| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z | AA | AB | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
1 | Jan-12 | Feb-12 | Mar-12 | Apr-12 | May-12 | Jun-12 | Jul-12 | Aug-12 | Sep-12 | Oct-12 | Nov-12 | Dec-12 | Total 2012 | |||||||||||||||
2 | ||||||||||||||||||||||||||||
3 | Assumptions | SIGNUPS & PAYING CUSTOMERS | ||||||||||||||||||||||||||
4 | ||||||||||||||||||||||||||||
5 | SIGNUPS | |||||||||||||||||||||||||||
6 | Signups beginning of 1st month: | 0 | Signups beginning of month | 0 | 150 | 320 | 513 | 731 | 978 | 1,256 | 1,569 | 1,923 | 2,323 | 2,774 | 3,284 | 0 | ||||||||||||
7 | New signups | |||||||||||||||||||||||||||
8 | Non-trackable signups (PR, organic, viral,...) | |||||||||||||||||||||||||||
9 | Non-trackable signups growth rate p.m.: | 15.00% | Non-trackable signups growth p.m. | 15.00% | 15.00% | 15.00% | 15.00% | 15.00% | 15.00% | 15.00% | 15.00% | 15.00% | 15.00% | 15.00% | ||||||||||||||
10 | Non-trackable signups 1st month: | 100 | New non-trackable signups | 100 | 115 | 132 | 152 | 175 | 201 | 231 | 266 | 306 | 352 | 405 | 465 | 2,900 | ||||||||||||
11 | Trackable signups (SEM, ad buys,...) | |||||||||||||||||||||||||||
12 | Marketing spending | $5,000 | $5,500 | $6,000 | $6,500 | $7,000 | $7,500 | $8,000 | $8,500 | $9,000 | $9,500 | $10,000 | $10,500 | $93,000 | ||||||||||||||
13 | Acquisition costs 1st month: | $100 | Acquisition costs (marketing spending per new trackable signup) | $100 | $100 | $99 | $99 | $98 | $98 | $97 | $97 | $96 | $96 | $95 | $95 | $97 | ||||||||||||
14 | Decrease p.m. | $0.50 | New trackable signups | 50 | 55 | 61 | 66 | 71 | 77 | 82 | 88 | 94 | 99 | 105 | 111 | 960 | ||||||||||||
15 | Total new signups | 150 | 170 | 193 | 218 | 246 | 278 | 314 | 354 | 400 | 451 | 510 | 576 | 3,861 | ||||||||||||||
16 | Signups end of month | 150 | 320 | 513 | 731 | 978 | 1,256 | 1,569 | 1,923 | 2,323 | 2,774 | 3,284 | 3,861 | 3,861 | ||||||||||||||
17 | ||||||||||||||||||||||||||||
18 | PAYING CUSTOMERS | |||||||||||||||||||||||||||
19 | Customers beginning of 1st month: | 0 | Customers beginning of month | 0 | 0 | 30 | 64 | 102 | 144 | 192 | 246 | 306 | 373 | 450 | 535 | 0 | ||||||||||||
20 | Conversion rate initially | 20.00% | Conversion rate | 20.00% | 20.05% | 20.10% | 20.15% | 20.20% | 20.25% | 20.30% | 20.35% | 20.40% | 20.45% | 20.50% | 20.55% | |||||||||||||
21 | Increase p.m. | 0.05% | New customers | 30 | 34 | 39 | 44 | 50 | 56 | 64 | 72 | 82 | 93 | 105 | 669 | |||||||||||||
22 | Churn p.m. | 1.50% | Lost customers due to churn | 0 | 0 | 0 | 1 | 2 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 37 | ||||||||||||
23 | Customers end of month | 0 | 30 | 64 | 102 | 144 | 192 | 246 | 306 | 373 | 450 | 535 | 632 | 632 | ||||||||||||||
24 | ||||||||||||||||||||||||||||
25 | ||||||||||||||||||||||||||||
26 | REVENUE | |||||||||||||||||||||||||||
27 | ||||||||||||||||||||||||||||
28 | Customers mid-month | 0 | 15 | 47 | 83 | 123 | 168 | 219 | 276 | 340 | 411 | 492 | 584 | |||||||||||||||
29 | Monthly ARPU: | $100 | Average revenue per customer per month | $100 | $100 | $100 | $100 | $100 | $100 | $100 | $100 | $100 | $100 | $100 | $100 | |||||||||||||
30 | Gross revenue | $0 | $1,504 | $4,696 | $8,280 | $12,301 | $16,814 | $21,878 | $27,565 | $33,956 | $41,144 | $49,239 | $58,364 | $275,741 | ||||||||||||||
31 | Payment processing fees: | 3% | Payment processing | $0 | $45 | $141 | $248 | $369 | $504 | $656 | $827 | $1,019 | $1,234 | $1,477 | $1,751 | $8,272 | ||||||||||||
