A quick look into some of the necessary finance, accounting and economic needs for early stage startups. It is a short survey, and there is more to come on this really interesting space.
For more information, please contact Dan@techbrainstorm.com
1. Accounting, Economics &
Finance for Startups 101
Dan Nelson
TechBrainstorm Consulting
Dan@techbrainstorm.com
November 18, 2017
Startup LeadershipProgram
2. Agenda
Accounting & Economics For Startups 101
• Accounting intro
• Flavors of Accounting
• Cash vs Accruals
• Financial Statements
• Balance Sheet
• Economics Intro
• Intro Value Chain
• Analyzing Revenue
• KPIs
• Pricing
• Revenue Exercise
How to for your startup (20-30 min)
• Accountants at Startups
• Bank Account Strategy
• Bookkeeping Strategy
• Pro Forma Models
• Strategic Planning & Budgeting
• Sales Budgets
• Operational Budgets
• Headcount Budgets
• Reporting
• Taxes
3. DAN NELSON
Entrepreneur, Virtual CFO &
Recovering Accountant
Email: Dannelz@gmail.com
Twitter: @Dnels113
Linkedin: linkedin.com/in/dannels
Education
Professional ExperienceClient Portfolio
5. Flavors of Accounting
Financial AccountingManagerial Accounting
Bookkeeping
Income Statement
Statement of Cash Flows
Balance Sheet
Taxes
Break Even Analysis
Budgeting
Market Projections
Cost Accounting
Growth Marketing
Payroll
AP/AR
Reconciliations
Internalreportingfor
management
“Economics”
External Reportingfor Investors
“Finance”
Record Keepingof all the transactionsthat happen
“Accounting”
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6. Cash vs Accrual Accounting
Cash Basis
Revenue and expenses are recorded when
money is received and paid
Less ability to track budgets and outstanding
items.
Can not be used for large publicly traded
companies.
Accrual Basis
Revenue and expenses are recorded when
they are incurred rather than when cash is
paid.
Leads to accounts receivable and accounts
payable and unearned revenue
Important for budgeting, and understand
proper financial positions
Example: What if you are billed by a consultant for services of $10,000 incurred during
the month of November, received the bill during in December, yet pay in January?
7. Financial Statements
Revenue
-Cost of Goods Sold
Gross Margin
-Sales &Marketing Costs
-General & Admin Costs .
Net Operating Income (ebitda)
EBITDA
+Depreciation
- Δ Accounts Receivable
- Δ Inventory .
Cash from Operating
+Cash from Investing*
+Cash from Financing* .
Net Change in Cashflow
Income Statement Statement of Cash Flows
* Investing is yourcompany buying otherthings
* Financing is yourcompany raising money
Balance Sheet
Assets
=
Liabilities + Owners Equity
Flow Flow Static
8. Balance Sheet
The Company’s Assets are owned either by outside creditors or it’s
owners
Assets = Liabilities + Owners Equity
Cash
Inventory
Accounts Receivable
Equipment
Real Estate
Unearned Revenue
Credit Cards
Accounts Payable
Mortgages
Convertible Notes
Retained Earnings
Preferred Stock
Common Stock
9. The most common major among American billionaires is
Economics.
Business Insider
http://www.businessinsider.com/most-popular-college-major-for-billionaires-2017-10
10. Value Chain Analysis
Starting at the beginning, what are the step-by-step processes your
business undertakes to get from zero to a finished product for customers?
Customers
ServiceActivitiesAssets
Customer
Acquisition & Sales
StrategyEmployees
Raw
Materials
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11. Revenue Analysis
Revenue = Quantity x Price
Customers Purchases per
Customer
New Customers
x
Churn Rate- Total customer
engagement minutes x Aggregate Avg minutes
between sales
Cost per
AcquisitionMarketingBudget / Engagement minutes
per customerxAvg Customers
KPIs
12. KPIs: Key Performance Indicators
KPIs are the important metrics your business needs to run, and are different
for each business. These models should be used to create your Model
Financial Metrics
Profit/EBITDA
Gross Margin %
Annual/Monthly Recurring Revenue (ARR/MRR)
Churn
Average Annual Expenses To Serve One Customer
Process Metrics (Business Centric)
Percentage Of Product Defects/Returns
Net Promoter Score (NPS)
Content pieces created
New Followers
Sales & Managerial Metrics
Number of Sales
Avg Cost/Unit
Avg Sales/Customer Type
Avg Sales Lead Time
Customer Acquisition Cost (CAC)
Customer Lifetime Value (CLV)
Churn
Average Annual Expenses To Serve One Customer
Marketing (SEM/SEO/Social)
Employee Metrics
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**Customer Acquisition Costs & Long Term Value
13. 1. If nobody’s buying your product, it’s because
the gap between price and perceived value
either doesn’t exist or it’s not large enough
2. Price can serve as a proxy for quality
3. Coming up with packages that appeal to
different customers will be more profitable
for you and allow customers to feel better
about their relationship with your company
4. Figuring out what goes through a customer’s
mind when she first sees your product can
help you set a price.
