Revenue

The total money earned from customers before any costs are taken out.

Example

$18,000 of sales in March.

Important

Revenue is the top line and says nothing about whether you keep any of it. Founders quote revenue; investors immediately ask about margin.

Related terms

  • Gross margin — Revenue minus the direct cost of delivering it, as a percentage of revenue.
  • Profitability — Making more than you spend over a period.
  • MRR (Monthly Recurring Revenue) — Predictable revenue that repeats every month from subscriptions or contracts.
  • Income statement (P&L) — A statement of revenue, costs and profit over a period. Revenue − COGS = gross profit; gross profit − OpEx = operating profit.

Lessons that explain it

  • The words everyone assumes you know — Founder vs CEO, shareholder vs employee, customer vs user, revenue vs profit, valuation vs cash, equity vs salary. Twenty minutes here saves a lot of nodding along in meetings. (15 min)
  • Revenue, costs and profit — The three numbers everything else is built on, and the difference between the money that comes in and the money you keep. (10 min)
  • MRR and ARR — Recurring revenue is the number investors care about most — and the one founders most often calculate wrongly. (10 min)
  • Reading an income statement — The P&L, top to bottom. Fifteen minutes and you will never be lost in an accountant's email again. (12 min)

All 176 terms in the Founder glossary