SaaSPlanSimple Template
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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:20Customers beginning of month2020498312116321026432339146755220
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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 churn00112234567840
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Customers end of month204983121163210264323391467552649649
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REVENUE
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Customers mid-month203566102142187237294357429509600
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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$1,985$3,459$6,622$10,177$14,170$18,654$23,691$29,350$35,714$42,877$50,946$60,045$297,691
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Payment processing fees:3%Payment processing$60$104$199$305$425$560$711$881$1,071$1,286$1,528$1,801$8,931
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Net revenue$1,925$3,355$6,423$9,872$13,745$18,095$22,980$28,470$34,643$41,591$49,417$58,244$288,760
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M/M growth91%54%39%32%27%24%22%20%19%18%
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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$1,985$3,459$6,622$10,177$14,170$18,654$23,691$29,350$35,714$42,877$50,946$60,045$297,691
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Costs of Goods Sold
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Payment processing$60$104$199$305$425$560$711$881$1,071$1,286$1,528$1,801$8,931
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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$4,393$4,437$4,532$4,639$4,758$8,726$8,877$9,047$9,238$13,286$13,528$13,801$99,264
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Gross Profit-$2,408-$978$2,090$5,538$9,412$9,928$14,813$20,303$26,476$29,591$37,417$46,244$198,427
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Gross Profit margin-28.28%31.56%54.42%66.42%53.22%62.53%69.18%74.13%69.01%73.45%77.02%66.66%
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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 revenues269.83%148.49%101.54%76.45%81.30%66.13%55.08%57.40%48.98%42.20%36.64%60.86%
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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 revenues305.97%159.82%103.99%74.69%56.73%44.67%36.06%29.63%24.68%20.77%17.63%41.05%
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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 revenues450.52%235.32%153.12%109.97%83.54%65.78%53.09%43.63%36.34%30.59%25.95%62.82%
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EBIT-$32,616-$36,478-$33,910-$30,962-$27,588-$31,405-$27,020-$22,030-$20,190-$17,576-$10,249-$1,923-$291,948
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EBIT margin-1054.59%-512.07%-304.23%-194.70%-168.36%-114.05%-75.06%-56.53%-40.99%-20.12%-3.20%-98.07%
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Sanity checks & other interesting metrics
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Headcount566668889101010
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SaaS Plan Template