SkyMirror Revenue & Scaling Framework
Executive Summary
This framework establishes SkyMirror's approach to building sustainable revenue, validating business models, and scaling operations. It covers revenue model validation, predictable revenue engines, and new revenue stream exploration across all products: CheckMet (AI attendance), Traquiva (AI learning platform), Software Solutions, and SkyMirror Academy.
Part 1: Revenue Model Validation
1.1 Current Revenue Model
Revenue Streams
| Stream | Model | Pricing | % of Revenue | Margin |
|---|---|---|---|---|
| CheckMet SaaS | Subscription | €1-2/user/month | 45% | 65% |
| Traquiva Platform | Subscription + Course Fees | €15-50/learner/month | 15% | 70% |
| Enterprise Software | Project + T&M | €60-120K/project | 25% | 45% |
| SkyMirror Academy | Per-participant | €1,800-2,500/person | 15% | 55% |
Unit Economics
| Metric | CheckMet | Software | Academy |
|---|---|---|---|
| Average Deal Size | €15,000/year | €90,000 | €48,000/cohort |
| CAC | €8,000 | €15,000 | €5,000 |
| Gross Margin | 65% | 45% | 55% |
| Payback Period | 12 months | 4 months | 2 months |
| LTV (3-year) | €30,000 | €180,000 | €96,000 |
| LTV:CAC | 3.75x | 12x | 19x |
1.2 Revenue Model Validation Checklist
CheckMet SaaS Validation
| Validation Point | Status | Evidence |
|---|---|---|
| Customers willing to pay | ⬜ Validated | X paying customers |
| Price point sustainable | ⬜ Testing | Win/loss analysis |
| Recurring revenue proven | ⬜ Validated | X% retention rate |
| Unit economics positive | ⬜ Validated | LTV:CAC > 3x |
| Scalable acquisition | ⬜ Testing | CAC trending down |
| Expansion revenue exists | ⬜ Testing | X% net retention |
Software Services Validation
| Validation Point | Status | Evidence |
|---|---|---|
| Repeatable delivery | ⬜ Validated | X projects delivered |
| Profitable margins | ⬜ Validated | 45% gross margin |
| Pipeline predictable | ⬜ Testing | X months visibility |
| Talent scalable | ⬜ Testing | Hiring success rate |
| Cross-sell to SaaS | ⬜ Testing | X% conversion |
Academy Validation
| Validation Point | Status | Evidence |
|---|---|---|
| Demand exists | ⬜ Validated | X enrollments |
| Completion rates high | ⬜ Testing | X% completion |
| Employment outcomes | ⬜ Testing | X% placement |
| Corporate demand | ⬜ Testing | X corporate clients |
| Scalable delivery | ⬜ Testing | Online platform |
1.3 Pricing Validation
Current Pricing Structure
CheckMet Tiers:
| Tier | Users | Price/User | Features |
|---|---|---|---|
| Standard | Up to 50 | €11/month | Basic features, 1 terminal |
| Professional | Up to 200 | €9/month | Advanced features, 3 terminals |
| Enterprise | Unlimited | €7/month | All features, unlimited terminals |
Pricing Experiments
| Experiment | Hypothesis | Test | Result | Action |
|---|---|---|---|---|
| Price anchoring | Higher anchor increases perceived value | Show Enterprise first | ⬜ Pending | |
| Annual discount | 20% discount increases annual commits | A/B test checkout | ⬜ Pending | |
| Feature bundling | Bundled pricing increases ARPU | Test bundle vs. à la carte | ⬜ Pending |
Part 2: Predictable Revenue Engine
2.1 Revenue Forecasting Model
Bottom-Up Forecast
Monthly Revenue =
(Existing MRR × Retention Rate)
+ (New Customers × Average MRR)
+ (Expansion Revenue)
- (Churned Revenue)
Forecast Template
| Month | Starting MRR | New MRR | Expansion | Churn | Ending MRR |
|---|---|---|---|---|---|
| Jan | €15,000 | €3,000 | €500 | €750 | €17,750 |
| Feb | €17,750 | €3,500 | €600 | €890 | €20,960 |
| Mar | €20,960 | €4,000 | €700 | €1,050 | €24,610 |
| ... | ... | ... | ... | ... | ... |
2.2 Revenue Metrics Dashboard
Monthly Revenue Metrics
| Metric | Definition | Target | Current |
|---|---|---|---|
| MRR | Monthly Recurring Revenue | Growth 10%+ | €X |
| ARR | Annual Recurring Revenue | €500K EOY | €X |
