Simple, Beautiful Financial Planning and Unit Economi

Template to model a Lead Generation business

This template includes limited instructions - It is expected to be used with guidance. Use at your own risk :)
The file include sample data as example to start. Delete as needed
Yellow background cells are made to be edited; Other are mostly formula; Beware of update if you're not familiar with spreadsheet

What the template does:

Using one page of Inputs, Unit Economics, Financial Statements and Charts are created
Assumes business is starting from scratch
Assumes no payables with all expenses paid in the same month
Pick the starting month in the "_options" sheet

What it does not do:

Actuals vs. plan
Advanced P&L and Balance Sheet
Assets and Depreciation

If you need help planning your business growth, contact us

About Future Flow

Future Flow works with entrepreneurs, CEOs, COOs and CFOs of fast growing companies, guiding them along their growth journey.

We build business models and financial plans to achieve business goals while allocating resources at best.

We analyse unit economics to ensure growth makes sense.

We design and bring to life strategic dashboards to bring visibility to teams and managements into their operations and allow strat

Companies we work with self funded and VC-backed startups from Seed to Series C.
Read more on

FutureFlow.io
nit Economics

t familiar with spreadsheets

along their growth journey.

operations and allow strategic decisions to be made efficiently.

Revenue Model
Model the variables impacting your topline and the resulting revenue

Fill yellow cells

Monthly Add rows as needed
Growth Account Item Type Include in CAC? Item Item Note Jun 2019

Lead Gen Model

Visitors Visitors 1,000
Visitors Growth 10.0%

3.0% Conversion Rate Conversion Rate 6.0%

Conversions Conversions 60

Revenue per Conversion Price per conversion $20

Revenue Total Revenue $1,200

Cash 2 months <- month to cash $0
Receivables $1,200

Online Marketing
5.0% Direct Costs Marketing Yes Google AdWords $1,000
Sales & MarketinMarketing Yes Facebook Ads
Sales & MarketinMarketing Yes Instagram Ads
Sales & MarketinMarketing Yes Line Ads
Sales & MarketinMarketing Yes Traffic Purchase

Offline Marketing
Sales & MarketinMarketing yes Events
Sales & MarketinMarketing Yes Entertainment

Staff & Contractors

Sales & MarketinStaff Yes Content Writer 1 Sam $1,500
Sales & MarketinStaff Yes Content Writer 2 Paul $0
General & AdminStaff No CEO Bill $5,000
General & AdminStaff No CTO Shirley $0
Sales & MarketinStaff No Marketing ExecutNial

Software
Direct Costs Other No AWS Amazon Web Services $300
R&D Other
R&D Other

Other
R&D Other No MailChimp $50
R&D Other No $4
ing revenue

Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019 Dec 2019 Jan 2020 Feb 2020

Update values and formula as needed - Keep them in yellow background cells to know when it changes

1,100 1,210 1,331 1,464 1,611 1,772 1,949 2,144

10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

6.2% 6.4% 6.6% 6.8% 7.0% 7.2% 7.4% 7.6%

68 77 87 99 112 127 144 163

$20 $25 $25 $25 $25 $25 $25 $25

$1,360 $1,926 $2,182 $2,472 $2,801 $3,173 $3,595 $4,073

$0 $1,200 $1,360 $1,926 $2,182 $2,472 $2,801 $3,173
$2,560 $3,285 $4,107 $4,653 $5,272 $5,974 $6,768 $7,668

$1,050 $1,103 $1,158 $1,216 $1,276 $1,340 $1,407 $1,477

$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0

$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $300 $300 $300 $300 $300

$1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500

$0 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
$5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
$0 $0 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000
$0 $0 $0 $3,000 $3,000 $3,000 $3,000 $3,000

$300 $300 $300 $300 $300 $300 $300 $300

$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0

$50 $50 $50 $50 $50 $50 $50 $50

$4 $4 $4 $4 $4 $4 $4 $4
Mar 2020 Apr 2020 May 2020 Jun 2020 Jul 2020 Aug 2020 Sep 2020 Oct 2020

2,358 2,594 2,853 3,138 3,452 3,797 4,177 4,595

10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

7.8% 8.1% 8.3% 8.6% 8.8% 9.1% 9.3% 9.6%

185 209 237 268 304 345 390 442

$25 $25 $25 $25 $25 $25 $25 $25

$4,615 $5,229 $5,924 $6,712 $7,605 $8,616 $9,762 $11,060

$3,595 $4,073 $4,615 $5,229 $5,924 $6,712 $7,605 $8,616
$8,688 $9,844 $11,153 $12,636 $14,317 $16,221 $18,378 $20,822

