[{"data":1,"prerenderedAt":720},["ShallowReactive",2],{"/en-us/blog/wow-rule/":3,"navigation-en-us":32,"banner-en-us":461,"footer-en-us":478,"Sid Sijbrandij":688,"next-steps-en-us":705},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"seo":8,"content":16,"config":22,"_id":25,"_type":26,"title":27,"_source":28,"_file":29,"_stem":30,"_extension":31},"/en-us/blog/wow-rule","blog",false,"",{"title":9,"description":10,"ogTitle":9,"ogDescription":10,"noIndex":6,"ogImage":11,"ogUrl":12,"ogSiteName":13,"ogType":14,"canonicalUrls":12,"schema":15},"Introducing the WoW rule: A formula for growth for SaaS Startups","The WoW rule is a guideline for growth for venture funded SaaS startups.","https://res.cloudinary.com/about-gitlab-com/image/upload/v1749666262/Blog/Hero%20Images/default-blog-image.png","https://about.gitlab.com/blog/wow-rule","https://about.gitlab.com","article","\n                        {\n        \"@context\": \"https://schema.org\",\n        \"@type\": \"Article\",\n        \"headline\": \"Introducing the WoW rule: A formula for growth for SaaS Startups\",\n        \"author\": [{\"@type\":\"Person\",\"name\":\"Sid Sijbrandij\"}],\n        \"datePublished\": \"2020-05-05\",\n      }",{"title":9,"description":10,"authors":17,"heroImage":11,"date":19,"body":20,"category":21},[18],"Sid Sijbrandij","2020-05-05","\n{::options parse_block_html=\"true\" /}\n\nAt GitLab, we believe that part of measuring success is having a target that you're working toward.\nIt's not enough to say, \"we're interested in growth\" but being specific in what the goals for that growth are is the difference between thinking that 1% growth is enough or underperforming.\nSetting targets not just for growth but all performance indicators is about expectation management and getting alignment- making sure that everyone is on the same page on what results should be.\nTo see how this manifests in our regular work, [all KPIs](/company/kpis/) have targets and all [job families have performance indicators](/handbook/hiring/job-families/#why-job-families-have-performance-indicators).\n\nWhen growing a SaaS startup, early-stage founders often ask: how quickly should my startup be growing?\nThere's a lot of seemingly conflicting advice out there.\n\nFor example, at YC Combinator, we were often told that we should aim for 10% growth week over week.\nAs [Paul Graham writes on growth](http://paulgraham.com/growth.html),\n> During Y Combinator we measure growth rate per week, partly because there is so little time before Demo Day, and partly because startups early on need frequent feedback from their users to tweak what they're doing.\n> A good growth rate during YC is 5-7% a week.\n> If you can hit 10% a week you're doing exceptionally well. If you can only manage 1%, it's a sign you haven't yet figured out what you're doing.\n\nNeeraj Agarwal of Battery Ventures is known for popularizing [the T2D3 rule](https://techcrunch.com/2015/02/01/the-saas-travel-adventure/):\n> Most of the phases center around a mantra I call “triple, triple, double, double, double,” (T2D3 for short), referring to a company’s annualized revenue growth.\n\nThere's [the Rule of 40](https://tomtunguz.com/rule-of-40/), [the magic number](https://davidcummings.org/2009/09/21/saas-magic-number/), and loads of other advice out there.\n\nAll of these suggest that there can be many ways to track growth at different phases in a company's development, but it can be hard to understand how they fit together or what is best.\n\n## Introducing the WoW Rule\n\nThe WoW Rule is the guideline for the revenue growth of a venture funded SaaS company.\nThis is based on my experience growing [GitLab](https://gitlab.com) and as an investor in other companies.