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<p>The growth of entrepreneurship and Software as a Service (SaaS) startups in Brazil has increased the challenges of managing recurring revenue models, especially regarding the continuous generation and conversion of leads. This study aimed to develop a comprehensive and measurable model to optimize the growth and sustainability of these companies by integrating strategies for lead generation, nurturing, and commercial and financial management. The research adopted a mixed-method approach, including: (i) exploratory analysis with 15 Brazilian startups to identify key indicators; (ii) inferential analysis of internal metrics from a company; and (iii) Monte Carlo simulation to evaluate the impact of variables on financial performance. The results indicate that smaller companies show low analytical maturity, prioritizing basic metrics, while larger companies adopt more sophisticated indicators and multichannel strategies. Ad Spend and Average Ticket were shown to have the greatest influence on ROI. As contributions, this study offers an applicable model that supports decision-making, increases revenue predictability, and optimizes marketing and sales resources. Limitations include the convenience sampling and the application of the simulation to only one company. It is suggested to expand the sample, conduct longitudinal studies, and apply the model to different SaaS segments.</p>

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Analysis of recurring revenue models in subscription-based software companies

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年5月4日

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  • Enzo Lobo Torquato,
  • Gustavo Alves de Melo,
  • Maria Gabriela Mendonça Peixoto,
  • Thiago Henrique Nogueira,
  • Matheus de Sousa Pereira,
  • André Luiz Marques Serrano,
  • Rafaela Fogaça Resende

摘要

The growth of entrepreneurship and Software as a Service (SaaS) startups in Brazil has increased the challenges of managing recurring revenue models, especially regarding the continuous generation and conversion of leads. This study aimed to develop a comprehensive and measurable model to optimize the growth and sustainability of these companies by integrating strategies for lead generation, nurturing, and commercial and financial management. The research adopted a mixed-method approach, including: (i) exploratory analysis with 15 Brazilian startups to identify key indicators; (ii) inferential analysis of internal metrics from a company; and (iii) Monte Carlo simulation to evaluate the impact of variables on financial performance. The results indicate that smaller companies show low analytical maturity, prioritizing basic metrics, while larger companies adopt more sophisticated indicators and multichannel strategies. Ad Spend and Average Ticket were shown to have the greatest influence on ROI. As contributions, this study offers an applicable model that supports decision-making, increases revenue predictability, and optimizes marketing and sales resources. Limitations include the convenience sampling and the application of the simulation to only one company. It is suggested to expand the sample, conduct longitudinal studies, and apply the model to different SaaS segments.