RECURRING REVENUE: How to Calculate Monthly & Annual Recurring Revenue

Recurring Revenue
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Businesses do not just want to increase their revenue, they want it to keep happening. Every business wants to record a steady increase in revenue, and recurring revenue represents a clear picture of how to actualize this goal. They are generally regular, stable, and predictable income that flows into your business. Companies identify products or services with these features and build annual and monthly recurring revenue strategies around them using SAAS and other relevant tools. If you want to successfully sell your business and incorporate a recurring revenue model into it, you’ve come to the right place. In this article, we cover every facet of recurring revenue

Recurring Revenue

Recurring income is one form of income that depends on consistent customer purchases. A company that depends on regular revenue is typically better able to predict its future revenue. We’ll discuss each of these in detail. But then, memberships, contracts, subscriptions, and other similar client agreements can all produce recurring revenue. SaaS vendors typically use this strategy to manage service subscriptions. If you are wondering what a company will achieve with recurring revenue, you shouldn’t stress it. Companies with regular revenue can achieve the following goals:

  • Have a committed customer base
  • Offer a greater average LTV (lifetime value) for your clients
  • Record continuous flow of funds
  • Reduced risk in terms of growth potential and so on.

Additionally, protracted purchases often signify the existence of a problem that has to be fixed, lease, you may stand the chance of going out of business. People choosing your company indicates they think you can offer them the best solution.

What Makes Recurring Revenue Important?

Let’s examine some of the key justifications for why recurring revenue may promote business growth.

#1. Manage Cashflows Easily

It makes managing a business’s cash flow easy. When calculating sales with recurring revenue, it’s more predictable compared to those with one-time purchases. You can tell the following since they occur frequently and with a (relatively) high degree of certainty:

  • How much money is coming into the business?
  • What you buy with your money
  • Keep tabs on revenues and expense

These details can help you manage your cash flow more effectively. As a result, you are better able to allocate resources and make choices regarding the growth of your business.

#2. Forecasting

When you have a thorough understanding of the influx and outflow of your organization, you can anticipate future profits with accuracy. It is possible to forecast sales for the upcoming month, quarter, and even year.

You can also calculate business growth. You’ll be able to visualize:

  • Your average income
  • When and how your business can grow
  • Better opportunities and locations

From this point, you can fairly predict how your business will grow and the key turning points you’ll encounter.

#3. Strategize Growth

If you know your possible profitability and cash flow, you may be able to scale your business with minimum risk. A growth strategy that is achievable and practical can be developed with the help of a recurring revenue model.

Recurring Revenue Examples

If you are wondering how to integrate recurring revenue into your business, relax, we’ve got you covered. Check out these recurring revenue examples below;

#1. Subscriptions for Specific Products

Some businesses noticed that clients frequently bought certain items. o maximize the opportunity, they decide to offer product subscriptions as a way to get more consistent revenue.

#2. Unused Money Subscriptions

The same guidelines that apply to sunk money consumables also apply to sunk money subscriptions. Customers acquire a subscription as opposed to real goods, which is the difference.

#3. Concrete Agreements

A phone plan or contract is the best example of a hard contract. When you join up for a plan, you get a phone for free (or for a small down payment). After that, using it will cost money each month. These fixed contracts might last anywhere from six months and two or three years.

#4. Conventional Subscriptions

Customers frequently use subscription services to pay for their goods or service on a weekly, monthly, or annual basis. Readers make monthly payments to the publication throughout the year. At the end of the year, they decide whether to renew.

#5. User-based Subscriptions 

According to how many subscribers are using the product or service on a single account, user-based subscriptions charge clients. Consider Slack as an example of how popular this tactic is with SaaS businesses. They assess fees based on the number of monthly active users (when paying annually).


Annual Recurring Revenue SAAS

In many ways, the foundation of SaaS business KPIs is annual recurring revenue. This is because SAAS indicates how much annual recurring revenue a company can expect to generate. Recurring revenue counts things like revenue from yearly software subscriptions or service contracts. The total of SaaS companies’ subscription-based products and service-based upsells should be included in annual recurring revenue (ARR). Consider a company that sells antiviral software.

What Are The Alternatives to SAAS Annual Recurring Revenue (ARR)?

Even though ARR is a critical SaaS statistic with indisputable importance, there are still alternative options. For certain firms that prioritize monthly recurring revenue or customer acquisition, other KPIs could be just as important.

#1. Monthly Recurring Revenue (MRR)

Recurring revenue metrics ARR and MRR are comparable, however, MRR tracks it monthly rather than annually. This indicator might be more useful for companies that focus on monthly subscriptions.

