# Business and metrics

Every entry in Business and metrics on the Tulsa Ecosystem Map. Tulsa entries first, then by connections.

- [Hard tech](https://ecosystem.samcarlton.com/hard-tech): Companies whose product rests on physical engineering or new science, such as machines, materials or devices.
- [SaaS](https://ecosystem.samcarlton.com/saas): Software as a service.
- [Intellectual property](https://ecosystem.samcarlton.com/intellectual-property): Things you create that can be owned, such as code, designs, brand names and inventions.
- [Go-to-market](https://ecosystem.samcarlton.com/go-to-market): Your plan for reaching customers and getting them to buy: who you go after first, where you find them and how you sell.
- [Usage-based pricing](https://ecosystem.samcarlton.com/usage-based-pricing): A way to charge where the bill follows how much the customer uses, instead of a flat fee.
- [B2B / B2C](https://ecosystem.samcarlton.com/b2b-b2c): Who you sell to.
- [Social media](https://ecosystem.samcarlton.com/social-media): Sites and apps where people share posts, photos and videos and follow each other, such as LinkedIn, YouTube and Facebook.
- [Revenue](https://ecosystem.samcarlton.com/revenue): All the money customers pay your business, before any costs are taken out.
- [Payments](https://ecosystem.samcarlton.com/payments): The service that lets a company charge customers' cards and bank accounts and receive the money.
- [Ecommerce](https://ecosystem.samcarlton.com/ecommerce): Selling products or services online, with a store website, a cart and online payments.
- [Government contracting](https://ecosystem.samcarlton.com/government-contracting): Selling products or services to a government agency under a formal contract.
- [KPI](https://ecosystem.samcarlton.com/kpi): Key performance indicator.
- [Pilot](https://ecosystem.samcarlton.com/pilot): A small, time-limited trial of a product with one customer, run to learn whether the product works for that customer before a full contract.
- [Programmatic advertising](https://ecosystem.samcarlton.com/programmatic-advertising): Buying and selling online ad space automatically through software, often in auctions that run in a fraction of a second as a page loads.
- [Retention](https://ecosystem.samcarlton.com/retention): The share of customers who keep using or paying for your product over time.
- [Burn rate](https://ecosystem.samcarlton.com/burn-rate): How fast your company is using up its cash, usually counted per month.
- [CAC](https://ecosystem.samcarlton.com/cac): Customer acquisition cost.
- [CRM](https://ecosystem.samcarlton.com/crm): Customer relationship management.
- [Licensing](https://ecosystem.samcarlton.com/licensing): Letting another party use something you own, such as software, a patent or a brand, in exchange for fees or royalties, while you keep…
- [Online advertising](https://ecosystem.samcarlton.com/online-advertising): Paying to show ads on search engines, social media, websites and apps, often aimed at specific audiences.
- [Profit](https://ecosystem.samcarlton.com/profit): What is left of your revenue after every cost is paid.
- [Runway](https://ecosystem.samcarlton.com/runway): How many months your company can keep going before the money in the bank runs out, if spending stays the same.
- [Sales funnel](https://ecosystem.samcarlton.com/sales-funnel): The stages people move through from first hearing about a product to buying it.
- [Cloud service agreement](https://ecosystem.samcarlton.com/cloud-service-agreement): A contract between a company that sells cloud software and a business that buys it.
- [MRR](https://ecosystem.samcarlton.com/mrr): Monthly recurring revenue.
- [Sales cycle](https://ecosystem.samcarlton.com/sales-cycle): The steps and time from a first conversation with a prospect to a signed deal.
- [Traction](https://ecosystem.samcarlton.com/traction): Proof that real people want what you are building, such as paying customers, growing use or signed agreements.
- [Business model](https://ecosystem.samcarlton.com/business-model): How your company makes money: who pays, what they pay for and how often.
- [Email marketing](https://ecosystem.samcarlton.com/email-marketing): Sending planned emails to a list of people who signed up, such as newsletters, announcements and offers.
- [Lead generation](https://ecosystem.samcarlton.com/lead-generation): Finding and collecting contact details of people or companies who might buy, so sales can follow up.
