The metrics package that keeps you in the room after the deck gets you there.

CFO firms clean up the financials. Nobody builds the product analytics narrative — the cohort story, the NRR, the investor-grade metrics package. That’s the gap between “we think we have PMF” and “here’s the evidence.” $6,500–$9,500.

Book a Call → See what’s included ↓

60–90 days out from a raise is the right time. Earlier is better than later.

AUDIT → COHORTS → UNIT ECON → Q&A

Metrics Audit Every metric audited against investor-standard methodology

ARR Waterfall Month-by-month ARR breakdown for 18–24 months

Cohort Retention Clean cohort heat map with trend lines and methodology

Unit Economics Fully loaded CAC, LTV, and payback period by segment

Investor Q&A Brief 15–20 hardest questions with pre-written, data-backed answers

4–5 weeks · fixed scope · $6,500–$9,500

Four weeks from now

Clean

Every metric is calculated with investor-standard methodology. The ARR definition, NRR calculation, and CAC methodology have been challenged and documented. No surprises in the data room.

Credible

The cohort chart is clean and correctly formatted. The ARR waterfall breaks down new, expansion, contraction, churn, and reactivation for 18–24 months. Investors who dig find the same figures that were pitched.

Ready

The Q&A brief has the 15 hardest metrics questions with pre-written, data-backed answers. No improvisation in a partner meeting. Every question anticipated before the room happens.

THE MERIT SYSTEM

Eight deliverables. Every metric an investor will ask for — before they ask.

Map

Metrics Audit — what you have vs. what investors need

Evidence

ARR Waterfall + Cohort Retention

Returns

Unit Economics + NRR/GRR

Illustrate

Activation & engagement metrics

Tell

Investor Summary + Q&A Brief

Audit · Week 1

Metrics Audit & Definitions Register

Every metric audited against investor-standard methodology — ARR definition, MRR→ARR calculation, NRR methodology, cohort period definition.

No “well, it depends how you define it” in a partner meeting
Every number has a clean, documented definition
Methodology challenge answered before it’s asked
Audit surface: ARR, NRR/GRR, CAC, cohort methodology

Revenue · Weeks 1–2

ARR Waterfall & Revenue Bridge

Month-by-month ARR for 18–24 months — new ARR, expansion ARR, contraction ARR, churned ARR, reactivation ARR.

The first question every growth-stage investor asks — pre-answered
Correctly calculated, shows operational maturity
Revenue motion clearly visible across 24 months
Not having it — or having it wrong — signals a red flag

Retention · Week 2

Revenue Cohort Retention Table

The standard cohort heat map with trend lines — monthly or quarterly cohorts, revenue retained at each period.

Clean chart shows the product is getting better over time
Improving retention across newer cohorts — visualised clearly
Inconsistent or missing cohort table raises questions that slow a raise
Methodology documented alongside the chart

Unit Econ · Weeks 2–3

Unit Economics Model

Fully loaded CAC (including founder time, CS salaries, tooling) and LTV/payback period by segment.

Founders typically understate CAC by 2–4x — this surfaces the real number
Conservative CAC that still looks healthy builds credibility
LTV/CAC and payback period by segment — not blended
Unit economics investor-ready before due diligence starts

NRR · Week 3

NRR & GRR Calculation Report

Investor-grade NRR and GRR using standard methodology, with quarterly trend for 8–12 quarters broken down into component movements.

NRR above 120% correlated with 2–3x higher valuation multiples
8+ quarters of trend shows rigor, not a snapshot
Calculated correctly — not the version that’s been in the deck for six months
Component breakdown: expansion, contraction, churn, reactivation

Engagement · Week 3

Activation & Engagement Metrics Summary

Activation rate, feature adoption depth, DAU/MAU, time-to-value — with definitions and trend data.

Product-level answer to “have you found PMF?”
Shows investors what users actually do after signup
Strong engagement metrics de-risk the investment thesis
DAU/WAU/MAU ratio positioned with benchmark context

Summary · Week 4

Investor-Grade Metrics Summary Document

12–20 page PDF consolidating all metrics with definitions, methodology notes, benchmark comparisons, and narrative context.

The data room anchor — investors review this first
Clean, well-structured signals operational maturity
Benchmark comparisons show where metrics stand in the market
Methodology notes answer questions before they’re raised

Prep · Week 4

Investor Q&A Preparation Brief

The 15–20 hardest metrics questions investors ask, with pre-written, data-backed answers drawn from the documents above.

