For a startup or small business it is very important to track certain things apart from revenues and expenses.
A startup could be selling a subscription service, a downloadable component, mobile app and so on.
A startup also has raised some funds either through family/friends or incubator and VCs
A startup is attacking on various fronts to gain traction. It outsources some marketing, does some inhouse SEO, does in-house Social media marketing.
A startup is trying to lay the foundation brick by brick for this multi-dimensional structure.