Operator Atlas.

A reference of 235 business-model and function visualizations, organized by the decision each chart drives.

10 business models · 7 functions · 235 maps · drawn to Tufte, Cairo and Knaflic rules

All 235 maps, grouped by business model and by function. Every entry links to its benchmark page.

Financial Maps

SaaS 28 maps

№ 001 MRR breakdown How is each component trending month by month, and what is the net coming together?
№ 002 MRR waterfall How did monthly recurring revenue change this period, and where did the change come from?
№ 003 ARR waterfall How is annual recurring revenue growing quarter to quarter, broken into drivers?
№ 004 NRR cohort heatmap Are later cohorts retaining and expanding more than earlier ones?
№ 005 GRR cohort heatmap What share of revenue do we keep before counting upsell?
№ 006 Logo retention curve How many customers from each cohort are still with us at month N?
№ 007 Revenue mix by segment How is revenue split between enterprise, mid-market, and SMB, and how is the mix evolving?
№ 008 NRR by segment Which segments expand most after the initial sale, and which contract?
№ 009 Segment ROAS curve When does each segment pay back acquisition cost, and how does it compound across the relationship?
№ 010 Sales cycle by segment How long does each segment take to close, and what does the operational cost imply?
№ 011 Logo retention by segment How well does each segment hold over time, and which is most durable?
№ 012 CAC payback curve How many months until each cohort pays back their acquisition cost?
№ 013 Burn multiple How much cash are we burning for each new dollar of annual recurring revenue?
№ 014 Rule of 40 trajectory Are we growing efficiently when growth and profitability are combined?
№ 015 Magic number How much new annual recurring revenue does each dollar of sales and marketing generate?
№ 016 Quick ratio How much new and expansion revenue do we generate per dollar of churn?
№ 017 Gross margin trend How is unit economics evolving?
№ 018 ACV trend Are we moving up or down market?
№ 019 Customer concentration How dependent are we on our top accounts?
№ 020 ARR per FTE How efficient is our headcount relative to revenue?
№ 021 Sales efficiency (CAC ratio) How many dollars of new annual recurring revenue per dollar of sales and marketing?
№ 022 R&D and S&M as % of revenue How is our investment mix in product vs growth evolving?
№ 023 Free-to-paid conversion curve What share of free signups convert to paid by month N, and are newer cohorts converting faster?
№ 024 Time-to-paid distribution How long after free signup do converting customers actually pay?
№ 025 Paid penetration by cohort Of each acquisition cohort, what share has converted to paid by month N?
№ 026 Revenue by geography How is revenue split across markets, and how is international expansion contributing?
№ 027 Revenue mix by pricing model How is revenue split across subscription, usage, and perpetual, and is usage growing faster than subscription?
№ 028 NRR by pricing model How does net revenue retention differ across pricing models, and what does each model imply for predictability?

Marketplace 22 maps

№ 029 GMV waterfall How did gross merchandise value change and where did the movement come from?
№ 030 Net revenue waterfall How did net revenue evolve after take rate and incentives?
№ 031 GMV retention by cohort How much of each cohort's spend do we retain over time?
№ 032 Gross take rate trend Is our pricing power growing?
№ 033 Net take rate after subsidies What's our real take rate after promo and incentive spend?
№ 034 Take rate by category Which categories yield higher take rate?
№ 035 Liquidity / match rate curve What share of intentful demand finds a successful match?
№ 036 Buyer cohort retention How many buyers from each cohort come back at month N?
№ 037 Seller cohort retention How many sellers from each cohort stay active at month N?
№ 038 Supply concentration How dependent are we on top sellers?
№ 039 Demand concentration How dependent are we on top buyers?
№ 040 Contribution margin per transaction Are we extracting more margin per transaction over time?
№ 041 Frequency curve How does transaction frequency evolve in retained cohorts?
№ 042 AOV trend by side Are average order values growing on each side?
№ 043 Time-to-first-transaction distribution How long until new users complete their first transaction?
№ 044 Refund / dispute rate Is transaction quality stable?
№ 045 Net active suppliers cohort Do sellers we onboard stick around and keep transacting?
№ 046 Supply LTV/CAC Are we paying back supply acquisition profitably across horizons?
№ 047 Demand LTV/CAC Are we paying back demand acquisition profitably across horizons?
№ 048 Supply ROAS curve When does each supply cohort pay back its acquisition cost, and how does the return compound over time?
№ 049 Demand ROAS curve When does each buyer cohort pay back its acquisition cost, and how does it compound over time?
№ 050 Cohort retention by country How does retention compare across markets, and are recent expansion countries holding up?

