Content authored by

Ashish Srimal

author bio
Co-founder & CEO at Ratio

Ashish Srimal is a SaaS entrepreneur and executive who has built SaaS startups and led large SaaS businesses. He was the Co-founder & CEO of a SaaS AI startup, SmarterMe, which he successfully exited and then was an executive at Medallia, which IPO’d in 2019. Prior to that he was an executive at SAP and Cast Iron Systems. He has also been an investment advisor to several PE and VC firms.

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SaaS Payments Are Evolving. Here’s What That Means for Your Financial Forecasts

With the global economic outlook growing gloomier, enterprises are looking to tighten their belts. Forecasting is a vital capability for today’s SaaS companies. Reliable and up-to-date data is essential if SaaS leaders are to make smart decisions, drive enduring growth, and win over investors.

Ashish Srimal
October 5, 2023

Managing Core SaaS Metrics is Getting Harder: Here’s the Solution

The days of rudimentary monthly cash flow and profit / loss calculations are long gone, with recurring revenue, customer acquisition costs, churn rates, and other SaaS-specific financial metrics now the basis of make-or-break strategic decisions.

Ashish Srimal
August 14, 2023

True Sale Based Financing: Why it Matters

True Sale Based Financing (TBF) is a transaction where cash-generating assets (accounts receivable, annual contracts, multi-year contracts, etc.) are fully transferred from a seller to a buyer for a purchase consideration. Understand the value of true sale based financing and why it matters to the long term success of your company.

Ashish Srimal
May 9, 2023

How Can ASX Listed Companies Use True Sale Based Financing to Meet Appendix 4C Mandates?

ASX companies under Appendix 4C mandates can use True Sale Based Financing (TBF) to convert longer term contracts with staggered cash flows into instant cash. The standard accounting treatment for True Sale makes it possible to substantially boost short-term cash flows.

Ashish Srimal
April 25, 2023

How to Turn the Tech Downturn Into an Opportunity

Glance at the headlines, and you’ll feel a little gloomy about the state of the tech sector. Recession fears continue to weigh on our minds, interest rates look set to keep on rising, venture capital funding is at a two-year low, and enterprise software buyers are tightening their belts.

Ashish Srimal
March 31, 2023

Secret weapon for Tech companies to accelerate deals and improve cash flow

Customers negotiate for discounts on a purchase by paying up front. And most SaaS vendors are ready to offer that. Payment plans and Buy Now, Pay Later (BNPL) options are becoming more common in B2B.

Ashish Srimal
January 11, 2023

How SaaS Companies Can Sell More During a Downturn

As we head into 2023 SaaS companies will continue to have to deal with the recession. Customers become cash constrained, small and mid-size businesses become cash reserved, and large businesses cut budgets. As a result, tech investing will slow down.

Ashish Srimal
November 2, 2022

How SaaS Businesses Benefit from Buy Now, Pay Later

BNPL offers SaaS customers an accessible and manageable way to make purchases matching their cash flow needs and budget/approval constraints

Ashish Srimal
October 13, 2022

How Subscription Businesses Can Increase Total Contract Value with Buy Now, Pay Later

The buyer’s landscape has changed drastically over the last few years. One such option that’s become very popular in recent years is ‘Buy Now, Pay Later’ (BNPL). BNPL provides customers the freedom and flexibility to buy the product they need with manageable installment payments.

Ashish Srimal
October 6, 2022

Match Pricing: Good for Buyers, Good for Sellers

What do enterprises look for when making a software investment? They seek products that deliver results. The key to turning SaaS pricing strategy into a win-win is to recognize that for buyers, a dollar today doesn’t have the same value as a dollar tomorrow.

Ashish Srimal
September 19, 2022

With a Recession Looming, Startups Need a New Way to Raise Capital

Growth — that’s what every SaaS startup wants. But rapid expansion doesn’t come cheap. Whether it’s for marketing, sales, product development, staffing, or acquisitions, taking a software company to the next level requires access to plenty of growth capital

Ashish Srimal
September 14, 2022

Price vs. Value: Get the Most From Your SaaS Pricing Strategy

With elegant simplicity, Warren Buffet captured the essence of commerce with these immortal words: “Price is what you pay. Value is what you get.” The world’s greatest investor is, of course, correct. Looking past the price tag to see a purchase’s true worth is something all buyers try to do, especially in the SaaS space.

Ashish Srimal
August 30, 2022

Diversify Your Capital Stack to Drive Lasting Growth

Many SaaS founders and CEOs focus more on driving rapid growth than they do on their long-term prospects — because after all, they assume, if you’re growing fast enough then the capital will keep flowing in and you’ll soon find your way to a strong exit. Growth is the key to success.

Ashish Srimal
August 22, 2022

Rethinking Fundraising Could Be the Key To Retaining Talent During Tough Times

With startup investment dwindling, some SaaS companies, even the high growth ones, are so concerned that they’re laying off workers. Another option is to look beyond traditional funding channels, and start asking how your fintech stack can help you keep hold of your top talent.

Ashish Srimal
August 11, 2022

Rethink Pricing Strategy to Close More SaaS Deals

The SaaS marketplace is increasingly crowded and competitive. To stand out from the pack, vendors are investing time, money, and resources to build out innovative features, ensure a high level of customer care, and drive continuous product development.

Ashish Srimal
August 3, 2022

How to Survive the SaaS Funding Crunch

With many SaaS providers enjoying incredible growth during the pandemic, investors have been eager to support cloud businesses of all shapes and sizes. Now, though, the return to Earth is well and truly underway. 

Ashish Srimal
July 27, 2022

It’s Time to Rewrite the Rulebook for SaaS Businesses

It used to be that SaaS brands were seen as bulletproof — even if the broader market crashed, the theory went, SaaS vendors would be protected by their steady, predictable revenue streams, and investors would stay loyal.

Ashish Srimal
July 20, 2022

The Trouble With Usage-Based SaaS Pricing

Usage-based pricing systems are gaining in popularity, but they do pose some challenges. Learn how to overcome them.

Ashish Srimal
June 30, 2022

For SaaS Vendors, Pricing and Payments Are the Keys to a Better Buyer Experience and Monetization

For SaaS businesses, buying experience is the next big differentiator. B2B buyers are increasingly turning to SaaS vendors that can provide dynamic pricing and payment plans. Read to learn more.

Ashish Srimal
June 15, 2022

What is Your B2B SaaS Solution Really Worth?

When you’re selling SaaS software, clearly it’s important to figure out what your product is really worth. One way to do that is to think about how much value you deliver, compare it to the competition, and set prices accordingly. That’s the way most vendors operate, and it has served the industry pretty well.

Ashish Srimal
May 23, 2022