| 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 | AC | AD | |
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2 | Growth model - baseline | |||||||||||||||||||||||||||||
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5 | Target | $20,000,000 | ARR | Jump to | Model | Actuals | Max | |||||||||||||||||||||||
6 | Model | $22,634,224 | ARR | |||||||||||||||||||||||||||
7 | Delta | $2,634,224 | Ahead | Cadence | Month | |||||||||||||||||||||||||
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9 | ||||||||||||||||||||||||||||||
10 | Revenue | Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | Month 7 | Month 8 | Month 9 | Month 10 | Month 11 | Month 12 | |||||||||||||||||
11 | Carryover | Starting MRR | $100,456 | $100,456 | $121,244 | $157,676 | $212,002 | $286,520 | $383,555 | $505,441 | $654,506 | $833,049 | $1,043,328 | $1,287,541 | $1,567,814 | |||||||||||||||
12 | New | New business revenue, based on output from cell G69 | $20,788 | $36,773 | $55,215 | $76,310 | $100,265 | $127,291 | $157,611 | $191,455 | $229,060 | $270,676 | $316,558 | $366,973 | ||||||||||||||||
13 | Expansion | Expansion revenue based on expansion rate in row 25 | $5,023 | $6,602 | $9,289 | $13,433 | $19,431 | $27,721 | $38,781 | $53,134 | $71,339 | $93,994 | $121,731 | $155,214 | ||||||||||||||||
14 | Reactivation | Reactivation revenue based on rates in row 24 | $1,005 | $1,323 | $1,863 | $2,698 | $3,907 | $5,579 | $7,811 | $10,710 | $14,389 | $18,970 | $24,580 | $31,356 | ||||||||||||||||
15 | Contraction | Contraction based on rates in row 23 | -$1,005 | -$1,984 | -$3,584 | -$6,167 | -$10,158 | -$16,040 | -$24,353 | -$35,700 | -$50,740 | -$70,188 | -$94,810 | -$125,425 | ||||||||||||||||
16 | Churn | Churn based on rates in row 22 | -$5,023 | -$6,283 | -$8,457 | -$11,756 | -$16,410 | -$22,665 | -$30,786 | -$41,055 | -$53,770 | -$69,239 | -$87,787 | -$109,747 | ||||||||||||||||
17 | MRR | Sum of the above inputs | $121,244 | $157,676 | $212,002 | $286,520 | $383,555 | $505,441 | $654,506 | $833,049 | $1,043,328 | $1,287,541 | $1,567,814 | $1,886,185 | ||||||||||||||||
18 | ARR | MRR times 12 | $1,454,932 | $1,892,107 | $2,544,019 | $3,438,236 | $4,602,657 | $6,065,297 | $7,854,073 | $9,996,588 | $12,519,934 | $15,450,495 | $18,813,772 | $22,634,224 | ||||||||||||||||
19 | NDR | Carryover MRR plus expansion minus contraction/churn, divided by carryover | 110.63% | 111.25% | 111.88% | 112.51% | 113.14% | 113.76% | 114.39% | 115.02% | 115.65% | 116.27% | 116.90% | |||||||||||||||||
20 | ||||||||||||||||||||||||||||||
21 | MRR growth rate | Baseline | Move | 30.05% | 34.45% | 35.15% | 33.87% | 31.78% | 29.49% | 27.28% | 25.24% | 23.41% | 21.77% | 20.31% | ||||||||||||||||
22 | Churn rate / mo | 5.0% | 7.0% | 5.0% | 5.2% | 5.4% | 5.5% | 5.7% | 5.9% | 6.1% | 6.3% | 6.5% | 6.6% | 6.8% | 7.0% | |||||||||||||||
23 | Contraction rate / mo | 1.0% | 8.0% | 1.0% | 1.6% | 2.3% | 2.9% | 3.5% | 4.2% | 4.8% | 5.5% | 6.1% | 6.7% | 7.4% | 8.0% | |||||||||||||||
24 | Reactivation rate / mo | 1.0% | 2.0% | 1.0% | 1.1% | 1.2% | 1.3% | 1.4% | 1.5% | 1.5% | 1.6% | 1.7% | 1.8% | 1.9% | 2.0% | |||||||||||||||
25 | Expansion rate / mo | 5.0% | 9.9% | 5.0% | 5.4% | 5.9% | 6.3% | 6.8% | 7.2% | 7.7% | 8.1% | 8.6% | 9.0% | 9.5% | 9.9% | |||||||||||||||