eCommerce / DTC 18 maps

№ 051 Cohort revenue stacking How much revenue does each acquisition cohort generate over time?
№ 052 Repeat purchase rate cohort Do new customers come back to buy again?
№ 053 CM1 / CM2 / CM3 per order What's left after product cost, fulfillment, and marketing?
№ 054 ROAS curve by channel When does each channel break even on ad spend?
№ 055 Payback period by acquisition month How many months until each cohort breaks even?
№ 056 LTV by acquisition channel Which channels deliver the highest lifetime value per customer?
№ 057 AOV trend Are baskets growing or shrinking?
№ 058 Inventory turn / weeks of cover How fast is inventory turning?
№ 059 Stockout rate How often are we losing sales to out of stock?
№ 060 Return rate trend Are returns going up or down?
№ 061 Gross margin by SKU bucket Which product categories carry the margin?
№ 062 Order frequency distribution What's the shape of customer frequency?
№ 063 New vs returning revenue mix Is growth driven by new acquisition or repeat purchases?
№ 064 Discount depth vs margin At what discount level does margin collapse?
№ 065 pLTV vs realized LTV Are our predicted lifetime value models accurate against actual customer behavior?
№ 066 Days-between-purchases distribution How long between repeat orders, and is that gap shrinking?
№ 067 Revenue by distribution channel How is revenue split across direct, marketplace, and wholesale channels, and how is the mix evolving?
№ 068 Contribution margin by channel What does each distribution channel actually contribute after fees, ads, and returns?

Consumer app 11 maps

№ 069 Retention curves How sticky are new users over the first 90 days?
№ 070 ARPDAU trend How much revenue per daily active user?
№ 071 LTV curve by cohort How does lifetime value build over time per acquisition cohort?
№ 072 Payback by acquisition month When do paid acquisition cohorts break even?
№ 073 Channel CAC vs LTV Which channels deliver profitable users?
№ 074 Power-user share How dependent are we on heavy users?
№ 075 DAU/MAU stickiness How sticky is the app?
№ 076 Free-to-paid conversion curve When do free users convert?
№ 077 Session frequency distribution What's the shape of engagement intensity?
№ 078 Ads RPM by surface Which ad surfaces yield the highest revenue per thousand impressions?
№ 079 IAP revenue concentration How concentrated is in-app spend?

Subscription media 10 maps

№ 080 Retention curve by cohort How long do new subscribers stay?
№ 081 Churn cohort waterfall How are subscribers leaving each period?
№ 082 Voluntary vs involuntary churn split How much churn is willing departure vs payment failure?
№ 083 Content cost amortization curve How long does each piece of content earn its keep?
№ 084 Content cost per retained subscriber How much content cost per dollar of retained subscription?
№ 085 ARPU by tier How does pricing tier mix affect average revenue per user?
№ 086 Engagement-to-renewal correlation Does engagement predict renewal?
№ 087 Household / family share distribution How many viewers do we serve per paid account?
№ 088 Plan mix evolution Which tiers are growing and which are shrinking?
№ 089 Subscriber ROAS curve When does each subscriber cohort pay back acquisition cost, and how does retained revenue compound month after month?

B2B services / agency 11 maps

№ 090 Booked vs delivered revenue Are we delivering what we sold?
№ 091 Project margin distribution How wide is the spread of project profitability?
№ 092 Backlog coverage in months How long can we sustain at current capacity?
№ 093 Client concentration How dependent are we on top clients?
№ 094 Recurring vs one-time revenue mix Is the business becoming more recurring?
№ 095 Effective hourly rate by role Are we capturing the value of senior roles?
№ 096 Realization rate How much of billable work do we actually capture?
№ 097 Utilization rate trend How much of our team's time is billable?
№ 098 Project gross margin distribution What's the shape of project profitability?
№ 099 Days from sold to delivered How long from contract signed to project delivered?
№ 100 Account ROAS curve When does each account segment pay back business development cost, and how does the return compound across the relationship?

Fintech 11 maps

№ 101 Take rate by transaction type Which transaction types yield higher take?
№ 102 Transactions per user by cohort How does transaction frequency evolve per cohort?
№ 103 ARPU by cohort How does revenue per user evolve?
№ 104 Active wallets cohort How many cohort users are still active at month N?
№ 105 Fraud rate vs volume As volume grows, is fraud rate staying flat?
№ 106 Float interest curve How much float interest are we earning?
№ 107 Net interest margin What's the spread between yield and cost of funds?
№ 108 Card load distribution What's the shape of typical card loads?
№ 109 Loss rate cohort How does loss rate evolve per cohort?
№ 110 Account funded rate Of new signups, how many fund their account by day N?
№ 111 User ROAS curve When does each user cohort pay back its acquisition cost through transactions, interchange, and float, and how does it compound?