$1,551 $1,629 $1,710 $1,796 $1,886 $1,980 $2,079 $2,183

$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0

$0 $0 $0 $0 $0 $0 $0 $0
$300 $300 $300 $300 $300 $300 $300 $300

$1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500

$2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
$5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
$6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000
$3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000

$300 $300 $300 $300 $300 $300 $300 $300

$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0

$50 $50 $50 $50 $50 $50 $50 $50

$4 $4 $4 $4 $4 $4 $4 $4
Nov 2020 Dec 2020 Jan 2021 Feb 2021 Mar 2021 Apr 2021 May 2021 Jun 2021

5,054 5,560 6,116 6,727 7,400 8,140 8,954 9,850

10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

9.9% 10.2% 10.5% 10.8% 11.2% 11.5% 11.8% 12.2%

501 568 643 729 826 936 1,060 1,201

$25 $25 $25 $25 $25 $25 $25 $25

$12,531 $14,198 $16,086 $18,226 $20,650 $23,396 $26,508 $30,034

$9,762 $11,060 $12,531 $14,198 $16,086 $18,226 $20,650 $23,396
$23,592 $26,729 $30,285 $34,312 $38,876 $44,046 $49,905 $56,542

$2,292 $2,407 $2,527 $2,653 $2,786 $2,925 $3,072 $3,225

$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0

$0 $0 $0 $0 $0 $0 $0 $0
$300 $300 $300 $300 $300 $300 $300 $300

$1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500

$2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
$5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
$6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000
$3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000

$300 $300 $300 $300 $300 $300 $300 $300

$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0

$50 $50 $50 $50 $50 $50 $50 $50

$4 $4 $4 $4 $4 $4 $4 $4
Jul 2021 Aug 2021 Sep 2021 Oct 2021 Nov 2021 Dec 2021 Jan 2022 Feb 2022

10,835 11,918 13,110 14,421 15,863 17,449 19,194 21,114

10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

12.6% 12.9% 13.3% 13.7% 14.1% 14.6% 15.0% 15.5%

1,361 1,542 1,747 1,980 2,243 2,541 2,879 3,262

$25 $25 $25 $25 $25 $25 $25 $25

$34,028 $38,554 $43,682 $49,491 $56,074 $63,531 $71,981 $81,555

$26,508 $30,034 $34,028 $38,554 $43,682 $49,491 $56,074 $63,531
$64,062 $72,582 $82,236 $93,173 $105,565 $119,605 $135,513 $153,536

$3,386 $3,556 $3,733 $3,920 $4,116 $4,322 $4,538 $4,765

$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0

$0 $0 $0 $0 $0 $0 $0 $0
$300 $300 $300 $300 $300 $300 $300 $300

$1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500

$2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000
$5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
$6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000 $6,000
$3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000

$300 $300 $300 $300 $300 $300 $300 $300

$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0

$50 $50 $50 $50 $50 $50 $50 $50

$4 $4 $4 $4 $4 $4 $4 $4
Mar 2022 Apr 2022 May 2022 <- add column on the left if needed

23,225 25,548 28,102

10.0% 10.0% 10.0%

15.9% 16.4% 16.9%

3,696 4,188 4,745

$25 $25 $25

$92,401 $104,691 $118,615

$71,981 $81,555 $92,401
$173,956 $197,092 $223,305

$5,003 $5,253 $5,516

$0 $0 $0
$0 $0 $0
$0 $0 $0
$0 $0 $0

$0 $0 $0
$300 $300 $300

$1,500 $1,500 $1,500

$2,000 $2,000 $2,000
$5,000 $5,000 $5,000
$6,000 $6,000 $6,000
$3,000 $3,000 $3,000

$300 $300 $300

$0 $0 $0
$0 $0 $0

$50 $50 $50

$4 $4 $4
Unit Economics
What the cost per unit of Revenue

Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019

Visitors 1,000 1,100 1,210 1,331 1,464

Cost per Visitor $2.5 $2.3 $3.8 $3.5 $3.4

Conversions 60 68 77 87 99
Cost per Conversion $41.7 $37.5 $59.8 $53.4 $50.7

Revenue per $1 of Acquisition Cost $0.5 $0.5 $0.4 $0.5 $0.5

Cost per $1,000 of Revenue $2,083.33 $1,875.55 $2,390.25 $2,134.93 $2,029.10

Data:
Conversion Rate 6.0% 6.2% 6.4% 6.6% 6.8%
Revenue per Conversion $20.0 $20.0 $25.0 $25.0 $25.0

