SaaS ENv2

Summary
SaaS
To get more information and explanation go to: Online business models in Excel - Pr
Table of content
Change in the customers number by cohorts
Sale, margin, cost of sales development
Fixed costs
Profit & Loss - operational level
Life Time Value
Useful for the case links
ine business models in Excel - Practical Guide
Change in the customers number by cohorts
SaaS
Customers acquired at given period [customer] 200
Cburn rate by cohorts [%] 0.0%

1 [%]
2 [%]
3 [%]
4 [%]
5 [%]
6 [%]
7 [%]
8 [%]
9 [%]
10 [%]
11 [%]
12 [%]
Number of customers 200

1 [customer] 200
2 [customer]
3 [customer]
4 [customer]
5 [customer]
6 [customer]
7 [customer]
8 [customer]
9 [customer]
10 [customer]
11 [customer]
12 [customer]
Average Revenue per customer per cohort (ARPU)

1 [USD] 23.4
% of customer with Plan A [%] 30%
% of customer with Plan B [%] 30%
% of customer with Plan C [%] 40%
2 [USD] 17.4
3 [USD] 23.4
4 [USD] 23.4
5 [USD] 23.4
6 [USD] 23.4
7 [USD] 23.4
8 [USD] 23.4
9 [USD] 23.4
10 [USD] 23.4
11 [USD] 23.4
12 [USD] 23.4
Prices by Plans
Plan A [USD] 9.9
Plan B [USD] 14.9
Plan C [USD] 39.9
Back
parametrs to be tested
parametrs already verified
2 3 4 5 6 7 8 9 10 11
300 300 300 300 300 300 500 500 500 500
3.8% 3.3% 2.8% 2.5% 2.3% 2.2% 1.9% 1.8% 1.8% 1.8%
10% 10% 10% 10% 10% 10% 10% 10% 10% 10%
3% 3% 3% 3% 3% 3% 3% 3% 3%
2% 2% 2% 2% 2% 2% 2% 2%
2% 2% 2% 2% 2% 2% 2%
2% 2% 2% 2% 2% 2%
2% 2% 2% 2% 2%
2% 2% 2% 2%
2% 2% 2%
2% 2%
2%
480 751 1,016 1,275 1,528 1,775 2,216 2,647 3,068 3,479
180 160 140 120 100 80 60 40 20 0
300 291 282 273 264 255 246 237 228 219
300 294 288 282 276 270 264 258 252
300 294 288 282 276 270 264 258
300 294 288 282 276 270 264
300 294 288 282 276 270
300 294 288 282 276
500 490 480 470
500 490 480
500 490
500
23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
17.4 17.4 17.4 17.4 17.4 17.4 17.4 17.4 17.4 17.4
50% 50% 50% 50% 50% 50% 50% 50% 50% 50%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
20% 20% 20% 20% 20% 20% 20% 20% 20% 20%
23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4 23.4
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
30% 30% 30% 30% 30% 30% 30% 30% 30% 30%
40% 40% 40% 40% 40% 40% 40% 40% 40% 40%
9.9 9.9 9.9 9.9 9.9 9.9 9.9 9.9 9.9 9.9
14.9 14.9 14.9 14.9 14.9 14.9 14.9 14.9 14.9 14.9
39.9 39.9 39.9 39.9 39.9 39.9 39.9 39.9 39.9 39.9
12
500
1.8%
10%
3%
2%
2%
2%
2%
2%
2%
2%
2%
2%
3,900
0
210
246
252
258
264
270
460
470
480
490
500
23.4
30%
30%
40%
17.4
50%
30%
20%
23.4
30%
30%
40%
23.4
30%
30%
40%
23.4
30%
30%
40%
23.4
30%
30%
40%
23.4
30%
30%
40%
23.4
30%
30%
40%
23.4
30%
30%
40%
23.4
30%
30%
40%
23.4
30%
30%
40%
23.4
30%
30%
40%
9.9
14.9
39.9
Sale, margin, cost of sales development
SaaS
Sales / Revenues ['000 USD] 4.7