32 | Net revenue | $0 | $1,459 | $4,555 | $8,032 | $11,932 | $16,309 | $21,221 | $26,738 | $32,937 | $39,910 | $47,762 | $56,613 | $267,469 | ||||||||||||||
33 | M/M growth | 212% | 76% | 49% | 37% | 30% | 26% | 23% | 21% | 20% | 19% | |||||||||||||||||
34 | ||||||||||||||||||||||||||||
35 | ||||||||||||||||||||||||||||
36 | COSTS | |||||||||||||||||||||||||||
37 | ||||||||||||||||||||||||||||
38 | Start date: | Yearly salary: | Personnel | |||||||||||||||||||||||||
39 | Jan/ 12 | $50,000 | CEO | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $50,000 | ||||||||||||
40 | Jan/ 12 | $50,000 | CTO | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $50,000 | ||||||||||||
41 | Jan/ 12 | $50,000 | Software Engineer | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $50,000 | ||||||||||||
42 | Feb/ 12 | $50,000 | Software Engineer | $0 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $4,167 | $45,833 | ||||||||||||
43 | Jan/ 12 | $40,000 | Pre-sales support | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $40,000 | ||||||||||||
44 | Jun/ 12 | $40,000 | Pre-sales support | $0 | $0 | $0 | $0 | $0 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $23,333 | ||||||||||||
45 | Sep/ 12 | $40,000 | Pre-sales support | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $3,333 | $3,333 | $3,333 | $3,333 | $13,333 | ||||||||||||
46 | Jan/ 12 | $40,000 | Support | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $40,000 | ||||||||||||
47 | Jun/ 12 | $40,000 | Support | $0 | $0 | $0 | $0 | $0 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $3,333 | $23,333 | ||||||||||||
48 | Oct/ 12 | $40,000 | Support | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $0 | $3,333 | $3,333 | $3,333 | $10,000 | ||||||||||||
49 | Payroll tax & benefits rate: | 15.00% | Payroll Tax & Benefits | $2,875 | $3,500 | $3,500 | $3,500 | $3,500 | $4,500 | $4,500 | $4,500 | $5,000 | $5,500 | $5,500 | $5,500 | $51,875 | ||||||||||||
50 | Total Personnel | $22,042 | $26,833 | $26,833 | $26,833 | $26,833 | $34,500 | $34,500 | $34,500 | $38,333 | $42,167 | $42,167 | $42,167 | $397,708 | ||||||||||||||
51 | ||||||||||||||||||||||||||||
52 | Spending 1st month: | Increase p.m.: | Marketing | |||||||||||||||||||||||||
53 | $3,000 | $500 | SEM | $3,000 | $3,500 | $4,000 | $4,500 | $5,000 | $5,500 | $6,000 | $6,500 | $7,000 | $7,500 | $8,000 | $8,500 | $69,000 | ||||||||||||
54 | $2,000 | $0 | Ad buys | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $24,000 | ||||||||||||
55 | Total Marketing | $5,000 | $5,500 | $6,000 | $6,500 | $7,000 | $7,500 | $8,000 | $8,500 | $9,000 | $9,500 | $10,000 | $10,500 | $93,000 | ||||||||||||||
56 | ||||||||||||||||||||||||||||
57 | Costs per month: | $500 | Total Hosting & Bandwidth | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $6,000 | ||||||||||||
58 | ||||||||||||||||||||||||||||
59 | Costs per month: | Miscellaneous | ||||||||||||||||||||||||||
60 | $1,000 | Contractors (designer, contract developers) | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $12,000 | |||||||||||||
61 | $1,000 | Lawyers, accountants, CPAs | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $12,000 | |||||||||||||
62 | $1,000 | Travel | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $12,000 | |||||||||||||
63 | $1,000 | Office rent & utilities | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $12,000 | |||||||||||||
64 | $1,000 | Telecommunications, Internet, office supplies etc. | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $12,000 | |||||||||||||
