Saas - sme user fundraising financial model

The Definitive SaaS Financial Model Template for Startups

For traditional SaaS companies with consumer and/or SME customers. There is no model like this on the internet. Features highly granular revenue forecasting with monthly cohort level modeling. Choose from 3 built in pricing models, professional services, as well as expansion revenue. A full stack of marketing options from paid to channel sales, drive leads/registrations for consumer and SME customers. 3 years (36 months) of detailed P&L for actual, forecast and combined, as well as cash based analysis. Manually plan out your hiring of staff and automate sales and support staff depending on how you scale. Charts, KPIs, all your COGS mapped out. Unique source and use sheet illustrates your plan for your pitch deck. And a lot more…

Video introduction to the model

Video training course

There is a video on every sheet of the model to explain how it works and to fill it in.

To reduce the length of this sheet I’ve put them on a separate page.

Recommendations from founders


Are you a SaaS company with monthly and/or annual customers?

Do you automatically onboard customers, or use a sales team to support the conversion of leads to trials? Do you have consumer/SME offerings to disparate customers? 

As the CEO or CFO (or sole founder…) are you wondering how the hell you can model all this for your fundraising?

You should be concerned… because it’s hard as hell. Trust me. Sure, you might find a free template (I’m happy to send you links to the free models online), but something actually complete and useful that just works? Forget it.

I know, because I had to do it myself.

I was raising for one of my SaaS companies and there just wasn’t anything out there good enough. So I blew a few weeks and made something it turns out others think is fairly nifty.

It’s also worth noting that every time I build a new model and figure out some improvement, all 50Folds models get updated with the new learnings and features. I recently shipped a new version upgrade for the SaaS model and here’s what one happy customer had to say:

Alexander, I wanted to take a moment to say I really appreciate the updates.  Sometimes, people put out things and never come back to nurture the product over time.  Really appreciated.  BTW, index/match and sumproduct are waaaayyy better then vlookup, so kudos!

Darren Spurgeon
I’m an ex-M&A banker and VC, and I’ve literally spent months of 100 hour weeks modelling to be able to make this model available to you. Feel free to ask your M&A buddy to build something for you for a few grand. I’ve been sent those models (as I’ve been asked to make a new one after). They’re not terrible, but they don’t make sense as they don’t understand how startup works.

I don’t build these models for kids. There are a granular assumptions and you need to understand high-level details of your business. But if you know what your pricing is, what you think a reasonable churn rate is… you don’t have to code one formula! And you get a serious result.

This is the only model on the internet which can serve all your needs SaaS needs. If someone had built it before, I sure as hell would not have taken the very deep pain to do so.

The 50Folds consumer and SME SaaS financial model is the most comprehensive and powerful fundraising excel model available for SaaS founders. Nothing else comes close. If you are looking to impress investors with a thoughtful plan, this is it.

If you truly want to understand your operations in detail, then download it now.

Are you growing like a rocket and don’t have the time to fill out the model, but want the results? No stress. We’ll build it for you.

This model comes with 20 minutes of consulting to help you get the most out of it.

Below we will look at the high level features of the model, screen shots on each sheet, there’s a video on each of the sheets (Note: Model has been updated with some new features and sheets such as for sales staff) and some further descriptions. There is also a benchmark on SlideShare I have added on all your key metrics.

Kindly note this price is low just for founders raising. If you need models for a professional reason, please reach out regarding licensing.

If you have questions about the model, feel free to ask.

Details on the model

Model Q&A

If you aren't sure about models ask before you buy and I will explain. There aren't returns on digital goods. 

Buy now

The model will be immediately emailed to you. Payment is secured with Stripe. This would cost you $40k to build... if you could find someone who understood what you do.


