Individual models 5 Unlimited Unlimited
Cohort Modeling v v v
Scenarios o 5 Unlimited
Category Items
(e.g. # of employees, products, 50 100 Unlimited
regions)
Organizational Models X v v
COLLABORATION
Commenting X v v
Included Viewers x v v
Multi Player Modelling x v v
Audit Log x x v
Permissioned Views x x v


Docs

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screenKeywords:
CAUSAL Slack Community  Productupdates  Templates = Common Formulas Q Search ®K
GETTING STARTED Wh . C I?
What is Causal? at Is a u sa ® :
Quickstart & Copy link
Profit & Loss / Headcount Wizard Causal is a spreadsheet designed just for working with numbers and data.
The Causal interface > You can use it for performing calculations (modelling, forecasting, scenario planning),
. . visualising data (charts, tables, freeform text), and presenting these in interactive dashboards.
Tutorials & practice > i .
And by connecting Causal to your data sources (accounting systems, ERPs, databases, etc),
Common workflows > you can incorporate live historical data in your work.
The Causal Startup Suite > Causal can be used for anything from back-of-the-napkin calculations to fully-fledged financial
models with millions of calculations:
VARIABLES .
¢ Finance teams use Causal to run their company's financial planning processes
Creating variables N .
e Marketing teams use Causal to plan their ad spend
Formatting variables « Startup founders use Causal to calculate their runway and burn
Organizing variables > e Crypto companies use Causal to model the economics of their tokens
Variable types ¢ Non-profits use Causal to measure the cost-effectiveness and impact of their work
Aggregation functions . o L.
Causal has a simple set of "building blocks", but the countless ways of combining them can
produce deep, complex, and nuanced functionality. Like Excel, there's (almost) always a way to
TIME do what you need to in Causal!
Time settings >
Working with time > Next - Getting Started >
Quickstart
FORMULAS
@ Powered By GitBook Last modified 26d ago WAS THIS PAGE HELPFUL? =X == o
|CAUSAL Slack Community  Productupdates  Templates = Common Formulas Q Search ®K
GETTING STARTED Wh . C I?
What is Causal? at Is a u sa ® '
Quickstart
Profit & Loss / Headcount Wizard Causal is a spreadsheet designed just for working with numbers and data.
The Causal interface > You can use it for performing calculations (modelling, forecasting, scenario planning),
Tutorials & . N visualising data (charts, tables, freeform text), and presenting these in interactive dashboards.
utorials ractice
P And by connecting Causal to your data sources (accounting systems, ERPs, databases, etc),
Common workflows > you can incorporate live historical data in your work.
The Causal Startup Suite > Causal can be used for anything from back-of-the-napkin calculations to fully-fledged financial
models with millions of calculations:
VARIABLES .
¢ Finance teams use Causal to run their company's financial planning processes
Creating variables N .
e Marketing teams use Causal to plan their ad spend
Formatting variables « Startup founders use Causal to calculate their runway and burn
Organizing variables > e Crypto companies use Causal to model the economics of their tokens
Variable types ¢ Non-profits use Causal to measure the cost-effectiveness and impact of their work
Aggregation functions . o L.
Causal has a simple set of "building blocks", but the countless ways of combining them can
produce deep, complex, and nuanced functionality. Like Excel, there's (almost) always a way to
TIME do what you need to in Causal!
Time settings >
Working with time > Next - Getting Started N
Quickstart
FORMULAS
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|CAUSAL Slack Community Product updates Templates Common Formulas Q Search 8K

GETTING STARTED ° .

What is Causal? =
What is Causal?
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Profit & Loss / Headcount Wizard
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visualising data (charts, tables, freeform text), and presenting these in interactive dashboards.
Tutorials & practice > And by connecting Causal to your data sources (accounting systems, ERPs, databases, etc),
Common workflows N you can incorporate live historical data in your work.
The Causal Startup Suite > Causal can be used for anything from back-of-the-napkin calculations to fully-fledged financial

models with millions of calculations:
VARIABLES ¢ Finance teams use Causal to run their company's financial planning processes
Creating variables ¢ Marketing teams use Causal to plan their ad spend
Formatting variables e Startup founders use Causal to calculate their runway and burn
Organizing variables > e Crypto companies use Causal to model the economics of their tokens
Variable types ¢ Non-profits use Causal to measure the cost-effectiveness and impact of their work
Aggregation functions Causal has a simple set of "building blocks", but the countless ways of combining them can