Revenues by cohorts ['000 USD] 4.7
1 ['000 USD] 4.7
2 ['000 USD] 0.0
3 ['000 USD] 0.0
4 ['000 USD] 0.0
5 ['000 USD] 0.0
6 ['000 USD] 0.0
7 ['000 USD] 0.0
8 ['000 USD] 0.0
9 ['000 USD] 0.0
10 ['000 USD] 0.0
11 ['000 USD] 0.0
12 ['000 USD] 0.0
Number of Customer by cohorts [customer] 200
1 [customer] 200
2 [customer] 0
3 [customer] 0
4 [customer] 0
5 [customer] 0
6 [customer] 0
7 [customer] 0
8 [customer] 0
9 [customer] 0
10 [customer] 0
11 [customer] 0
12 [customer] 0
ARPU [USD] 23
1 [USD] 23
2 [USD] 17
3 [USD] 23
4 [USD] 23
5 [USD] 23
6 [USD] 23
7 [USD] 23
8 [USD] 23
9 [USD] 23
10 [USD] 23
11 [USD] 23
12 [USD] 23
Cost of acquisition ['000 USD] 2

Average Cost of Acquiring a Customer (CAC) [USD] 10
% in total acquisition
Direct [%] 20%
Organic search [%] 25%
Newsletters / emailing [%] 25%
Google Adwords [%] 10%
Affiliations [%] 10%
Display Ads [%] 5%
Facebook Ads [%] 5%
Others [%] 0%
Cost per customer
Direct [USD/customer] 0.00
Organic search [USD/customer] 0.00
Newsletters / emailing [USD/customer] 0.01
Google Adwords [USD/customer] 0.50
Affiliations [USD/customer] 100.00
Display Ads [USD/customer] 0.50
Facebook Ads [USD/customer] 1.00
Others [USD/customer] 1.00
# of customers acquired [customer] 200
Net Margin ['000 USD] 3

