Welcome to the Spartina Internet Business Financial Mod

Copyright 2009 Spartina Inc.

For complete information about this spreadsheet, please download our

document, SIBFM Instructions.doc. In this workbook, cells highlighted in yellow
are places for you to enter data. There are comments associated with some of
the cells to guide your input. The recommended order for completing the
worksheet is as follows:
Step
Step
Step
Step
Step
Step

1:
2:
3:
4:
5:
6:

Forecast your traffic on Traffic Forecast sheet (Row 4 all across.)

Go to Revenue and fill out the numbers.
Think about how many people you will need, forecast Headcount
Go to the Budget sheet and estimate your other expenses
Complete Cash Waterfall and update monthly
Go to line 10 of Roll-up and add growth rates.

Send feedback via www.spartina.com - helping Internet entrepreneurs succeed

Financial Model

Your Company Name

Headcount - Confidential

Month 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 12
Totals
###
###
###
###
###
###
###
###
### $10,000 $10,000 $10,000 $120,000
$0
$5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $60,000
$0
$0
$0
$0
$0
$0
$2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $2,500 $30,000
$0
###
###
###
###
###
###
###
###
### $17,500
### $17,500 $210,000

CEO
CFO
CTO & Lead Developer
Developer
Dir. Engineering
Front End Developer
Business Dev't & Sales
Client Support
VP Marketing
Dir Product Mgmt
Graphic design

Bonus reserve
Total with bonus

###

$875
$875
### $18,375

$875
$875 $10,500
### $18,375 $220,500

Taxes & benefits

TOTAL

### $2,021 $2,021 $2,021 $2,021 $2,021 $2,021 $2,021 $2,021 $2,021 $2,021
###
###
###
###
###
###
###
###
### $20,396

$2,021 $2,021 $24,255

### $20,396 $244,755

Headcount

$875
###

$875
###

$875
###

Instructions
1) In column A list your employess by title or their
name
2) Enter monthly gross (pre-tax) salary information in the gray cells
3) This information will automatically roll-up into the Budget tab
4) Proceed to the Budget tab

$875
###

$875
###

$875
###

$875
###

$875
###

Your Company Name

FINANCIAL PROJECTIONS

REVENUE
STAFF EXPENSES
CONSULTANTS

January February March

April
May
June
July
August September October NovemberDecember
YTD
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9Month 10Month 11Month 12 TOTALS
All Revenue (tab Rev)
$77
$153
$383
$789 $1,578 $2,366 $3,260 $4,075 $5,705 $8,463 $12,694 $16,925 $56,466
All Headcount (Heads)
Finance
Legal
Technology
Content & Editorial
Website Design
Marketing (SEO, PR)
Other

TOTAL STAFF &

CONSULTANTS
MARKETING
OPERATIONS

CAPITAL EXPENSES

###

Hosting Provider
Phone
Rent
Office Internet
SaaS
Software/License Renewal
Equipment (Hardware)
Supplies, Office Furn.
Travel
Conference/Tradeshows
Dues/Subscriptions
Insurance
Petty Cash/Entertainment

###

###

###

###

###

$100

###
$100

###
$100

###
$200

###
$200

###
$300

###
$300

###
$500

$100
$100
$100
$100
$100
$100
$100
$100
$125
$125
$125
$125
$125
$125
$125
$125
$500
$500
$500
$500
$500
$500
$500
$500
$150
$150
$150
$150
$150
$150
$150
$150
$150
$150
$150
$150
$150
$150
$150
$150
$50
$50
$50
$50
$50
$50
$50
$50
$250
$250
$250
$250
$250
$250
$250
$250
$50
$50
$50
$50
$50
$50
$50
$50
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$50
$50
$50
$50
$50
$50
$50
$50
$50
$50
$50
$50
$50
$50
$50
$50
$150
$150
$150
$150
$150
$150
$150
$150
$2,625 $2,625 $2,625 $2,625 $2,625 $2,625 $2,625 $2,625

###

$250
$500
$500
$500
$500
$500
$500
$3,250

$250
$500
$500
$500
$500
$500
$500
$3,250

$23,646

###

$1,000

$20,396 $20,396
$250
$500
$500
$500
$500
$500
$500
$3,250

$23,646 $23,646

$1,000

$1,000

$100
$100
$125
$125
$500
$500
$150
$150
$150
$150
$50
$50
$250
$250
$50
$50
$500
$500
$500
$500
$50
$50
$50
$50
$150
$150
$2,625 $2,625

$100
$125
$500
$150
$150
$50
$250
$50
$500
$500
$50
$50
$150
$2,625

$5,800

$100 $1,200
$125 $1,500
$500 $6,000
$150 $1,800
$150 $1,800
$50
$600
$250 $3,000
$50
$600
$500 $6,000
$500 $6,000
$50
$600
$50
$600
$150 $1,800
$2,625 $31,500

$0

$0

$0

TOTAL EXPENSE

###

###

###

###

###

###

###

GROSS PROFIT (Sales - Marketing)