Physical retail 11 maps

№ 112 Same-store sales growth (LFL) Are mature stores actually growing?
№ 113 GMROI How much margin per dollar of inventory invested?
№ 114 Sell-through rate by SKU bucket Which product groups are selling and which are gathering dust?
№ 115 Basket size trend Are average transactions growing?
№ 116 Inventory days / weeks of cover How many days of stock do we hold?
№ 117 Footfall conversion Of people who walked in, how many bought?
№ 118 Sales per sqm How productive is store space?
№ 119 Markdown depth vs margin How much discounting are we doing, and at what margin cost?
№ 120 Stock cover by category Which categories are over- or under-stocked?
№ 121 Lost sales rate How much revenue do we lose to stockouts?
№ 122 Store ROAS curve When does each new store pay back its build-out cost, and how does the return compound across the lease?

Hardware / connected products 11 maps

№ 123 Unit sales waterfall How did units break into new vs replacement vs repeat?
№ 124 ASP trend Is average selling price moving up or down?
№ 125 Gross margin per unit How are unit economics moving over time?
№ 126 Inventory days on hand How much inventory exposure are we carrying?
№ 127 Sell-in vs sell-out gap Is the channel stuffed or running thin?
№ 128 Attach rate How many accessories or services per unit sold?
№ 129 Warranty cost as % of revenue What's the cost of quality issues?
№ 130 Channel margin distribution How does margin vary by channel partner?
№ 131 Service / subscription revenue mix Is the recurring business growing as a share of revenue?
№ 132 Repeat purchase rate by year Do customers buy again on replacement cycles?
№ 133 Device ROAS curve When does each device cohort pay back its acquisition cost through service and accessory revenue, and how does it compound?

Free-to-play gaming 9 maps

№ 134 ARPDAU and ARPPU trend How much revenue per active and per paying user?
№ 135 Paying user share What share of daily active users pays?
№ 136 D1/D7/D30 retention by channel Which channels deliver retained users?
№ 137 Cohort LTV curve How does lifetime value accumulate per cohort?
№ 138 Payback period by channel Which channels break even fastest?
№ 139 Whale concentration How concentrated is revenue in top spenders?
№ 140 Session frequency distribution How often do users play?
№ 141 Event / season revenue waterfall How did this event or season's revenue break down by source?
№ 142 Conversion-to-payer curve When do free players convert to paying?

Function Maps

Sales 19 maps

№ 143 Revenue per rep How much output is each rep generating?
№ 144 ROI by rep What return are we earning on each rep across horizons?
№ 145 Payback period on rep hire How long until each rep pays back the cost of hiring them?
№ 146 Cost of acquired customer by rep Which reps acquire customers cheaply?
№ 147 Commission as % of revenue generated What share of revenue is going to commissions?
№ 148 Quota attainment distribution What's the shape of rep performance against quota?
№ 149 Bookings per rep ramp curve How fast do new reps ramp to full productivity?
№ 150 ASP by rep / segment Who closes bigger deals?
№ 151 Average cycle margin per deal What margin are different reps booking?
№ 152 Meetings per rep per week Are reps having enough conversations?
№ 153 Conversations-to-close ratio How efficiently do conversations turn into closed deals?
№ 154 Cycle time distribution How long does the average deal take?
№ 155 Win rate trend Are we closing better or worse over time?
№ 156 Commission vs base earnings distribution How much pay comes from commission versus base?
№ 157 Ramp time distribution How long until new reps hit full productivity?
№ 158 Activity vs outcome correlation Does activity actually predict outcomes?
№ 159 Rep ROAS curve When does each rep cohort pay back fully-loaded cost, and how do bookings compound over their tenure?
№ 160 ACV by motion How does deal size distribute between self-serve and sales-assisted? Bimodal = two healthy motions; single peak = collision.
№ 161 CAC by motion How does customer acquisition cost differ between self-serve and sales-assisted, and does ACV justify the gap?

Marketing / Growth 13 maps

№ 162 ROAS curves by channel When does each channel break even and how does it compound?
№ 163 Payback period by channel Which channels pay back fastest?
№ 164 CAC by channel trend How is acquisition cost moving per channel?
№ 165 CAC blended trend What's the overall direction of acquisition cost?
№ 166 LTV/CAC by channel Which channels deliver the best unit economics?
№ 167 Marketing spend as % of revenue How much of revenue is going to marketing?
№ 168 Marketing-attributable revenue trend How much revenue is coming from marketing?
№ 169 Channel mix evolution How is channel allocation shifting?
№ 170 Attribution waterfall Which channels touched the conversion path?
№ 171 Time-to-conversion distribution How long from first touch to conversion?
№ 172 Branded search trend How is brand health evolving, measured by organic branded queries?
№ 173 Paid pause halo What happens to organic and direct traffic when paid is paused for a test window? Quantifies incremental lift.
№ 174 CAC payback by market Is each market actually paying back acquisition costs, or just adding dilutive revenue?

