The ecommerce financial model is a combination of the best aspects of multiple exceptional fundraising models which have closed single and double digit $ VC rounds, and learnings over many years of model building. All the learnings from top tier VCs have been included. The best approaches have been combined and improved upon to deliver the definite model for founders who are going to execute big results.

I’ve drawn on my years of experience operating startups at early and growth stage to create something that just works. There is not a needless level of detail, nor a sparsity of assumptions to illustrate a depth of logic and insight.

Everything included has been considered as to whether it adds value and if investors will “want to know and ask.” The structure also enables founders to change the model to fit the exact needs of their startup (particularly in revenue forecasting).

This model is literally months of 100 hour weeks.

Are you building the next top ecommerce or physical retail startup? Need to provide a AAA model for Venture Capitalists to secure a big round or just understand your operational requirement in detail for strategic planning? Do you need a detailed model to understand every key aspect of your business? This is it.

This model is for all ecommerce companies that have a non-subscription business model. The model forecasts for a three year period on a monthly basis.

• Right timeline: 36 months of monthly forecasting with 3 annual summaries
• Flexible for actuals and forecasts: Actual and forecasts with sheets that combine your numbers in P&Ls to the exact month magically
• Staff: Manual and automated forecasting of staff. For most staff you can decide the month your staff will join (Such as developers or a CFO) and the month they are terminated. Furthermore, you can set a date and salary increase (such as post-series-A) and salaries will increase on that date, and adjusted for bonus and payroll taxes and benefits. For support, recruitment, and channel sales staff, your staff requirement flexes as you scale automagically to your desired assumptions
• Expenses: Granular assumptions to rapidly forecast your G&A, S&M, R&D, and CAPEX. Logistics, photography, delivery, and payment requirements as well as analysis of your unit economics are done in their own separate sheet
• Cohort approach to forecasting: Get a cohort-based forecasting model without the work. Input a few assumptions and you can see the revenue, costs, orders, and units from each monthly cohort, for both first and repeat orders
• SKU breakdown: Rapidly forecast new and repeat revenue and costs for both consignment and outright stock by making assumptions for your SKU categories
• Comprehensive marketing plan: Forecast your entire marketing plan across paid, organic, email, blog, and social media channels with no heavy lifting. All the relationships between the channels are deeply integrated so social rebroadcasts will result in newsletter sign-ups
• Detailed KPIs: Full dashboard of all your KPIs
• Charts: Breadth of beautiful charts to graphically explain your business
• Full-blown P&L: Detailed, logical P&L explaining your business model step by step in the secret style some of the fastest-growing internet companies in the world use, that is now available to you!
• Summary P&L: Easily copy and paste your summary P&L into your pitch deck
• Sources and uses: Get insight into your fundraising requirements. Four beautiful charts to copy-paste into your pitch deck

• Fully integrated and automated model: Get insights from KPIs if your assumptions make sense, so you look like a pro with a plan
• Standardized structure on each sheet: Every monthly calculation in the eCommerce financial model starts in the same column which makes it easy to audit
• Consistent: Consistently color-coded cells for formulas, links, and assumptions applying best practices from global, top-tier investment banks. All cells are perfectly aligned
• Comments: Comments on all assumptions so you know what to input and why
• No hard coding: No hardcoded numbers in any formulas
• Open editing: The model is not locked, you are free to restructure as much as you like!
• Clear linking: Links to each sheet are always at the top of each sheet to track and understand where assumptions come from and what sheets are driving another one
• Separate actuals and forecasts in your P&L: Easily update your model monthly during your fundraise without fuss. Combine months by simply adding a date of your choice
• Dynamic year-end: Set your year-end at a month of your choosing. All annual adjustments are made automatically with powerful formulas
• Accounting: Cash and revenue accounting
• Forecast period: 36 months of forecasting with 12-month summaries for each forecast year
• Change assumptions every month: Make the eCommerce financial model assumptions as simple or complicated as you like. Every assumption is mapped out on its own row. For example, any month you want to increase your pricing for consignment repeat purchasing, simply change that month. If you want to keep your assumptions linear, the formulas support that decision automatically and by standard. Most growth assumptions also come with 'optimisation' rows

I answer this above but I get asked a lot, so will make it clear.

I don't make toys. If you want to do "finance good', get Excel.

Google stuff is only for sharing things.

I use complex calculations and Google can't process them all.

It's not even 'if' it will work in Google, you just don't want to go there.

Just get Excel if you want to be in the big leagues and use my models. It will be so much more enjoyable.

I built the first models on my MacBook Pro Retina, so I know they work.

There are no compatibility issues between PC and Mac (Other than Macros). Mac just sucks huge donkey dick if you are amateur plus level and know shortcuts (like you should!).

If you're at some SF startup with a douche tech policy requiring macs, it's OK. My models will work.

Just tell your tech team you need to do your job and give you a fricking PC. Laptops are cheap these days.

I really mean it. You can't do finance on a Mac and enjoy your job (effectively).

I hate Excel on Mac so much I'm even willing to do a call for free to make the case.

The model is very detailed and powerful. There is nothing available on the internet on this level. It assumes you have an understanding of SaaS and for navigating excel. Every effort has been made to make it simple for a founder to get impressive results without having to be advanced in model structuring (We did all the hard work).

You don’t have to do ANY modelling to use this model. You just need to be able to fill in the assumptions boxes. Only if you need to restructure the model due to you having a special business model will you need to be advanced level.

