Blue Horizon’s reading list is a curated collection of articles for SaaS founders and management teams. We are entrepreneurs and operators who have lived through the process of founding and scaling software companies. Here are the articles and resources we found useful this month.

How Long Should a Free Trial Be for SaaS Products?
by Jason Lemkin

What really matters is engagement. How do you get the prospect to even use the trial period at all? Many customers, for many products, won’t just automatically start on their own. Most prospects aren’t like you and me. They don’t just grab-and-go. Almost all of us underinvest in getting those Free and Free Trial users really going as quickly as they could.

The Top 7 Marketing Metrics for a QBR or Board Meeting
by Dave Kellogg

▪️We Make Pipeline That Closes
▪️We Tee Up Sales for Success Each Quarter
▪️We Generate Pipeline Efficiently
▪️We Get the Word Out
▪️We Care What Sales Thinks

Exploring the Cost of Capital for SaaS Companies – Part III: Cost of Equity Simplified?
by SaaS Capital

The simplified conclusion is: Return to equity = Cost of equity = ARR growth rate.

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Blue Horizon acquires and invests in profitable software businesses with stable recurring revenue streams. The Blue Horizon platform combines long-term capital and industry expertise with an operating model that enables businesses and their leaders to focus on growth and profitability.