produce deep, complex, and nuanced functionality. Like Excel, there's (almost) always a way to

i 1
TIME do what you need to in Causal!
Time settings >
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Quickstart
FORMULAS Cookies i
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Q Powered By GitBook Last modified 26d ago this site, you accept the cookie policy.
|CAUSAL Slack Community  Productupdates  Templates = Common Formulas Q Search ®K
GETTING STARTED .
What is Causal? QUICKStart :
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Profit & Loss / Headcount Wizard & Chvome Fie Edit Viw Hstory Bookmarks Profies Tab Window Help 3 G f% & B L O W T QB Twske 12
The Causal interface N @ (o 11T 1 B i -0 ST TR (T -9 T T [ 2 £ _ n -
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Working with time N 1. Watch the 4-minute tutorial video above. We guarantee that it's much faster than trying to
figure things out for yourself £
2. Review Creating Variables & Creating Formulas
FORMULAS
3. Go through the basics in Creating Visuals and watch the videos on Charts and Tables to
@o Powered By GitBook learn how to visualise your model.
4. You're now in a great position to start building your own model — try it out!
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GETTING STARTED . k
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The Causal interface >
Tutorials & practice > . o . .

1. Watch the 4-minute tutorial video above. We guarantee that it's much faster than trying to
Common workflows > figure things out for yourself
The Causal Startup Suite > 2. Review Creating Variables & Creating Formulas

3. Go through the basics in Creating Visuals and watch the videos on Charts and Tables to
VARIABLES learn how to visualise your model.

, . . . e |

Creating variables 4. You're now in a great position to start building your own model — try it out!

5. When you're comfortable with the basics, learn the more advanced concepts:
Formatting variables

1. Categories, Time and Variable Modifiers in Formulas
Organizing variables > o
2. Linking models

Variable t .
arable types 3. Connecting to data
Aggregation functions 4. Views, versions & scenarios

6. The rest of the concepts should be fairly self-explanatory, and you can treat the
TIME documentation as a reference as required
Time settings >
Working with time > « Getting Started - Previous Next - Getting Started >

What is Causal? Profit & Loss / Headcount Wizard

FORMULAS
s Powered By GitBook Last modified 5mo ago
|CAUSAL Slack Community Product updates Templates Common Formulas Q Search 8K
GETTING STARTED T . I & .
R utorials & practice :
Quickstart These are a sequence of template models, each with an accompanying
Profit & Loss / Headcount Wizard video tutorial to guide you through Causal concepts in detail.
The Causal interface >
These are a sequence of template models, each with an accompanying video tutorial to guide
Tutorials & practice v R . . R L
you through Causal concepts in detail. Each is ~15-20 mins long, taking just over one hour total.
General
1. General
Formulas
2. Formulas
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Data 4. Data
Visualisation 5. Visualisation
Practice Problems & Solutions A A i . ) .
Note: You can also resize and/or hide the video in the Visuals pane on the right.
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The Causal Startup Suite > © Monthly, Jun'21-Jun22 + i New Visual v & Models Scenarios Comments Show guals  © History I Workspace %t Share b Present 4
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@ Powered By GitBook


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Webinars

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CAUSAL Platform v Customers v  Resources v  Pricing Partners Docs Login Book Demo Sign up for free
WEBINARS
Webinars & Product Tours
Hear from business planning experts in one of our webinars or product tours
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O Aug 21, 11:58
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I Aug 21,12:10  Model 21 Aug Edit O
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Release timeline

appName: Amplitude

appCategory: Business

appTagline: Product analytics & event tracking platform

companyHqRegion: US & Canada

companyStage: Public & Mature

screenElements:
Floating Action Button
Banner

allAppCategories:
Artificial Intelligence
Business

screenKeywords:
ACUETCRL AT R ERA [ ] HTe SN 111 (oK or
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[ Introduction to Amplitude # 08 Quick Questions £
12 blocks 12 charts
Welcome! Below is a sample dashboard
to help you get familiar with Amplitude.
The charts you see are powered by a B...
Saved 15 days ago * 11,659 views Saved a month ago « 10,564 views
Explore Developer Documents
Amplitude Developer Center
Get started integrating, instrumenting, and extending Amplitude's products
CEAUVANGITIGEN [ Getting Started [/ Go To Community
Explore Amplitude Academy
T L [ - e


Filtering customer stories

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Onboarding

actions:
Creating Account
Onboarding

screenPatterns:
Select
Account Setup

screenElements:
Dialog
Chip
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Stacked List

screenPatterns:
Select
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Home

screenKeywords:
Welcome, Jane!
Please tell us a bit about yourself so that we can
tailor your experience.