No hesitation, no improvisation in a partner meeting
“We’ll follow up on that” stops happening
Every question anticipated and answered before the room
Partner meetings won or lost on confidence under pressure

THE TIMELINE

Four weeks. Every metric in your data room ready before the first meeting.

WEEK 1

Metrics Audit + Definitions Register + Data Ingestion

Every existing metric definition challenged against investor-standard methodology. Data sources identified and ingested — CRM, Stripe, analytics platform. ARR waterfall started.

WEEK 2

ARR Waterfall + Cohort Table + Unit Economics Model

ARR waterfall completed for 18–24 months. Revenue cohort retention table built and formatted. Unit economics model completed with fully loaded CAC and LTV by segment.

WEEK 3

NRR/GRR Calculation + Activation Summary

NRR and GRR calculated using investor-standard methodology with 8–12 quarters of trend data. Activation and engagement metrics summary produced with definitions and benchmarks.

WEEK 4

Metrics Summary Doc + Q&A Brief + Handover

12–20 page investor-grade metrics summary assembled. Q&A brief produced with 15–20 pre-written answers. Full handover. Optional: Pitchbird deck integration session.

What investors see when they dig into your data room.

	Before the sprint	After the sprint
ARR	One number. No breakdown. Calculated differently each quarter.	Month-by-month waterfall. New, expansion, contraction, churn, reactivation.
Cohort chart	Exists somewhere in a Google Sheet that hasn’t been cleaned up.	Clean heat map with trend lines. Correctly formatted. Methodology documented.
CAC	Underestimated by 2–4x. Founder time not included.	Fully loaded. Founder time, CS salaries, tooling. Conservative and credible.
NRR	Calculated one way. Or three different ways. Or missing.	Investor-grade methodology. 8+ quarters. Component breakdown.
Partner meeting	“We’ll follow up on that.” Hesitation under pressure.	Q&A brief in hand. Every question anticipated. Confidence under pressure.
Data room	Numbers in the narrative don’t match the appendix.	Consistent across deck, data room, and verbal pitch. Every figure traceable.

IS THIS YOU?

Built for founders 60–90 days out from a Series A or B.

Series A

Data room being assembled. Metrics not in investor format.

$1M–$5M ARR

Why this fits

The metrics exist but they’re not in investor-standard format. NRR was calculated once, inconsistently. The cohort chart is in a Google Sheet. An investor who has seen 200 data rooms will find inconsistencies in 15 minutes. This sprint makes them find none.

What you leave with

Every metric audited and documented with investor-standard methodology
ARR waterfall, cohort table, unit economics, NRR — all clean
Q&A brief for the 15 hardest questions

You walk into a partner meeting knowing the metrics cold — and ready for every question they’ll ask.

Series B

Second raise. More rigorous due diligence.

$5M–$15M ARR

Why this fits

Series B investors go deeper. The unit economics calculation that held at Series A gets challenged. NRR is examined across multiple cohorts, not just the most recent period. This sprint builds the metrics package that survives rigorous due diligence.

What you leave with

Unit economics defended against fully-loaded CAC scrutiny
NRR trend across 8+ quarters — methodology documented
Activation and engagement metrics showing product depth

You answer the metrics questions before the partner asks — and with a document to back every answer.

Pitchbird Partner

Need the deck and the data room to tell the same story.

Series A–B · Combined engagement

Why this fits

Pitchbird builds the deck that gets you in the room. ProductQuant builds the metrics package that keeps you there. Jake produces all 8 deliverables, runs a 90-minute handoff with Pitchbird, and Pitchbird builds the deck using Jake’s metrics as source of truth. The numbers in the narrative match the numbers in the data room.

What you leave with

Deck and data room built from the same source of truth
No retrofitting metrics into a deck that was built without them
Investor narrative and investor evidence fully aligned

Combined: $14,000–$20,000. Deck + data room, fully consistent.

THE PROCESS

What happens after you click.

30-minute call

We assess your data sources, existing metrics definitions, and timeline. You leave knowing whether the sprint fits your raise timeline — and which metrics will require the most work to clean up. No pitch.

2-page proposal

Specific deliverables, data access required, timeline, price. If Pitchbird integration is in scope, that’s reflected. Nothing ambiguous. If it’s not the right fit, we’ll say so before you sign.

The 4-week engagement

Metrics audit + data ingestion → ARR waterfall + cohort table + unit economics → NRR/GRR + activation summary → investor metrics doc + Q&A brief. Weekly checkpoint at each phase.

Full handover

All 8 deliverables delivered. Optional: 90-minute Pitchbird handoff session. Everything owned by you permanently. Data room ready. Q&A brief in your hands before the first partner meeting.