\nIf you want to know what your revenue growth targets for your SaaS startup should be, keep reading.\n\nMonth over Month (MoM) growth = 6% + ( 14% / last month ARR in $m )\n{: .alert .alert-gitlab-purple}\n\n### Before $2 Million ARR\n\nUntil you're at $2 million dollars in ARR, what does aiming for month over month growth of 6% plus 14% divided by last month's ARR in millions?\n| Month | Year | ARR at the end of month in millions | MoM growth to next | Aprox. WoW growth  | YoY growth|\n|-------|------|--------------------|---------------|--------------|------------|\n| 1     | 0.1  | 0.0                | 140000006.00% | 35000001.50% |            |\n| 2     | 0.2  | 0.1                | 106.00%       | 26.50%       | 583889.08% |\n| 3     | 0.3  | 0.3                | 54.54%        | 13.64%       | 18461.57%  |\n| 4     | 0.3  | 0.4                | 37.41%        | 9.35%        | 4431.66%   |\n| 5     | 0.4  | 0.6                | 28.86%        | 7.21%        | 1995.96%   |\n| 6     | 0.5  | 0.8                | 23.74%        | 5.93%        | 1188.56%   |\n| 7     | 0.6  | 1.0                | 20.34%        | 5.08%        | 822.06%    |\n| 8     | 0.7  | 1.2                | 17.91%        | 4.48%        | 622.37%    |\n| 9     | 0.8  | 1.4                | 16.10%        | 4.03%        | 500.00%    |\n| 10    | 0.8  | 1.6                | 14.70%        | 3.68%        | 418.64%    |\n| 11    | 0.9  | 1.8                | 13.59%        | 3.40%        | 361.25%    |\n| 12    | 1.0  | 2.1                | 12.68%        | 3.17%        | 318.92%    |\n\nAt the end of the first month, you're at 0 ARR.\nAt the end of the second month, you're at .1 M ARR, or $100K.\nAt the end of the third month, you're at .3 M ARR, or $300K.\nFrom the second month to the third month, that means 106% month over month growth, and approximately 26.5% week over week growth.\nAt the end of month 12, you should be at $2.1 M ARR.\n\nThere are very large growth targets in the first year, but these become more manageable as traction is gained.\n\n## Years 2 through 6\n\nAt $2.1M ARR, a company is entering Phase 3 of their [SaaS adventure](https://techcrunch.com/2015/02/01/the-saas-travel-adventure/), moving into the oft-recommended T2D3 territory.\n\nBut our formula, the WoW rule, is a bit different.\n\nYear 2 would look as follows:\n\n| Month | Year | ARR at the end of month in millions | MoM growth to next | Aprox. WoW growth  | YoY growth|\n|-------|------|--------------------|---------------|--------------|------------|\n| 13 | 1.1 | 2.4 | 11.93% | 2.98% | 286.59% |\n| 14 | 1.2 | 2.6 | 11.30% | 2.82% | 261.21% |\n| 15 | 1.3 | 2.9 | 10.76% | 2.69% | 240.82% |\n| 16 | 1.3 | 3.3 | 10.30% | 2.57% | 224.14% |\n| 17 | 1.4 | 3.6 | 9.90%  | 2.47% | 210.27% |\n| 18 | 1.5 | 3.9 | 9.54%  | 2.39% | 198.60% |\n| 19 | 1.6 | 4.3 | 9.24%  | 2.31% | 188.65% |\n| 20 | 1.7 | 4.7 | 8.96%  | 2.24% | 180.09% |\n| 21 | 1.8 | 5.1 | 8.72%  | 2.18% | 172.67% |\n| 22 | 1.8 | 5.6 | 8.50%  | 2.13% | 166.18% |\n| 23 | 1.9 | 6.1 | 8.30%  | 2.08% | 160.47% |\n| 24 | 2.0 | 6.6 | 8.13%  | 2.03% | 155.42% |\n\nIf we expand this futher, with just a year view, years 2 through 6 would look like:\n\n| Month | Year | ARR at the end of month in millions | MoM growth to next | Aprox. WoW growth  | YoY growth|\n|-------|------|--------------------|---------------|--------------|------------|\n| 24 | 2.0 | 6.6   | 8.13% | 2.03% | 155.42% |\n| 36 | 3.0 | 15.6  | 6.90% | 1.72% | 122.64% |\n| 48 | 4.0 | 33.8  | 6.41% | 1.60% | 110.87% |\n| 60 | 5.0 | 70.3  | 6.20% | 1.55% | 105.80% |\n| 72 | 6.0 | 143.8 | 6.10% | 1.52% | 103.45% |\n\nThe T2D3 rule outlines that it kicks in at 2 Million dollars of ARR and sets the goal of tripling twice and doubling 3 times.