#branding

SaaStr states that B2B companies should white-label products when the process is easy because concerns over lost brand benefits are overstated.

All recurring revenue counts as ARR whether the product is white-labeled or not, according to [SaaStr](https://www.saastr.com/if-i-white-label-my-saas-will-it-hurt-me-on-branding-my-own-company/). The source notes that companies often worry brand benefits will go only to the partner, yet the revenue still registers as ARR.

Early-stage B2B SaaS companies often reach a mini-brand stage by $2-3M ARR, according to SaaStr. At this point, a handful of target customers in the company's niche begin to hear about the product and initiate contact.

Startups selling to enterprise or B2B buyers typically secure a small number of customers in the first 12-18 months. These customers represent a significant achievement, yet the total remains insufficient for scalable growth.