NET PROFIT

-$24
###

$53
###

$283
###

$589 $1,378 $2,066 $2,960 $3,575

###
###
###
###
###

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

###

$0

$0

$0

$0

$0

###

$100,000 $73,805 $47,687 $21,798 -$3,684

###

###

###

### $131,943

###

CASH ON HAND

$0

###

$0

### $26,271

$0

$1,000

$3,000
$6,000
$6,000
$6,000
$6,000
$6,000
$6,000
$39,000

$0

New Capital Interest

$0

$250
$500
$500
$500
$500
$500
$500
$3,250

###

$0

0.00%

$0

$20,396

$0

Interest Earned

DC Equipment

###

$250
$250
$250
$250
$250
$250
$250
$250
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$500
$3,250 $3,250 $3,250 $3,250 $3,250 $3,250 $3,250 $3,250
###

Marketing (Paid traffic)

###

$0

$0

### $26,271 $26,271

###

$4,705 $7,463 $11,694 $15,925 $50,666

###
###
### -$9,346
###

### $91,211 $91,211

Your Company Name

Traffic Waterfall Forecasting Model Overview
Traffic

January February
Plan
500
1,000
January
1,000
February
March

March
2,500
2,500
2,500

April
5,000
5,000
5,000
5,000

April

May
10,000
10,000
10,000
10,000
10,000

May
June

On this sheet, the vertical column is what

you think will happen in a month, and the
last value in each column is what actually
happened. Month by month, you enter the
actually data and reforecast the remaining
months. As the numbers change here, they
will affect the Meta Revenue worksheet.

June
15,000
15,000
15,000
15,000
15,000
15,000
July

July
20,000
20,000
20,000
20,000
20,000
20,000
20,000

August September October NovemberDecember

25,000
35,000
50,000
75,000
100,000
25,000
35,000
50,000
75,000
100,000
25,000
35,000
50,000
75,000
100,000
25,000
35,000
50,000
75,000
100,000
25,000
35,000
50,000
75,000
100,000
25,000
35,000
50,000
75,000
100,000
25,000
35,000
50,000
75,000
100,000
25,000
35,000
50,000
75,000
100,000
August
35,000
50,000
75,000
100,000
September
50,000
75,000
100,000
October
75,000
100,000
November
100,000
December

Total
339,000
338,500
337,500
335,000
330,000
320,000
305,000
285,000
260,000
225,000
175,000
100,000
0

% of Plan
100.00%
99.85%
99.56%
98.82%
97.35%
94.40%
89.97%
84.07%
76.70%
66.37%
51.62%
29.50%
0.00%

Your Company Name

META Revenue
JanuaryFebruaryMarch April
May
June
Traffic (Visitors) 500
1,000 2,500 5,000 10,000 15,000
Pageviews/Visitor
2
2
2
3
3
3
Pageviews (PV) 1,000
2,000 5,000 15,000 30,000 45,000
Clickthrough Rate/Visitor
Affiliate Network 0.50%
AdSense 0.50%
Subscription 0.10%
E-commerce 0.10%
Total CTR/Visitor
1.20%

July
20,000
4
80,000

August SeptemberOctoberNovember
December
Total
25,000
35,000
50,000
75,000 100,000 339,000
4
4
5
5
5
4 average
100,000 140,000 250,000 375,000 500,000
###

0.50%
0.50%
0.10%
0.10%
1.20%

0.50%
0.50%
0.10%
0.10%
1.20%

0.75%
0.80%
0.10%
0.10%
1.75%

0.75%
0.80%
0.10%
0.10%
1.75%

0.75%
0.80%
0.10%
0.10%
1.75%

1.00%
1.00%
0.10%
0.10%
2.20%

1.00%
1.00%
0.10%
0.10%
2.20%

1.00%
1.00%
0.10%
0.10%
2.20%

1.25%
1.20%
0.10%
0.10%
2.65%

1.25%
1.20%
0.10%
0.10%
2.65%

1.25%
1.20%
0.10%
0.10%
2.65%

CPM (% Pages with Ads) 50.00% 50.00%

###

###

###

50.00%

50.00%

50.00%

50.00%

50.00%

50.00%

50.00%

Revenue Rates
Affiliate Network $0.10
AdSense $0.25
CPM $1.00
Subscription $99.00
E-commerce $49.00

$0.10 $0.10 $0.10 $0.10

$0.25 $0.25 $0.25 $0.25
$1.00 $1.00 $1.00 $1.00
$99.00 $99.00 $99.00 $99.00
$49.00 $49.00 $49.00 $49.00

$0.10
$0.25
$1.00
$99.00
$49.00

$0.10
$0.25
$1.00
$99.00
$49.00

$0.10
$0.25
$1.00
$99.00
$49.00

$0.10
$0.25
$1.00
$99.00
$49.00

$0.10
$0.25
$1.00
$99.00
$49.00

$0.10
$0.25
$1.00
$99.00
$49.00

$0.10
$0.25
$1.00
$99.00
$49.00

Revenue
Affiliate Network (V) $0.25
AdSense (PV) $1.25
CPM (PV) $1.00
Subscription (V) $49.50
Ecommerce (V) $24.50