Revenue $1,200 $1,360 $1,926 $2,182 $2,472

Acquisition Costs: $2,500 $2,550 $4,603 $4,658 $5,016

Direct Costs $1,000 $1,050 $1,103 $1,158 $1,216
Sales & Marketing $1,500 $1,500 $3,500 $3,500 $3,800
R&D $0 $0 $0 $0 $0
General & Admin $0 $0 $0 $0 $0

Revenue vs. Acquisition Costs

$120,000

$80,000

$40,000

$0
6 8 9 0 0 1 2 4 5 6 5 6 7 9 0
364 370 376 383 389 395 401 407 413 419 425 431 437 443 450
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4

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Revenue Acquisition Costs:

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Revenue Acquisition Costs:

 Nov 2019 Dec 2019 Jan 2020 Feb 2020 Mar 2020 Apr 2020 May 2020 Jun 2020
0 0 0 0 0 0

1,611 1,772 1,949 2,144 2,358 2,594 2,853 3,138

$3.2 $2.9 $2.7 $2.5 $2.3 $2.1 $1.9 $1.8

112 127 144 163 185 209 237 268

$45.3 $40.5 $36.2 $32.4 $29.0 $26.0 $23.3 $20.8

$0.6 $0.6 $0.7 $0.8 $0.9 $1.0 $1.1 $1.2

$1,812.61 $1,619.95 $1,448.42 $1,295.67 $1,159.58 $1,038.30 $930.16 $833.71

7.0% 7.2% 7.4% 7.6% 7.8% 8.1% 8.3% 8.6%

$25.0 $25.0 $25.0 $25.0 $25.0 $25.0 $25.0 $25.0

$2,801 $3,173 $3,595 $4,073 $4,615 $5,229 $5,924 $6,712

$5,076 $5,140 $5,207 $5,277 $5,351 $5,429 $5,510 $5,596

$1,276 $1,340 $1,407 $1,477 $1,551 $1,629 $1,710 $1,796
$3,800 $3,800 $3,800 $3,800 $3,800 $3,800 $3,800 $3,800
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0

sition Costs Revenue for $1 of Acquisition Cost

$14.0
$12.0
$10.0
$8.0
$6.0
$4.0
$2.0
5 6 7 9 0 1 0 1 d
425 431 437 443 450 456 462 468 ede $0.0
4 4 4 4 4 4 4 4 ne 6 8 9 0 0 1 2 4 5 6 5 6 7 9 0 1 0
if 64 370 376 383 389 395 401 407 413 419 425 431 437 443 450 456 462 46
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tion Costs:
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tion Costs:
 Jul 2020 Aug 2020 Sep 2020 Oct 2020 Nov 2020 Dec 2020 Jan 2021 Feb 2021
0 0 0 0 0 0 0 0

3,452 3,797 4,177 4,595 5,054 5,560 6,116 6,727

$1.6 $1.5 $1.4 $1.3 $1.2 $1.1 $1.0 $1.0

304 345 390 442 501 568 643 729

$18.7 $16.8 $15.1 $13.5 $12.2 $10.9 $9.8 $8.9

$1.3 $1.5 $1.7 $1.8 $2.1 $2.3 $2.5 $2.8

$747.65 $670.83 $602.22 $540.93 $486.14 $437.14 $393.31 $354.07

8.8% 9.1% 9.3% 9.6% 9.9% 10.2% 10.5% 10.8%

$25.0 $25.0 $25.0 $25.0 $25.0 $25.0 $25.0 $25.0

$7,605 $8,616 $9,762 $11,060 $12,531 $14,198 $16,086 $18,226

$5,686 $5,780 $5,879 $5,983 $6,092 $6,207 $6,327 $6,453

$1,886 $1,980 $2,079 $2,183 $2,292 $2,407 $2,527 $2,653
$3,800 $3,800 $3,800 $3,800 $3,800 $3,800 $3,800 $3,800
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0

isition Cost

6 7 9 0 1 0 1 d
31 437 443 450 456 462 468 ede
4 4 4 4 4 4 ne
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Mar 2021 Apr 2021 May 2021 Jun 2021 Jul 2021 Aug 2021 Sep 2021 Oct 2021
0 0 0 0 0 0 0 0

