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1. 01
Financial
Modelling
Mastery
FOR SEED STAGE STARTUPS

2. R
O
H
Revenue model
Operational cash flow
Human Resources
V Valuations & Overview

3. Estimate revenue targets as market %
of the beachhead/follow-up markets
Estimate all cost needed to deliver
product/service
Sometimes too optimistic, need to be
critical about feasibility
Topdown
Forecasting

4. Analyze existing key business growth
drivers (e.g. acquisition channels）
Estimate budgets to grow volumes at
these channels
We should combine both aproaches
Bottom-up
Forecasting

5. Revenue per channel
Inbound, Outbound, etc.
Conversion rates
Along entire funnel
Cost per Acquisition
Marketing Spend
Sales Reps and SDRs
Revenue
Model

6. source:Futureflow.io

7. source: Whoolala

8. COGS
Payrolls
Administrative expenses
Office and office supplies
Professional services
Financial expenses
Operational
Cash Flow

9. source: EY, 2018

10. source: Whoolala

11. source: Whoolala

12. 5-7 year EBIT projection
Discounted CF valuation
P/S based valuation
Return for investors
Startup
Valuation

13. source: FirstRoundCoach

14. Income Statement
Balance Sheet
Cash Flow Statement
Financial
Statements

15. source: EY Finance Navigator’s financial planning software for startups)

16. Sanity Checks
Revenue should grow 2-3x per year
Target market share in your target markets should be high (20-60%)
Your LTV should be XXX higher than CAC
App Install more than 2-3 USD
3-6 USD per google ads keyword click
Marketing lead for SaaS 50-100 USD
1 CS per 1000 active users
4x ROI on sales rep in terms of ARR
1 SDR per 2-3 Sales Reps
100 people team to get from 1M ARR to 10M ARR (SaaS)