Do we only need to purchase a single license (assuming single developer) for our cloud service? Or does each customer who signs up to our service will need to purchase a Flexmonster license so they can get online reporting?

For cloud/SaaS services we have a separate pricing which depends mostly on the number of business entities/end users you are planning to serve. Could you please let me know what are your plans for the number of customers? +What's desired Flexmonster edition?

With the above info I'll be able to send you proper pricing.