Buy now + blank version

This version includes two models, both an example and blank version in case you don't want any dummy data in the model


The SaaS model architecture

  • Fully integrated model: Changes in one sheet flow through the whole model automatically
  • Logical flow: Expenses, marketing and revenue are all segmented so they connect logically
  • P&Ls: Actuals and forecasts have their own P&Ls. These are then combined into a 'combined sheet' so you can see the progress month to month
  • Other: Charts and KPIs have their own sheets. The key data from the large calculation sheets are presented so you don't have to dive into them

Detailed Profit and Loss statements

  • 3 P&L sheets: Actual, forecast and combined
  • Non key assumptions in line: If you want to add discounts, cancellations and bad debt, you can easily add in a percentage in line
  • Fundraising: When you plan on raising money, you just input the amount into your cash balance
  • Accounting and cash flow: Two main parts. The main part follows normal accounting practices (There is a sheet for Tax to manage NOLs as well as depreciation and amortisation following Investment Banking standards). The bottom of the sheet converts accounting to operating cash flow so you know when money is actually going in and out
  • Complex adjustments: Bonuses are paid on year end in cash flow, but accrue in the P&L. Same for tax. Accrued bonuses from actuals are factored into your forecast for when they need to be paid

Historic annual contracts renew on time

  • Scheduled contracts: If you have a lot of historic annual SaaS payments, then they need to renew at the right month in the future. The model enables you do do
  • Renew at new prices: If your old contracts were at $450 per year, but you have increased prices to $1000 a year, the model increases your ARR/MRR by the new prices!
  • Churn at old prices: When clients churn in the model, you lose MRR at the original ARPA, just like you should
  • Simple: If you know how many clients you have each month and the ARPA, that's all you need to account for your historic revenue

Detailed KPIs (186 rows)

  • Detailed KPIs: 186 rows of every KPI I could think of
  • CAC/LTV: See your key KPIs calculated with based on both customer and MRR churn. There are also basic and fully loaded variants
  • Segments: KPIs for key financials, margins, cost structures, cash burn rate, bookings, MRR, churn, unit economics, expansion revenue, trials, funnel metrics, headcount, and professional services
  • Dates: Both monthly and annual KPIs

Runway calculator

  • Runway calculations: Understand your gross and net burn over your defined runway (in months). See how many months your planned fundraise will last based on your model forecasts
  • Detailed operating expenses: See exactly where money is being spend per department over your runway

Staff and general costs can be detailed or basic

  • 2 methods for forecasting staff: Switch between the basic and detailed method for forecasting your staff requirement. If you want to fill in the model faster, choose the basic option. If you have a detailed hiring plan, pick the detailed version
  • Automatic forecasting: Sales staff, customer care etc can automatically be calculated in other sheets. These feed into both the basic and detailed version so you can choose how detailed you want to be with a flick of some switches.
  • Scale recruitment as you need: Opt to hire recruiters when you hire [5 or more] new people a month so you don't have to think about how many recruiters you need
  • Granular control over hiring: Easily add benefits/tax, choose the date you hire/fire staff and the date you want to increase their salary (say at Series-A)
  • Other costs: Quickly add all the 'other' costs you need like rent, onboarding costs (e.g. laptops) of staff, and whatever costs you need without having to over think it. Most costs are calculated my multiplying the average cost be the number of staff you have

The sales team ramps up to productivity

  • Build a sales team: Easily build a sales organisation with account execs (AEs), sales directors, SDRs and tech assistants. They scale by  the number of AEs you need to hire to hit your targets. You only need to make 6 assumptions to make this all work
  • Productivity ramps: Define how many months it takes for new AEs to hit their quota
  • Hiring based on revenue targets: You define what % of your revenue is sales supported and what the revenue target of an AE is, and the model knows your existing capacity and tells you how many people you need
  • Integrated into the staff sheet: Sales staff are fed into the main staff sheet so everyone can be seen in the same place
  • Cohorts: Cohort modeling knows what is required on a monthly basis. You can't get more detailed and accurate than that

Customer care, success and engineering automated

  • Integrated with staff sheet: Flows into the staff sheet automatically
  • Switch on and off: Turn the sheet on or off with a flick of a switch if this is too detailed for your stage
  • All support staff covered: 3 sections for customer support, customer care and internal engineering. Customer support covers your ongoing needs and the other two cover on-boarding of new customers
  • Simple but detailed: Defined what % of customers need help and how many minutes they need on average, and the model tells you how many staff you need

Got expansion revenue? 2 ways to do it built in

  • 2 ways to calculate expansion revenue: Switch between three pre-built expansion revenue based modules. Module based and seat based.
  • Modules: Modules are new features you ship customers pay for. Pick when you launch them, what you charge and what % of customers buy them
  • Seats: Seats are just more users at a firm. Define how many seats, the price per seat and what % of customers take them
  • Integrated: Automatically feeds into other sheets to add to your MRR build

