Jan-12

Assumptions

Signups beginning of 1st month:

0.00%
0

Non-trackable signups growth rate p.m.:

Non-trackable signups 1st month:

Acquisition costs 1st month:

Decrease p.m.

Feb-12

Mar-12

Apr-12

May-12

Jun-12

Jul-12

Aug-12

Sep-12

Oct-12

Nov-12

Dec-12

Total 2012

SIGNUPS & PAYING CUSTOMERS

$
$

1,000
50.00

0
10.00%
0.05%
1.50%

Customers beginning of 1st month:

Conversion rate initially
Increase p.m.
Churn p.m.

SIGNUPS
Signups beginning of month
New signups
Non-trackable signups (PR, organic, viral,...)
Non-trackable signups growth p.m.
New non-trackable signups
Trackable signups (SEM, ad buys,...)
Marketing spending
Acquisition costs (marketing spending per new trackable signup)
New trackable signups
Total new signups
Signups end of month

$
$

PAYING CUSTOMERS
Customers beginning of month
Conversion rate
New customers
Lost customers due to churn
Customers end of month

11

17

25

34

44

55

68

83

101

121

0.00%
0

0.00%
0

0.00%
0

0.00%
0

0.00%
0

0.00%
0

0.00%
0

0.00%
0

0.00%
0

0.00%
0

0.00%
0

5,500 $
950 $
6
6
11

6,000 $
900 $
7
7
17

6,500 $
850 $
8
8
25

7,000 $
800 $
9
9
34

7,500 $
750 $
10
10
44

8,000 $
700 $
11
11
55

8,500 $
650 $
13
13
68

9,000 $
600 $
15
15
83

9,500 $
550 $
17
17
101

5,000 $
1,000 $
5
5
5

0
10.00%

0
10.05%
1
0
1

0
0

1
10.10%
1
0
1

1
10.15%
1
0
2

2
10.20%
1
0
2

2
10.25%
1
0
3

3
10.30%
1
0
4

4
10.35%
1
0
5

5
10.40%
1
0
7

7
10.45%
2
0
8

10,000 $
500 $
20
20
121

10,500 $
450 $
23
23
144

8
10.50%
2
0
10

10
10.55%
2
0
12

93,000
646
144
144
144

0
13
1
12

REVENUE

Monthly ARPU:

1,000
3%

Payment processing fees:

Customers mid-month
Average revenue per customer per month
Gross revenue
Payment processing
Net revenue
M/M growth

$
$
$
$

0
1,000
-

$
$
$
$

0
1,000
251
8
244

$
$
$
$

1
1,000
791
24
767
215%

$
$
$
$

1
1,000
1,410
42
1,368
78%

$
$
$
$

Personnel
CEO
CTO
Software Engineer
Software Engineer
Pre-sales support
Pre-sales support
Pre-sales support
Support
Support
Support
Payroll Tax & Benefits
Total Personnel

$
$
$
$
$
$
$
$
$
$
$
$

4,167
4,167
4,167
3,333
3,333
2,875
22,042

$
$
$
$
$
$
$
$
$
$
$
$

4,167
4,167
4,167
4,167
3,333
3,333
3,500
26,833

$
$
$
$
$
$
$
$
$
$
$
$

4,167
4,167
4,167
4,167
3,333
3,333
3,500
26,833

$
$
$
$
$
$
$
$
$
$
$
$

4,167
4,167
4,167
4,167
3,333
3,333
3,500
26,833

$
$
$
$
$
$
$
$
$
$
$
$

2
1,000
2,117
64
2,054
50%

$
$
$
$

3
1,000
2,924
88
2,836
38%

$
$
$
$

4
1,000
3,843
115
3,728
31%

$
$
$
$

5
1,000
4,892
147
4,745
27%

$
$
$
$

6
1,000
6,090
183
5,907
24%

$
$
$
$

7
1,000
7,463
224
7,239
23%

$
$
$
$

9
1,000
9,041
271
8,770
21%

$
$
$
$

11
1,000
10,867 $
326 $
10,541 $
20%

4,167 $
4,167 $
4,167 $
4,167 $
3,333 $
3,333 $
- $
3,333 $
3,333 $
- $
4,500 $
34,500 $

4,167
4,167
4,167
4,167
3,333
3,333
3,333
3,333
3,333
5,000
38,333

$
$
$
$
$
$
$
$
$
$
$
$

4,167
4,167
4,167
4,167
3,333
3,333
3,333
3,333
3,333
3,333
5,500
42,167

$
$
$
$
$
$
$
$
$
$
$
$

4,167
4,167
4,167
4,167
3,333
3,333
3,333
3,333
3,333
3,333
5,500
42,167

$
$
$
$
$
$
$
$
$
$
$
$

4,167
4,167
4,167
4,167
3,333
3,333
3,333
3,333
3,333
3,333
5,500
42,167

$
$
$
$
$
$
$
$
$
$
$
$

50,000
50,000
50,000
45,833
40,000
23,333
13,333
40,000
23,333
10,000
51,875
397,708

49,690
1,491
48,200

COSTS
Start date:
Jan/ 12
Jan/ 12
Jan/ 12
Feb/ 12
Jan/ 12
Jun/ 12
Sep/ 12
Jan/ 12
Jun/ 12
Okt/ 12

Yearly salary:

$
$
$
$
$
$
$
$
$
$

Payroll tax & benefits rate:

Spending 1st month:

$
$

Costs per month:

