Sheets in the ecommerce financial model
Sheets in the model
If you want to quickly understand what is in the ecommerce model, here are all the sheets and a brief explanation so you know what is in the model.
Detailed Look at the Ecommerce Model Architecture
Summary of all the sheets
This is a one-liner explanation of what is in each sheet.
| Sheets | Comment |
|---|---|
| Formatting | Input the start dates for the actuals and forecasts to start. These are key to align actual and forecast in the model output sheets |
| 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' |
| 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 |
Comments (2)
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Christian-
I designed the models very purposefully to not have BS and CFS as 1/ investors don’t care, 2/ they make no sense operationally, and 3/ it adds more complexity to the model to distract.
I made a new approach to modeling which has bs/cfs as a module (I have never allocated time to finishing). If you really need I could add something, but is investment banking modeling structure where there are ratio assumptions- so it’s appearance (Which is what most people do anyway, lol).
I’m never going to make BS/CFS based on “liquidity planning” for a few reasons. 1/ it’s so specific, 2/ you should have multiple models and this should be the output (so line items can be ‘hijacked’ from an inventory model – but specific to you.), 3/ I have to limit scope of models as you have ‘model shock’ so won’t use if I do more!
My models are the largest you can buy so I am aware they are already too large for most people.
I do model consulting so can build whatever you want if you have budget.
I love to help so you’re always welcome to ask questions!
ADJ
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Love the idea of your model, would like to know if you have a version that integrates balance sheet (Forecast, actual, combined), Cashflow (forecast, actual, combined), and a rolling liquidity planning. Would like to use it for our new fashion brand