- [Master services agreement](https://ecosystem.samcarlton.com/master-services-agreement): A contract that sets the general terms between a client and a provider once (payment, ownership of the work, confidentiality, liability)…
- [Pricing tiers](https://ecosystem.samcarlton.com/pricing-tiers): The set of plans a product sells, from a cheap or free starting plan up to plans for large customers.
- [Spreadsheet](https://ecosystem.samcarlton.com/spreadsheet): A grid of rows and columns for numbers and lists, with formulas that calculate totals.
- [Bill of materials](https://ecosystem.samcarlton.com/bill-of-materials): A complete list of the parts, materials and quantities needed to build a product.
- [Bookings](https://ecosystem.samcarlton.com/bookings): The total value of the contracts customers signed in a period.
- [Call to action](https://ecosystem.samcarlton.com/call-to-action): The one next step a page, email or ad asks the reader to take, such as 'Book a demo' or 'Start free trial'.
- [Cash flow](https://ecosystem.samcarlton.com/cash-flow): The timing of money coming into and going out of a business.
- [Conversion rate optimization](https://ecosystem.samcarlton.com/conversion-rate-optimization): Improving a website or app so a larger share of visitors take the action you want, such as signing up or buying, often by testing changes…
- [Letter of intent](https://ecosystem.samcarlton.com/letter-of-intent): A short document that sets out what two parties intend to agree on, such as a purchase once a product exists.
- [Managed service provider](https://ecosystem.samcarlton.com/managed-service-provider): An outside company that runs part of another organization's technology for a monthly fee, such as its computers, network, security or help…
- [NDA](https://ecosystem.samcarlton.com/nda): Non-disclosure agreement.
- [Pay-per-click advertising](https://ecosystem.samcarlton.com/ppc): Online ads where you pay each time someone clicks, most often shown beside search results.
- [Retainer](https://ecosystem.samcarlton.com/retainer): An ongoing services arrangement where a client pays a set amount each month to reserve a provider's time or attention.
- [Revenue share](https://ecosystem.samcarlton.com/revenue-share): An arrangement where partners split the revenue a product or deal brings in by an agreed percentage, instead of a fixed fee.
- [Search engine optimization](https://ecosystem.samcarlton.com/search-engine-optimization): Making a website easier for search engines to understand and more likely to show up when people search for what you offer.
- [TAM](https://ecosystem.samcarlton.com/tam): Total addressable market.
- [Video conferencing](https://ecosystem.samcarlton.com/video-conferencing): Meeting with people over live video and audio on a computer or phone.
- [AI addendum](https://ecosystem.samcarlton.com/ai-addendum): An add-on to a software contract for a product that uses AI.
- [Cold outreach](https://ecosystem.samcarlton.com/cold-outreach): Contacting people who do not know you yet, by email, phone or message, to start a sales or partnership conversation.
- [Cyber liability insurance](https://ecosystem.samcarlton.com/cyber-liability-insurance): Insurance that helps pay the costs of a data breach or cyberattack, such as investigation, customer notification, legal costs and recovery.
- [Developer relations](https://ecosystem.samcarlton.com/developer-relations): A role, often at platform companies, that helps outside developers use the company's tools through docs, examples, talks and community…
- [Engagement letter](https://ecosystem.samcarlton.com/engagement-letter): A short contract that starts a professional services relationship.
- [ERP](https://ecosystem.samcarlton.com/enterprise-resource-planning): Enterprise resource planning.
- [Fixed-price engagement](https://ecosystem.samcarlton.com/fixed-price-engagement): A services deal where the client pays one agreed price for a defined result, no matter how many hours it takes.
- [Gross margin](https://ecosystem.samcarlton.com/gross-margin): The part of each sale you keep after paying the direct cost of making and delivering what you sold.
- [Joint development agreement](https://ecosystem.samcarlton.com/joint-development-agreement): A contract between two organizations that build something together.
- [Per-seat pricing](https://ecosystem.samcarlton.com/per-seat-pricing): A way to charge for software where the customer pays for each person who uses it.