7,400 8,140 8,954 9,850 10,835 11,918 13,110 14,421

$0.9 $0.8 $0.8 $0.7 $0.7 $0.6 $0.6 $0.5

826 936 1,060 1,201 1,361 1,542 1,747 1,980

$8.0 $7.2 $6.5 $5.8 $5.3 $4.8 $4.3 $3.9

$3.1 $3.5 $3.9 $4.3 $4.7 $5.2 $5.8 $6.4

$318.93 $287.45 $259.22 $233.91 $211.19 $190.79 $172.46 $155.99

11.2% 11.5% 11.8% 12.2% 12.6% 12.9% 13.3% 13.7%

$25.0 $25.0 $25.0 $25.0 $25.0 $25.0 $25.0 $25.0

$20,650 $23,396 $26,508 $30,034 $34,028 $38,554 $43,682 $49,491

$6,586 $6,725 $6,872 $7,025 $7,186 $7,356 $7,533 $7,720

$2,786 $2,925 $3,072 $3,225 $3,386 $3,556 $3,733 $3,920
$3,800 $3,800 $3,800 $3,800 $3,800 $3,800 $3,800 $3,800
$0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0
Nov 2021 Dec 2021 Jan 2022 Feb 2022 Mar 2022 Apr 2022 May 2022 <- add column on the left if neede
0 0 0 0 0 0 0

15,863 17,449 19,194 21,114 23,225 25,548 28,102

$0.5 $0.5 $0.4 $0.4 $0.4 $0.4 $0.3

2,243 2,541 2,879 3,262 3,696 4,188 4,745

$3.5 $3.2 $2.9 $2.6 $2.4 $2.2 $2.0

$7.1 $7.8 $8.6 $9.5 $10.5 $11.6 $12.7

$141.17 $127.84 $115.84 $105.02 $95.27 $86.48 $78.54

14.1% 14.6% 15.0% 15.5% 15.9% 16.4% 16.9%

$25.0 $25.0 $25.0 $25.0 $25.0 $25.0 $25.0

$56,074 $63,531 $71,981 $81,555 $92,401 $104,691 $118,615

$7,916 $8,122 $8,338 $8,565 $8,803 $9,053 $9,316

$4,116 $4,322 $4,538 $4,765 $5,003 $5,253 $5,516
$3,800 $3,800 $3,800 $3,800 $3,800 $3,800 $3,800
$0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0
dd column on the left if needed
Unit Economics Charts

Revenue and Gross Margin

$60.0

$40.0

$20.0

$0.0
6 7 8 8 9 9 0 1 0 1 1 2 ed
64 67 70 73 76 79 83 86 89 92 95 98 ed
43 43 43 43 43 43 43 43 43 43 43 43 e
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Cost per Conversion Revenue per Conversion Cost per Visitor

 Drivers: Conversion Rate
8.0% 8.1% 8.3%
7.4% 7.6% 7.8%
6.8% 7.0% 7.2%
6.2% 6.4% 6.6%
6.0% 6.0%

4.0%

2.0%
9 82 de d
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7
70
8
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9
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0
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Visitor
Drivers: Cost per Visitor
$4.0 $3.8
$3.5 $3.4
$3.0 $3.2
$2.9
$2.5 $2.7
$2.3 $2.5 $2.3
$2.0 $2.1 $1.9

$1.0

$0.0 $0.0
6 7 8 8 9 9 0 1 0 1 1 2 d
364 367 370 373 376 379 383 386 389 392 395 398 ede
4 4 4 4 4 4 4 4 4 4 4 4 ne
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P&L (Profit & Loss)
The profitability of your business over time

Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019

Revenue $1,200 $1,360 $1,926 $2,182 $2,472

Direct Costs $1,300 $1,350 $1,403 $1,458 $1,516
Gross Profit -$100 $10 $523 $724 $956
Gross Margin -8% 1% 27% 33% 39%

R&D $54 $54 $54 $54 $54

% of revenue 5% 4% 3% 2% 2%

Sales & Marketing $1,500 $1,500 $3,500 $3,500 $6,800

% of revenue 125% 110% 182% 160% 275%

General & Admin $5,000 $5,000 $5,000 $11,000 $11,000

% of revenue 417% 368% 260% 504% 445%

Total operating expenses $6,554 $6,554 $8,554 $14,554 $17,854

% of revenue 546% 482% 444% 667% 722%

EBITDA -$6,654 -$6,544 -$8,031 -$13,830 -$16,898

Earnings before Interest, Taxes, Depreciation and
Amortisation
% of revenue -555% -481% -417% -634% -684%

