Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Total 2012

Assumptions SIGNUPS & PAYING CUSTOMERS

SIGNUPS
Signups beginning of 1st month: 0 Signups beginning of month 0 150 320 513 731 978 1,256 1,569 1,923 2,323 2,774 3,284 0
New signups
Non-trackable signups (PR, organic, viral,...)
Non-trackable signups growth rate p. 15.00% Non-trackable signups growth p.m. 15.00% 15.00% 15.00% 15.00% 15.00% 15.00% 15.00% 15.00% 15.00% 15.00% 15.00%
Non-trackable signups 1st month: 100 New non-trackable signups 100 115 132 152 175 201 231 266 306 352 405 465 2,900
Trackable signups (SEM, ad buys,...)
Marketing spending $ 5,000 $ 5,500 $ 6,000 $ 6,500 $ 7,000 $ 7,500 $ 8,000 $ 8,500 $ 9,000 $ 9,500 $ 10,000 $ 10,500 $ 93,000
Acquisition costs 1st month: $ 100 Acquisition costs (marketing spending per new trackable signup)
$ 100 $ 100 $ 99 $ 99 $ 98 $ 98 $ 97 $ 97 $ 96 $ 96 $ 95 $ 95 $ 97
Decrease p.m. $ 0.50 New trackable signups 50 55 61 66 71 77 82 88 94 99 105 111 960
Total new signups 150 170 193 218 246 278 314 354 400 451 510 576 3,861
Signups end of month 150 320 513 731 978 1,256 1,569 1,923 2,323 2,774 3,284 3,861 3,861

PAYING CUSTOMERS
Customers beginning of 1st month: 0 Customers beginning of month 0 0 30 64 102 144 192 246 306 373 450 535 0
Conversion rate initially 20.00% Conversion rate 20.00% 20.05% 20.10% 20.15% 20.20% 20.25% 20.30% 20.35% 20.40% 20.45% 20.50% 20.55%
Increase p.m. 0.05% New customers 30 34 39 44 50 56 64 72 82 93 105 669
Churn p.m. 1.50% Lost customers due to churn 0 0 0 1 2 2 3 4 5 6 7 8 37
Customers end of month 0 30 64 102 144 192 246 306 373 450 535 632 632

REVENUE

Customers mid-month 0 15 47 83 123 168 219 276 340 411 492 584
Monthly ARPU: $ 100 Average revenue per customer per month $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100 $ 100
Gross revenue $ - $ 1,504 $ 4,696 $ 8,280 $ 12,301 $ 16,814 $ 21,878 $ 27,565 $ 33,956 $ 41,144 $ 49,239 $ 58,364 $ 275,741
Payment processing fees: 3% Payment processing $ - $ 45 $ 141 $ 248 $ 369 $ 504 $ 656 $ 827 $ 1,019 $ 1,234 $ 1,477 $ 1,751 $ 8,272
Net revenue $ - $ 1,459 $ 4,555 $ 8,032 $ 11,932 $ 16,309 $ 21,221 $ 26,738 $ 32,937 $ 39,910 $ 47,762 $ 56,613 $ 267,469
M/M growth 212% 76% 49% 37% 30% 26% 23% 21% 20% 19%

COSTS

Start date: Yearly salary: Personnel

Jan/ 12 $ 50,000 CEO $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 50,000
Jan/ 12 $ 50,000 CTO $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 50,000
Jan/ 12 $ 50,000 Software Engineer $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 50,000
Feb/ 12 $ 50,000 Software Engineer $ - $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 4,167 $ 45,833
Jan/ 12 $ 40,000 Pre-sales support $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 40,000
Jun/ 12 $ 40,000 Pre-sales support $ - $ - $ - $ - $ - $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 23,333
Sep/ 12 $ 40,000 Pre-sales support $ - $ - $ - $ - $ - $ - $ - $ - $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 13,333
Jan/ 12 $ 40,000 Support $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 40,000
Jun/ 12 $ 40,000 Support $ - $ - $ - $ - $ - $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 3,333 $ 23,333
Okt/ 12 $ 40,000 Support $ - $ - $ - $ - $ - $ - $ - $ - $ - $ 3,333 $ 3,333 $ 3,333 $ 10,000
Payroll tax & benefits rate: 15.00% Payroll Tax & Benefits $ 2,875 $ 3,500 $ 3,500 $ 3,500 $ 3,500 $ 4,500 $ 4,500 $ 4,500 $ 5,000 $ 5,500 $ 5,500 $ 5,500 $ 51,875
Total Personnel $ 22,042 $ 26,833 $ 26,833 $ 26,833 $ 26,833 $ 34,500 $ 34,500 $ 34,500 $ 38,333 $ 42,167 $ 42,167 $ 42,167 $ 397,708