The ideal user:

• Building a complex or simple SaaS company, with consumer (automatically onboarded) and/or SME (Sales supported) customers. Every variation is covered
• Is comfortable with numbers and wants to have control over their model with fairly granular assumptions, or rather the ability to change pricing every few months if they wanted to…
• Is at seed to scaling stage of fundraising. The model doesn’t present years of historical data, which may not be perfect for later-stage companies. You could easily add this though. The focus is on 3 years of forecasts and the year to date actuals. A new model will come with advanced accounting functionality soon
• Likes to impress and enjoys a beautiful model!
• Wants to show investors they applied a very vigorous, logical approach to their forecasting and operations
• Wants a model that runs rings around hotshot bankers without the crazy cost
• Needs a logical, consistent model they can use customize for their own purposes (Ideal)

I don’t offer returns (it's a digital good), but want to make sure you succeed; so if you are new to excel and marketplaces and aren’t willing to put in some work to learn, this model might not be for you.

• If you don’t know how to use a (SUM) function you may find it overwhelming if you need to understand every detail. Every line has been broken up to be logical to understand, so with a little diligence anyone can be a total boss.
• If you don’t really understand marketplaces, it might be too much but it will help you learn
• If you don’t understand how marketing works (such as what CTR is), then the detailed sheets in the model may have too much detail for you to handle. Use the basic ones instead
• If you insist on using Google Sheets, don't use this

• There are a number of additions which could have been added to this model and have purposefully not included. If you have seen models with other frills, trust there are reasons why they have not been included. Let’s go through some of these so you understand:
  • Traditional cash flow statement and balance sheet: There is a cash based accounting section to understand your actual cash burn. Investors don’t really care about your BS and CFS sheets like a PE company would. They care about the logic of your model to show it is thoughtful. They care how much revenue you will generate to size the market opportunity (how they will get rich) and how ambitious you are. The BS and CFS are useful at growth stage companies when there is a line of sight on meaningful forecasts- early stage you don’t really have many reliable numbers so they serve to create information overload
  • Cap table: It is best to have this separately so it is a distinct conversation rather than bundling it with your forecasts. If you need a model you can get one of mine
  • DCF and valuation: Having a DCF at early stage is totally ridiculous, particularly as the assumptions don’t make sense (What’s your discount rate? Show me how to do your WACC…). A DCF is also not how VCs value early stage companies. Including a DCF or multiples is not how you want to approach a valuation discussion with investors and I think can actually harm you in negotiations. I recommend not putting a valuation in the model
  • Complicated paid marketing assumptions: We want to show logic not needless complexity. There is some very smart logic in calculations for emails and the like, but we try keep the number of assumptions down so you can discuss what’s important (Like CPC and budget, not keyword volumes)
  • Growth modelling: If you are at growth stage, you will have a lot more visibility on your actuals and have more historic reporting. This is not the best approach to modelling and fundraising for you. But the cool thing is, if you know basic excel, it’s easy to add columns for your actuals if you like. We're happy to add those for you

• Startup is hard and fundraising is a total nightmare. It takes up so much time and it can be far easier to execute if you have the right tools to hand.
• When we started Delivery Hero I spent far too much time figuring out how to build a good fundraising and operation model and it was infuriating. I wished I had something that just worked, or a base I could use to fiddle with and get the result I wanted (Meaning, getting back to executing). We’re making these models so you don’t have the same painful, long nights and weeks, not executing like I wished I could have.

• The model is provided as is
• Every effort has been made to ensure there are no errors. Given the size and impressive depth it is impossible to ensure there are none. If you find an error, please reach out so it can be fixed for everyone! I am happy to help you fix any errors free of charge
• If you need support building your model I offer a consulting service dependent on your bespoke needs

• You need Excel. Google Sheets is never to be used for a fundraising model as the functionality is limited. It might work in Sheets, but I can't warrant it will work. I highly recommend using a PC and Excel
• This works on both Mac and PC and was built on both (But Mac sucks)
• You should install the ‘Solver Add-in’ and ‘Analysis TookPak’ if you do not have it installed already. These are free and standard Microsoft add-ins. I don't require it, but it's worth having
• I do not have circular references so there is no need for ‘iterations’ in this model, but in case, turn them on in your calculation settings, especially if you fiddle.
• This is not needed, but if you want to be a boss in Excel, download https://www.asap-utilities.com/. There are some really useful tools if you need to build models. It only works on PC though (as do the other cool tools).

No refunds.

These are digital goods. You can't return them.

If you aren't sure if this model is for you ask me your questions first.

You can email me or hit me up on live chat (If I'm around).

Hi. You're on my site, I built the models.

I've worked at Lazard in FIG M&A (Top tier firm and team), VC, I've built lots of startups, I mentor at lots of accelerators (And mentor some of the people who run them), TEDx talked, bla bla.

I've got more free Excel tools on my site than any other startup site and I give the stuff away that others charge for. Get some of my free stuff and tell for yourself before you buy if you aren't sure.

I spent a fricking week auditing this model.

If there is an error, I want to know! Just email me and I'll look into it and fix it for you gladly. Maybe within an hour if I'm free.

Bear in mind normally when people say there is an error they just did something wrong and didn't understand why.

I DO NOT hide anything in any model I make.

Yes, I know of one well-known model that locks everything. I think that's dumb (Mainly because I already hacked it).

You can do anything to my models if you want. I purposefully design my formulas so you can follow what is happening.

My models are fully editable.

I also do not do VBA as I want you to be able to see what is going on.