Direct Costs + Opex $7,854 $7,904 $9,957 $16,012 $19,370

% of revenue 655% 581% 517% 734% 784%
Nov 2019 Dec 2019 Jan 2020 Feb 2020 Mar 2020 Apr 2020 May 2020 Jun 2020
0 0 0 0 0 0

$2,801 $3,173 $3,595 $4,073 $4,615 $5,229 $5,924 $6,712

$1,576 $1,640 $1,707 $1,777 $1,851 $1,929 $2,010 $2,096
$1,224 $1,533 $1,888 $2,296 $2,764 $3,300 $3,914 $4,616
44% 48% 53% 56% 60% 63% 66% 69%

$54 $54 $54 $54 $54 $54 $54 $54

2% 2% 2% 1% 1% 1% 1% 1%

$6,800 $6,800 $6,800 $6,800 $6,800 $6,800 $6,800 $6,800

243% 214% 189% 167% 147% 130% 115% 101%

$11,000 $11,000 $11,000 $11,000 $11,000 $11,000 $11,000 $11,000

393% 347% 306% 270% 238% 210% 186% 164%

$17,854 $17,854 $17,854 $17,854 $17,854 $17,854 $17,854 $17,854

638% 563% 497% 438% 387% 341% 301% 266%

-$16,630 -$16,321 -$15,966 -$15,558 -$15,090 -$14,554 -$13,940 -$13,238

-594% -514% -444% -382% -327% -278% -235% -197%

$19,430 $19,494 $19,561 $19,631 $19,705 $19,783 $19,864 $19,950

694% 614% 544% 482% 427% 378% 335% 297%
Jul 2020 Aug 2020 Sep 2020 Oct 2020 Nov 2020 Dec 2020 Jan 2021 Feb 2021
0 0 0 0 0 0 0 0

$7,605 $8,616 $9,762 $11,060 $12,531 $14,198 $16,086 $18,226

$2,186 $2,280 $2,379 $2,483 $2,592 $2,707 $2,827 $2,953
$5,419 $6,336 $7,383 $8,577 $9,939 $11,491 $13,259 $15,273
71% 74% 76% 78% 79% 81% 82% 84%

$54 $54 $54 $54 $54 $54 $54 $54

1% 1% 1% 0% 0% 0% 0% 0%

$6,800 $6,800 $6,800 $6,800 $6,800 $6,800 $6,800 $6,800

89% 79% 70% 61% 54% 48% 42% 37%

$11,000 $11,000 $11,000 $11,000 $11,000 $11,000 $11,000 $11,000

145% 128% 113% 99% 88% 77% 68% 60%

$17,854 $17,854 $17,854 $17,854 $17,854 $17,854 $17,854 $17,854

235% 207% 183% 161% 142% 126% 111% 98%

-$12,435 -$11,518 -$10,471 -$9,277 -$7,915 -$6,363 -$4,595 -$2,581

-164% -134% -107% -84% -63% -45% -29% -14%

$20,040 $20,134 $20,233 $20,337 $20,446 $20,561 $20,681 $20,807

264% 234% 207% 184% 163% 145% 129% 114%
Mar 2021 Apr 2021 May 2021 Jun 2021 Jul 2021 Aug 2021 Sep 2021 Oct 2021
0 0 0 0 0 0 0 0

$20,650 $23,396 $26,508 $30,034 $34,028 $38,554 $43,682 $49,491

$3,086 $3,225 $3,372 $3,525 $3,686 $3,856 $4,033 $4,220
$17,564 $20,171 $23,137 $26,509 $30,342 $34,698 $39,648 $45,271
85% 86% 87% 88% 89% 90% 91% 91%

$54 $54 $54 $54 $54 $54 $54 $54

0% 0% 0% 0% 0% 0% 0% 0%

$6,800 $6,800 $6,800 $6,800 $6,800 $6,800 $6,800 $6,800

33% 29% 26% 23% 20% 18% 16% 14%

$11,000 $11,000 $11,000 $11,000 $11,000 $11,000 $11,000 $11,000

53% 47% 41% 37% 32% 29% 25% 22%

$17,854 $17,854 $17,854 $17,854 $17,854 $17,854 $17,854 $17,854

86% 76% 67% 59% 52% 46% 41% 36%

-$290 $2,317 $5,283 $8,655 $12,488 $16,844 $21,794 $27,417

-1% 10% 20% 29% 37% 44% 50% 55%

$20,940 $21,079 $21,226 $21,379 $21,540 $21,710 $21,887 $22,074

101% 90% 80% 71% 63% 56% 50% 45%
Nov 2021 Dec 2021 Jan 2022 Feb 2022 Mar 2022 Apr 2022 May 2022 <- add column on the left if neede
0 0 0 0 0 0 0