65 | $1,000 | Insurance | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $12,000 | |||||||||||||
66 | $1,000 | Other | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $1,000 | $12,000 | |||||||||||||
67 | Total Miscellaneous | $7,000 | $7,000 | $7,000 | $7,000 | $7,000 | $7,000 | $7,000 | $7,000 | $7,000 | $7,000 | $7,000 | $7,000 | $84,000 | ||||||||||||||
68 | ||||||||||||||||||||||||||||
69 | Total costs | $34,542 | $39,833 | $40,333 | $40,833 | $41,333 | $49,500 | $50,000 | $50,500 | $54,833 | $59,167 | $59,667 | $60,167 | $580,708 | ||||||||||||||
70 | ||||||||||||||||||||||||||||
71 | ||||||||||||||||||||||||||||
72 | P&L | |||||||||||||||||||||||||||
73 | ||||||||||||||||||||||||||||
74 | Revenue | $0 | $1,504 | $4,696 | $8,280 | $12,301 | $16,814 | $21,878 | $27,565 | $33,956 | $41,144 | $49,239 | $58,364 | $275,741 | ||||||||||||||
75 | ||||||||||||||||||||||||||||
76 | Costs of Goods Sold | |||||||||||||||||||||||||||
77 | Payment processing | $0 | $45 | $141 | $248 | $369 | $504 | $656 | $827 | $1,019 | $1,234 | $1,477 | $1,751 | $8,272 | ||||||||||||||
78 | Hosting & bandwidth | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $6,000 | ||||||||||||||
79 | Support | $3,833 | $3,833 | $3,833 | $3,833 | $3,833 | $7,667 | $7,667 | $7,667 | $7,667 | $11,500 | $11,500 | $11,500 | $84,333 | ||||||||||||||
80 | Total Costs of Goods Sold | $4,333 | $4,378 | $4,474 | $4,582 | $4,702 | $8,671 | $8,823 | $8,994 | $9,185 | $13,234 | $13,477 | $13,751 | $98,606 | ||||||||||||||
81 | ||||||||||||||||||||||||||||
82 | Gross Profit | -$4,333 | -$2,875 | $222 | $3,698 | $7,599 | $8,143 | $13,055 | $18,571 | $24,770 | $27,910 | $35,762 | $44,613 | $177,135 | ||||||||||||||
83 | Gross Profit margin | -191.17% | 4.73% | 44.67% | 61.77% | 48.43% | 59.67% | 67.37% | 72.95% | 67.83% | 72.63% | 76.44% | 64.24% | |||||||||||||||
84 | ||||||||||||||||||||||||||||
85 | Sales & Marketing | $8,833 | $9,333 | $9,833 | $10,333 | $10,833 | $15,167 | $15,667 | $16,167 | $20,500 | $21,000 | $21,500 | $22,000 | $181,167 | ||||||||||||||
86 | % of revenues | 620.67% | 209.39% | 124.80% | 88.07% | 90.20% | 71.61% | 58.65% | 60.37% | 51.04% | 43.66% | 37.69% | 65.70% | |||||||||||||||
87 | ||||||||||||||||||||||||||||
88 | Research & Development | $5,792 | $10,583 | $10,583 | $10,583 | $10,583 | $10,583 | $10,583 | $10,583 | $10,583 | $10,583 | $10,583 | $10,583 | $122,208 | ||||||||||||||
89 | % of revenues | 703.80% | 225.36% | 127.82% | 86.03% | 62.94% | 48.37% | 38.39% | 31.17% | 25.72% | 21.49% | 18.13% | 44.32% | |||||||||||||||
90 | ||||||||||||||||||||||||||||
91 | General & Adminstrative | $15,583 | $15,583 | $15,583 | $15,583 | $15,583 | $15,583 | $15,583 | $15,583 | $15,583 | $15,583 | $15,583 | $15,583 | $187,000 | ||||||||||||||
92 | % of revenues | 1036.30% | 331.83% | 188.20% | 126.68% | 92.68% | 71.23% | 56.53% | 45.89% | 37.87% | 31.65% | 26.70% | 67.82% | |||||||||||||||
93 | ||||||||||||||||||||||||||||
94 | EBIT | -$34,542 | -$38,375 | -$35,778 | -$32,802 | -$29,401 | -$33,191 | -$28,779 | -$23,762 | -$21,896 | -$19,257 | -$11,905 | -$3,553 | -$313,240 | ||||||||||||||
95 | EBIT margin | -2551.93% | -761.85% | -396.15% | -239.00% | -197.40% | -131.54% | -86.21% | -64.49% | -46.80% | -24.18% | -6.09% | -113.60% | |||||||||||||||
96 | ||||||||||||||||||||||||||||
97 | ||||||||||||||||||||||||||||
98 | Sanity checks & other interesting metrics | |||||||||||||||||||||||||||
99 | ||||||||||||||||||||||||||||
100 | Headcount | 5 | 6 | 6 | 6 | 6 | 8 | 8 | 8 | 9 | 10 | 10 | 10 | |||||||||||||||