5. Your price needs to stand up to scrutiny
6. People tend to overvalue things they already
have, a pattern known as the endowment
effect. This is something that enterprise
companies should be particularly aware of
Pricing Strategy
https://www.sequoiacap.com/article/pricing-your-product/
Sequoia Capital’s Pricing Strategy
How many units do you need to sell to
pay your own salary?
Most startups are UNDER priced.
Dangerous long-term precedent to set
Keep it simple!
Only have 3 prices tiers (not 8, not 12)
16. ‘Accountants’ at Startups
Seed
Series A
Series B
• Founder
• Financially oriented advisor
• Virtual CFO
• Full time “Numbers Guy” (COO, Biz
Dev or Analyst) and office
manager/ bookkeeper
• Virtual CFO w/shared services
• Full time CFO
• Accounting team
“Numbersy-related’ Tasks
• Excel & PowerPoint
• Monthly & board reporting
• Bookkeeping & financial statements
• Future projections
• Budget to actual reconciliations
• Financial modeling
• Payroll processing
• Vendor selection
• Performance Analysis
• Pricing Analysis
• Marketing
• Working with Tax Accountant
17. Employee Expense
Reimbursements
Invoiced Expenses &
Purchase orders
Rent – Purchase Orders
– Service Providers -
Consultants– etc.
Payroll & HR Providers
Bank
Bank Account Strategy
Credit Card
Checking
Savings
API
Connection
Bookkeeping Software
Company Expenses
Web Marketing Expenses - Office Supplies – Furniture – Computer – Software –
Subscriptions – Marketing Expenses - etc.
$
$ Best Practices
• Simplicity is key. Use one bank
• Minimize the amount of corporate credit cards. Get employees
into habit of expense reports early!
• APIs are your friend
• Savings Sweep accounts can generate interest revenue
Revenue
18. Key Book Keeping Processes
MonthlyAllocation& Reconciliations Accounts Payable& Receivables
At month end, run through all
transactions on the accounts and
assign them to the relevant account.
Manage all processes around invoice
recording, payment and accounts
receivable and bills payable.
MAKE SURE TO USE ACCRUAL
ACCOUTNING
Financial Statement Preparation
Bookkeeping Software Manager
First line of Defense on Cash Flow
Issues
Approve payments
Other Tasks:
19. Financial (Pro-Forma) Models
Financial Models are quantitative models that reflect the physical (or digital) operations of the
business. Good models can be used for strategic planning by taking management assumptions
and estimates. 100% necessary for institutional fundraising
If your company can affect KPIs to X, Y, Z what will be the Financial Results in the future?
Communicate how you understand the economics of your business.
Will NEVER ACCURATE, however, importance is in the direction
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Pro-Forma
Financial Statements
Budget KPIsActuals
+ + =
20. Good Financial Models
They should be:
• EASILY UNDERSTANDABLE to audience.
Formatting and organization are key.
• Simple and consistent assumptions and
results!
• Traceable assumptions to practical results.
Use today’s results as benchmark.
• Should be custom, unless you have a super
specific model for your industry.
• ALWAYS in EXCEL!!!
Goal: Turn Managerial Estimates, metrics, KPIs and budgets into Financial projections.
21. Budgeting
Sales Budgeting Expense BudgetingHeadcount Budgeting
Figure out sales rates and projected
revenue based on KPI assumptions
such as:
• How long is sales cycle?
• What is the close rate (by sales
person)?
• How do we add new clients to the
pipeline?
• What is the value of each sale?
• How often do customers return?
• Cost per acquisition
Once you have a sales forecast met,
start to think about how many
people you need:
• How many developers are needed
to finish phase x? phase y? phase z?
• How many deals can each sales
person close? Does it scale?
• What is needed for support?
Logistics?
What do you need to support
your headcount and sales
efforts?
• Rent space sqft by employee
• Warehouse space needed
• Software subscriptions
• Marketing needed to support
sales
• Consultants
23. Reporting & Dashboards
If you cant measure it, you
cant manage it -Mayor Mike Bloomberg
Use Data APIs from your main business services
software into one common dashboard with GUI
custom reporting capabilities.
Use a service or software layer such as: Tableau
Grow or klipfolio
Ad-Hoc/Live Periodic
26. NEW: The Excel Toolkit for startups!
• Intro to excel
• Understanding & Navigating Data
• Formatting Tips and Tricks
• Introduction to Functions & Formulas
• Vlookup Functions
• Sumif Functions
• Takeaways
• Appendix
o Keyboard Shortcuts Lose the
Mouse
o Appendix: Other Handy Excel
Features
o Good vs. Bad Data
o Pivot Tables
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