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Excel models to manage your company and staff equity, and productivity

The only detailed models on the internet for cap tables and ESOP, and a crazy simple management tool

Testimonials

People think these are awesome

Matias Campiani

Director at Welwaze

The ESOP is an amazing spreadsheet. CUDOS! How do startups manage their ESOP without this? I was so happy when I found the spreadsheet and the presentation.

Richard Woest

Controlling and Operations of Augmented Robotics

The ESOP is great. We just started working with it and we really like it.

Suzaan Krugell

Management Consultant at Cside Excellence

Wow, thanks so much for this [ESOP] excel sheet...it looks great.

Bill Baumgart

Executive Producer at RedRoar

We are now using both the Cap Table now and the SaaS Financial Model we purchased, and both are AMAZING!!!!

Raisul Kabir

Founder & CEO of Brainstation-23

I so admire you because nobody else other than you actually wrote about ESOP. I have been banging my head for so long to find something and yours is the only one I finally found. In face I came to know first from udemy and then from OKR. I think your okr sheet is the best, even better than the tools our there.

What, for who and why

Understand these financial models

I’m going to focus on explaining just the cap table and ESOP models because they are more complicated and things that people just don’t understand.

I’m going to explain what clients use my models for, who buys them, why they’re great and whether you should get another template in total honesty.

Why

Why did I make these models?

My blog evolved into me picking something no one explains well and that I don’t understand. I go off and deep dive, invent stuff and share my learnings. It struck me that you get rich in startup selling your company, as do your staff.

Only, do you actually understand how that’s all calculated? I knew the concepts, but the details?

ESOP

I was driving with my buddy in San Fran talking about how he did options and he said “I gave this experienced women from Yahoo a bunch of RSU and she doesn’t care about them because she didn’t understand them!”. I thought WTF, if someone experienced doesn’t understand things, there is an issue here!

I went to Bali for 3 months and wrote a course on ESOP. I couldn’t fathom how staff get options but no effort is spent educating them on their value. After I made the course, I realised I didn’t actually understand how the hell the calculations work in detail.

I Googled and found 2 useful resources. WTF? I spent months building a model based on first principles and the wisdom of the founder of Benchmark Capital, Bill Gurley. My ESOP model is literally the only one in the world.

Cap table

I didn’t understand convertible notes, SAFEs, etc and made epic free tools for you. Then I was like “I don’t actually understand cap tables”. I made a free one which was better than all the free ones I could find, but it was still basic bitch. I reached out to a top legal firm and saw they had cool stuff internally, so I said “flark it, let’s build a boss model!”

It was a harrowing experience and I wanted to quit so many times, but after around 4 months of coding, I made something baller. It’s the only big cap table you can buy, which is why it’s mainly bought by lawyers.

Why do You need a cap table and ESOP model?

Equity is how you and your team will get rich when you exit. Sure, investors want to see one, but you should cherish every % you own and resent each bit you give away. They start simple but they get complex. Having your own tool enables you to actually understand what you are doing. For ESOP it enables you to understand your intentions to your team.

Plan your company ownership

The cap table is track who owns what, but you can also run scenarios depending on how much you raise to understand your value at exit.

The ESOP enables you to establish a fixed and coherent structure to recruit and retain top talent, you can also show them what their options are worth to motivate them.

Fundraising

Investors will ask to see your cap table to check if there is anything which will kill the deal (no joke. Google “F*cked cap table”). ESOP is a sneaky one. VCs will ask for a large plan to decrease your valuation.

My ESOP tool will help you come up with a ‘hiring plan’ so you can negotiate better terms.

Assist founders

Founders aren’t actually the main buyers of these models, they’re advisors and lawyers.

Why? Because you know founders need them. Founders don’t. These tools help you do your job faster and better.

Who are the models for?

In short, my models are for everyone in or with an interest in the startup ecosystem. They should be seen primarily as a learning tool to build competence.

I recommend using a SaaS tool to manage a hundred staff, but to use my models to actually understand what is happening first!

You can see the calculations and actually know what is happening, which you can’t in a SaaS.

Clueless founders that have had enough

If you are here because ‘you want to learn’ bless you. You will. The ESOP will be expansive to how the heck to make a plan that is consistently fair. The cap table will intro you to the big leagues so you can build on knowledge.

Fundraisers

I recommend these for pros who know that they need these models, and PE professionals. Yes, I designed them so a n00b can grow with the models, but if you have robust knowledge, you’ll love what these can do for you as there’s nothing else.

Startup CFOs

You’re not a child, so I’m not going to patronise. It’s a huge cap table, better than most law firms have I would bet. 99% likely you have not thought about ESOP in this level of detail, so you’ll have a lot of fun.You’re not a child, so I’m not going to patronise. It’s a huge cap table, better than most law firms have I would bet. 99% likely you have not thought about ESOP in this level of detail, so you’ll have a lot of fun.

Learning addicts

If you love learning new things and are good at Excel, you’ll just have a nerdgasm playing around. There are many weekends of just hanging out in Excel. I look at my models some times and wonder what the heck I made! I know because I get questions on how something works!

Students

If you’re doing an exec MBA, you might touch on these topics, but you aren’t going deep. These are an opportunity to be thrown into the flarking ocean. Realistically you’re going to look at these superficially, but you’ll curve on the Dunning Kruger to understand how much you don’t know

Financial advisors

I know even investors etc don’t understand the details of these topics because they email me confidentially. Here you go.

