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Jan-12Feb-12Mar-12Apr-12May-12Jun-12Jul-12Aug-12Sep-12Oct-12Nov-12Dec-12Total 2012
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AssumptionsSIGNUPS & PAYING CUSTOMERS
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SIGNUPS
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Signups beginning of 1st month:0Signups beginning of month01503205137319781,2561,5691,9232,3232,7743,2840
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New signups
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Non-trackable signups (PR, organic, viral,...)
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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%
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Non-trackable signups 1st month:100New non-trackable signups1001151321521752012312663063524054652,900
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Trackable signups (SEM, ad buys,...)
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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
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Acquisition costs 1st month:$100Acquisition costs (marketing spending per new trackable signup)$100$100$99$99$98$98$97$97$96$96$95$95$97
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Decrease p.m.$0.50New trackable signups50556166717782889499105111960
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Total new signups1501701932182462783143544004515105763,861
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Signups end of month1503205137319781,2561,5691,9232,3232,7743,2843,8613,861
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PAYING CUSTOMERS
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Customers beginning of 1st month:0Customers beginning of month0030641021441922463063734505350
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Conversion rate initially20.00%Conversion rate20.00%20.05%20.10%20.15%20.20%20.25%20.30%20.35%20.40%20.45%20.50%20.55%
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Increase p.m.0.05%New customers30343944505664728293105669
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Churn p.m.1.50%Lost customers due to churn00012234567837
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Customers end of month03064102144192246306373450535632632
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REVENUE
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Customers mid-month0154783123168219276340411492584
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Monthly ARPU:$100Average revenue per customer per month$100$100$100$100$100$100$100$100$100$100$100$100
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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
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Payment processing fees:3%Payment processing$0$45$141$248$369$504$656$827$1,019$1,234$1,477$1,751$8,272
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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
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M/M growth212%76%49%37%30%26%23%21%20%19%
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COSTS
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Start date:Yearly salary:Personnel
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Jan/ 12$50,000CEO$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
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Jan/ 12$50,000CTO$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
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Jan/ 12$50,000Software 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
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Feb/ 12$50,000Software 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
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Jan/ 12$40,000Pre-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
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Jun/ 12$40,000Pre-sales support$0$0$0$0$0$3,333$3,333$3,333$3,333$3,333$3,333$3,333$23,333
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Sep/ 12$40,000Pre-sales support$0$0$0$0$0$0$0$0$3,333$3,333$3,333$3,333$13,333
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Jan/ 12$40,000Support$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
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Jun/ 12$40,000Support$0$0$0$0$0$3,333$3,333$3,333$3,333$3,333$3,333$3,333$23,333
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Oct/ 12$40,000Support$0$0$0$0$0$0$0$0$0$3,333$3,333$3,333$10,000
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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
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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
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Spending 1st month:Increase p.m.:Marketing
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$3,000$500SEM$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
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$2,000$0Ad 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
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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
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Costs per month:$500Total Hosting & Bandwidth$500$500$500$500$500$500$500$500$500$500$500$500$6,000
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Costs per month:Miscellaneous
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$1,000Contractors (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
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$1,000Lawyers, 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
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$1,000Travel $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
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$1,000Office 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
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$1,000Telecommunications, 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
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$1,000Insurance$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
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$1,000Other$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
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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
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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
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P&L
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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
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Costs of Goods Sold
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Payment processing$0$45$141$248$369$504$656$827$1,019$1,234$1,477$1,751$8,272
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Hosting & bandwidth$500$500$500$500$500$500$500$500$500$500$500$500$6,000
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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
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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
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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
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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%
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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
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% of revenues620.67%209.39%124.80%88.07%90.20%71.61%58.65%60.37%51.04%43.66%37.69%65.70%
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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
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% of revenues703.80%225.36%127.82%86.03%62.94%48.37%38.39%31.17%25.72%21.49%18.13%44.32%
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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
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% of revenues1036.30%331.83%188.20%126.68%92.68%71.23%56.53%45.89%37.87%31.65%26.70%67.82%
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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
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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%
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Sanity checks & other interesting metrics
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Headcount566668889101010
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