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How to maximise
your startup valuation?
Tomasz Swieboda
Instagram Sells For $1 Billion,
Despite No Revenue
2012
Do you know why
valuation multiples
are so different?
~ 32x
~ 44x
~ 6x
~ 6x
~ 4x
Valuation/Revenue [x]
~ 79x
16x EBITDA
Valuation Estimated revenue in
2022
$400M $4M
It makes sense
“Those Who Dance
Are Considered Insane
by Those Who Can’t Hear the Music.”
Friedrich Nietzsche
M
E
T
E
R
M
E
T
E
R
TEAM
EARNINGS
M
E
T
E
R
MARKET SIZE
Surfing
=
Wave + Surfer + Board
+ Surfer + Board
Total UK population
Number of GP visits per year
Average consumption
per GP visit in £
Total market size
What is the market for medical consumables
used by GPs/doctors in the UK?
x
63 M
Age bands
<5 5-19 20-49 50-74 75+
4M 11M 26M 17M 5M
# of visits per year, age band
6.9 2.7 4.3 7.1 12.4
£0.34
£120M
Source: L.E.K. analysis. YouTube
x
=
Number of GPs and practice nurses
Average working hours per annum
Number of consultations per hour
Total market size
Average consumption per consultation in £
Source: L.E.K. analysis. YouTube
X
X
X
=
What is the market for medical consumables
used by GPs/doctors in the UK?
Global advertising market $580B
Global online advertising market
Facebook revenue in 2020
14%
$290B
29%
$84B
Example
Let’s talk
about the
grocery market
Global
advertising market
$580B
Global
grocery market
$11 700B
20x more
Global grocery
market winner
Market potential
Market
size
$150B
Online
share
40%
Commission
5%
Revenue
potential
$3B
EBITDA
margin
40%
EBITDA
potential
$1.2B
X =
X =
X
400
shopping malls in Poland
8B
people
=
x 3
docs
x _
10
x
1 €5 €12B
How does the market
influence valuation?
Market size
(in $M)
Market
leader sales
(in $M)
Market leader
EBITDA
(in $M)
Valuation
(in $M)
Probability
Value today
(in $M)
10 000 2 000 800 12 800 1% 128
1 000 200 80 1 280 1% 12.8
M
E
T
E
R RETENTION
“Front has a great user experience!
It is extremely efficient, reliable,
and easy to navigate.”
Bellhops, 1000 seats Baroo, 20 seats
“Wouldn’t go back to
Gmail if you paid me.”
Customers love 10x products
“I’m in love with Front!.”
Guillermo Rauch, this week-end
1 2 3 4 5 6 7 8 9
Jan 100% 103% 106% 109% 112% 115% 118% 121% 124%
Feb 100% 103% 105% 103% 112% 115% 118% 122%
March 100% 90% 106% 108% 114% 122% 120%
April 100% 108% 116% 124% 132% 140%
May 100% 102% 105% 107% 110%
Very good cohorts
1 2 3 4 5 6 7 8 9
Jan 100% 92% 85% 77% 70% 62% 55% 47% 40%
Feb 100% 92% 86% 78% 71% 64% 57% 50%
March 100% 92% 85% 76% 69% 61% 54%
April 100% 90% 80% 70% 60% 50%
May 100% 90% 80% 70% 60%
Bad cohorts
Smiling cohorts
Churn - underappreciated percentage
MRR Churn
Expected Revenue from Current
Base
10 000 1% 1 000 000
10 000 2% 500 000
10 000 3% 333 333
10 000 4% 250 000
10 000 5% 200 000
M
E
T
E
R
EXPONENTIAL GROWTH
Escape Velocity
v=11 km/s
Revenue
($M)
Years
How fast do I need to grow?
Mendoza Line
Good
Years to $100M ARR
Better
Best
10 Years 7 Years 5 Years
Growth
opportunity
Multiple on
ARR
Year on year
growth
+50% x2 x2.5 x3 x4
Churn Adjustment to
multiple
0.5 1 1.3 1.5 1.8
5% 0.3 1x 2x 2.5x 3x 3.5x
4% 0.5 1.7x 3.3x 4.2x 5x 5.8x
3% 0.75 2.5x 5x 6.25x 7.5x 8.75x
3% 1 3.3x 6.7x 8.3x 10x 11.7x
1% 1.5 5x 10x 12.5x 15x 17.5x
0 or
negative
2 6.7x 13.3x 16.7x 20x 23.3x
How growth & retention influence valuation?
Multiple on
ARR
Year on year
growth
+50% x2 x2.5 x3 x4
Churn Adjustment to
multiple
0.5 1 1.3 1.5 1.8
5% 0.3 1x 2x 2.5x 3x 3.5x
4% 0.5 1.7x 3.3x 4.2x 5x 5.8x
3% 0.75 2.5x 5x 6.25x 7.5x 8.75x
3% 1 3.3x 6.7x 8.3x 10x 11.7x
1% 1.5 5x 10x 12.5x 15x 17.5x
0 or
negative
2 6.7x 13.3x 16.7x 20x 23x
M
E
T
E
R
TEAM
EARNINGS
MARKET SIZE
EXPONENTIAL GROWTH
RETENTION
PIMP MY
STARTUP
Speed up!
Positive
retention
Attack a larger
market
How to increase your valuation?
Signaling!
Tomasz Swieboda
tomasz.swieboda@inovo.vc
Watch Tomasz Swieboda’s presentation on YouTube
https://www.youtube.com/watch?v=BFXsTVixWG4

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Infoshare 2021 - Tomasz Swieboda