| New MRR | MRR from new customers | €5K+/month | €X |
| Expansion MRR | MRR from upsells | €1K+/month | €X |
| Churned MRR | MRR lost to churn | <5% of MRR | €X |
| Net New MRR | New + Expansion - Churn | Positive | €X |
Cohort Analysis Template
| Cohort | Month 0 | Month 1 | Month 2 | Month 3 | Month 6 | Month 12 |
|---|---|---|---|---|---|---|
| Jan 2025 | 100% | X% | X% | X% | X% | X% |
| Feb 2025 | 100% | X% | X% | X% | X% | - |
| Mar 2025 | 100% | X% | X% | X% | - | - |
2.3 Revenue Operations
Sales Capacity Model
Required Revenue = €1,000,000 (annual target)
Average Deal Size = €15,000
Deals Needed = 67 deals/year
Win Rate = 25%
Opportunities Needed = 268/year = 22/month
SQLs Needed (50% conversion) = 44/month
MQLs Needed (40% conversion) = 110/month
Leads Needed (50% conversion) = 220/month
Sales Capacity Planning
| Role | Current | Quota/Rep | Capacity | Gap |
|---|---|---|---|---|
| AE | 2 | €300K | €600K | €400K |
| SDR | 1 | 20 SQLs/mo | 240/year | Need +1 |
| CS | 1 | 20 accounts | 20 | Need +1 |
2.4 Revenue Acceleration Levers
| Lever | Current | Target | Impact | Effort |
|---|---|---|---|---|
| Increase win rate | 25% | 35% | +€140K ARR | Medium |
| Reduce sales cycle | 60 days | 45 days | +€100K ARR | Medium |
| Increase deal size | €15K | €20K | +€170K ARR | Low |
| Reduce churn | 15% | 10% | +€75K ARR | High |
| Increase expansion | 5% | 15% | +€100K ARR | Medium |
Part 3: Customer Segmentation & Targeting
3.1 Customer Segment Analysis
| Segment | # Customers | Avg ACV | LTV | CAC | LTV:CAC | Priority |
|---|---|---|---|---|---|---|
| Enterprise (1000+) | 2 | €50K | €150K | €20K | 7.5x | High |
| Mid-Market (200-1000) | 4 | €20K | €60K | €10K | 6x | High |
| SMB (50-200) | 2 | €8K | €24K | €5K | 4.8x | Medium |
3.2 Ideal Customer Profile Refinement
High-Value Customer Characteristics
| Attribute | High LTV Customers | Low LTV Customers |
|---|---|---|
| Company Size | 500-2000 employees | <100 employees |
| Industry | Manufacturing, Healthcare | Retail, Hospitality |
| Tech Maturity | High | Low |
| Decision Maker | C-level sponsor | Manager only |
| Use Case | Multi-location | Single location |
| Integration Needs | HRIS integration | Standalone |
Targeting Criteria
| Criteria | Weight | Scoring |
|---|---|---|
| Company size (200-2000) | 25% | 1-5 scale |
| Industry fit | 20% | 1-5 scale |
| Technology adoption | 15% | 1-5 scale |
| Budget indicators | 15% | 1-5 scale |
| Pain indicators | 15% | 1-5 scale |
| Timing signals | 10% | 1-5 scale |
3.3 Account Prioritization
Account Scoring Model
Account Score =
(Company Size Score × 0.25) +
(Industry Score × 0.20) +
(Tech Maturity Score × 0.15) +
(Budget Score × 0.15) +
(Pain Score × 0.15) +
(Timing Score × 0.10)
Account Tiers
| Tier | Score | # Accounts | Strategy | Resources |
|---|---|---|---|---|
| Tier 1 | 4.0-5.0 | 50 | Named accounts, ABM | AE + SDR dedicated |
| Tier 2 | 3.0-3.9 | 200 | Targeted outreach | SDR focus |
| Tier 3 | 2.0-2.9 | 500 | Inbound + nurture | Marketing automation |
| Tier 4 | <2.0 | 1000+ | Self-serve | Product-led |
Part 4: Expansion Revenue
4.1 Expansion Playbook
Expansion Triggers
| Trigger | Signal | Action | Owner |
|---|---|---|---|
| User growth | Over 20% user increase | Upsell conversation | CS |
| New location | Company opens new site | Location expansion | AE |
| Feature requests | Requests for premium features | Upgrade conversation | CS |
| High usage | Over 90% feature adoption | Cross-sell opportunity | CS |
| Contract renewal | 60 days before renewal | Expansion discussion | AE |
| Champion promotion | Champion gets promoted | Executive engagement | AE |
Expansion Conversation Framework
## Expansion Conversation Guide
### Opening
"I wanted to share some insights about how [Company] has been using CheckMet..."