Professional services included

  • New revenue and costs: If you offer professional services to new clients, you can add in the revenue you generate and cost cost to service them and it will feed into the sheets they need to be in

3 ways to set your pricing based on your business model

  • Switch between 3 pricing models: Charge a monthly fee (normal), usage (such as for API calls) or a combination (monthly fee + usage fee)
  • Discounts for annual: If you offer discounts for annual subscriptions you can simply add the discount and the model does the thinking for you
  • Usage integrated with tech costs: If you involve a lot of API calls (or change to whatever suits you), the API calls are linked to your tech expenses to make costs easier to calculate

Cohort power

  • Granular modelling: The entire model is based on monthly cohorts. This is complicated to build but enables you to do a lot of things you couldn't without them. The annual calculation sheet is 3,482 rows long alone. Yes, I know my stuff

Control over customer and revenue forecasts

  • Annual vs monthly: Define what % of your customers are annual or monthly. Each have their own assumptions. No investor is going to say you haven't thought about your business again
  • 3 avatars: Customers have three profiles throughout the model: basic, premium, and pro
  • Auto onboard vs sales supported: If you have a low ARPA you are going to have customers on board themselves. Alternatively you need a sales team? Define how large a sales team you need by allocating customers to them here
  • Funnel: Traffic to trial to customer. We define how trials convert into customers and over what time period
  • Adoption curve: Define how long it takes for trial customers to become customers

Complete marketing

  • Granular assumptions: Control how traffic turns into trials by setting conversion rates
  • 5 marketing sheets: Main marketing sheet gets fed by 4 marketing activity sheets which are all integrated. Paid, organic, email, blogging, social and channel sales.
  • Growing too large?: In built calculations to stop you growing larger than your defined market. Turn it on and off

Channel sales as well

  • Channel sales: Add a new acquisition channel, or turn it off with the flick of a switch
  • CPA and CPM: Pay your channel partners on a CPA or CPL basis
  • Staff included: Channel sales staff are automatically calculated based on how many leads a month they can handle

The sheets in the model


Formatting Input your model start dates and basic formatting assumptions
P&L Forecast Detailed forecast P&L of your startup. Output of all your assumptions
P&L Actual This is the P&L of your actual numbers. Put in your actuals and they get represented in your combined P&L
P&L Combined This combines the forecast and actual sheets together
Annual assumptions The allows you to input your historic annual contracts so that they can renew on the proper dates
D&A – Tax Calculate your depreciation (there is no amortisation) and your tax simply
P&L for Deck This combines the summary forecast and actual sheets together for the first 12 months and for 3 years annual to insert in your pitch deck
KPI A detailed summary of all your KPIs
Source and Use Use this to figure out how much to raise and to present your ‘sources and use’ of money you raise in your ‘ask’ slide
Charts-General Summary of charts from across sheets other than SaaS metrics
Charts-SME SaaS Charts of SaaS metrics. All the ones David Skok (Matrix) recommends are in it
Staff Forecasts for all staff (Other than customer support related staff), and all the related staff and G&A costs
Expense calcs Calculates your customer care related and technology costs, which aren’t calculated directly in the Staff sheet
SME – Support Staff Calculates for internal engineering, customer support & success staff automatically on the basis of customer forecasts
Sales Staff Forecasts your sales staff requirement automatically on the basis of your sales forecasts
SME – Expansion Revenue Calculate the expansion revenue using either by an additional seats, or new modules basis
SME Prof Services If you have professional services, calculate the cost and revenue. Can use if you want to have onboarding costs alternatively
SME Pricing Input your pricing assumptions for revenue. Pick from different business models
MRR & Cust Summary A summary of your MRR and Customer calculations (The calculations in the monthly and annual sheets are long)
SME Conversion assump All the assumptions that drive your  for SME revenue calculations
SME Calcs – Monthly Calculate the normal, monthly portion of your MRR/Bookings for SME revenue
SME Calcs – Annual Calculate the annual, up-front payment portion of your MRR/Bookings for SME revenue
Marketing Centralises the marketing data and applies conversion rates to create ‘trial users’ of your site (Which then buy). This is only for SME revenue. There is no link to enterprise revenue per se
Paid & organic Organic growth and paid traffic to the site. Feeds to the traffic build in ‘Marketing’
Email Calculates the sign ups to your email database. Feeds to the traffic build in ‘Marketing’
Blog & Social Calculates the traffic that comes from promotion activities by blogging and social media. Feeds to the traffic build in ‘Marketing’
Channel Sales Calculates the leads from channel partners and supporting staff costs. Feeds to the traffic build in ‘Marketing’ under leads and in the staff costs
Benchmarks Some publicly available SaaS metrics to use to benchmark your assumptions as an FYI