What this costs — and what it would cost to source it separately.

What’s included	Standalone market rate
Metrics audit & definitions register	~$1,500
ARR waterfall & revenue bridge (18–24 months)	~$2,500
Revenue cohort retention table	~$2,000
Unit economics model (fully loaded CAC/LTV)	~$2,500
NRR & GRR calculation report (8–12 quarters)	~$2,000
Activation & engagement metrics summary	~$1,500
Investor-grade metrics summary document (12–20 pages)	~$2,500
Investor Q&A preparation brief (15–20 questions)	~$1,500
Sourced separately	~$16,000
This sprint — one-time, 4 weeks	$6,500–$9,500

$6,500–$9,500

One-time · 4 weeks · fixed scope

Metrics audit & definitions register
ARR waterfall & revenue bridge (18–24 months)
Revenue cohort retention table
Unit economics model — fully loaded CAC/LTV
NRR & GRR calculation report — 8–12 quarters
Activation & engagement metrics summary
Investor-grade metrics summary document
Investor Q&A preparation brief

Fixed scope — no surprises All deliverables yours permanently Pitchbird integration optional

Book a Call →

Combined with Pitchbird deck: $14,000–$20,000. Book a call to discuss scope.

The cost of entering a raise without this: An investor who has seen 200 data rooms will find inconsistencies in 15 minutes that will take three days to explain away. The discovery typically happens in a partner meeting, not a prep call. Metrics that were never properly calculated get challenged at the worst possible moment.

Questions.

Or book a call →

What data access do you need?+

Read-only access to your payment processor (Stripe or equivalent), CRM or customer list, and analytics platform. For the cohort analysis we need billing history — typically a CSV export from Stripe is sufficient. We specify exactly what we need on the initial call so you can prepare access before we start.

Our metrics are a mess. Is that a problem?+

That’s the situation this engagement was designed for. Cleaning up inconsistent metrics before an investor finds them is the point. The earlier in your raise timeline you start, the more time there is to fix anything that needs fixing before the first meeting.

How does the Pitchbird integration work?+

Jake produces all 8 deliverables, then runs a 90-minute handoff session with the Pitchbird team. Pitchbird builds the pitch deck using Jake’s metrics as source of truth — so the numbers in the narrative match the numbers in the data room. Combined price: $14,000–$20,000 depending on deck scope. Book a call to discuss.

We’re earlier than 60 days from our raise. Is it too soon?+

Earlier is better than later. The metrics package is more useful when you have time to act on what it finds. If your CAC is 2x higher than you thought, knowing 90 days out is better than 30 days out. The Q&A brief also improves with more time to rehearse.

How quickly can we start?+

Kickoff within 2 weeks of signing. The engagement runs 4 weeks from kickoff. Given raise timelines are typically the hardest constraint, we can also front-load the ARR waterfall and unit economics if you need those deliverables before the others.

WHO’S DOING THE WORK

Jake McMahon · Founder, ProductQuant

Jake McMahon

8+ years building growth systems inside B2B SaaS · Bachelor’s in Behavioural Psychology · Master’s in Big Data

Eight years as a product leader inside B2B SaaS companies — product manager, growth lead, head of product, from seed-stage to $80M ARR. He kept watching smart teams make the same mistake: good tools, real talent, no system connecting any of it.

ProductQuant is what he’d hire if he were still an operator — rebuilt as a service. Jake builds every model, calculates every metric, and produces every document himself. No junior analysts, no outsourced data work.

What he won’t do:

Promise revenue numbers he can’t verify
Hand you a strategy deck and disappear
Recommend work you don’t need
Build something that only works if you keep paying him

“Could our CFO or analyst build these models themselves?”

They could build one or two. The ARR waterfall takes a day if the data is clean. The cohort retention analysis takes longer — and the unit economics model requires decisions about what to include, which is where most first attempts go wrong. Building all eight in four weeks, in the sequence that produces a coherent investor narrative, is a different task. The MERIT System is designed for that specific pressure: a raise timeline with limited prep time.

Teams Jake has worked with

The metrics package that keeps you in the room after the deck gets you there.

Eight deliverables. Every metric an investor will ask for — before they ask.

Four weeks. Every metric in your data room ready before the first meeting.

What investors see when they dig into your data room.

Built for founders 60–90 days out from a Series A or B.

What happens after you click.

What this costs — and what it would cost to source it separately.

Questions.

Enter your raise with metrics an investor can’t challenge.