### Value Review
"Over the past [X months], you've achieved:
- [Metric 1]: [Result]
- [Metric 2]: [Result]
- [Metric 3]: [Result]"
### Expansion Opportunity
"Based on your success, I think there's an opportunity to [expand benefit] by [expansion option]..."
### Options
1. Add more users/locations
2. Upgrade to higher tier
3. Add premium features
4. Extend contract term
### ROI Discussion
"If you [expansion], you could expect [additional benefit]..."
### Next Steps
"Would it make sense to [specific next step]?"
4.2 Upsell/Cross-Sell Matrix
| Current Product | Upsell Options | Cross-Sell Options |
|---|---|---|
| CheckMet Standard | Professional, Enterprise | Software Services, Academy |
| CheckMet Professional | Enterprise, Add-ons | Software Services, Academy |
| CheckMet Enterprise | Multi-year, Premium Support | Software Services, Academy |
| Software Services | Retainer, Expansion | CheckMet, Academy |
| Academy | Corporate Training, Certification | CheckMet, Software |
4.3 Net Revenue Retention
NRR Calculation
Net Revenue Retention =
(Starting MRR + Expansion - Contraction - Churn) / Starting MRR × 100
Example:
Starting MRR: €100,000
Expansion: €15,000
Contraction: €5,000
Churn: €8,000
NRR = (100,000 + 15,000 - 5,000 - 8,000) / 100,000 = 102%
NRR Improvement Levers
| Lever | Current Impact | Target Impact | Actions |
|---|---|---|---|
| Reduce churn | -8% | -5% | Improve onboarding, health scores |
| Reduce contraction | -5% | -3% | Value reinforcement, QBRs |
| Increase expansion | +15% | +25% | Proactive expansion plays |
| Net Impact | 102% | 117% |
Part 5: New Revenue Streams
5.1 Revenue Stream Exploration
Potential New Streams
| Stream | Description | Market Size | Fit | Priority |
|---|---|---|---|---|
| API/Platform | Developer access to CheckMet AI | €500M | High | Medium |
| Hardware | Branded terminals/kiosks | €200M | Medium | Low |
| Data/Analytics | Workforce analytics product | €1B | High | High |
| Consulting | Implementation services | €300M | High | Medium |
| Marketplace | Third-party integrations | €100M | Medium | Low |
5.2 New Stream Validation Framework
Validation Criteria
| Criteria | Weight | Scoring (1-5) |
|---|---|---|
| Market size | 20% | Is the market large enough? |
| Customer demand | 25% | Do customers want this? |
| Strategic fit | 20% | Does it align with our vision? |
| Competitive advantage | 15% | Can we win? |
| Resource requirements | 10% | Can we build it? |
| Time to revenue | 10% | How fast to monetize? |
Validation Process
Stage 1: Hypothesis (1 week)
├── Define the opportunity
├── Estimate market size
└── Assess strategic fit
Stage 2: Customer Discovery (2-4 weeks)
├── Interview 10-20 potential customers
├── Validate demand and willingness to pay
└── Refine value proposition
Stage 3: MVP Test (4-8 weeks)
├── Build minimum viable product
├── Test with 5-10 customers
└── Measure engagement and conversion
Stage 4: Pilot (8-12 weeks)
├── Launch paid pilot
├── Validate unit economics
└── Refine go-to-market
Stage 5: Scale (Ongoing)
├── Full launch
├── Scale acquisition
└── Optimize operations
