4.9/5 sur 7496 avis ⭐️⭐️⭐️⭐️⭐️

Experts interviews /
From €0 to €10m ARR, the 7 tips Guillaume Moubeche used to help Lemlist grow

From €0 to €10m ARR, the 7 tips Guillaume Moubeche used to help Lemlist grow

Vincent Gouedard
@VincentGouedard
About the company
Industry
Company size
Headquarters
Founded
Funding raised
Share this article:
Try Fincome with your team

In just three ye ars and a half, Lemlist has grown from 0 to over €10m in ARR. This was achieved while being bootstrapped for most of this period.

Although Guillaume Moubeche (CEO) has already shared a lot about his methods, he had never delved into the financial part.This article revisits the KPI tracking he set up from the start, which he agreed to share with us through 7 very concrete tips. This organization allowed him to manage his activity and generate more than 80% growth in 2022.

 

Tip #1: Equip Yourself with the Best Tools

To manage his activity, Guillaume quickly equipped himself with billing tools suited for SaaS, particularly Stripe Billing. To complete the billing part, he also recently implemented Pennylane to interact more effectively with his accountant.

 

Tip #2: Monitor 3 Essential KPIs

To reach €10m in ARR, he focused solely on 3 KPIs, which he tracked daily, and which were his only guides ('pure dopamine ina phase of hyper-growth', to use his words):

- MRR

- Growth rate

- Churn rate

To move beyond this stage and accelerate his ARR growth while remaining profitable, Guillaume had to enrich his range of KPIs.

 

Tip #3: Segment Your Customer Base

To manage his activity 'by instruments' ratherthan 'by sight', he integrated into his weekly tracking an analyticalsegmentation of his MRR breaking down:

-  Annual and monthly plans

-  Countries

-  ARPA levels

Why? To quickly identify the segments generating the most growth and the drivers of this growth, with the aim of replicating them in other channels.

 

Tip #4: Closely Monitor Your CustomerAcquisition Cost (CAC)

He complemented this monitoring with an analysis of his Customer Acquisition Cost, with a focus by acquisition channel.

Why? To identify his minimum retention duration by channel and the most efficient channels to prioritize for optimizing his margin on direct costs. This strategy allowed him to invest in rapid and profitable growth.

 

Tip #5: Understand the Origin of Your Churn

To maximize his retention and be able to stacklayers of new customers (the beauty of the SaaS model), Guillaume set up monitoring of his churn by customer typology and plans. This analysis allowed him to identify the causes of his customer base erosion according to usage.

It also made it easier for him to interact with users who had churned to incorporate their feedback whenever possible.

Thanks to his efforts, his Net Revenue Retention grew due to the combined effect of reducing his churn and the expansion generated among satisfied customers (including more users per team).

 

Tip #6: Control Your Fixed Costs

Tracking revenue is of course not enough to create a lasting business. It is also essential to control your costs. Guillaume set up weekly monitoring of his fixed cost structure, especially the main categories comprising it:

- Server/ IT system costs

- Payroll

- Usual fixed charges (rent, admin fees, etc.)

- Exceptional expenses (seminars, trade shows, etc.)

This focus allowed him to quickly identify deviations in certain cost items and adjust course reactively.

 

Tip #7: Optimize Cash Management

Guillaume closely followed his cash generation to ensure:

- Sufficient runway level (before becoming profitable)

- High level of EBITDA conversion to cash

He particularly focused on monitoring his cash flows with an emphasis on:

- His capex (very limited)

- Changes in working capital requirement (WCR)

- Upcoming tax disbursements (including VAT)

SaaStock Paris - Retours d'expérience de Waalaxy, 10 M€ d'ARR en 4 ans en PLG
Toinon Georget - CEO et fondateur de Waalaxy
fincome saastock

Join our

Receive exclusive SaaS leader interviews and webinars every month, along with our in-depth analyses of the latest SaaS trends, with Fincome Pulse.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Discover Fincome!

Get started with Fincome: request a demo and take control of your revenue growth.

Frequently Asked Questions

What is Fincome?

Fincome is a SaaS revenue management platform designed specifically for companies with recurring revenue models (any business selling subscriptions).  

Fincome automates the tracking and management of your revenues and associated KPIs (churn, LTV, CAC, etc.) in real time, without the need for a data team or manual processing, thanks to direct integrations with your billing systems and ERP.  

Unlike generic BI tools, Fincome offers a turnkey, intuitive solution tailored to the specific needs of subscription-based businesses, enabling seamless collaboration across your finance, GTM, and CSM teams.

Who is Fincome for?

Fincome is built exclusively for companies with recurring revenue models, meaning those that track MRR or ARR, such as:
• Software publishers (SaaS)
• Media companies
• Mobile apps
• Any other B2B or B2C subscription business looking to professionalize revenue management

Fincome supports organizations at every stage of growth, from startups to mid-market and large international enterprises.

What can Fincome analyze?