What's your job function?

Finance  Sales Marketing  Engineering  Product Executive  Other
How big is your company?

525 26-100 101-200 201-500 501-1000 1001+
When do you next need to build a model/forecast?

Urgently (<1week)  Soon (1-4 weeks)  Later (4+ weeks)  No use case
|Welcome, Jane!
Please tell us a bit about yourself so that we can
tailor your experience.

What's your job function?

Finance  Sales  Marketing  Engineering  Product Executive  Other
How big is your company?

525 26-100 101-200 201-500 501-1000 1001+
When do you next need to build a model/forecast?

Urgently (<1week)  Soon (1-4 weeks) Later (4+ weeks) No use case

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Amp Champs

pagePatterns:
Landing Page
Footer Section

pagePatterns:
Landing Page
Footer Section
Misc

pageType: Marketing Marketing Marketing Marketing Marketing Marketing Marketing

screenKeywords:
@Amplitude Platform Solutions Resources  Pricing Login
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Amplify your voice [
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study, and award purposes.
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|@ Am plitude Platform Solutions Resources  Pricing Login
Activities of Interest
Storytelling: Case Study, Blog, Video
Select... v
Speaking Opportunities: Webinars, Events, Media
Select... v
Surveys & Feedback: Industry Analyst, Amplitude Product & Marketing Feedback
Select... v
Peer-to-Peer Interactions: 1:1 Call, User Groups, Customer Advisory Board
Select... v
I'd like to receive emails about news & updates from Amplitude. dJ
You consent to Amplitude processing your personal data in accordance with our Privacy Policy. dJ
U
|i >
Try for free Get alive demo Watch an on-demand demo
Don’t take our word for it. Understand The live workshop for total beginners. Watch how Amplitude users go from
the power of self-service analytics with a Understand popular features and data to insights to action with
free trial using your own data. understand the impact Amplitude can Amplitude’s Digital Analytics Platform.
have on your growth strategy.

Start trial > Schedule a demo > Watch now >
PLATFORM RESOURCES SUPPORT PARTNERS COMPANY
Analytics Resource Center Contact Us Become a Partner About Us
Experiment Blog Help Center Find a Partner [oFeT7-Y-Y¢
Customer Data Platform Amp Champs (07134124 1V]4114Y; Press & News

Amplitude Academy DIV (o oYl DIoTet Investor Relations

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© 2023 Amplitude, Inc. All rights reserved. Amplitude is a registered trademark of Amplitude, Inc.
|@ Am plitude Platform Solutions Resources Pricing Login
Activities of Interest
Storytelling: Case Study, Blog, Video
Speaking Opportunities: Webinars, Events, Media
Surveys & Feedback: Industry Analyst, Amplitude Product & Marketing Feedback
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Plan experiments with help from the duration estimator Configure your experiment
The experiment design phase: Create a new experiment The experiment design phase: Define your experiment's goals
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Sticky bucketing in Amplitude Experiment Analyze your experiment data with the T-test
Import or export experiment chart settings as JSON How Amplitude calculates the values in Experiment Analysis charts
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The experimentation workflow
Plan experiments with help from the duration estimator Configure your experiment
The experiment design phase: Create a new experiment The experiment design phase: Define your experiment's goals
The experiment design phase: Add your variants The experiment workflow: Allocate your experiment's traffic
See all 13 articles
Advanced topics
Sticky bucketing in Amplitude Experiment Analyze your experiment data with the T-test
Import or export experiment chart settings as JSON How Amplitude calculates the values in Experiment Analysis charts
How Amplitude Experiment uses sequential testing for statistical inference How changing the MDE affects confidence intervals in Amplitude Experiment
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Manage and maintain Improve customer Drive conversion Build a data-driven
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Ensure your data is designed well. features that_help youincrease Increase consumption of data
Learn how to keep it in order. Fine-tune your strategies for your conversion rates. across your organization.