Our study aims to analyze the adoption of main key performance indicators in Brazilian startups based on the software as a service (SaaS) model. This study is exploratory and descriptive using a survey carried out in  2018 a closed-ended questionnaire with dichotomous answers as a method. As for the use of the model to measure the performance of the startup, the applicability, in general, was mostly positive. Startups have already shown benefits in the application of a structured performance measurement model, but more focused on cash management and less concerned with commercial and marketing expenses. This research contributes to check the applicability of performance indicators in startups in the SaaS model, while implying in impediments to the scalability of the product or service.