With Fincome, you gain access to a full suite of modules:
Revenue: detailed ARR/MRR breakdown, cohort analysis, detection of billing errors or omissions, revenue recognition and deferred revenue (PCA)
Growth: analysis of ARR movements (new business, expansion, churn, reactivation), identification of growth drivers
Unit Economics: LTV, CAC, and LTV/CAC analysis by segment, channel, or geography to optimize margins
Retention: deep cohort analyses, identification of key retention drivers
Renewals: future MRR projections, opportunity forecasting, and churn risk reduction
Forecasting: revenue growth scenario modeling to better inform strategic decisions

How is Fincome different from other solutions on the market?

Fincome is the only turnkey platform built specifically for recurring revenue businesses that combines:
✅ A complete, reliable view of your recurring revenues (MRR, ARR, churn, LTV, CAC, cohorts, renewals, revenue recognition, deferred revenue)
✅ Fully customizable, automated, shareable reports powered by AI, delivering actionable insights to guide your strategic decisions
✅ Expert support to help structure and interpret your analyses, without needing to build an internal data team
✅ The ability to generate future growth scenarios, compare them side by side, and track actual vs. forecasted performance, all in real time

Unlike traditional BI tools, which require you to build and maintain your own metrics (often consuming internal resources just to produce static data visualizations), Fincome transforms your SaaS metrics into concrete, actionable recommendations — helping you move faster, with more impact and operational efficiency.

Can I use Fincome if my billing tool isn’t listed?

Yes! If you use an unlisted or in-house billing system, no problem — you can easily import your billing data via Excel or push it through our public API. You can access our public API documentation here.

What tangible benefits does Fincome provide?

With Fincome, you can:
✅ Reduce up to 90% of the time spent calculating and reporting your KPIs
✅ Make faster, more accurate strategic decisions
✅ Recover up to 5% of lost revenue by detecting errors or omissions
✅ Cut the risk of manual spreadsheet errors by 80%  

Are my data safe with Fincome?

Absolutely. Data security is at the heart of what we do. Fincome is SOC 2 Type I certified, ensuring a high level of data security and protection.

Your data is collected exclusively via read-only APIs and hosted on secure servers located in France. We never share your data with third parties without your consent.

For a detailed review of our security practices, please visit our dedicated security page.

What kind of support does Fincome offer?

At Fincome, customer success is a core priority. We guide you from the very start — structuring your data, training your teams, and optimizing your use of the platform to deliver value quickly.

Our team remains by your side to answer strategic or technical questions, share best practices, and help you get the most out of your analyses.

How do I get started with Fincome?

Simply request a demo on our website. We’ll walk you through the platform, assess your needs, and guide you through a smooth deployment.

Most deployments and team trainings take no more than two weeks to get fully up and running.
👉 Request a demo at www.fincome.co  

Income Analytics:

How can I better manage my finances?

Lorem ipsum dolor sit amet consectetur adipiscing elit etiam vehicula. Etiam vehicula condimentum nunc, a semper elit luctus id. Duis fringilla enim non neque aliquet.

How can I better manage my finances?

Lorem ipsum dolor sit amet consectetur adipiscing elit etiam vehicula. Etiam vehicula condimentum nunc, a semper elit luctus id. Duis fringilla enim non neque aliquet.

How can I better manage my finances?

Lorem ipsum dolor sit amet consectetur adipiscing elit etiam vehicula. Etiam vehicula condimentum nunc, a semper elit luctus id. Duis fringilla enim non neque aliquet.

Budget Management:

How can I better manage my finances?

Lorem ipsum dolor sit amet consectetur adipiscing elit etiam vehicula. Etiam vehicula condimentum nunc, a semper elit luctus id. Duis fringilla enim non neque aliquet.

How can I better manage my finances?

Lorem ipsum dolor sit amet consectetur adipiscing elit etiam vehicula. Etiam vehicula condimentum nunc, a semper elit luctus id. Duis fringilla enim non neque aliquet.

How can I better manage my finances?

Lorem ipsum dolor sit amet consectetur adipiscing elit etiam vehicula. Etiam vehicula condimentum nunc, a semper elit luctus id. Duis fringilla enim non neque aliquet.

Wealth Management:

How can I better manage my finances?

Lorem ipsum dolor sit amet consectetur adipiscing elit etiam vehicula. Etiam vehicula condimentum nunc, a semper elit luctus id. Duis fringilla enim non neque aliquet.

How can I better manage my finances?

Lorem ipsum dolor sit amet consectetur adipiscing elit etiam vehicula. Etiam vehicula condimentum nunc, a semper elit luctus id. Duis fringilla enim non neque aliquet.

How can I better manage my finances?

Lorem ipsum dolor sit amet consectetur adipiscing elit etiam vehicula. Etiam vehicula condimentum nunc, a semper elit luctus id. Duis fringilla enim non neque aliquet.

Discover Fincome !

Get started with Fincome: request a demo and take control of your revenue growth
Book a demo