50,000
50,000
50,000
50,000
40,000
40,000
40,000
40,000
40,000
40,000
15.00%

4,167 $
4,167 $
4,167 $
4,167 $
3,333 $
- $
- $
3,333 $
- $
- $
3,500 $
26,833 $

4,167 $
4,167 $
4,167 $
4,167 $
3,333 $
3,333 $
- $
3,333 $
3,333 $
- $
4,500 $
34,500 $

4,167 $
4,167 $
4,167 $
4,167 $
3,333 $
3,333 $
- $
3,333 $
3,333 $
- $
4,500 $
34,500 $

3,000 $
2,000 $

500
-

Marketing
SEM
Ad buys
Total Marketing

$
$
$

3,000
2,000
5,000

$
$
$

3,500
2,000
5,500

$
$
$

4,000
2,000
6,000

$
$
$

4,500
2,000
6,500

$
$
$

5,000
2,000
7,000

$
$
$

5,500
2,000
7,500

$
$
$

6,000
2,000
8,000

$
$
$

6,500
2,000
8,500

$
$
$

7,000
2,000
9,000

$
$
$

7,500
2,000
9,500

$
$
$

8,000
2,000
10,000

$
$
$

8,500
2,000
10,500

$
$
$

69,000
24,000
93,000

500

Total Hosting & Bandwidth

500

500

500

500

500

500

500

500

500

500

500

500

6,000

Miscellaneous
Contractors (designer, contract developers)
Lawyers, accountants, CPAs
Travel
Office rent & utilities
Telecommunications, Internet, office supplies etc.
Insurance
Other
Total Miscellaneous

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000
7,000

$
$
$
$
$
$
$
$

12,000
12,000
12,000
12,000
12,000
12,000
12,000
84,000

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

251

791

1,410 $

2,117

2,924

3,843

4,892

6,090

7,463

9,041

10,867

49,690

Increase p.m.:

Costs per month:

$
$
$
$
$
$
$

1,000
1,000
1,000
1,000
1,000
1,000
1,000

P&L
Revenue

Costs of Goods Sold

Payment processing
Hosting & bandwidth
Support
Total Costs of Goods Sold

$
$
$
$

500
3,833
4,333

Gross Profit
Gross Profit margin

Sales & Marketing

% of revenues

8,833

Research & Development

% of revenues

General & Adminstrative

% of revenues

EBIT
EBIT margin

$
$
$
$

-4,333 $

8
500
3,833
4,341

$
$
$
$

24
500
3,833
4,357

$
$
$
$

42
500
3,833
4,376

$
$
$
$

64
500
3,833
4,397

$
$
$
$

88 $
500 $
7,667 $
8,254 $

115
500
7,667
8,282

$
$
$
$

147
500
7,667
8,313

$
$
$
$

183 $
500 $
7,667 $
8,349 $

224 $
500 $
11,500 $
12,224 $

271 $
500 $
11,500 $
12,271 $

326
500
11,500
12,326

$
$
$
$

1,491
6,000
84,333
91,824

-4,090 $
-1627.71%

-3,566 $
-450.76%

-2,966 $
-210.34%

-2,280 $
-107.68%

-5,331 $
-182.32%

-4,439 $
-115.49%

-3,421 $
-69.93%

-2,259 $
-37.10%

-4,761 $
-63.80%

-3,230 $
-35.73%

-1,459 $
-13.42%

-42,134
-84.79%

9,333 $
3714.76%

9,833 $
1243.00%

10,333 $
732.89%

10,833 $
511.70%

15,167 $
518.73%

15,667 $
407.63%

16,167 $
330.46%

20,500 $
336.61%

21,000 $
281.40%

21,500 $
237.80%

22,000 $
202.44%

181,167
364.59%

5,792

10,583 $
4212.27%

10,583 $
1337.80%

10,583 $
750.63%

10,583 $
499.89%

10,583 $
361.97%

10,583 $
275.37%

10,583 $
216.33%

10,583 $
173.78%

10,583 $
141.82%

10,583 $
117.06%

10,583 $
97.39%

122,208
245.94%

15,583

15,583 $
6202.32%

15,583 $
1969.83%

15,583 $
1105.25%

15,583 $
736.06%

15,583 $
532.98%

15,583 $
405.46%

15,583 $
318.54%

15,583 $
255.88%

15,583 $
208.82%

15,583 $
172.36%

15,583 $
143.39%

187,000
376.33%

-34,542 $

-39,590 $
-15757.06%

-39,566 $
-5001.39%

-39,466 $
-2799.11%

-39,280 $
-1855.34%

-46,664 $
-1596.00%

-46,272 $
-1203.94%

-45,755 $
-935.26%

-48,926 $
-803.35%

-51,928 $
-695.84%

-50,897 $
-562.94%

-49,625 $
-456.64%

-532,509
-1071.66%

6
18,667 $
18,574 $
6
1

6
16,900 $
16,817 $
7
1

6
15,347 $
15,271 $
8
2

6
13,957 $
13,889 $
9
2

8
16,993 $
16,911 $
5
2

8
15,285 $
15,210 $
6
2

8
13,734 $
13,667 $
7
3

9
15,146 $
15,074 $
5
3

10
13,462 $
13,397 $
6
3

10
11,911 $
11,855 $
7
3

Sanity checks & other interesting metrics

Headcount
Customer acquisition costs for trackable customers
Blended customer acquisition costs for all customers
New signups per pre-sales support agent
Paying customers per support agent

5
$
$
5
0

10
10,476
10,427
8
4

SaaS Plan Template, created by Christoph Janz.

A simple financial plan for early-stage SaaS startups with a low-touch sales model.
Please check out these notes.