Ecommerce - physical inventory fundraising financial model

Ecommerce business plan fundraising financial model for physical inventory

For traditional eCommerce companies with physical inventory that is distributed via your own site. There is no eCommerce model like this on the internet. Features highly granular revenue forecasting with monthly cohort level modeling. A full stack of marketing options from paid to social and email drive sales. 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 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...

Intro video to the ecommerce model

Are you the next NastyGal, Everlane or Amazon? Need a model which has been proven to help founders raise tens of millions of US dollars of investment? This is a highly professional ecommerce model for startups with physical inventory selling on their own site. Enjoy impressive results without weeks of modeling.

The 50Folds ecommerce financial model is the most comprehensive and powerful excel model available for ecommerce founders. Nothing else comes close. If you are looking to impress investors with a thoughtful plan, this is it. And even better, it's just been updated with learnings from the new SaaS model.

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.

Well, to be clear I've had to do this myself multiple times over the years. I've been involved with a lot of ecommerce companies and so I've had to build a number of models. Each time they've gotten better, but the process has been no less painful!

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Ecommerce model training course

I've made 11 training videos to teach you how to approach the model and fill in each sheet in the model. You can watch them all on this link as well as on a playlist on YouTube.

Watch the training videos

Ecommerce model quick walkthrough

Whether you’re raising for your ecommerce startup, or needing to develop an operational plan to understand how you are going to grow and not run out of cash, you need an excel model. The problem is that they’re really hard to build. You don’t have time to spend 2 months building one, you need to be executing. Paying someone smart to build one can cost $10k+ which is crazy. There has to be a better way!

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.

Now, this isn't for every ecommerce business. I was just asked for a subscription ecommerce version (like Dollar Shave Club) which we will churn out soon. This is for traditional e-retailers with physical inventory they sell, like normally.

The 50Folds eCommerce financial model is the most comprehensive and powerful fundraising excel model available for 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.

Below we will look at the high-level features of the model, screenshots on each sheet, there’s a video on each of the sheets 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.

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)

Details on the model

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?

  • ecommerce model
  • ecommerce marketing
  • ecommerce forecast
  • ecommerce kpi
  • ecommerce charts
  • ecommerce cohort
  • ecommerce fulfilment
  • ecommerce sku
  • ecommerce funding
  • ecommerce integrated
  • Placeholder
  • Placeholder

Model Q&A

Model screenshots

Profit and loss (Actual, forecast and combined)

KPI Sheets + Source and Use Analysis + Charts

Staff + Expenses + Depreciation and Tax

Cohort revenue forecast + SKU forecast

Marketing (All paid and organic channels)

The sheets in the model

Formatting Set the dates for your actuals and forecasts as well as customisations such as your currency and denominations (e.g. Thousands of dollars)
P&L Actual This is the P&L of your actual numbers
P&L Forecast Detailed forecast P&L of your startup
P&L Combined This combines the forecast and actual sheets together
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
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
KPI A detailed summary of all your KPIs
Charts Summary of charts from across sheets
Staff Forecasts for all staff (Other than warehouse, photography and customer care staff). All the related staff and G&A costs
Expense calcs Logistics including shipping, photography, customer care, payments and stock purchasing assumptions/calculations
D&A - Tax Calculate your depreciation (there is no amortization) and your tax simply
Cohort build Orders and revenue are forecasted by cohort in detail. All assumptions are at the top. Mechanics are below
SKU Forecast your SKU and the revenue and cost basis per SKU which are critical for your margins!
Marketing Centralizes the marketing data and applies conversion rates to create 'registered users' of your site (Which then buy)
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'

Benchmarking for your financial model

Here are some great presentations to use when forecasting in your financial model and making sure your metrics are in line with reality. Flick through the decks 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.

The ecommerce investors report

e-commerce kpi benchmarks 2016

2016 Email Marketing Metrics Benchmark Study

The ecommerce investors report

E-commerce benchmarks & statistics [Q1 2016]

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?


Get in the game

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We won't send you spam. Unsubscribe at any time. Powered by ConvertKit

Comments 38

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    Hi Jarvis, we are fundraising at the moment for our startup. Been looking for a model and haven’t been able to find much. You would think it is easier. Looks like this does a lot! Will let you know how we get on with it if ok?

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      I make big models. If you want to do financial things seriously, you just have to use Excel. It’s way too much of a pain in the ass otherwise.
      I haven’t tested it in Sheets. The issue with sheets is that it’s not a very advanced programme so there are a lot of formulas that just exist in it.

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  11. Hey Mr. Jarvis,

    Love all the valuable content you’ve put out and am long time email subscriber. I’m currently bootstrapping for a scalable distribution model on my product idea. Could you swing the model access for 100$?

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  12. Good day! This is kind of off topoic but I need some advice from an established
    blog. Is it tough tto set up yourr owwn blog? I’m not very techincal buut I can figure things out
    prettfy quick. I’m thinking about creating my owwn but I’m
    not sure where to begin. Do you havve any points or suggestions?
    Appreciate it

    1. Post

      Hey Deon –

      Thanks for reaching out.

      I wrote a long blog to teach you how to do this in 2017, step by step.

      I do things differently and more advanced now, but this will help you get started (I pay a lot more and do more fancy things now etc).

      It’s not hard to start a basic blog at all. If you are shite at tech, go to upwork and hire a dude (like $8-20 an hour- pay more if you can as they are more reliable…) to do it for you. You will save so much time. I taught myself to do everything, but I hire people whenever I can now. I promise you spending a little on hiring a nerd and not learning will save you so much time! If you’re broke, ok, there are guides, but will take time. You can follow my blog and have a site up fast though if you want.

      If you want to see if you will actually consistently post content (this is key), I recommend setting up a Medium account and starting there. There’s no tech and cost involved that way. If you want to build a brand I recommend owning your own site on WordPress though on your domain.

      Any ‘business’ logic questions, ask me here again and will respond.


  13. Hi Alexander,

    Wondering if you have a version of this model for an e-commerce business that does not retain or distribute its own inventory. A good example for this type of business would be Goldbelly. Goldbelly aggregates sellers into a single platform, facilitates orders, processes payments, and tracks shipping. Additionally, they provide marketing services. Their sellers actually handle all inventory and physical shipping.


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