- [Retargeting](https://ecosystem.samcarlton.com/retargeting): Showing ads to people who already visited your site or used your app, to bring them back.
- [Time and materials](https://ecosystem.samcarlton.com/time-and-materials): A way to pay for services by the hour or day worked, plus costs, instead of a set price for the whole job.
- [Unit economics](https://ecosystem.samcarlton.com/unit-economics): Whether you make or lose money on one customer or one sale, once you count what it cost to win and serve them.
- [Ad exchange](https://ecosystem.samcarlton.com/ad-exchange): The digital marketplace where ad space from sellers is auctioned to advertisers in real time.
- [Affiliate marketing](https://ecosystem.samcarlton.com/affiliate-marketing): Paying partners a commission when people they refer, usually through a special link, make a purchase.
- [ARR](https://ecosystem.samcarlton.com/arr): Annual recurring revenue.
- [Break-even](https://ecosystem.samcarlton.com/break-even): The point where the money coming in equals the money going out, so the business is no longer losing money.
- [Business associate agreement](https://ecosystem.samcarlton.com/business-associate-agreement): A contract that US health privacy law (HIPAA) requires before a clinic, health plan or other covered organization lets an outside company…
- [Churn rate](https://ecosystem.samcarlton.com/churn-rate): The share of your customers who stop paying or stop using your product during a set period, such as a month.
- [Commission](https://ecosystem.samcarlton.com/commission): Pay that is a share of the sales a person brings in, rather than, or on top of, a fixed salary.
- [CPM](https://ecosystem.samcarlton.com/cpm): Cost per thousand impressions.
- [Data management platform](https://ecosystem.samcarlton.com/data-management-platform): Software that collects and organizes audience data, such as interests and past behavior, so advertisers can target groups of people.
- [Data processing agreement](https://ecosystem.samcarlton.com/data-processing-agreement): A contract that says how a service provider may handle personal data for its customer: what it may do with the data, how it keeps the data…
- [DAU / MAU](https://ecosystem.samcarlton.com/dau-mau): Daily active users and monthly active users.
- [Default alive](https://ecosystem.samcarlton.com/default-alive): A phrase from investor Paul Graham.
- [Demand-side platform](https://ecosystem.samcarlton.com/demand-side-platform): Software that advertisers use to buy ad space across many websites and apps automatically, with targeting and budget rules.
- [EBITDA](https://ecosystem.samcarlton.com/ebitda): Earnings before interest, taxes, depreciation and amortization.
- [EdTech](https://ecosystem.samcarlton.com/edtech): Education technology: software and devices for teaching and learning, and the market of companies that build them.
- [IRS Section 7216](https://ecosystem.samcarlton.com/irs-section-7216): A US tax rule that limits how tax return preparers may use or disclose clients' tax return information without the client's consent.
- [Omnichannel](https://ecosystem.samcarlton.com/omnichannel): Handling a customer across every channel, such as phone, email, chat, text and in person, as one connected experience with shared history.
- [Order form](https://ecosystem.samcarlton.com/order-form): A short document that records one purchase under a contract already in place: what the customer buys, how many users or units, the fees…
- [Original equipment manufacturer](https://ecosystem.samcarlton.com/original-equipment-manufacturer): A company that makes products or parts that another company sells or builds into its own products, often under the other company's brand.
- [Partnership agreement](https://ecosystem.samcarlton.com/partnership-agreement): A contract between two companies that work together to sell, market or support their products, for example through referrals, co-marketing…
- [Referral fee](https://ecosystem.samcarlton.com/referral-fee): A one-time payment to someone for introducing a customer or deal that closes.
- [Request for proposal](https://ecosystem.samcarlton.com/request-for-proposal): A document a buyer, often a government or large company, publishes to invite vendors to bid on a project.
- [Spinout](https://ecosystem.samcarlton.com/spinout): A new, separate company created from part of an existing company, university or lab, often taking a product, team or technology with it.
- [Supply-side platform](https://ecosystem.samcarlton.com/supply-side-platform): Software that websites and apps use to sell their ad space automatically to many buyers at once.
