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  "documentTitle": "The Ultimate Guide To ARR",
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  "notes": "The slide explains the components of Net New ARR and provides a real-world example from Snowflake regarding forecasting.",
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      "text": "Figure 2.4 - Net New ARR is made up of different categories of added and lost revenue",
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      "text": "Gross New is crucial in the ARR Build for two reasons: 1. When a customer's subscription starts determines what cohort they are part of, which impacts any cohort analyses. 2. Gross New makes up the vast majority of Net New ARR for early-stage companies.",
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      "text": "In the early days at Snowflake, Brad Floering, the company's Head of FP&A, realized the accuracy of his topline forecast largely depended on his team's ability to predict the distribution of New vs. Existing customers.",
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      "text": "CATEGORY | ARR COMPONENT | EXAMPLE CUSTOMER ACTIONS\nAdded Revenue | Gross New | Started a new subscription\nExpansion | Upgraded to a higher plan, Increased seat count, Bought an additional product or feature\nRestart | Restarted previously cancelled subscription\nLost Revenue | Contraction | Downgraded to a cheaper plan, Reduced seat count, Removed add-ons\nChurn | Cancelled subscription, Downgraded to free plan",
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      "kind": "title",
      "text": "WHY IT MATTERS",
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