#2. Total Contract Value (TCV)

The total contract value is the entire amount of all consumer purchases covered by a contract. This statistic comprises predicted one-time payments as well as continuous revenue and costs that will be incurred throughout the duration of the contract.

#3. Annual Contract Value (ACV)

No matter how long the contract actually is, ACV determines the value of a client connection over a 12-month period.

#4. Non-Recurring Revenue (NRR)

Non-recurring revenue is defined as revenue from one-time sales of products or services. This customer could buy the one-time onboarding services or hardware needed for the initial installation.

What is Monthly Recurring Revenue

Monthly recurring revenue is the anticipated sum of money that your business will make from all of the active subscriptions in a particular month (MRR). It only includes recurring costs from discounts, coupons, and add-ons; it excludes one-time prices. Based on the number of active customers, you may use MRR to assess the company’s current financial position and project its future profitability.

Why is MRR Tracking Important for Businesses?

By precisely illustrating the amount of income potential that your firm has, MRR delivers insights that help you decide the steps you should take to build your business. View the additional factors that MRR may influence and why this makes it a key subscription metric.

#1. Checking On Performance

One month is a good time to gauge a subscription business’ progress. You shouldn’t hold off on learning about the company’s performance for a week or a year. You can also think back on the previous year in order to set realistic goals for the future and use your funds to help you achieve them.

#2. Estimating Sales

For creating accurate sales projections and both long- and short-term corporate growth goals, MRR is seen as being essential. By analyzing your monthly financial performance, you can forecast your revenue for the following month and decide what changes to make to your sales tactics to increase revenue.

#3. Budgeting

MRR predicts the company’s monthly revenue inflow. By comparing this revenue to the company’s costs, you may calculate the resources you will have available for reinvestment in the business with accuracy. This is how MRR assists you in making reliable decisions and establishing a budget with assurance for business growth.

Annual Recurring Revenue

The annual recurring revenue (ARR) is a statistic from the Subscription Economy that shows the revenue produced yearly during the course of a subscription (or contract). More specifically, ARR is the number of term subscriptions for recurring revenue for a single calendar year. For instance, if a subscriber paid $12,000 for a three-year membership, the ARR would be $4,000 each year. Annual Recurring Revenue, or ARR, is a predictable term.

In What Ways Are ARR Important to a Subscription Business?

The health of a subscription business can be accurately determined by ARR. ARR, which measures the amount of revenue a company anticipates recurring, makes it easier to measure business development and project future growth. Additionally, it’s a useful indication for calculating the momentum gained from events like new sales, renewals, and upgrades as well as the momentum lost from events like downgrades and lost customers.

Annual Recurring Revenue vs Revenue

Despite the fact that ARR is the annualized version of MRR, total revenue and ARR have quite different characteristics.ARR just assesses your subscription-based revenue, whereas total revenue for your firm considers all of the money you earn.

For instance, revenue from non-subscription products or one-time implementation fees would not be counted toward your ARR. Consider yourself a SaaS company that offers monthly subscriptions in addition to advising services. Your total revenue would be the sum of the money you earned from the monthly memberships and the consulting services. However, your ARR would be the monthly subscription you receive from your SaaS product.

How to Calculate Annual Recurring Revenue

It’s not enough to buy a subscription package, you must know how to calculate the annual recurring revenue. The good news is, that it doesn’t require much mathematical logic, so relax. It’s easy to calculate. Simply multiply your MRR by 12, that’s all. Multiplying your average monthly income by the number of active subscription customers you have in a given month will give you MRR in the shortest amount of time.

For example, if you currently have 20 customers and 10 of them are paying for your basic subscription ($50 a month), while the other 10 are paying for your premium subscription ($100), the calculation would be as follows.

$75 is the average revenue per client while the total clients are 20

ARR Formula: MRR (Monthly Average Revenue Per Customer x Total Customers) x 12

ARR= 20 total clients ($75 x 20) x 12 is $18,000.

The aforementioned computation would result in your MRR being $1,500 and your ARR being $18,000.

Companies with High Recurring Revenue

Recurring revenue strengthens your company’s stability, improves cash flow, fosters long-term client relationships, appeals to investors more, and even increases your company’s value. Even while you may be familiar with one or two of these startups, the majority of these new companies are not well-known.

#1. StrongArm technologies

Worker safety has never been this high-tech, with the exception of astronauts. This startup company focuses on workplace safety and makes sensor devices that detect or predict various human characteristics, from physical to psychological. Companies, in turn, are able to offer advice to employees who are having a hard time or, in emergency situations, take active action.

#2. Latch

Latch items are incorporated into the design of more than one in ten new residential buildings in the US. These numbers suggest that there is a good chance that this company will keep growing significantly for a sizable period of time.