Spending 1st month: Increase p.m.: Marketing

$ 3,000 $ 500 SEM $ 3,000 $ 3,500 $ 4,000 $ 4,500 $ 5,000 $ 5,500 $ 6,000 $ 6,500 $ 7,000 $ 7,500 $ 8,000 $ 8,500 $ 69,000
$ 2,000 $ - Ad buys $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 2,000 $ 24,000
Total Marketing $ 5,000 $ 5,500 $ 6,000 $ 6,500 $ 7,000 $ 7,500 $ 8,000 $ 8,500 $ 9,000 $ 9,500 $ 10,000 $ 10,500 $ 93,000

Costs per month: $ 500 Total Hosting & Bandwidth $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 6,000

Costs per month: Miscellaneous

$ 1,000 Contractors (designer, contract developers) $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 12,000
$ 1,000 Lawyers, accountants, CPAs $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 12,000
$ 1,000 Travel $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 12,000
$ 1,000 Office rent & utilities $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 12,000
$ 1,000 Telecommunications, Internet, office supplies etc. $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 12,000
$ 1,000 Insurance $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 12,000
$ 1,000 Other $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 1,000 $ 12,000
Total Miscellaneous $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 7,000 $ 84,000

Total costs $ 34,542 $ 39,833 $ 40,333 $ 40,833 $ 41,333 $ 49,500 $ 50,000 $ 50,500 $ 54,833 $ 59,167 $ 59,667 $ 60,167 $ 580,708

P&L

Revenue $ - $ 1,504 $ 4,696 $ 8,280 $ 12,301 $ 16,814 $ 21,878 $ 27,565 $ 33,956 $ 41,144 $ 49,239 $ 58,364 $ 275,741
Costs of Goods Sold
Payment processing $ - $ 45 $ 141 $ 248 $ 369 $ 504 $ 656 $ 827 $ 1,019 $ 1,234 $ 1,477 $ 1,751 $ 8,272
Hosting & bandwidth $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 500 $ 6,000
Support $ 3,833 $ 3,833 $ 3,833 $ 3,833 $ 3,833 $ 7,667 $ 7,667 $ 7,667 $ 7,667 $ 11,500 $ 11,500 $ 11,500 $ 84,333
Total Costs of Goods Sold $ 4,333 $ 4,378 $ 4,474 $ 4,582 $ 4,702 $ 8,671 $ 8,823 $ 8,994 $ 9,185 $ 13,234 $ 13,477 $ 13,751 $ 98,606

Gross Profit $ -4,333 $ -2,875 $ 222 $ 3,698 $ 7,599 $ 8,143 $ 13,055 $ 18,571 $ 24,770 $ 27,910 $ 35,762 $ 44,613 $ 177,135
Gross Profit margin -191.17% 4.73% 44.67% 61.77% 48.43% 59.67% 67.37% 72.95% 67.83% 72.63% 76.44% 64.24%

Sales & Marketing $ 8,833 $ 9,333 $ 9,833 $ 10,333 $ 10,833 $ 15,167 $ 15,667 $ 16,167 $ 20,500 $ 21,000 $ 21,500 $ 22,000 $ 181,167
% of revenues 620.67% 209.39% 124.80% 88.07% 90.20% 71.61% 58.65% 60.37% 51.04% 43.66% 37.69% 65.70%

Research & Development $ 5,792 $ 10,583 $ 10,583 $ 10,583 $ 10,583 $ 10,583 $ 10,583 $ 10,583 $ 10,583 $ 10,583 $ 10,583 $ 10,583 $ 122,208
% of revenues 703.80% 225.36% 127.82% 86.03% 62.94% 48.37% 38.39% 31.17% 25.72% 21.49% 18.13% 44.32%

General & Adminstrative $ 15,583 $ 15,583 $ 15,583 $ 15,583 $ 15,583 $ 15,583 $ 15,583 $ 15,583 $ 15,583 $ 15,583 $ 15,583 $ 15,583 $ 187,000
% of revenues 1036.30% 331.83% 188.20% 126.68% 92.68% 71.23% 56.53% 45.89% 37.87% 31.65% 26.70% 67.82%

EBIT $ -34,542 $ -38,375 $ -35,778 $ -32,802 $ -29,401 $ -33,191 $ -28,779 $ -23,762 $ -21,896 $ -19,257 $ -11,905 $ -3,553 $ -313,240
EBIT margin -2551.93% -761.85% -396.15% -239.00% -197.40% -131.54% -86.21% -64.49% -46.80% -24.18% -6.09% -113.60%

Sanity checks & other interesting metrics

Headcount 5 6 6 6 6 8 8 8 9 10 10 10
Customer acquisition costs for trackable customers $ 678 $ 654 $ 632 $ 614 $ 674 $ 650 $ 628 $ 662 $ 638 $ 616 $ 597
Blended customer acquisition costs for all customers $ 310 $ 287 $ 266 $ 246 $ 304 $ 278 $ 253 $ 284 $ 257 $ 232 $ 210
New signups per pre-sales support agent 150 170 193 218 246 139 157 177 133 150 170 192
Paying customers per support agent 0 30 64 102 144 96 123 153 187 150 178 211

SaaS Plan Template, created by Christoph Janz.

A simple financial plan for early-stage SaaS startups with a low-touch sales model.
Please check out these notes.