Glossary entry

A persona is a semi-fictionalised representation of a startup's ideal customers, based on market research and real data about existing customers.

The Pareto Principle, also known as the 80/20 rule, states that 80% of results often come from 20% of effort, which is applicable to a variety of scenarios, including business processes and customer relationships.

The net burn rate indicates how quickly a start-up uses up its capital, taking revenue into account, and is therefore an indicator of the net expenditure rate over a certain period of time.

A Non-Disclosure Agreement (NDA) is a legal document that obligates the parties not to disclose confidential information that is shared in the context of business relationships.

MVP, or Minimum Viable Product, is a concept from the lean startup methodology that focuses on developing a product with the minimum necessary features to make it available to early adopters and gather valuable feedback.

MRR (Monthly Recurring Revenue) measures a company's recurring revenue per month, especially for subscription or SaaS models, and provides insight into the financial stability and predictability of revenue.

Key account management (KAM) refers to the strategic support and development of a company's most important customers - the so-called key customers. The aim of KAM is to build long-term business relationships, offer customised solutions and create added value together through close collaboration. Key account managers act as the central point of contact and coordinate internal processes in order to optimally fulfil the specific requirements of customers.

A Marketing Qualified Lead (MQL) is a potential customer who is considered ready for the next step in the sales process based on their engagement and interest in a product or service.

The Mom Test is a technique for obtaining honest and unbiased customer feedback by asking specific, situational questions that go beyond subjective opinions and uncover actual needs and behaviours.