RevenuevsBurn Rate

Revenue is the total income generated from selling your product or service before any expenses are deducted. It is the top line of your income statement and the first number investors look at. Revenue quality matters as much as revenue quantity: $1M in recurring subscription revenue is worth 8-15x as a valuation multiple, while $1M in one-time services revenue is worth only 1-3x. Slack grew to $12M ARR before raising its Series A because they focused on revenue quality — recurring, low-churn enterprise contracts — not vanity revenue spikes.

Burn rate is the speed at which your company spends cash reserves before generating positive cash flow. Gross burn is total monthly spending; net burn is spending minus revenue. A startup with $50K/month expenses and $20K/month revenue has a $30K net burn rate and needs $30K from savings every month to survive. VCs use burn rate to calculate runway and assess financial discipline — a startup burning $200K/month with $10K MRR will be scrutinized much harder than one burning $200K with $150K MRR.

The trap is celebrating revenue growth while ignoring the cost of generating it. A startup doing $1M in revenue but spending $1.5M to get there is dying — it just doesn't know it yet. Revenue is vanity; profit is sanity; cash is reality. Also, one-time revenue spikes (viral launches, seasonal sales, a single large contract) are not sustainable growth. If you strip out the spikes, what's your underlying recurring revenue trend?

The trap is tracking burn rate from your P&L instead of your bank account. Accrual accounting can show $50K net burn while your bank is actually losing $80K/month because of delayed client payments (accounts receivable), prepaid annual subscriptions expiring, and vendor invoices coming due simultaneously. Many founders have been shocked to discover their 'calculated' 12-month runway was actually 6 months when measured by actual cash in the bank.

Track revenue by three dimensions: (1) Source: organic vs paid vs referral — know which channels actually generate revenue, not just traffic. (2) Type: recurring vs one-time — only recurring revenue drives SaaS valuations. (3) Cohort: does each monthly cohort's revenue grow, stay flat, or shrink over time? If older cohorts are shrinking, you have a retention problem hidden by new customer acquisition.

Calculate both metrics and track them separately: Gross Burn = Total Cash Out per Month. Net Burn = Cash Out − Cash In. Then compute Runway = Cash Balance ÷ Net Burn. Set alerts: if runway drops below 6 months, initiate cost cuts or fundraising immediately. Review burn rate weekly (not monthly) — cash surprises kill more startups than bad products.