Want this model in a different currency? Now you can!

This model uses formatted currencies in $. I often get asked if it is available in other currencies such as €? So I made an Excel PC addin to do that (It was hard!)

At the press of a button you can now convert the model into 17 different currencies. You just need to purchase the productivity addin.

Here are the currencies you can use with the macro:

Currency list The format you will see
Krone kr
Rp Rp

Productivity addin


More than likely, you aren't a huge Excel nerd like me, so you probably don't know about macros? These are hacks to make modeling in Excel much more faster and less painful. I love them!

I've been making models for years, so you can be sure I know what is useful and what is not. I decided to not just make the currency conversion macro, but add in all my most used hacks. You just hit a button and it will do handy things.

What can you do?

  • Automatically format your cells so they have 'investment banking' standard black, blue and green
  • Change the zoom and cell position of every sheet so it looks great when others read it
  • Save a backup of your model (v1, v2, v3) at the push of a button so you never get a corrupt model
  • Add error checks to your formulas
  • And a whole bunch of other nerdy things you'll understand when you are making models yourself!


  • This is for PC. Gates hates Mac so.... All the plugins other than 'check sheet sizes' work in Mac, but I don't warrant anything if you are on Mac (Sorry). I'm trying to find a developer to rewrite the code for Mac so the images, tips etc work too
  • Currency conversion only works on 50Folds models. It won't on any other model (My code looks for certain cells... There is a hack- ask if you want to know)

Benchmarking for your financial model

This is a fantastic presentation to use when forecasting in your financial model and making sure your metrics are in line with reality. Flick through the deck as you work through each section of the model and check you are trending towards these numbers. It’s perfectly ok for your numbers to look a little crazy in the early days (When you have a few customers and little revenue, no metrics/ratios will make sense). What matters is how you evolve.

Download The Pacific Crest study here

If you aren't sure about models ask before you buy and I will explain. There aren't returns on digital goods. 

Buy now

The model will be immediately emailed to you. Payment is secured with Stripe. This would cost you $40k to build... if you could find someone who understood what you do.


Buy now + blank version

This version includes two models, both an example and blank version. Do you value your time?


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  4. Hi Thanks!

    How about Unearned revenue, when the company collects payment of 12 month-contract in January? do you realize all 12 month payment as Revenue in Jan or only in Jan and the rest going to Unearned revenue, which ll be realized monthly as monthly revenue?

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      Hi Chinh-
      Love nerdy questions. I don’t know what I haven’t thought of. Maybe you find something!
      OK, I deal with annual contracts simplistically, though it is all modeled in a complex manner.
      There is date math for everything in the model.
      If you have an “annual” contract then the ARR is converted into MRR in the P&L on an accrued basis. I then adjust the monthly aspect into billings/bookings (same thing in this model) in the cash flow calculations so you book/bill annual contracts as you would on cash basis.
      Same thing happens for tax and bonus payments. I even adjust for discounts, bad debt etc to consider the cash effect of other variables to cash variations.
      The enterprise saas model deals with bookings/billings etc differently as the concepts matter there. When you only have annual and monthly contracts, bookings/billings are the same.
      I go as nerdy as you can imagine in my models and sometimes think it is too much for people to understand. I consider everything and model for “materiality”. There is a guy writing a blog on SaaS models and said I don’t do things… I don’t do things on purpose.
      To be clear, I don’t have an “unearned revenue” account in this model. The PL takes MRR (adjusts annual contracts – ARR – to MRR) and the adjusted cashflow adjusts for annual contract cash flow.
      I account for everything and try present as simply as is possible.
      Thanks for asking.

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