26 | New growth / mo | 76.89% | 50.15% | 38.21% | 31.39% | 26.95% | 23.82% | 21.47% | 19.64% | 18.17% | 16.95% | 15.93% | ||||||||||||||||||
27 | ||||||||||||||||||||||||||||||
28 | ||||||||||||||||||||||||||||||
29 | Top-of-funnel | Baseline | Move | |||||||||||||||||||||||||||
30 | Traffic (impressions) | 1,350,000 | 10,705,000 | 1,350,000 | 2,200,455 | 3,050,909 | 3,901,364 | 4,751,818 | 5,602,273 | 6,452,727 | 7,303,182 | 8,153,636 | 9,004,091 | 9,854,545 | 10,705,000 | |||||||||||||||
31 | Breakdown | Expand hidden rows | ||||||||||||||||||||||||||||
32 | Social media impressions | 5,000,000 | 5,000,000 | 5,000,000 | 5,000,000 | 5,000,000 | 5,000,000 | 5,000,000 | 5,000,000 | 5,000,000 | 5,000,000 | 5,000,000 | 5,000,000 | 5,000,000 | ||||||||||||||||
33 | Clickthru to website | 4.00% | 4.00% | 4.00% | 4.00% | 4.00% | 4.00% | 4.00% | 4.00% | 4.00% | 4.00% | 4.00% | 4.00% | 4.00% | ||||||||||||||||
34 | Traffic | 200,000 | 200,000 | 200,000 | 200,000 | 200,000 | 200,000 | 200,000 | 200,000 | 200,000 | 200,000 | 200,000 | 200,000 | |||||||||||||||||
35 | Blog impressions | 3,000,000 | 3,000,000 | 3,000,000 | 3,000,000 | 3,000,000 | 3,000,000 | 3,000,000 | 3,000,000 | 3,000,000 | 3,000,000 | 3,000,000 | 3,000,000 | 3,000,000 | ||||||||||||||||
36 | Clickthru to website | 12.00% | 12.00% | 12.00% | 12.00% | 12.00% | 12.00% | 12.00% | 12.00% | 12.00% | 12.00% | 12.00% | 12.00% | 12.00% | ||||||||||||||||
37 | Traffic | 360,000 | 360,000 | 360,000 | 360,000 | 360,000 | 360,000 | 360,000 | 360,000 | 360,000 | 360,000 | 360,000 | 360,000 | |||||||||||||||||
38 | Emails sent | 600,303 | 600,303 | 600,303 | 600,303 | 600,303 | 600,303 | 600,303 | 600,303 | 600,303 | 600,303 | 600,303 | 600,303 | 600,303 | ||||||||||||||||
39 | Clickthru to website | 40.00% | 40.00% | 40.00% | 40.00% | 40.00% | 40.00% | 40.00% | 40.00% | 40.00% | 40.00% | 40.00% | 40.00% | 40.00% | ||||||||||||||||
40 | Traffic | 240,121 | 240,121 | 240,121 | 240,121 | 240,121 | 240,121 | 240,121 | 240,121 | 240,121 | 240,121 | 240,121 | 240,121 | |||||||||||||||||
41 | Cilckthru rate to website | 0.50% | 0.55% | 0.50% | 0.50% | 0.51% | 0.51% | 0.52% | 0.52% | 0.53% | 0.53% | 0.54% | 0.54% | 0.55% | 0.55% | |||||||||||||||
42 | Clickthrus to website | 6,750 | 11,102 | 15,532 | 20,039 | 24,623 | 29,285 | 34,023 | 38,840 | 43,733 | 48,704 | 53,752 | 58,878 | |||||||||||||||||
43 | ||||||||||||||||||||||||||||||
44 | Acquisition | Baseline | Move | |||||||||||||||||||||||||||
45 | Conversion rate | |||||||||||||||||||||||||||||
46 | to lead | 10.00% | 9.85% | 10.00% | 9.99% | 9.97% | 9.96% | 9.95% | 9.93% | 9.92% | 9.90% | 9.89% | 9.88% | 9.86% | 9.85% | |||||||||||||||
47 | to signup / trial | 1.00% | 1.05% | 1.00% | 1.00% | 1.01% | 1.01% | 1.02% | 1.02% | 1.03% | 1.03% | 1.04% | 1.04% | 1.05% | 1.05% | |||||||||||||||
48 | ||||||||||||||||||||||||||||||
49 | Product-Led | Baseline | Move | |||||||||||||||||||||||||||
50 | Trials | 68 | 112 | 157 | 203 | 251 | 300 | 350 | 401 | 453 | 507 | 562 | 618 | |||||||||||||||||
51 | Trial conversion rate | 5.00% | 5.00% | 5.00% | 5.00% | 5.00% | 5.00% | 5.00% | 5.00% | 5.00% | 5.00% | 5.00% | 5.00% | 5.00% | 5.00% | |||||||||||||||
