[ADD] subscriptions: add reporting doc

subscriptions.rst

@@ -9,3 +9,4 @@ Subscriptions
 
    subscriptions/configuration
    subscriptions/sales_flow
+   subscriptions/reporting

subscriptions/reporting.rst

@@ -0,0 +1,8 @@
+=========
+Reporting
+=========
+
+.. toctree::
+   :titlesonly:
+
+   reporting/subscription_reports

subscriptions/reporting/subscription_reports.rst

@@ -0,0 +1,122 @@
+=============================
+Generate subscription reports
+=============================
+
+As we know, understanding how our business is going, and where it is going, is key to success. And
+particularly so when we offer subscription services or products.
+
+Before getting to the heart of the matter, it is very important to recall certain essential
+concepts to the proper understanding of the following reports:
+
+- **Monthly Recurring Revenue (MRR)**: MRR is arguably the most important metric for subscription
+  businesses. It shows the monthly revenue earned with subscription-based products or services. It
+  is a consistent number used to track all recurring revenue over time, in monthly increments.
+
+- **Annual Run-Rate (ARR)**: ARR is the yearly version of MRR, which is based on the current MRR,
+  to estimate the coming year's performance. However, this estimation does not take variations and
+  growth into account.
+
+.. image:: media/difference-between-MRR-and-ARR.png
+  :align: center
+  :alt: Difference between MRR and ARR in Odoo Subscriptions
+
+- **Non-Recurring Revenue (NRR)**: NRR shows the revenue earned for everything else than
+  subscription-based products or services. This includes gains of a rare or unique nature that are
+  unlikely to occur in the ordinary course of businesses.
+
+- **Customer Retention**: Practices to engage existing customers to continue buying products or
+  services from your business. Customer retention can be a challenge, because you must prove you
+  are worthy of your customers' trust.
+
+- **Churn Rate**: Also known as the Rate of Attrition or Customer Churn, the churn rate can be
+  defined, in this case, as the percentage of subscribers who discontinued their subscriptions
+  within a given time period. We can distinguish two types of Churn:
+
+  - **Logo Churn**: It corresponds to the subscription cancellation rate.
+
+  - **Revenue Churn**: It corresponds to the monthly recurring revenue loss rate.
+
+  .. admonition::
+     Let's imagine a 2$ increase in a subscription service.
+
+     - We lost 3 customers out of the initial 20, which generates a **Logo Churn** of 15%.
+     - | Therefore, the 56$ of MRR difference out of the initial 600$ causes a **Revenue Churn**
+       | of 9,33%.
+
+     .. image:: media/difference-between-logo-churn-and-revenue-churn.png
+        :align: center
+        :alt: Difference between logo churn and revenue churn in Odoo Subscriptions
+
+     Reminder: even though they seem to evolve in the same direction most of the time, it might not
+     be the case all the time.
+
+- **Customer Lifetime Value (CLV)**: Indicates how much revenue can be expected for a customer
+  during his/her entire contract. This approach emphasizes the importance of customer retention,
+  shifting our focus from a quarterly or yearly approach to a long-term one.
+
+Check out the different kinds of reports you can access from the **Odoo Subscriptions**
+application.
+
+Subscriptions analysis report
+=============================
+
+Go to :menuselection:`Subscriptions --> Reporting --> Subscriptions`. From there, you can change
+the *Measures*. By default, Odoo uses the *Monthly Recurring Revenue*. In addition to that, you
+can choose *Quantity*, *Recurring Price*, *Yearly Recurring Revenue* and *Count*. For this example,
+*Quantity* is added. This way, you can review both of these measures at the same time. You can even
+*Group By Start Date* and, more precisely, by *Week*, to get a clear view of your report.
+
+.. image:: media/subscriptions-analysis-report.png
+  :align: center
+  :alt: Subscriptions analysis report in Odoo Subscriptions
+
+Retention analysis report
+=========================
+
+Go to :menuselection:`Subscriptions --> Reporting --> Retention`. The default measure applied is
+*Count*, but you can change to the appropriate one for you. For the example below,
+*Monthly Recurring Revenue* was chosen, and the *Month* periodicity remains intact.
+By using these criteria, you can see the progression of the retention from its start.
+
+.. image:: media/retention-analysis-report.png
+  :align: center
+  :alt: Retention analysis report in Odoo Subscriptions
+
+Revenue KPIs report
+===================
+
+Go to :menuselection:`Subscriptions --> Reporting --> Revenue KPIs`. From there, you can check
+different KPIs: *Monthly Recurring Revenue*, *Net Revenue*, *Non-Recurring Revenue*,
+*Revenue per Subscription*, *Annual Run-Rate*, *Lifetime Value*, and more. You can also filter this
+information on subscriptions, companies, and sales teams. This is useful if you are looking for
+specific information.
+
+.. image:: media/revenue-KPIs-report.png
+  :align: center
+  :alt: Revenue KPIs report in Odoo Subscriptions
+
+The example below shows the *Monthly Recurring Revenue* detailed report. At the moment, there is no
+data, which is the typical scenario for a new business. But, as your company grows over the months,
+these graphs get populated with more and more data. Once again, you can filter these specific KPIs
+on subscriptions, companies, and sales teams.
+
+.. image:: media/detailed-MRR-report.png
+  :align: center
+  :alt: Detailed MRR report in Odoo Subscriptions
+
+Salesperson dashboard report
+============================
+
+Go to :menuselection:`Subscriptions --> Reporting --> Salesperson Dashboard`. This page gives you a
+summary of your *Monthly Recurring Revenue*, *Non-Recurring Revenue*, *Subscription modifications*,
+and *Non-Recurring Invoices* for each of your salespeople. You can choose the period you want to
+apply and the salesperson you want to analyze.
+
+.. image:: media/salesperson-dashboard-report.png
+  :align: center
+  :alt: Salesperson dashboard report in Odoo Subscriptions
+
+.. seealso::
+  - :doc:`../../subscriptions/configuration/subscription_templates`
+  - :doc:`../../subscriptions/configuration/subscription_products`
+  - :doc:`../../subscriptions/sales_flow/create_a_quotation`