5.3 New Stream: Workforce Analytics
Opportunity Assessment
| Attribute | Assessment |
|---|---|
| Market Size | €1B+ globally |
| Customer Demand | High - 8/10 customers request analytics |
| Strategic Fit | High - leverages existing data |
| Competitive Advantage | Medium - unique data from CheckMet |
| Resources Needed | 2 engineers, 1 PM for 6 months |
| Time to Revenue | 6-9 months |
Product Concept
Workforce Analytics Dashboard:
- Attendance patterns and trends
- Productivity insights
- Predictive absenteeism
- Benchmarking against industry
- Custom reporting
Pricing Model:
- Add-on to CheckMet: €3-5/user/month
- Standalone: €8-10/user/month
Validation Plan
| Phase | Timeline | Activities | Success Criteria |
|---|---|---|---|
| Discovery | Weeks 1-2 | 15 customer interviews | 80% express interest |
| Prototype | Weeks 3-6 | Build dashboard prototype | Positive feedback |
| Pilot | Weeks 7-12 | 5 paid pilots | 3+ convert to paid |
| Launch | Weeks 13-16 | Full launch | €10K MRR in 90 days |
Part 6: Scaling Operations
6.1 Scaling Readiness Assessment
Operational Scalability
| Area | Current State | Scalable? | Bottlenecks | Actions |
|---|---|---|---|---|
| Sales | 2 AEs, manual process | ⚠️ Partially | Hiring, process | Hire +2 AEs, implement playbook |
| Onboarding | Manual, 4 weeks | ⚠️ Partially | CS capacity | Automate, hire +1 CS |
| Support | 1 person, reactive | ❌ No | Capacity, tools | Hire +2, implement ticketing |
| Engineering | 8 engineers | ✅ Yes | None | Maintain velocity |
| Infrastructure | AWS, auto-scaling | ✅ Yes | None | Monitor costs |
6.2 Scaling Playbook
Phase 1: Foundation (Current - €500K ARR)
Focus: Prove model, establish processes
| Area | Actions |
|---|---|
| Sales | Document sales process, hire 1 AE |
| CS | Create onboarding playbook, hire 1 CSM |
| Product | Achieve product-market fit, reduce bugs |
| Ops | Implement core tools, document processes |
Phase 2: Acceleration (€500K - €2M ARR)
Focus: Scale acquisition, optimize operations
| Area | Actions |
|---|---|
| Sales | Build sales team (4 AEs, 2 SDRs), implement CRM |
| CS | Scale CS team (3 CSMs), implement health scoring |
| Product | Launch v2.0, expand integrations |
| Ops | Automate processes, implement dashboards |
Phase 3: Expansion (€2M - €5M ARR)
Focus: Geographic expansion, new products
| Area | Actions |
|---|---|
| Sales | Regional teams, enterprise sales motion |
| CS | Tiered support, self-service options |
| Product | Platform expansion, new products |
| Ops | International operations, compliance |
6.3 Scaling Metrics
| Metric | Foundation | Acceleration | Expansion |
|---|---|---|---|
| ARR | €500K | €2M | €5M |
| Customers | 30 | 100 | 250 |
| Team Size | 25 | 50 | 100 |
| CAC | €10K | €8K | €6K |
| LTV:CAC | 3x | 4x | 5x |
| Gross Margin | 60% | 65% | 70% |
| NRR | 100% | 110% | 120% |
Part 7: Financial Planning
7.1 Revenue Planning Template
## Annual Revenue Plan - [Year]
### Revenue Targets
| Stream | Q1 | Q2 | Q3 | Q4 | Total |
|--------|-----|-----|-----|-----|-------|
| CheckMet | €X | €X | €X | €X | €X |
| Software | €X | €X | €X | €X | €X |
