Financial Model Projections For A Web Startup
Financial Model Projections For A Web Startup
Financial Model Projections For A Web Startup
Opex Assumptions
General & Administrative Assumptions
Salary
Rent (temporary space)
Rent (permanent space)
Telecom
Insurance
Maintenance
Supplies
Travel, entertainment, etc
Legal retainer/mo
Operations
Salary
Revenue Assumptions
Traffic Assumptions
1 New user acquisition cost - Direct Marketing costs
2 New user acquisition cost - Organic/SEO
3 Viral additions per new user
4 Period over which friends join (in months)
5 Churn per month
Advertising-based Revenue
7 Avg. # of visits per month
8 Avg. Page views per visit
9 Avg. CPM rate across site
Ad Network Revenue
10 start date for Ad Network
11 # of new publishers added per month
12 average uniques per Publisher
13 avg. page views/unique
14 Avg. CPM to Publisher Site
15 KP's % of CPM
Dept Category Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08
General & Administrative
Salary $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Rent $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Telecom $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Insurance $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Maintenance $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Supplies $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Travel, entertainment, related $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Legal $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
G&A Total $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
S&M Total $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Operations
Salary $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Ops Total $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$- $- $- $- $- $- $- $- $- $- $- $- $- $- $-
$- $- $- $- $- $- $- $- $- $- $- $- $- $- $-
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Dec-09 Q4, 2007 Q1, 2008 Q2, 2008 Q3, 2008 Q4, 2008 Q1, 2009 Q2, 2009 Q3, 2009 Q4, 2009 2007 2008 2009
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$- $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$- $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Dept Category 2007 2008
General & Administrative
Salary $0 $0
Rent $0 $0
Telecom $0 $0
Insurance $0 $0
Maintenance $0 $0
Supplies $0 $0
Travel, entertainment, related $0 $0
Legal $0 $0
G&A Total $0 $0
S&M Total $0 $0
R&D Total $0 $0
Operations
Salary $0 $0
Ops Total $0 $0
Department/ Position Base Salary Q4, 2007 Q1, 2008 Q2, 2008
General and Administrative (G&A)
CEO
COO
GM of Website
VP Finance
Finance/Accounting
HR/office manager
HR/office coordinator
Administrative support
G&A Headcount
G&A Base Salary
G&A Benefits
G&A Total Salary
Operations
Project manager
System engineer
Database engineer
Release engineer
Network engineer
Customer support
Ops Headcount
Ops Base Salary
Ops Benefits
Ops Total Salary
Total Team
Total Headcount
Total Base Salary
Total Benefits
Total Salary
Q3, 2008 Q4, 2008 Q1, 2009 Q2, 2009 Q3, 2009 Q4, 2009 2007 2008 2009
Department/ Position
General and Administrative (G&A)
CEO
COO
GM of Website
VP Finance
Finance/Accounting
HR/office manager
HR/office coordinator
Administrative support
G&A Headcount
G&A Base Salary
G&A Benefits
G&A Total Salary
Channel Editors
Web Producer
Product Management/Webmaster
Associate Editor
Production Head
Associate Producer
C&P Headcount
C&P Base Salary
C&P Benefits
C&P Total Salary
Department/ Position
Research and Development
VP Engineering
Project Manager
Senior content engineer
Content engineer
Senior community engineer
Community engineer
Senior commerce engineer
Commerce engineer
Senior core engineer
Core engineer
Senior client UI engineer
Web UI engineer
QA engineer
QA tester
R&D Headcount
R&D Base Salary
R&D Benefits
R&D Total Salary
Department/ Position
Operations
Project manager
System engineer
Database engineer
Release engineer
Network engineer
Customer support
Ops Headcount
Ops Base Salary
Ops Benefits
Ops Total Salary
Total Team
Total Headcount
Total Base Salary
Total Benefits
Total Salary
2007 2008 2009
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
$0 $0 $0
$0 $0 $0
$0 $0 $0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
$0 $0 $0
$0 $0 $0
$0 $0 $0
2007 2008 2009
- - -
- - -
- - -
- - -
- - -
- - -
- - -
$0 $0 $0
$0 $0 $0
$0 $0 $0
2007 2008 2009
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
$0 $0 $0
$0 $0 $0
$0 $0 $0
2007 2008 2009
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
0 0 0
$0 $0 $0
$0 $0 $0
$0 $0 $0
- - -
$0 $0 $0
$0 $0 $0
$0 $0 $0
REVENUE AND COST OF GOODS SOLD
Ad Network
Ad Network launched 1 1 1
Total publishers on network - - -
Total monthly uniques on network - - -
Total page views on network - - -
Gross Ad network Revenue $0 $0 $0
Net Ad Network Revenue to KP $0 $0 $0
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
17% 17% 17% 8% 8% 8%
$0 $0 $0 $0 $0 $0
1 1 1 1 1 1
- - - - - -
- - - - - -
- - - - - -
$0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0
1 1 1 1 1 1
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1
8% 8% 8% 8% 8% 8%
$0 $0 $0 $0 $0 $0
1 1 1 1 1 1
- - - - - -
- - - - - -
- - - - - -
$0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0
1 1 1 1 1 1
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
1 1 1 1 1 1 1
1 1 1 1 1 1 1
1 1 1 1 1 1 1
8% 8% 8% 8% 8% 8% 8%
$0 $0 $0 $0 $0 $0 $0
1 1 1 1 1 1 1
- - - - - - -
- - - - - - -
- - - - - - -
$0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0
1 1 1 1 1 1 1
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
1 1 1 1 1 1 1
1 1 1 1 1 1 1
1 1 1 1 1 1 1
8% 8% 8% 8% 8% 8% 8%
$0 $0 $0 $0 $0 $0 $0
1 1 1 1 1 1 1
- - - - - - -
- - - - - - -
- - - - - - -
$0 $0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0 $0
1 1 1 1 1 1 1
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
1 3 3 3 3 3
1 1 1 1 1 1
1 1 1 1 1 1
8% 50% 50% 25% 25% 25%
$0 $0 $0 $0 $0 $0
1 1 1 1 1 1
- - - - - -
- - - - - -
- - - - - -
$0 $0 $0 $0 $0 $0
$0 $0 $0 $0 $0 $0
1 1 1 1 1 1
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
3 3 3 3 3
1 1 1 1 1 1
1 1 1 1 1 1
25% 25% 25% 25% 25% 100%
$0 $- $- $- $- $0
1 1 1 1 1 1
- - - - - -
- - - - - -
- - - - - -
$0 $- $- $- $- $0
$0 $- $- $- $- $0
1 1 1 1 1 1
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
#DIV/0! $173,277 $179,160 $179,895 $179,987 #DIV/0!
1 1
1 1
100% 100%
$0 $-
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
1 1
- -
- -
- -
$0 $-
$0 $-
1 1
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! $712,319
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
2007
Revenue
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