KPI Dashboard Spec¶

The numbers Airwai watches, where they live, and how they're calculated.

The KPI (the single number that defines whether this engagement is working)¶

# of relevant users¶

Definition: A "relevant user" is a user who: 1. Is in one of the 5 target personas (sales-playbook/icp-and-personas.md) 2. Has converted to a paid tier (Pro or Team) 3. Has logged into the app and completed at least one scan in the last 30 days

A free-tier user who hasn't scanned in 60 days is NOT a relevant user. A paid user who never opens the app is NOT a relevant user. A power user who fits no persona (random hobbyist who somehow ended up paying) is NOT a relevant user.

Why this definition: Subscription revenue without active use is churn-in-waiting. The company's product-market fit is measured by engaged paying customers, not by invoiced customers.

Calculation:

Relevant users = COUNT(Customer) WHERE
    Customer.tier IN (Pro, Team) AND
    Customer.persona IN (Maya, Daniel, Sarah, James, Carmen) AND
    Customer.last_scan_date >= TODAY - 30

Target trajectory: - End of Q1: 50 - End of Q2: 200 - End of Q3: 400 - End of Q4: 800 - End of Year 2: 2,500 - End of Year 3: 6,000

Key metrics (the three numbers under the KPI)¶

Metric 1 — # of sales (deal count)¶

Definition: Count of Closed Won deals in the period.

Granularity: broken out by Pro Monthly / Pro Annual / Team Annual / Team Monthly.

Calculation: HubSpot deal-stage transitions to "Closed Won" within the reporting period.

Tracked at: weekly + monthly + quarterly cadence.

Metric 2 — $ value sold (revenue / ACV)¶

Definition: Sum of Annual Contract Value of Closed Won deals.

Note on monthly vs. annual: - Annual prepay deals: ACV = full annual revenue (Pro = $288, Team = $504/seat) - Monthly deals: ACV = (monthly rate × 12), recognized as ARR but treated as more churn-prone - Discount-adjusted: ACV reflects actual revenue net of discount, not list price

Calculation:

$ value sold = SUM(Deal.ACV) WHERE
    Deal.stage = "Closed Won" AND
    Deal.close_date IN reporting_period

Targets: see reporting-cadence.md Year-1 target table.

Metric 3 — Revenue margin¶

Definition: Realized revenue per customer, divided by list price, expressed as a percentage. The "after-discount yield."

Calculation:

Revenue margin = (Realized ACV) / (List-price ACV) × 100%

Example: A customer who pays $230 for a Pro annual after a 20% discount has a revenue margin of (230/288) × 100% = 79.9%.

Margin floor: 70%. Any deal closed below 70% margin requires escalation approval (trial-and-discount-authority.md).

Tracked at: monthly + quarterly cadence.

Commission bonus — +5% on Rig conversion¶

Definition: When the call center originates a customer who converts to a Rig deal (Airwai-closed), the call center earns an additional 5% commission on the Rig deal's first-year ACV.

Example: Rig deal closes at $300K. Call center earns 5% × $300K = $15K as origination commission, in addition to the standard app commission on the underlying Pro / Team customer.

Tracked separately: Rig opportunities have a dedicated HubSpot pipeline view (customer-feedback/escalation-routing.md).

Secondary metrics (the dashboard supporting cast)¶

Activity metrics¶

Touches per day per agent: outbound emails + LI messages + calls
Discovery calls per agent per week
Demo conversion rate (demos completed / demos scheduled)
Trial activation rate (trials started / demos completed)
Trial conversion rate (trials → paid / trials started)

Pipeline metrics¶

Pipeline coverage: open pipeline ÷ current-quarter target
Pipeline by stage
Pipeline aging: time-in-stage by stage
Pipeline velocity: average days from Lead to Closed Won

Cohort metrics¶

CAC (Customer Acquisition Cost) — loaded with marketing spend + call-center allocated cost
CAC payback period — months for a paid customer to recoup their CAC
First-90-day retention — % of customers still active 90 days after conversion
Churn rate (monthly) — % of paying customers who cancel
NRR (Net Revenue Retention) — accounting for expansion + churn

Customer-mix metrics¶

Mix by persona — what % of new customers belong to each of the 5 personas
Mix by geography — US vs. UK vs. EU vs. other
Mix by tier — Pro vs. Team
Mix by annual vs. monthly

Feedback metrics¶

30-day interview completion rate
NPS (quarterly)
Tickets opened by category (Bug / Feature / Pricing / Support)
Feedback-to-product cycle time (how long from a feedback ticket to a product response)

Dashboard structure (HubSpot + Google Sheets)¶

Tab 1 — Headline KPI¶

One number, big font: relevant users today. Trend chart: relevant users over time. Target line overlay.

Tab 2 — Funnel¶

12-stage funnel with current counts and stage-conversion rates. Color-coded: green if conversion rate at or above target; red if below.

Tab 3 — Revenue + ACV¶

This week / month / quarter / year-to-date. Cumulative ARR trend chart. ACV by tier (Pro / Team). ACV by persona.

Tab 4 — Activity¶

Per-agent breakdown: - Touches - Discovery calls - Demos - Closed Won - Open pipeline

Tab 5 — Margin and discount discipline¶

Margin distribution histogram
Discount-by-tier breakdown
Alarms: any deal below 70% margin flagged

Tab 6 — Persona deep-dive¶

For each of the 5 personas: - Paying users count - Conversion rate - Average ACV - Top 3 close reasons - Top 3 loss reasons

Tab 7 — Campaign ROI¶

Per campaign / per channel: - Spend - Leads sourced - Pipeline generated - Closed Won - CAC

Tab 8 — Customer feedback¶

Open tickets by category. 30-day interview completion rate. NPS trend.

Tab 9 — Rig pipeline (separate)¶

Rig-specific funnel (only Airwai sees this, but call-center has read-access).

Alarm thresholds (call out immediately if hit)¶

Metric	Alarm threshold	What it means
Weekly outreach < 60% of target	Critical	Activity gap
Demo conversion rate < 50%	Warning	Discovery or demo quality issue
Trial conversion rate < 30%	Critical	Trial mechanics or product fit issue
Margin floor breach	Critical	Discount discipline broken
CAC > 6 months payback	Warning	Channel ROI degrading
Net new ARR < monthly target	Warning	Pipeline tightening
Churn > 8% monthly	Critical	Product or onboarding failure
Pipeline coverage < 2x	Warning	Next-quarter risk
30-day interview completion < 60%	Warning	Feedback signal broken
Rig signal not flagged within 4 hours	Warning	Missing high-value opportunity

Tooling¶

HubSpot: primary dashboard. Use HubSpot Reports + Dashboards.
Google Sheets: for ad-hoc cohort analysis, campaign ROI, persona deep-dives. Pull data from HubSpot via the HubSpot API or weekly export.
Stripe: revenue ground truth. HubSpot's ACV numbers should reconcile to Stripe within $1.

Reconciliation: at the end of each month, compare HubSpot ACV to Stripe MRR / ARR. Any discrepancy > 1% triggers a data-quality check.