$56,074 $63,531 $71,981 $81,555 $92,401 $104,691 $118,615

$4,416 $4,622 $4,838 $5,065 $5,303 $5,553 $5,816
$51,657 $58,909 $67,143 $76,490 $87,098 $99,137 $112,799
92% 93% 93% 94% 94% 95% 95%

$54 $54 $54 $54 $54 $54 $54

0% 0% 0% 0% 0% 0% 0%

$6,800 $6,800 $6,800 $6,800 $6,800 $6,800 $6,800

12% 11% 9% 8% 7% 6% 6%

$11,000 $11,000 $11,000 $11,000 $11,000 $11,000 $11,000

20% 17% 15% 13% 12% 11% 9%

$17,854 $17,854 $17,854 $17,854 $17,854 $17,854 $17,854

32% 28% 25% 22% 19% 17% 15%

$33,803 $41,055 $49,289 $58,636 $69,244 $81,283 $94,945

60% 65% 68% 72% 75% 78% 80%

$22,270 $22,476 $22,692 $22,919 $23,157 $23,407 $23,670

40% 35% 32% 28% 25% 22% 20%
<- add column on the left if needed
P&L (Profit & Loss)
The profitability of your business over time

jun YYYY to jun YYYY to jun YYYY to

may YYYY may YYYY may YYYY <- add column on the left if needed

Revenue $38,548 $175,351 $784,636

Direct Costs $19,517 $32,185 $54,934
Gross Profit $19,031 $143,167 $729,702
Gross Margin 49% 82% 93%

R&D $648 $648 $648

% of revenue 2% 0% 0%

Sales & Marketing $64,400 $81,600 $81,600

% of revenue 167% 47% 10%

General & Admin $114,000 $132,000 $132,000

% of revenue 296% 75% 17%

Total operating expenses $179,048 $214,248 $214,248

% of revenue 464% 122% 27%

EBITDA -$160,017 -$71,081 $515,454

Earnings before Interest, Taxes, Depreciation and
Amortisation
% of revenue -415% -41% 66%
<- add column on the left if needed
Balance Sheet
The net worth of your business

Jun 30, 2019 Jul 31, 2019 Aug 31, 2019 Sep 30, 2019 Oct 31, 2019

Current Assets
Receivables $1,200 $2,560 $3,285 $4,107 $4,653
Cash $42,146 $34,242 $25,486 $10,833 -$6,610
Total Assets $43,346 $36,802 $28,771 $14,941 -$1,957

Liabilities
Not covered in this template

Equity
Capital $50,000 $50,000 $50,000 $50,000 $50,000
Earnings -$6,654 -$6,544 -$8,031 -$13,830 -$16,898
Total Liabilities + Equity $43,346 $43,456 $41,969 $36,170 $33,102
Nov 30, 2019 Dec 31, 2019 Jan 31, 2020 Feb 29, 2020 Mar 31, 2020 Apr 30, 2020 May 31, 2020 Jun 30, 2020
0 0 0 0 0 0

$5,272 $5,974 $6,768 $7,668 $8,688 $9,844 $11,153 $12,636

-$23,859 -$40,881 -$57,642 -$74,100 -$90,211 -$105,921 -$121,170 -$135,891
-$18,587 -$34,908 -$50,874 -$66,432 -$81,523 -$96,077 -$110,017 -$123,255

$50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000

-$16,630 -$16,321 -$15,966 -$15,558 -$15,090 -$14,554 -$13,940 -$13,238
$33,370 $33,679 $34,034 $34,442 $34,910 $35,446 $36,060 $36,762
Jul 31, 2020 Aug 31, 2020 Sep 30, 2020 Oct 31, 2020 Nov 30, 2020 Dec 31, 2020 Jan 31, 2021 Feb 28, 2021
0 0 0 0 0 0 0 0

$14,317 $16,221 $18,378 $20,822 $23,592 $26,729 $30,285 $34,312

-$150,007 -$163,429 -$176,057 -$187,778 -$198,462 -$207,962 -$216,112 -$222,721
-$135,690 -$147,208 -$157,679 -$166,955 -$174,870 -$181,233 -$185,827 -$188,408

