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Instructions
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This workbook is intended to help you create a sales & marketing-driven proforma P&L. It has 5 separate worksheets that are used to drive a 6th worksheet, which is the P&L:
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SalesMktg: Walks you through the sales and marketing activities/expenses required to lead customers through the pipeline to completed sales.
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Unit Economics: Details the major revenue model and cost of goods sold (COGS) for the company
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Hiring Plan: allows you to enter the specific people/roles you will need to hire to execute your plan.
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Salary Expense: allows you to enter salary information (see far right of sheet) for each role and then calculates the salary related expenses you will incur each year of your plan
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Other Ops Expense: requires you to estimate other non-salary related expenses for each functional area (e.g., sales, R&D). Note that you are only being asked to input a high level number for each, rather entering every individual expense. Consider major expenses such as rent, equipment needs, etc. in order to come up with your number in each area.
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P&L: Incorporates info from the previous 5 worksheets to create a high level P&L.
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In addition, the workbook has a Funding Worksheet, to reflect the funding requirements based on your P&L.
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Finally, three additional worksheets provide the opportunity to identify and record financial information and ratios for comparable companies. The three additional worksheets are:
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Comps-Ratio: select up to five publically-traded companies that are in the same industry as your venture. Compare how your financial model looks compared to these companies.
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Comps-Exit: requires you to record valuation metrics for your public comparable companies. In addition, identify acquisition deals that have happened in your space and recortd the terms of the deals (as available).
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iCFO: allows you to compare the financial models of public and private companies like your. Select filters to obtain at least 7 comparable companies and record the financial information to compare to your venture's financial model.
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Annotate this spreadhseet to reflect all of your assumptions for each line items. This will help you both explain your underlying rationale for numbers, as well as highlight those assumptions that you need to validate to gain stronger confidence in your forecasts.
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GREEN shaded cells are intended for data entry.
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YELLOW shaded cells are calculated.
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Enter the name of your Venture in the "SalesMktg" worksheet
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Change "Month [n]" and "Year [n]" on "Sales & Marketing" worksheet to actual months/years
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revised
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2025-06-03
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1:15pm
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Revision history
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4/1/25
Corrected Other Ops Expenses cell B7 and subsequent years to refer to total SalesMktg Expenses (B58)
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4/1/25
Corrected B8 (and other years) formula to REF B$7/B$5
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3/31/25
Corrected Salary Expense tab data to correctly reference Salary Data (for R&D, G&A, etc.)
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5/10/25
Rounded prospects & customers (SalesMktg) to ensure no "fractional" customers
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Added CLV (Unit Econ) and CAC (SalesMktg) calculations
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Added Total Operating Expenses Formula (P&L) to correct Net Income
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Corrected taxes to be $0 if Earning from Ops < $0
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6/3/25
Changed pipeline activities to provide total cost of activity (and calculate cost/prospect) instead of cost per prospect and calculate total activity cost.
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Format $ to no cents (except for pricing, pipeline activity cost/customer, CLV, CAC)
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