$0.50
$2.50
$2.00
$99.00
$49.00

$1.25 $3.75 $7.50 $11.25 $20.00 $25.00

$35.00 $62.50
$6.25 $30.00 $60.00 $90.00 $200.00 $250.00 $350.00 $750.00
$5.00 $15.00 $30.00 $45.00 $80.00 $100.00 $140.00 $250.00
### ### ###
###
###
### $3,465.00
###
### ### ### $735.00 $980.00
### $1,715.00
###

$93.75
###
$375.00
###
###

$125.00
###
$500.00
###
###

Total revenue

$77

$153

$383

$789

###

$2,366

$3,260

$4,075

$5,705

$8,463 $12,694 $16,925

Revenue per visitor

$0.15

$0.15 $0.15 $0.16 $0.16

$0.16

$0.16

$0.16

$0.16

$0.17

$0.17

$0.17

Paid Traffic Budget

Cost per visitor (Paid Traff
Paid visitors
% paid
% free

$100
$0.30
333
67%
33%

$100
$0.30
333
33%
67%

$100
$0.30
333
13%
87%

$200
$0.30
667
13%
87%

$200
$0.30
667
7%
93%

$300
$0.30
1,000
7%
93%

$300
$0.30
1,000
5%
95%

$500
$0.30
1,667
7%
93%

$1,000
$0.30
3,333
10%
90%

$1,000
$0.30
3,333
7%
93%

$1,000
$0.30
3,333
4%
96%

$1,000
$0.30
3,333
3%
97%

Blended cost/visitor

$0.20

$0.10

$0.04

$0.04

$0.02

$0.02

$0.02

$0.02

$0.03

$0.02

$0.01

$0.01

-$24

$53

$283

$589

###

$2,066

$2,960

$3,575

$4,705

-$0.05

$0.05

$0.11

$0.12

$0.14

$0.14

$0.15

$0.14

$0.13

$0.15

$0.16

$0.16

-31%

35%

74%

75%

87%

87%

91%

88%

82%

88%

92%

94%

NET
NET PER VISITOR
NET MARGIN

$7,463 $11,694 $15,925

###
$0.16 average

$0.04 average
###

Your Company Name

REVENUE
Average monthly visitors
Average revenue per visitor
Total revenue

EXPENSES

Year 1
28,250
$0.16
$54,494

Year 2
150,000
$0.20
$360,000

Year 3
200,000
$0.25
$600,000

25.00%
3.2
4
$244,755.00 $305,943.75
$39,000.00 $48,750.00

Marketing

$5,800.00

$7,250.00

Operations
Capital Equipment Purchases
Total expenses

$31,500.00
$0
$321,055

$39,375.00
$0
$401,319

30.00%
5.2
$397,726.88
$63,375.00
$0.00
$9,425.00
$0.00
$51,187.50
$0
$521,714

NET
Margin

$(266,561)
-489%

$(41,319)
-11%

$78,286
13%

Blended cost per visitor

Net per visitor
Margin per visitor

$0.0171
$0.1436
89%

$0.0040
$0.1960
98%

$0.0039
$0.2461
98%

Heads
Headcount
Consultants

A portion of this roll-up data goes into the executive summaries that you might use for investor

Year 4
250,000
$0.35
$1,050,000

Year 5
500,000
$0.40
$2,400,000

35.00%
7.02
$536,931.28
$85,556.25
$0.00
$12,723.75
$0.00
$69,103.13
$0
$704,314

40.00%
9.828
$751,703.79
$119,778.75
$0.00
$17,813.25
$0.00
$96,744.38
$0
$986,040

$345,686
33%

$1,413,960
59%

$0.0042
$0.3458
99%

$0.0030
$0.3970
99%

at you might use for investor presentations.

Your Company Name

Cash Waterfall Forecasting Model Overview
January
February
Plan $25,000.00 $20,000.00
January
$20,000.00
February
March

March
###
###
###

April
###
###
###
###

April
You start with your projections. Then each month, take the
cash figure from your accounting system, and enter the real
cash that has gone out. (This doesnt account for the
accruals.)
The top line represents the plan or forecast for year, and it
wont change. By looking at this waterfall sheet, you can
compare actuals to the plan.

May
###
###
###
###
###

May
June

June
###
###
###
###
###
###
July

July
###
###
###
###
###
###
###

August
###
###
###
###
###
###
###
###

September October November

$175,000.00
### $125,000.00
$175,000.00
### $125,000.00
$175,000.00
### $125,000.00
$175,000.00
### $125,000.00
$175,000.00
### $125,000.00
$175,000.00
### $125,000.00
$175,000.00
### $125,000.00
$175,000.00
### $125,000.00
August
$175,000.00
### $125,000.00
September
### $125,000.00
October
$125,000.00
November
December

December
###
###
###
###
###
###
###
###
###
###
###
###

Total % of Plan
###
###
###
98.08%
###
96.54%
###
95.38%
###
94.62%
###
94.23%
$975,000 75.00%
$750,000 57.69%
$550,000 42.31%
$375,000 28.85%
$225,000 17.31%
$100,000 7.69%
$0
0.00%