Startup Forecast

Jan-24 Feb-24 Mar-24 Apr-24

Assumptions Unit Month 1 Month 2 Month 3 Month 4
Revenue Assumptions
Page Traffic
Organic # 1,500 1,875 2,344 2,813
Paid # 1,000 2,000 3,000 4,500
Total Traffic # 2,500 3,875 5,344 7,313
Conversion Rates
Organic % 2.0% 2.1% 2.1% 2.2%
Paid % 1.0% 1.0% 1.2% 1.2%
Average Conversion 1.5% 1.6% 1.7% 1.7%
Orders
Organic # 30 39 49 62
Paid # 10 20 36 54
Total Orders # 40 59 85 116
Order Details
Average Item Value $ 24.99 24.99 24.99 24.99
# of items per order # 1.0 1.0 1.1 1.2
Average Order Value $ $24.99 $24.99 $27.49 $28.74

Cost Assumptions
Variable
Manufacturing (per order) $ 12.5 12.5 12.5 12.5
Order Fulfillment (per order) $ 5.0 5.0 5.0 5.0
Paid Traffic (cost per paid click) $ 0.2 0.2 0.2 0.2
Fixed
Warehouse Rent $ 400 400 400 400
Office Rent $ 250 250 250 250
Salaries $ 1,000 1,000 1,000 1,000
Other $ 250 250 250 250

Tax Rate % 21% 21% 21% 21%

x Income Statement
Revenue $ 1,000 1,484 2,343 3,330
COGS $ 500 742 1,065 1,448
Gross Profit $ 500 742 1,277 1,882
Gross Profit Margin % 50.0% 50.0% 54.5% 56.5%

Variable Costs
Marketing $ 200 400 600 900
Fulfillment $ 200 297 426 579
Total Variable Costs $ 400 697 1,026 1,479
 Contribution Margin $ 100 45 251 402
Contribution Margin % % 99.6% 44.7% 251.3% 402.3%

Fixed Costs
General & Administrative $ 1,650 1,650 1,650 1,650
Other $ 250 250 250 250
Total Fixed Costs $ 1,900 1,900 1,900 1,900

Total Costs $ 2,800 3,338 4,203 5,261

EBT $ (1,800) (1,855) (1,649) (1,498)

Tax $ NA NA NA NA
x Profit / (Loss) $ (1,800) (1,855) (1,649) (1,498)

Traffic Source

10,000

8,000

6,000
# of visits

4,000

2,000

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Jan/24 Feb/24 Mar/24 Apr/24 May/24 Jun/24 Jul/24 Aug/24 Sep/24 Oct/24 Nov/24 Dec/24

Organic Paid
x
Startup Forecast
May-24 Jun-24 Jul-24 Aug-24 Sep-24 Oct-24 Nov-24 Dec-24
Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

3,375 4,219 5,063 6,075 6,986 8,034 9,239 10,625

5,400 5,940 6,534 6,534 6,534 6,534 5,881 4,999
8,775 10,159 11,597 12,609 13,520 14,568 15,120 15,624

2.2% 2.2% 2.3% 2.4% 2.5% 2.6% 2.6% 2.6%

1.2% 1.2% 1.4% 1.4% 1.4% 1.6% 1.6% 1.6%
1.7% 1.7% 1.8% 1.9% 2.0% 2.1% 2.1% 2.1%

74 93 116 146 175 209 240 276

65 71 91 91 91 105 94 80
139 164 208 237 266 313 334 356

24.99 24.99 29.95 29.95 29.95 29.95 29.95 29.95

1.2 1.3 1.3 1.3 1.3 1.4 1.4 1.5
$28.74 $32.49 $38.94 $38.94 $38.94 $41.93 $41.93 $44.93

12.5 12.5 11.0 11.0 11.0 11.0 11.0 11.0

5.0 5.0 3.5 3.5 3.5 3.5 3.5 3.5
0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2

400 400 650 650 650 650 650 650

250 250 250 250 250 250 250 250
1,000 1,000 2,000 2,000 2,000 2,000 2,000 2,000
250 250 250 250 250 250 250 250

21% 21% 21% 21% 21% 21% 21% 21%

3,996 5,331 8,095 9,238 10,362 13,142 14,018 16,004

1,738 2,051 2,287 2,610 2,927 3,448 3,677 3,919
2,258 3,280 5,808 6,628 7,434 9,694 10,340 12,085
56.5% 61.5% 71.7% 71.7% 71.7% 73.8% 73.8% 75.5%

1,080 1,188 1,307 1,307 1,307 1,307 1,176 1,000

695 820 728 830 931 1,097 1,170 1,247
1,775 2,008 2,034 2,137 2,238 2,404 2,346 2,247
 483 1,271 3,774 4,491 5,196 7,291 7,994 9,839
482.7% 1271.3% 3773.6% 4491.0% 5196.1% 7290.7% 7994.1% 9838.6%

1,650 1,650 2,900 2,900 2,900 2,900 2,900 2,900

250 250 250 250 250 250 250 250
1,900 1,900 3,150 3,150 3,150 3,150 3,150 3,150

5,933 7,188 10,993 11,916 12,823 15,248 15,836 17,482

(1,417) (629) 624 1,341 2,046 4,141 4,844 6,689

NA NA 131 282 430 870 1,017 1,405

(1,417) (629) 493 1,059 1,616 3,271 3,827 5,284

Revenues vs. Costs

20,000
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
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v/24 Dec/24 Jan/24 Feb/24 Mar/24 Apr/24 May/24 Jun/24 Jul/24 Aug/24 Sep/24 Oct/24 Nov/24 Dec/24

Revenue Total Costs

/24 Dec/24