Lawyers

You buy the cap table the most of everyone because I’ve looked and there isn’t one cap table training company. ESOP is another solution you can sell.

Why are the models awesome?

I built the models I wished existed. Frankly, people either don’t have the ability or will to replicate what I do. It’s easy to find simpler and cheaper models for a reason, they’re easy to make. Mine are not.

Most detailed

You’ll open my models and think “WTF!”. Yeah, they will be overwhelming at the start, but once you get into them, you’ll start having fun doing complex things you couldn’t have done before like run returns analysis

Run scenarios

Because my models let you plan multiple rounds and years, you can plug in assumptions for the future and see what will actually happen to your ownership stake. You can see the effect of a small exit if you have a lot of liquidation preferences

Learning bonanza

Even if you are an expert, you’re still going to leave with just one learning that justifies that monstrous hourly fee of yours. For everyone else there is a masterclass. You just need to decide when to stop learning

Learn logic in Excel

I literally model in my head and then apply it in Excel. Financial models are just a lot of logic sequences. If you want to get really get good at Excel, you just need to look at ‘how’ I approached a problem and built it, follow the logic and you’ll be able to do crazy things yourself with practice.

Investors will be impressed

Only top investors will understand everything in my models, and even then I doubt it at least for the ESOP because it’s a niche but critical topic no one blogs about.

Crazy value for money

My models are the most expensive ones you can buy. They’re also the best and best value. If you asked me to do one of these again, I wouldn’t be interested for less than $300k. They were too much work and I don’t think I’ll do another Excel like this again.

Should you use another template or a SaaS platform?

If you are looking for another Excel, stop. Don’t bother. They don’t exist. You absolutely need to use a SaaS platform once you have a lot of staff and lots of transactions happening. Issue is the best platforms are super expensive (One starts at $12k per year)- so worth it when you’re “valuation rich”, not when you’re hustling. I want you to use my tools so that when you can afford fancy stuff, you understand the details and will call BS and ask questions.

You don't care, you just want to send a model

I have a free cap table. It’s a stripped version of the paid one. It’s the best free template (but sure, check). There are simpler ones which will be faster to fill in if your cap is simple. Go for it

You aren't willing to learn (for now)

I only make paid tools because I want something amazing to exist in the world, and people don’t value free. Don’t assume you’ll wander in and understand everything. You will not. That’s the point. They exist to help you go from where you are now to way more, but you have to work for it.

You are Excel incompetent

These just aren’t for you yet. You need to level up first. You’ll download these and be totally overwhelmed. That’s going to set you back because you’ll find everything else scary and believe you will never be able to do these models. That’s not true, but you need to believe you can get here. Remember I was born knowing nothing too (and I’m learning disabled).

You mistake price with value

My models are the most expensive that you can buy. But if you asked me for a model without knowing it was a template, I could charge you 20k for my templates and you’d think you got the better end of the deal. There’s just not many people who are capable of building what I do, and less that will commit the time. I can build the templates you might find in a weekend. I only charge 2x more.

Which financial model is right for me?

If startup ownership matters to you and you are a serious person, you should get both models. Whilst they are linked, they solve different questions.

If you aren’t sure about the models, do not buy them! Please message me first and I’ll tell you honestly what to do. I care about you and your finite resources. It’s not the money you will spend, it’s the time you will reallocate from building traction.

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Staff management tools

Whether you are raising or want to do advanced planning, these are the best models on the internet you can buy off the shelf.

ESOP Model

You can't afford top talent with just cash, so you need to incentivise them with options. What the heck does a structure look like? This is literally the only ESOP model on the internet! You will decide on a fixed structure and you will be able to apply it to every hire so every evergreen, promotion, and performance grants are defendable to keep everyone on board that you are always fair.

Learn more

Get It Now €399

Professional Cap Table Model

The most detailed Excel model to to track financing rounds that you can buy on the internet so you know who owns what of your company. The tool is also great for lawyers to manage clients as it has the functionality to track all the complex changes you need to make and be auditable.

Learn more

Get It Now €359

Pro OKR PPP KPI Tracker Tool

Google is famous for setting OKRs. This is a ridiculously simple Google Sheet your staff will actually use. You can set it up so that you automatically get an email sent weekly with all the updates to keep on top of everyone. Plan your quarterly OKR and KPI in one easy to use sheet with no fancy stuff. Easily manage updates on what the team is doing every week and what they are stuck on through PPPs.

Learn more

Get It Now €69

Excel models to manage your company and staff equity, and productivity

People think these are awesome

Matias Campiani

Richard Woest

Suzaan Krugell

Bill Baumgart

Raisul Kabir

Understand these financial models

Why did I make these models?

ESOP

Cap table

Why do You need a cap table and ESOP model?

Plan your company ownership

Fundraising

Assist founders

Who are the models for?

Clueless founders that have had enough

Fundraisers

Startup CFOs

Learning addicts

Students

Financial advisors

Lawyers

Why are the models awesome?

Most detailed

Run scenarios

Learning bonanza

Learn logic in Excel

Investors will be impressed

Crazy value for money

Should you use another template or a SaaS platform?

Which financial model is right for me?

Staff management tools

ESOP Model

Professional Cap Table Model

Pro OKR PPP KPI Tracker Tool

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Start and Raise

Growing

Learning

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Staff

Other

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Tools

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