Sheets in the marketplace financial model
Marketplace financial model
If you want to quickly understand what is in the marketplace model, here are all the sheets and a brief explanation so you know what is in the model.
Detailed Look at the Marketplace Model Architecture
Summary of all the sheets
This is a one-liner explanation of what is in each sheet.
| Sheets | Comment |
|---|---|
| Formatting | Input your model start dates and basic formatting assumptions |
| Control | Model variables are centralised here. You can set sheets to be simple or detailed, how marketing works etc. You can start out with simple calcs and then make them more detailed if you like. You can also turn some sheets on/off |
| 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. A few actuals feed into the forecasts |
| P&L Forecast | Detailed forecast P&L of your startup. Output of all your assumptions. This is the P&L you care about most |
| P&L Combined | This combines the forecast and actual sheets together so numbers progress |
| 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. Do whatever you want to it |
| Dep - Tax | Calculate your depreciation (there is no amortisation) and your tax simply |
| Chart | Summary of charts from across sheets. Use to sense check trends etc |
| 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 Forecast | A detailed summary of all your forecasted KPIs |
| Expense calcs | Calculates your customer care related and technology costs, which aren't calculated directly in the Staff sheet |
| Staff | Forecasts for all staff (Other than support and sales staff), and all the related staff and G&A costs |
| Support Staff - D & S | Calculates customer support & success staff automatically on the basis of your forecasts |
| Sales Staff - S | Forecasts your sales staff requirement automatically on the basis of your sales forecasts. I assume you will only have sales team for the supply side |
| Revenue - S | Calculates your revenue for the supply side. You can choose what streams you have |
| Revenue - D | Calculates your revenue for the demand side. Basically the same as the supply sheet |
| Conversion | Assumptions for converting registrations into customers and the calculations for it |
| Registrations | You use this sheet for the simpler ways of calculating registrations from marketing. If you do the detailed marketing everything effectively just flows from the marketing to conversion sheet |
| Marketing - S | Centralises marketing traffic from all the marketing sheets on the supply side. Applies conversion rates to create 'registrations' on your site (Which then buy in the conversion sheet). |
| Marketing - D | Same as the supply sheet but for demand |
| Paid & organic - S | Organic growth and paid traffic to the site. Feeds to the traffic build in 'Marketing' |
| Paid & organic - D | Same as the supply sheet but for demand |
| Email - S | Calculates the sign ups to your email database. Feeds to the traffic build in 'Marketing' |
| Email - D | Same as the supply sheet but for demand |
| Blog & Social - S | Calculates the traffic that comes from promotion activities by blogging and social media. Feeds to the traffic build in 'Marketing' |
| Blog & Social - D | Same as the supply sheet but for demand |
| Channel Sales - S | Calculates the leads from channel partners and supporting staff costs. Feeds to the traffic build in 'Marketing' under leads and in the staff costs |
| Channel Sales - D | Same as the supply sheet but for demand |
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