Revenues ['000 USD] 5
Cost of acquisition ['000 USD] 2
parametrs to be tested Back
2 3 4 5 6 7 8 9 10 11
9.4 15.8 22.1 28.2 34.2 40.0 50.4 60.5 70.4 80.1
9.4 15.8 22.1 28.2 34.2 40.0 50.4 60.5 70.4 80.1
4.2 3.7 3.3 2.8 2.3 1.9 1.4 0.9 0.5 0.0
5.2 5.1 4.9 4.8 4.6 4.4 4.3 4.1 4.0 3.8
0.0 7.0 6.9 6.7 6.6 6.5 6.3 6.2 6.0 5.9
0.0 0.0 7.0 6.9 6.7 6.6 6.5 6.3 6.2 6.0
0.0 0.0 0.0 7.0 6.9 6.7 6.6 6.5 6.3 6.2
0.0 0.0 0.0 0.0 7.0 6.9 6.7 6.6 6.5 6.3
0.0 0.0 0.0 0.0 0.0 7.0 6.9 6.7 6.6 6.5
0.0 0.0 0.0 0.0 0.0 0.0 11.7 11.5 11.2 11.0
0.0 0.0 0.0 0.0 0.0 0.0 0.0 11.7 11.5 11.2
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 11.7 11.5
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 11.7
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
480 751 1,016 1,275 1,528 1,775 2,216 2,647 3,068 3,479
180 160 140 120 100 80 60 40 20 0
300 291 282 273 264 255 246 237 228 219
0 300 294 288 282 276 270 264 258 252
0 0 300 294 288 282 276 270 264 258
0 0 0 300 294 288 282 276 270 264
0 0 0 0 300 294 288 282 276 270
0 0 0 0 0 300 294 288 282 276
0 0 0 0 0 0 500 490 480 470
0 0 0 0 0 0 0 500 490 480
0 0 0 0 0 0 0 0 500 490
0 0 0 0 0 0 0 0 0 500
0 0 0 0 0 0 0 0 0 0
20 21 22 22 22 23 23 23 23 23
23 23 23 23 23 23 23 23 23 23
17 17 17 17 17 17 17 17 17 17
23 23 23 23 23 23 23 23 23 23
23 23 23 23 23 23 23 23 23 23
23 23 23 23 23 23 23 23 23 23
23 23 23 23 23 23 23 23 23 23
23 23 23 23 23 23 23 23 23 23
23 23 23 23 23 23 23 23 23 23
23 23 23 23 23 23 23 23 23 23
23 23 23 23 23 23 23 23 23 23
23 23 23 23 23 23 23 23 23 23
23 23 23 23 23 23 23 23 23 23
3 3 3 3 3 3 5 5 5 5
10 10 10 10 10 10 10 10 10 10
20% 20% 20% 20% 20% 20% 20% 20% 20% 20%
25% 25% 25% 25% 25% 25% 25% 25% 25% 25%
25% 25% 25% 25% 25% 25% 25% 25% 25% 25%
10% 10% 10% 10% 10% 10% 10% 10% 10% 10%
10% 10% 10% 10% 10% 10% 10% 10% 10% 10%
5% 5% 5% 5% 5% 5% 5% 5% 5% 5%
5% 5% 5% 5% 5% 5% 5% 5% 5% 5%
0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00
0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01
0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50
100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00
0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50 0.50
1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00
1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00
300 300 300 300 300 300 500 500 500 500
6 13 19 25 31 37 45 55 65 75
9 16 22 28 34 40 50 61 70 80
3 3 3 3 3 3 5 5 5 5
12
90.0
90.0
0.0
3.7
5.8
5.9
6.0
6.2
6.3
10.8
11.0
11.2
11.5
11.7
3,900
0
210
246
252
258
264
270
460
470
480
490
500
23
23
17
23
23
23
23
23
23
23
23
23
23
5
10
20%
25%
25%
10%
10%
5%
5%
0%
0.00
0.00
0.01
0.50
100.00
0.50
1.00
1.00
500
85
90
5
Fixed costs
SaaS
1
Total Fixed costs ['000 USD] 86
Salaries ['000 USD] 74
# of Full Time Equivalent (FTE) [person] 3
Average salary per FTE ['000 USD / person] 20
Social securities as % of Salary [%] 23%
Materials and utilities ['000 USD] 2
Maintenace ['000 USD] 3
Rent (offices and warehouse) ['000 USD] 4
# of sq m [m2] 120
Cost per sq m [USD/m2] 30
Depreciation and amortization ['000 USD] 2
External Services ['000 USD] 2
Back
2 3 4 5 6 7 8 9 10 11
82 82 82 82 82 82 82 82 82 82
74 74 74 74 74 74 74 74 74 74
3 3 3 3 3 3 3 3 3 3
20 20 20 20 20 20 20 20 20 20
23% 23% 23% 23% 23% 23% 23% 23% 23% 23%
2 2 2 2 2 2 2 2 2 2
3 3 3 3 3 3 3 3 3 3
4 4 4 4 4 4 4 4 4 4
120 120 120 120 120 120 120 120 120 120
30 30 30 30 30 30 30 30 30 30
2 2 2 2 2 2 2 2 2 2
2 2 2 2 2 2 2 2 2 2
12
82
74
3
20
23%
2
3
4
120
30
2
2
Profit & Loss - operational level
SaaS
1
Operating profit ['000 USD] -84
Net Margin ['000 USD] 3
Fixed costs (Overheads &others) ['000 USD] 86
Back
2 3 4 5 6 7 8 9 10 11
-76 -70 -63 -57 -51 -45 -37 -27 -17 -7
6 13 19 25 31 37 45 55 65 75
82 82 82 82 82 82 82 82 82 82
12
3
85
82
Life Time Value
SaaS
1
LTV [USD]
ARPU [USD/month] 23
Lifetime span in periods [month]
Average Churn Rate [%] 0%
CAC [USD] 10
CAC to LTV relation [%]

Back
2 3 4 5 6 7 8 9 10 11
524 640 779 886 971 1,040 1,212 1,248 1,275 1,297
20 21 22 22 22 23 23 23 23 23
27 30 36 40 43 46 53 55 56 56
4% 3% 3% 2% 2% 2% 2% 2% 2% 2%
10 10 10 10 10 10 10 10 10 10
2% 2% 1% 1% 1% 1% 1% 1% 1% 1%
12
1,284
23
56
2%
10
1%
Useful for the case links
back
Detailed insight into the SaaS business model and other online models
Financial modeling for startups
Online Business models
E-commerce business model in Excel
Media site business model in Excel
Estimating the cost of acquring customers

SaaS ENv2

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Summary

Customers acquired at given period [customer] 200

Cburn rate by cohorts [%] 0.0%

Number of customers 200

Average Revenue per customer per cohort (ARPU)

Sales / Revenues ['000 USD] 4.7

Cost of acquisition ['000 USD] 2

Net Margin ['000 USD] 3

CAC to LTV relation [%]

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