TC Teardown: Consumer Internet Startup Models
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Startup TypeExamplesKey Monetization Driver(s)To Generate $10MM In Annual Revenue
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1.SearchPowerset, HunchMonthly Uniques, Queries Per Month, % Clicks, Revenue Per Click5MM, 10, 5%, $.50
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2.Gaming Zynga, PlaydomMonthly/Daily Average Users, Conversion Rate, Monthly Spend10MM MAU, 1.5% Conversion, $5.50/Month
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3.Social NetworkMyYearBookUnique Visitors, Ad Impressions, Sellthrough Rate, CPM3MM, 450MM, 75%, $2.00
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4.New MediaTwitter, FoursquareUnique Users, Actions, % Monetizable, CPM, CPA 3MM, 10/Month, 1.5%, $1.50
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5.MarketplaceEtsy, ProsperListings, Listing Fee, Sales, Commission2MM, $.20, $12.5MM, 3.5%
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6.Video5MinUnique Viewers, Ad Impressions, Sellthrough Rate, CPM120MM, 108MM, 90%, $8.00
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7.CommerceGroupon, Guilt, ModclothUniques, Conversion Rate, Average Spend, Gross Margin, Acquisition Cost4MM, 10%, $50.00, 50%, 30%
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8.RentalCheggUniques, Conversion, Average Rental, Customer Acquisition Cost1.5MM, 10%, $140, 30%
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9.SubscriptionBox.netUniques, Conversion Rate, Customer Acquisition, Churn Rate, Life Time Value1MM, 1%, 40%, 5%, 20 Months
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10.AudioPandoraUniques, Ad Impressions, CPM, Conversion Rate, Upsell Value10MM, 320MM, $2.00, 1%, $2.50
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11.Lead GenerationMintUnique Visitors, Offers Viewed, Conversion Rate, Affiliate Cost Per Action3MM, 3MM, .6%, $50.00
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12.HardwareKnoUnits Sold, Gross Margin, Marketing175K, $200/Unit, 40% Gross Margin, 30% Marketing
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13.PaymentsZong, VenmoUnique Users, Average Payment, Transaction Fee1MM Users, $25 Average Payment, 3.5% Fee
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(c) Steven A. Carpenter, 2010
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Consumer Internet Key Metrics
Basic Financial Models