$50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000

-$12,435 -$11,518 -$10,471 -$9,277 -$7,915 -$6,363 -$4,595 -$2,581
$37,565 $38,482 $39,529 $40,723 $42,085 $43,637 $45,405 $47,419
Mar 31, 2021 Apr 30, 2021 May 31, 2021 Jun 30, 2021 Jul 31, 2021 Aug 31, 2021 Sep 30, 2021 Oct 31, 2021
0 0 0 0 0 0 0 0

$38,876 $44,046 $49,905 $56,542 $64,062 $72,582 $82,236 $93,173

-$227,574 -$230,428 -$231,003 -$228,986 -$224,018 -$215,694 -$203,553 -$187,074
-$188,698 -$186,381 -$181,099 -$172,444 -$159,956 -$143,112 -$121,318 -$93,901

$50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000

-$290 $2,317 $5,283 $8,655 $12,488 $16,844 $21,794 $27,417
$49,710 $52,317 $55,283 $58,655 $62,488 $66,844 $71,794 $77,417
Nov 30, 2021 Dec 31, 2021 Jan 31, 2022 Feb 28, 2022 Mar 31, 2022 Apr 30, 2022 May 31, 2022 <- add column on the left if neede
0 0 0 0 0 0 0

$105,565 $119,605 $135,513 $153,536 $173,956 $197,092 $223,305

-$165,662 -$138,647 -$105,265 -$64,653 -$15,829 $42,319 $111,050
-$60,097 -$19,042 $30,247 $88,883 $158,127 $239,411 $334,355

$50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000

$33,803 $41,055 $49,289 $58,636 $69,244 $81,283 $94,945
$83,803 $91,055 $99,289 $108,636 $119,244 $131,283 $144,945
dd column on the left if needed
Balance Sheet
The net worth of your business

May 31, 2019 May 31, 2020 May 31, 2021 <- add column on the left if needed

Current Assets
Receivables $0 $11,153 $49,905
Cash $0 -$121,170 -$231,003
Total Assets $0 -$110,017 -$181,099

Liabilities
Not covered in this template

Equity
Capital $0 $50,000 $50,000
Earnings $0 -$13,940 $5,283
Total Liabilities + Equity $0 $36,060 $55,283
the left if needed
 Cash Flows
How Cash is coming in and out

Jun 2019 Jul 2019 Aug 2019 Sep 2019

Operating Cash Flows -$7,854 -$7,904 -$8,757 -$14,652

1 Cash $0 $0 $1,200 $1,360
-1 Direct Costs -$1,300 -$1,350 -$1,403 -$1,458
-1 Sales & Marketing -$1,500 -$1,500 -$3,500 -$3,500
-1 R&D -$54 -$54 -$54 -$54
-1 General & Admin -$5,000 -$5,000 -$5,000 -$11,000

Investing Cash Flows

Not covered in this template

Financing Cash Flows $50,000 $0 $0 $0

Capital
Fund raising $50,000

Cash flows $42,146 -$7,904 -$8,757 -$14,652

End of month cash $42,146 $34,242 $25,486 $10,833

Ratios
Operating runway (months) 5.4 months 4.3 months 2.9 months 0.7 months
 Oct 2019 Nov 2019 Dec 2019 Jan 2020 Feb 2020 Mar 2020 Apr 2020 May 2020
0 0 0 0 0

-$17,444 -$17,249 -$17,022 -$16,761 -$16,458 -$16,110 -$15,710 -$15,249

$1,926 $2,182 $2,472 $2,801 $3,173 $3,595 $4,073 $4,615
-$1,516 -$1,576 -$1,640 -$1,707 -$1,777 -$1,851 -$1,929 -$2,010
-$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800
-$54 -$54 -$54 -$54 -$54 -$54 -$54 -$54
-$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000

$0 $0 $0 $0 $0 $0 $0 $0

-$17,444 -$17,249 -$17,022 -$16,761 -$16,458 -$16,110 -$15,710 -$15,249

-$6,610 -$23,859 -$40,881 -$57,642 -$74,100 -$90,211 -$105,921 -$121,170

Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!

 Jun 2020 Jul 2020 Aug 2020 Sep 2020 Oct 2020 Nov 2020 Dec 2020 Jan 2021
0 0 0 0 0 0 0 0

-$14,721 -$14,116 -$13,422 -$12,628 -$11,721 -$10,684 -$9,500 -$8,150

$5,229 $5,924 $6,712 $7,605 $8,616 $9,762 $11,060 $12,531
-$2,096 -$2,186 -$2,280 -$2,379 -$2,483 -$2,592 -$2,707 -$2,827
-$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800
-$54 -$54 -$54 -$54 -$54 -$54 -$54 -$54
-$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000

$0 $0 $0 $0 $0 $0 $0 $0

-$14,721 -$14,116 -$13,422 -$12,628 -$11,721 -$10,684 -$9,500 -$8,150

-$135,891 -$150,007 -$163,429 -$176,057 -$187,778 -$198,462 -$207,962 -$216,112

Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!