52 | Customers (trial conversion) | 3.38 | 5.58 | 7.84 | 10.16 | 12.54 | 14.98 | 17.48 | 20.04 | 22.66 | 25.35 | 28.10 | 30.91 | |||||||||||||||||
53 | ||||||||||||||||||||||||||||||
54 | Sales | Baseline | Move | |||||||||||||||||||||||||||
55 | Inbound demand gen | |||||||||||||||||||||||||||||
56 | Spend | $285,525.00 | $472,211.96 | $664,219.69 | $861,591.44 | $1,064,370.14 | $1,272,598.31 | $1,486,318.15 | $1,705,571.43 | $1,930,399.62 | $2,160,843.76 | $2,396,944.56 | $2,638,742.36 | |||||||||||||||||
57 | CPL | $423.00 | $455.00 | $423.00 | $425.91 | $428.82 | $431.73 | $434.64 | $437.55 | $440.45 | $443.36 | $446.27 | $449.18 | $452.09 | $455.00 | |||||||||||||||
58 | Lead (MQLs) | 675 | 1108.71539 | 1548.95411 | 1995.684531 | 2448.875026 | 2908.493966 | 3374.509722 | 3846.890666 | 4325.605169 | 4810.621603 | 5301.90834 | 5799.43375 | |||||||||||||||||
59 | Lead >SCL Rate | 58.00% | 63.00% | 58.00% | 58.45% | 58.91% | 59.36% | 59.82% | 60.27% | 60.73% | 61.18% | 61.64% | 62.09% | 62.55% | 63.00% | |||||||||||||||
60 | SCL | 391.5 | 648.0945415 | 912.4747846 | 1184.710908 | 1464.872516 | 1753.028636 | 2049.247722 | 2353.597653 | 2666.145731 | 2986.958686 | 3316.102671 | 3653.643263 | |||||||||||||||||
61 | SCL > Opp Accepted Rate | 38.00% | 39.00% | 38.00% | 38.09% | 38.18% | 38.27% | 38.36% | 38.45% | 38.55% | 38.64% | 38.73% | 38.82% | 38.91% | 39.00% | |||||||||||||||
62 | Opportunities Accepted | 148.77 | 246.8651026 | 348.3994632 | 453.4211749 | 561.9783651 | 674.1191936 | 789.8918492 | 909.3445477 | 1032.525529 | 1159.483054 | 1290.265403 | 1424.920872 | |||||||||||||||||
63 | Avg Pipeline Value | $1,100.00 | $1,500.00 | $1,100.00 | $1,136.36 | $1,172.73 | $1,209.09 | $1,245.45 | $1,281.82 | $1,318.18 | $1,354.55 | $1,390.91 | $1,427.27 | $1,463.64 | $1,500.00 | |||||||||||||||
64 | Pipeline Generated (MRR) | $163,647.00 | $280,528.53 | $408,577.55 | $548,227.42 | $699,918.51 | $864,098.24 | $1,041,221.07 | $1,231,748.52 | $1,436,149.14 | $1,654,898.54 | $1,888,479.36 | $2,137,381.31 | |||||||||||||||||
65 | Spend : Pipeline Yield | 1.74476159 | 1.683293927 | 1.62568815 | 1.57159494 | 1.5207058 | 1.47274726 | 1.42747605 | 1.384675038 | 1.344149821 | 1.305725823 | 1.269245833 | 1.234567901 | |||||||||||||||||
66 | Win Rate | 10.40% | 15.00% | 10.40% | 10.82% | 11.24% | 11.65% | 12.07% | 12.49% | 12.91% | 13.33% | 13.75% | 14.16% | 14.58% | 15.00% | |||||||||||||||
67 | Closed Won | 15.47208 | 26.70631565 | 39.14743059 | 52.84417692 | 67.84611535 | 84.20361564 | 101.9678569 | 121.1908279 | 141.9253272 | 164.2249634 | 188.1441551 | 213.7381309 | |||||||||||||||||
68 | ||||||||||||||||||||||||||||||
69 | Avg FTE/Customer | $1,103 | $1,500 | $1,103 | $1,139 | $1,175 | $1,211 | $1,247 | $1,283 | $1,320 | $1,356 | $1,392 | $1,428 | $1,464 | $1,500 | |||||||||||||||
70 | CMRR | $20,788.33 | $36,772.92 | $55,214.72 | $76,310.44 | $100,264.95 | $127,291.35 | $157,611.19 | $191,454.57 | $229,060.28 | $270,676.00 | $316,558.37 | $366,973.23 | |||||||||||||||||
71 | CARR | $249,459.95 | $441,275.09 | $662,576.64 | $915,725.33 | $1,203,179.38 | $1,527,496.22 | $1,891,334.30 | $2,297,454.79 | $2,748,723.36 | $3,248,111.95 | $3,798,700.50 | $4,403,678.73 | |||||||||||||||||
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