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20182019202020212022NOTE
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Average Subscription per month 917 6 667 28 750 60 000 104 167 233333,3333
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RevenuesSubscription Price 1,99 € 1,99 € 1,99 € 1,99 € 1,99 € 0,02 €
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Estimated Monthly Cash flow 1 824,17 € 13 266,67 € 57 212,50 € 119 400,00 € 207 291,67 € 14000000
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N. Clients 10 000 50 000 150 000 300 000 500 000
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N. Average purchases per customer per year1,11,62,32,42,5
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N. Orders 11 000 80 000 345 000 720 000 1 250 000
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Incidence Cancellation60%50%40%20%10%
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Average Annual revenue per customer € 26 € 38 € 55 € 57 € 60 Net of VAT; weighs discount of 27% on the basket (30% full price; 40% at a discount of 30% and 30% at 50% discount)
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Shipping flat price pricing policy (transparent price)
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Fees from suppliers/ Annual1000010000100001000010000
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N. Suppliers 4 4 4 4 4
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Total Revenues (Net of cancellations and fees)-€ 31 244 € 39 600 € 371 930 € 1 106 240 € 2 198 750
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Direct Operating Costs
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Cost of customer acquisitionIt includes all the direct marketing costs for customer acquisition
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Customer early this year0 800 5 000 18 000 42 000
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Customer acquisition 10 000 49 200 145 000 282 000 458 000
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Dropout Rate92%90%88%86%84%
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Average Cost of customer acquisition € 1,0 € 0,9 € 0,8 € 0,5 € 0,4
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Total Cost of Customer Acquisition € 10 000 € 44 280 € 116 000 € 141 000 € 183 200
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COST OF CUSTOMER RETENTION/REPEAT BUYING
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Customer loyal 800 5 000 18 000 42 000 73 280
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Average cost of customer retention/repeat € 10 € 10 € 10 € 10 € 10
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Total Cost of Retention/Repeat € 8 000 € 50 000 € 180 000 € 420 000 € 732 800
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xCOST OF PAYMENT SYSTEM
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Incidence fee of payement system3%3%3%3%3%
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Total Cost of payment system € 657 € 4 776 € 20 597 € 42 984 € 74 625
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xAcquisition and supplier management costsIt includes all costs (excluding personnel) for capturing and managing suppliers of products
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N. Provider 70 130 200 300 400
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Average management costs of provider per year € 250 € 500 € 500 € 500 € 500
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Total management cost of providers € 17 500 € 65 000 € 100 000 € 150 000 € 200 000
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x#REF!
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#REF! € 2 000 € 15 000 € 20 000 € 30 000 € 30 000
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Total direct operating cost € 38 157 € 179 056 € 436 597 € 783 984 € 1 220 625
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Margin to direct operating cost€ 69 401€ 139 456€ 64 667€ 322 256€ 978 125
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%222%-352%-17%29%44%
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Indirect CostsStaff
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 Growth hackers 3 4 5 6 7
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Annual Salary€ 20 000€ 20 000€ 20 000€ 20 000€ 20 000
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 Developers 2 3 4 4 5
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Annual Salary€ 30 000€ 30 000€ 30 000€ 30 000€ 30 000
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 Project Manager 1 1 2 2 2
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Annual Salary€ 35 000€ 35 000€ 35 000€ 35 000€ 35 000
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 Head of Team - 1 1 1 1
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Annual Salary€ 40 000€ 40 000€ 40 000€ 40 000€ 40 000
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 Content creators 1 2 2 3 3
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Annual Salary€ 18 000€ 18 000€ 18 000€ 18 000€ 18 000
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 Technical Staff 1 2 3 4 5
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Annual Salary€ 35 000€ 35 000€ 35 000€ 35 000€ 35 000
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Total Staff Costs € 208 000 € 351 000 € 471 000 € 544 000 € 629 000
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Number of people 8 13 17 20 23
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Costs of marketing and communication € 2 000 € 4 000 € 10 000 € 20 000 € 30 000 It includes all marketing costs that are not directly related to the acquisition of customers (eg. Events, corporate communications, etc.).
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Costs of technology management € 5 000 € 15 000 € 15 000 € 15 000 € 15 000 It includes technology management costs such as maintenance, configurations, etc..
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Overhead Costs € 30 000 € 30 000 € 30 000 € 50 000 € 50 000 All overhead costs related to the business (rent, utilities and everything else)
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Other Costs € 2 000 € 8 000 € 12 000 € 15 000 € 20 000
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Total indirect costs € 247 000 € 408 000 € 538 000 € 644 000 € 744 000
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Investment
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Website and Technology € 10 000 € 20 000 € 30 000 € 40 000 € 50 000 of technological investments
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Branding € 10 000 € 50 000 € 20 000 € - € - Basic investment in brand development
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Other investment € - € - € - € - € -
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Total Investment € 20 000 € 70 000 € 50 000 € 40 000 € 50 000
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Year of depreciation (average)55555
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Depreciation € 4 000 € 18 000 € 28 000 € 36 000 € 46 000
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Income Statement
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Revenues-€ 31 244 € 39 600 € 371 930 € 1 106 240 € 2 198 750
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Direct Operating Costs € 38 157 € 179 056 € 436 597 € 783 984 € 1 220 625
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Indirect Costs € 247 000 € 408 000 € 538 000 € 644 000 € 744 000
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Depreciation € 4 000 € 18 000 € 28 000 € 36 000 € 46 000
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Operating Income-€ 320 401-€ 565 456-€ 630 667-€ 357 744€ 188 125
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%1025%-1428%-170%-32%9%
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Reclassified Costs