 Feb 2021 Mar 2021 Apr 2021 May 2021 Jun 2021 Jul 2021 Aug 2021 Sep 2021
0 0 0 0 0 0 0 0

-$6,609 -$4,854 -$2,853 -$576 $2,017 $4,968 $8,324 $12,141

$14,198 $16,086 $18,226 $20,650 $23,396 $26,508 $30,034 $34,028
-$2,953 -$3,086 -$3,225 -$3,372 -$3,525 -$3,686 -$3,856 -$4,033
-$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800
-$54 -$54 -$54 -$54 -$54 -$54 -$54 -$54
-$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000

$0 $0 $0 $0 $0 $0 $0 $0

-$6,609 -$4,854 -$2,853 -$576 $2,017 $4,968 $8,324 $12,141

-$222,721 -$227,574 -$230,428 -$231,003 -$228,986 -$224,018 -$215,694 -$203,553

Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!

 Oct 2021 Nov 2021 Dec 2021 Jan 2022 Feb 2022 Mar 2022 Apr 2022 May 2022 <- add column on th
0 0 0 0 0 0 0 0

$16,480 $21,411 $27,015 $33,382 $40,612 $48,824 $58,147 $68,731

$38,554 $43,682 $49,491 $56,074 $63,531 $71,981 $81,555 $92,401
-$4,220 -$4,416 -$4,622 -$4,838 -$5,065 -$5,303 -$5,553 -$5,816
-$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800 -$6,800
-$54 -$54 -$54 -$54 -$54 -$54 -$54 -$54
-$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000 -$11,000

$0 $0 $0 $0 $0 $0 $0 $0

$16,480 $21,411 $27,015 $33,382 $40,612 $48,824 $58,147 $68,731

-$187,074 -$165,662 -$138,647 -$105,265 -$64,653 -$15,829 $42,319 $111,050

Negative cash!Negative cash!Negative cash!Negative cash!Negative cash!Negative cash! n/a n/a

<- add column on the left if needed
Deck-ready Charts

Revenue and Gross Margin

100%
$6,000
60%
$4,000

$2,000 20%

$0 -20%
6 7 8 8 9 9 0 1 0 1 1 2 ed
64 67 70 73 76 79 83 86 89 92 95 98 ed
43 43 43 43 43 43 43 43 43 43 43 43 e
fn
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- ad
<

Revenue Gross Margin

Revenue and Expenses

$25,000
$20,000
$15,000
$10,000
$5,000
$0
6 7 8 8 9 9 0 1 0 1 1 2 ed
64 67 70 73 76 79 83 86 89 92 95 98 ed
43 43 43 43 43 43 43 43 43 43 43 43 e
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Revenue Total Costs

 Profitability
100%
100%
60%
50%
20%

-20%
0%
82 ed 6 7 8 8 9 9 0 1 0 1 1 2 d
eed 64 67 70 73 76 79 83 86 89 92 95 98 de
3 3 3 3 3 3 3 3 3 3 3 3 e
fn 4 4 4 4 4 4 4 4 4 4 4 4 e
ti fn
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-150% <

Gross Margin EBIT Margin

Cash Balance
$0
46 67
7
70
8
73
8
76
9
79
9
83
0
86
1
89
0
92
1
95
1
98
2
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-$150,000 436 43 43 43 43 43 43 43 43 43 43 4 3 e
ne
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th 43708 43738
on
43769 43799
43830 43861
43890 43921
43951 43982
<- add column on the left if needed
Options

Input
Starting month Jun 30, 2019
Adjustment Jun 30, 2019
For copy/paste Jun 30, 2019

Accounting Account Item Type

Defaults Revenue Complete List Defaults Live Options
Revenue Cash Cash Staff Conversion Rate
Direct Costs Direct Costs Direct Costs Marketing Conversions
Sales & Marketin General & AdminGeneral & Admin Other Marketing
R&D R&D R&D Other
General & AdminReceivables Receivables Revenue per Con
Revenue Revenue Staff
Sales & MarketinSales & Marketing Visitors
 Include in CAC?
Complete List Defaults Revenue Complete List
Conversion Rate Yes No No
Conversions No Yes Yes
Marketing yes yes
Other
Revenue per Conversion
Staff
Visitors