| Academy | €X | €X | €X | €X | €X |
| **Total** | **€X** | **€X** | **€X** | **€X** | **€X** |
### Key Assumptions
| Assumption | Value | Rationale |
|------------|-------|-----------|
| New customer growth | X%/month | Based on pipeline |
| Churn rate | X%/month | Historical average |
| Expansion rate | X%/month | Based on triggers |
| Average deal size | €X | Current average |
### Risks & Mitigations
| Risk | Probability | Impact | Mitigation |
|------|-------------|--------|------------|
| [Risk 1] | High/Med/Low | €X | [Action] |
| [Risk 2] | High/Med/Low | €X | [Action] |
### Investment Requirements
| Category | Amount | Purpose |
|----------|--------|---------|
| Sales | €X | Hire X AEs |
| Marketing | €X | Demand generation |
| Product | €X | Feature development |
| **Total** | **€X** | |
7.2 Unit Economics Tracking
## Monthly Unit Economics Report
### Customer Acquisition
| Metric | This Month | Last Month | Target | Trend |
|--------|------------|------------|--------|-------|
| New Customers | X | X | X | ↑/↓ |
| CAC | €X | €X | €X | ↑/↓ |
| Payback Period | X mo | X mo | X mo | ↑/↓ |
### Customer Value
| Metric | This Month | Last Month | Target | Trend |
|--------|------------|------------|--------|-------|
| ARPU | €X | €X | €X | ↑/↓ |
| Gross Margin | X% | X% | X% | ↑/↓ |
| LTV | €X | €X | €X | ↑/↓ |
| LTV:CAC | Xx | Xx | Xx | ↑/↓ |
### Retention
| Metric | This Month | Last Month | Target | Trend |
|--------|------------|------------|--------|-------|
| Gross Retention | X% | X% | X% | ↑/↓ |
| Net Retention | X% | X% | X% | ↑/↓ |
| Churn Rate | X% | X% | X% | ↑/↓ |
### Insights
1. [Insight 1]
2. [Insight 2]
### Actions
1. [Action 1]
2. [Action 2]
Part 8: Governance & Review
8.1 Revenue Review Cadence
| Review | Frequency | Attendees | Focus |
|---|---|---|---|
| Pipeline Review | Weekly | Sales + CEO | Deal progress |
| Revenue Review | Monthly | Leadership | Performance vs. plan |
| Forecast Review | Monthly | CEO + CFO | Projections |
| Board Update | Quarterly | Board | Strategic review |
| Annual Planning | Yearly | Leadership | Next year plan |
8.2 Revenue Review Template
## Monthly Revenue Review - [Month]
### Performance Summary
| Metric | Actual | Plan | Variance | YTD Actual | YTD Plan |
|--------|--------|------|----------|------------|----------|
| Revenue | €X | €X | X% | €X | €X |
| New MRR | €X | €X | X% | €X | €X |
| Churn | €X | €X | X% | €X | €X |
| Net New MRR | €X | €X | X% | €X | €X |
### Wins
1. [Win 1]
2. [Win 2]
### Challenges
1. [Challenge 1]
2. [Challenge 2]
### Pipeline Health
| Stage | # Deals | Value | vs. Last Month |
|-------|---------|-------|----------------|
| Qualified | X | €X | ↑/↓ |
| Demo | X | €X | ↑/↓ |
| Proposal | X | €X | ↑/↓ |
| Negotiation | X | €X | ↑/↓ |
### Forecast
| Month | Committed | Best Case | Pipeline |
|-------|-----------|-----------|----------|
| [M+1] | €X | €X | €X |
| [M+2] | €X | €X | €X |
| [M+3] | €X | €X | €X |
### Actions for Next Month
1. [Action 1] - Owner
2. [Action 2] - Owner
Document Version: 1.0 Last Updated: December 2024 Owner: CEO / CFO Review Cycle: Monthly