In addition to the significant earnings from the initial sale of the hardware, the firm also benefits from long-term recurring payments that are a part of the customer’s commitment from the beginning. It’s a brilliant business move because the customer formally acknowledges the company’s subscription conditions at the outset.

#3. Tive

This company has carved out a sizable niche for itself in the shipping and transportation industry as a creator and manufacturer of smart GPS technology. Tive creates GPS load monitoring devices with a range of sensor capabilities, such as data on temperature and shock. Imagine a GPS tracking device placed in a shipping container that can alert the owner of their package in real-time.

Through agreements with a sizable and impressive list of logistical behemoths as well as working directly with well-known manufacturers, the company generates a sizeable profit from the sale of its hardware, the GPS units. Additionally, the sale of the device transforms into a contract for recurrent income once the load is en route in the form of the shipment monitoring service that Tive provides.

#4. Zoomo

Electric bicycle development, rental, and maintenance firm Zoomo may be in a position to surpass automakers in the urban market share. It plans to lead the transition away from cars and trucks and toward electric bikes as the primary mode of urban mobility.

Recurring revenue is ensured in this company model by a steady flow of rental agreements from an ever-expanding clientele. Although purchasing the vehicles is an option, the company mostly focuses on the rental side of things.

#5. Tesseract health

The main objectives of this holistic health-tech firm are to diagnose, track, and treat illness. By scanning a patient’s eyes and detecting whether they are in great or poor condition, the company develops a tool that electronically evaluates a patient’s general health.

If problems are discovered, the device can non-invasively treat them by electronically delivering medication via the scanning apparatus in the same ocular manner. Tesseract Health is prepared to consistently uphold its dual role as a doctor and a cure, providing a reliable source of ongoing income.

What is recurring revenue in software?

It is described as the value of the term subscriptions’ contracted recurring revenue components, normalized to a year.

What are the benefits of recurring revenue?

The recurring revenue model fosters closer ties between the business and its current clientele. These businesses are more valuable since they invest less time and money in obtaining new clients because they have such a loyal customer base.

What is Annual Recurring Revenue?

Annual recurring revenue (ARR) is the money that a business anticipates generating from its customers on an annual basis in exchange for supplying them with goods or services.

Why is Revenue Recurring Monthly?

MRR is regarded as crucial for developing precise sales estimates and long- and short-term corporate growth plans.

What is Recurring revenue model?

A business model known as “recurring revenue” is one in which the revenue is predictable, steady, and expected to continue in the future. Gainsight is aware that organizations favor service offerings with a low-risk profile but high revenue predictability.

What is a good recurring revenue rate?

Industry analysts consider a net MRR growth of 10–20% to be favorable. Businesses can achieve their ideal monthly recurring revenue growth rate by lowering churn and raising upsells, cross-sells, and add-ons.

Why is recurring revenue better?

The company and its current customer base develop closer bonds as a result of the recurring revenue model. These businesses are worth more since they invest less time and money in obtaining new clients because their existing clientele is so devoted to them.

What is recurring vs reoccurring revenue?

Customers who buy from you occasionally bring in recurring revenue. They are happy with what you have to offer, and although they don’t always buy on schedule, they do so frequently. Customers who regularly make purchases provide you with dependable recurring revenue.

What is the rule of 40?

A software company’s combined revenue growth rate and profit margin should be at least 40%, according to the Rule of 40. SaaS companies with a profit margin above 40% are profitable at a rate that is sustainable, whereas those with a margin below 40% may experience cash flow or liquidity problems.

What are the 3 main types of revenue models?

Subscription, licensing, and markup is examples of common business models. The revenue model assists firms in choosing their revenue-generating tactics, such as which revenue source to prioritize, identifying their target market, and determining how much to charge for their goods.


Measuring a business’s financial capacity is much easier with recurring revenue than with regular one-off purchases. There’s nothing as smooth as being in charge of your finances. It ensures that every plan and strategy geared toward your business growth is accurate and not based on possible estimation. If you want to integrate the annual or monthly recurring revenue into your system, simply use the SAAS tool and other relevant strategies to achieve this.

Recurring Revenue FAQs

How do you generate recurring revenue?

  • Create a Membership Program
  • Introduce Subscriptions for Physical Products.
  • Become a SaaS product affiliate.
  • Combine membership program and physical product delivery.
  • Have service or retainer plans for customers

Which businesses have recurring revenue?

  • Distribution
  • Healthcare
  • Banking
  • Telecom
  • Music and video, and so.
  1. MRR: What Is MRR (Monthly Recurring Revenue)?
  2. Saas Sales: Ultimate Guide to The Saas Sales Process and Metrics
  3. Key Performance Indicators KPIs: 145+Examples of KPIs
  4. Saas Marketing: Overview, Plans, Agencies and Strategies (Updated)


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