DECKO DICTIONARY
ALL TERMS
RETENTION
It all begins with an idea.
The ability of a business to retain customers over time, often measured by customer churn rate
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Example: Our customer retention rate is 85%, indicating strong loyalty among our user base.
RAZOR-AND-BLADE
It all begins with an idea.
Selling a primary product (the "razor") at a low cost or even a loss, with the intent of generating recurring revenue from complementary or consumable products (the “blades")
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Example: Keurig sells their coffee machines for a one-time fee and then makes recurring revenue every time a customer purchases a K-Cup.
PRE-SEED, SEED
It all begins with an idea.
Early-stage funding rounds that provide initial capital for product development and market validation
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Example: We secured pre-seed funding to build our prototype and prove our concept
PRE-MONEY VALUATION
It all begins with an idea.
The valuation of a company before a new investment or funding round
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Example: Our pre-money valuation is $18 million, and we're raising $2 million in our Series A round. At the end of the round, our company will be worth $20 million.
POST-MONEY VALUATION
It all begins with an idea.
The valuation of a company after a new investment or funding round
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Example: After our Series A funding, our post-money valuation is $20 million.
P&L (Profit and Loss Statement)
It all begins with an idea.
A financial statement that summarizes a company's revenues, costs, and expenses during a specific period
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Example: Our P&L statement for Q2 shows a net profit of $50,000.
NTM (Next Twelve Months)
It all begins with an idea.
A projection of financial performance for the upcoming 12-month period.
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Example: Our NTM forecast predicts a 20% increase in revenue compared to the current year
NETWORK EFFECT
It all begins with an idea.
Occurs when the value of a product or service increases as more people use it. It often results in a positive feedback loop where more users attract even more users
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Example: A messaging app becomes more valuable as more people join because users can communicate with a larger network of contacts. As the user base grows, the app's network effects amplify its utility and attractiveness.
MVP (Minimum Viable Product)
It all begins with an idea.
The initial version of a product with enough features to satisfy early adopters, generate revenue, and gather feedback for further development
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Example: We launched our MVP to test the market, gather feedback, and find out who our ideal customers are. Now, we’re launching a new version of our product for mass-market adoption.
MRR (Monthly Recurring Revenue)
It all begins with an idea.
The total monthly revenue generated from subscription-based products or services
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Example: Our MRR has increased by 25% over the last quarter.
MoM (Month over Month)
It all begins with an idea.
A comparison of data or metrics for the current month to the previous month
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Example: Our MoM revenue growth for June was 15%, reflecting a successful marketing campaign.
MILESTONE
It all begins with an idea.
A significant achievement or event that marks progress toward a goal or project
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Example: Launching our mobile app was a major milestone in our development timeline.
MERGER
It all begins with an idea.
Two companies joining forces to take on their target market together
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Example: DOW Chemical and Dupont merged to create the world’s largest chemical company by sales.
MARKET CAP (Market Capitalization)
It all begins with an idea.
The total value of a company's outstanding shares, calculated by multiplying the share price by the number of shares
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Example: Our company's market cap is $100 million based on a share price of $10 and 10 million outstanding shares.
M&A (Mergers and Acquisitions)
It all begins with an idea.
The process of combining two companies through acquisition or merger
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Example: We completed an M&A deal with a competitor to expand our market reach.
LTV (Customer Lifetime Value)
It all begins with an idea.
The estimated total revenue a business can expect to generate from a single customer over their entire relationship with the company.
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Example: The LTV of our average customer is $1,500, which justifies our marketing spend of $200 per customer.
LOI (Letter of Intent)
It all begins with an idea.
A formal document expressing a party's intention to engage in a particular business transaction
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Example: We received a LOI from a potential enterprise customer interested in buying software licenses for 10,000 of their employees.
LAND-AND-EXPAND
It all begins with an idea.
Securing a small deal or customer ("land") and then expanding the relationship over time by upselling additional products or services (“expand”)
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Example: A software company offers a basic version of its project management tool to a small team within an organization. As the team experiences success, they expand their usage and add more features, leading to an upsell for the company.
KPI (Key Performance Indicator)
It all begins with an idea.
A measurable metric used to evaluate the success of a business or project
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Example: Our KPIs include customer acquisition cost, customer retention rate, and revenue growth.
KEY DIFFERENTIATOR
It all begins with an idea.
The unique feature or characteristic that sets a product or service apart from its competitors
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Example: Our key differentiator is our AI-powered recommendation engine that personalizes user experiences.