5 C’s OF CLOUD FINANCE 1 2 3 4 5 CARR & ARR CAC PAYBACK CHURN CLTV CASH FLOW Committed Customer Logo Churn Customer Gross Burn Rate Annual Acquisition Cost Lifetime Value Recurring (Gross Margin Revenue MRR Gross Affected) Net Burn Rate (CARR) Payback Period Churn Free Cash Flow Annual MRR Net Churn Recurring Revenue (ARR) www.bvp.com/cloud 30