\nAt the 2 Million dollar mark, that would suggest going to:\n\nAs a result, the T2D3 rule lays out:\n\n| Year | T2D3 |\n|------|------|\n| 1    | 2    |\n| 2    | 6    |\n| 3    | 18   |\n| 4    | 36   |\n| 5    | 72   |\n| 6    | 144  |\n\nOur suggestion, though, is a bit different:\n\n| Year | Wow Rule ARR | T2D3 ARR | Off by  |\n|------|------------|------|---------|\n| 1    | 2.1        | 2    | 4.80%   |\n| 2    | 6.6        | 6    | 9.66%   |\n| 3    | 15.6       | 18   | -13.33% |\n| 4    | 33.8       | 36   | -6.24%  |\n| 5    | 70.3       | 72   | -2.39%  |\n| 6    | 143.8      | 144  | -0.15%  |\n\nThe Wow Rule, thus, suggests slightly slower growth in years three, four, and five, to achieve almost the exact same number at the end of year 6.\n\n## Major Milestones\n\nReading this, there are a number of major milestones you may be curious about, such as 100M ARR and 1B ARR.\n\nFor 100 M ARR:\n\n| Month | Year | ARR at the end of month in millions | MoM growth to next | Aprox. WoW growth  | YoY growth|\n|-------|------|--------------------|---------------|--------------|------------|\n| 65 | 5.4 | 94.8  | 6.15% | 1.54% | 104.61% |\n| 66 | 5.5 | 100.7 | 6.14% | 1.53% | 104.41% |\n\nFor 1B ARR:\n\n| Month | Year | ARR at the end of month in millions | MoM growth to next | Aprox. WoW growth  | YoY growth|\n|-------|------|--------------------|---------------|--------------|------------|\n| 105 | 8.8 | 997.2  | 6.01% | 1.50% | 101.54% |\n| 106 | 8.8 | 1057.1 | 6.01% | 1.50% | 101.52% |\n\n## Year 6 and Beyond\n\nEven in year five, MoM growth is still above 6%.\nWe see this trend through and beyond Year 10.\nThis is because the formula we laid out earlier always expects at least 6% monthly growth as a constant.\n\n## Revenue to Spend for Continued Growth\n\nWhile the Wow Rule helps a company track its growth, it can be heard to know how to spend in order to continue growth.\nFor that we have the [Hypergrowth rule](/handbook/finance/financial-planning-and-analysis/hypergrowth-rule/) which includes a calculator based on existing ARR and percent growth. \n\n## Want to join the conversation?\n\nI gotten some feedback on this [on Twitter](https://twitter.com/sytses/status/1209504876109221895).\nIf you've got throughts, please join the conversation there!\n\n{::options parse_block_html=\"false\" /}\n\n\u003Cdiv class=\"center\">\n\n\u003Cblockquote class=\"twitter-tweet\">\u003Cp lang=\"en\" dir=\"ltr\">Guideline for the revenue growth of a venture funded SaaS company: Month over Month (MoM) growth = 6% + ( 14% / last month ARR in \u003Ca href=\"https://twitter.com/search?q=%24m&src=ctag&ref_src=twsrc%5Etfw\">$m\u003C/a> ). At $2m it should be about 13% MoM, at $6m it is 8%. T2D3: 2, 7, 16, 34, 70, 144. YC advises 10% WoW which only lasts 3 months with this formula.\u003C/p>— Sid Sijbrandij (@sytses) \u003Ca href=\"https://twitter.com/sytses/status/1209504876109221895?ref_src=twsrc%5Etfw\">December 24, 2019\u003C/a>\u003C/blockquote> \u003Cscript async src=\"https://platform.twitter.com/widgets.js\" charset=\"utf-8\">\u003C/script>\n\n\u003C/div>\n","unfiltered",{"slug":23,"featured":6,"template":24},"wow-rule","BlogPost","content:en-us:blog:wow-rule.yml","yaml","Wow Rule","content","en-us/blog/wow-rule.yml","en-us/blog/wow-rule","yml",{"_path":33,"_dir":34,"_draft":6,"_partial":6,"_locale":7,"data":35,"_id":457,"_type":26,"title":458,"_source":28,"_file":459,"_stem":460,"_extension":31},"/shared/en-us/main-navigation","en-us",{"logo":36,"freeTrial":41,"sales":46,"login":51,"items":56,"search":388,"minimal":419,"duo":438,"pricingDeployment":447},{"config":37},{"href":38,"dataGaName":39,"dataGaLocation":40},"/","gitlab logo","header",{"text":42,"config":43},"Get free 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