Customer success 12 maps

№ 175 Revenue per CSM (book size) How much revenue does each customer success manager handle?
№ 176 Expansion revenue per CSM Whose book is expanding?
№ 177 NRR by CSM book How is each customer success manager's book net retaining?
№ 178 GRR by segment Which segments retain best?
№ 179 Renewal rate by cohort Are newer cohorts renewing better than older ones?
№ 180 Cost per retained dollar How much does it cost to retain a dollar of revenue?
№ 181 Payback on CSM hire When does each customer success manager cover their cost?
№ 182 Retention curve by cohort How does each cohort decay over time?
№ 183 Expansion timing distribution When do customers typically expand?
№ 184 Time-to-onboard distribution How fast are new customers reaching value?
№ 185 Touch frequency vs retention correlation Does customer success manager touch frequency actually drive retention?
№ 186 CSM ROAS curve When does each customer success manager pay back fully-loaded cost, and how does retained plus expansion revenue compound across the book?

Product 9 maps

№ 187 Revenue per active user How much revenue per user?
№ 188 Engineering cost per net new revenue dollar How expensive is each new dollar of revenue from product?
№ 189 Feature adoption-to-revenue lag How long until shipped features show up in revenue?
№ 190 Revenue contribution by feature cohort Which features actually drive revenue?
№ 191 Activation funnel Where do users drop off in activation?
№ 192 Time-to-value distribution How fast do users get to first value?
№ 193 Retention curve by cohort How sticky are new users?
№ 194 Feature adoption curve How fast do users adopt new features?
№ 195 Feature ROAS curve When does each shipped feature pay back its engineering cost, and how does revenue contribution compound after launch?

Operations 12 maps

№ 196 Cost per unit trend Are unit costs going down?
№ 197 Operations cost as % of revenue Are operations becoming more efficient relative to revenue?
№ 198 Margin per unit by line Which lines carry the margin?
№ 199 Cost of poor quality How much do defects and rework cost us?
№ 200 Cost per SLA-met unit How expensive is hitting service level agreements?
№ 201 Throughput vs capacity How close are we to capacity?
№ 202 SLA distribution How wide is the spread of service performance?
№ 203 Utilization How busy is the team or system?
№ 204 Defect / rework rate Are quality issues stable?
№ 205 Cycle time distribution How long does a unit take from start to finish?
№ 206 Automation ROAS curve When does each automation investment pay back its build cost, and how do cost savings compound over time?
№ 207 Build vs buy payback curve When does building internally pay off versus continuing to pay a vendor? Crossover point is the answer.

People / HR 13 maps

№ 208 Revenue per headcount Are we getting more leverage from each head?
№ 209 Compensation as % of revenue How heavy is compensation on the profit and loss statement?
№ 210 Cost per hire by function What does it cost to hire each function?
№ 211 Payback period on hires by function When do hires by function pay back their fully loaded cost?
№ 212 All-in comp efficiency curve Are we paying more or less per dollar of revenue over time?
№ 213 Replacement cost as % of payroll How much does attrition cost us in dollars?
№ 214 Headcount waterfall How did headcount change and why?
№ 215 Tenure distribution What's the age structure of the team?
№ 216 Attrition by cohort Are recent hire cohorts staying longer than older ones?
№ 217 Compensation band distribution How wide are pay bands within roles?
№ 218 Ramp time distribution How long until new hires are productive?
№ 219 Time-to-hire by role Which roles take longest to fill?
№ 220 Hire ROAS curve by function When do hires by function pay back fully-loaded cost, and how do they compound across their tenure?

Finance (CFO/CEO) 15 maps

№ 221 Cash runway How many months of runway do we have?
№ 222 Burn rate trend How much are we burning each month?
№ 223 Burn multiple How much burn per dollar of growth?
№ 224 Free cash flow trend Are we generating or consuming cash?
№ 225 EBITDA bridge How did operating earnings move and what drove the change?
№ 226 Gross margin trend Is unit economics improving?
№ 227 Operating leverage curve Are we seeing operating leverage as we scale?
№ 228 Working capital cycle Are we tying up cash in working capital?
№ 229 AR aging waterfall How old are our receivables?
№ 230 DSO / DPO / DIO trend How fast does cash flow through the cycle?
№ 231 Headcount cost per revenue dollar Are we getting more revenue per dollar of payroll?
№ 232 Forecast vs actuals variance How accurate is the plan?
№ 233 Budget burn vs plan Are we tracking to budget?
№ 234 Invoice processing time How efficiently do we process invoices?
№ 235 Close timeline distribution How fast is the close?