- [Value-based pricing](https://ecosystem.samcarlton.com/value-based-pricing): Setting a price based on how much the result is worth to the customer, not on how much it costs you to deliver.
- [White label](https://ecosystem.samcarlton.com/white-label): A product or service made by one company that another company sells under its own name.
- [Win rate](https://ecosystem.samcarlton.com/win-rate): The share of deals or bids you pursue that you actually win.
- [Accounts receivable](https://ecosystem.samcarlton.com/accounts-receivable): Money customers owe you for work already delivered or goods already sold, but have not paid yet.
- [Answer engine optimization](https://ecosystem.samcarlton.com/answer-engine-optimization): Making your content easy for AI chat and AI search tools to find, understand and cite when they answer people's questions.
- [Beachhead market](https://ecosystem.samcarlton.com/beachhead-market): A small, specific first market a startup aims to win completely before expanding to others.
- [Business process outsourcing](https://ecosystem.samcarlton.com/business-process-outsourcing): Hiring an outside firm to run a business function, such as customer support, billing or data entry.
- [Campaign budget optimization](https://ecosystem.samcarlton.com/campaign-budget-optimization): An ad platform setting that shares one budget across several ad groups and moves money automatically toward whichever is performing best.
- [Change management](https://ecosystem.samcarlton.com/change-management): Planning and supporting the people side of a change, such as a new tool or process, so staff actually adopt it.
- [Continuing professional education](https://ecosystem.samcarlton.com/continuing-professional-education): Ongoing training that licensed professionals, such as accountants, must complete each year to keep their license.
- [Contract amendment](https://ecosystem.samcarlton.com/contract-amendment): A short signed document that changes, adds to or clarifies the terms of a contract already in place, without replacing the whole contract.
- [FAANG](https://ecosystem.samcarlton.com/faang): Shorthand for a handful of the largest US tech companies, originally Facebook, Apple, Amazon, Netflix and Google.
- [General contractor](https://ecosystem.samcarlton.com/general-contractor): The company that manages a construction project and hires and coordinates the specialist subcontractors, such as electricians and plumbers.
- [Geotargeting](https://ecosystem.samcarlton.com/geotargeting): Showing ads or content only to people in a chosen place, such as a city or a few miles around a store.
- [Lead magnet](https://ecosystem.samcarlton.com/lead-magnet): Something useful given away free, such as a guide or template, in exchange for a person's contact details.
- [LTV](https://ecosystem.samcarlton.com/ltv): Lifetime value.
- [Microtransaction](https://ecosystem.samcarlton.com/microtransaction): A small purchase inside an app or game, such as extra lives or a cosmetic item.
- [NAICS code](https://ecosystem.samcarlton.com/naics-code): A number from the North American Industry Classification System that labels what industry a business is in.
- [Net promoter score](https://ecosystem.samcarlton.com/net-promoter-score): A survey score based on one question: how likely are you to recommend us, from 0 to 10.
- [Offline attribution](https://ecosystem.samcarlton.com/offline-attribution): Connecting sales or sign-ups that happen outside a website, such as in a store or over the phone, back to the ads that led to them.
- [OKRs](https://ecosystem.samcarlton.com/objectives-and-key-results): Objectives and key results.
- [Price anchoring](https://ecosystem.samcarlton.com/price-anchoring): Showing a reference number first so that the real price is judged against it.
- [Sales engineer](https://ecosystem.samcarlton.com/sales-engineer): A technical expert on a sales team who explains how a product works, answers technical questions and shows it can fit a customer's systems.
- [Standard Occupational Classification](https://ecosystem.samcarlton.com/standard-occupational-classification): The official US system that sorts jobs into numbered occupations.
- [Standard operating procedure](https://ecosystem.samcarlton.com/standard-operating-procedure): Written step-by-step instructions for doing a routine task the same way every time.
- [Moat](https://ecosystem.samcarlton.com/moat): An advantage that makes it hard for competitors to copy your business or take your customers, such as unique data, network effects or high…

Map view: https://ecosystem.samcarlton.com/business