SaaS Model
SaaS Model
Table of Contents
Monthly Schedule
Financial Model
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Assumptions
2017F Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17
Number of customer accounts
Opening balance 100 107 114 120 127 133 139 145 150 156
New customer additions 10 10 10 10 10 10 10 10 10 10
Customer churn (3) (3) (3) (4) (4) (4) (4) (4) (5) (5)
Total number of customer accounts 107 114 120 127 133 139 145 150 156 161
MRR opening balance 10,000 10,850 11,687 12,512 13,324 14,124 14,913 15,689 16,454 17,207
New MRR 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000
Churned MRR (200) (217) (234) (250) (266) (282) (298) (314) (329) (344)
Expansion MRR 50 54 58 63 67 71 75 78 82 86
Net MRR 10,850 11,687 12,512 13,324 14,124 14,913 15,689 16,454 17,207 17,949
% growth 8% 7% 6% 6% 6% 5% 5% 5% 4%
ARPA (Average Revenue per Account per Month) - across installed 101 103 104 105 106 107 108 109 110 111
% MRR Churn Rate 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0%
% MRR Expansion Rate 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%
% Net MRR Churn Rate 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5%
Subscription billings 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000 12,000
2018F Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18
Number of customer accounts
Opening balance 171 181 191 200 209 218 226 235 242 250
New customer additions 15 15 15 15 15 15 15 15 15 15
Customer churn (5) (5) (6) (6) (6) (7) (7) (7) (7) (8)
Total number of customer accounts 181 191 200 209 218 226 235 242 250 258
MRR opening balance 19,399 20,608 21,799 22,972 24,128 25,266 26,387 27,491 28,578 29,650
New MRR 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500
Churned MRR (388) (412) (436) (459) (483) (505) (528) (550) (572) (593)
Expansion MRR 97 103 109 115 121 126 132 137 143 148
Net MRR 20,608 21,799 22,972 24,128 25,266 26,387 27,491 28,578 29,650 30,705
% growth 6% 5% 5% 5% 4% 4% 4% 4% 4%
ARPA (Average Revenue per Account per Month) - across installed 114 114 115 115 116 117 117 118 118 119
% MRR Churn Rate 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0%
% MRR Expansion Rate 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%
% Net MRR Churn Rate 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5%
Subscription billings 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000 18,000
2019F Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19
Number of customer accounts
Opening balance 272 284 295 306 317 328 338 348 357 367
New customer additions 20 20 20 20 20 20 20 20 20 20
Customer churn (8) (9) (9) (9) (10) (10) (10) (10) (11) (11)
Total number of customer accounts 284 295 306 317 328 338 348 357 367 376
MRR opening balance 32,768 34,277 35,763 37,226 38,668 40,088 41,486 42,864 44,221 45,558
New MRR 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000
Churned MRR (655) (686) (715) (745) (773) (802) (830) (857) (884) (911)
Expansion MRR 164 171 179 186 193 200 207 214 221 228
Net MRR 34,277 35,763 37,226 38,668 40,088 41,486 42,864 44,221 45,558 46,875
% growth 4% 4% 4% 4% 3% 3% 3% 3% 3%
ARPA (Average Revenue per Account per Month) - across installed 121 121 121 122 122 123 123 124 124 125
% MRR Churn Rate 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0%
% MRR Expansion Rate 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%
% Net MRR Churn Rate 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5%
Subscription billings 24,000 24,000 24,000 24,000 24,000 24,000 24,000 24,000 35,400 35,400
2020F Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20
Number of customer accounts
Opening balance 393 406 419 431 443 455 466 477 488 498
New customer additions 25 25 25 25 25 25 25 25 25 25
Customer churn (12) (12) (13) (13) (13) (14) (14) (14) (15) (15)
Total number of customer accounts 406 419 431 443 455 466 477 488 498 509
MRR opening balance 49,449 51,207 52,939 54,645 56,325 57,980 59,611 61,216 62,798 64,356
New MRR 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500 2,500
Churned MRR (989) (1,024) (1,059) (1,093) (1,127) (1,160) (1,192) (1,224) (1,256) (1,287)
Expansion MRR 247 256 265 273 282 290 298 306 314 322
Net MRR 51,207 52,939 54,645 56,325 57,980 59,611 61,216 62,798 64,356 65,891
% growth 3% 3% 3% 3% 3% 3% 3% 2% 2%
ARPA (Average Revenue per Account per Month) - across installed 126 126 127 127 127 128 128 129 129 130
% MRR Churn Rate 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0%
% MRR Expansion Rate 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%
% Net MRR Churn Rate 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5%
Subscription billings 41,400 41,400 41,400 41,400 41,400 41,400 41,400 41,400 47,100 47,100
2021F Jan-21 Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Sep-21 Oct-21
Number of customer accounts
Opening balance 528 542 556 569 582 594 607 618 630 641
New customer additions 30 30 30 30 30 30 30 30 30 30
Customer churn (16) (16) (17) (17) (17) (18) (18) (19) (19) (19)
Total number of customer accounts 542 556 569 582 594 607 618 630 641 652
MRR opening balance 68,892 70,858 72,795 74,703 76,583 78,434 80,258 82,054 83,823 85,566
New MRR 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000 3,000
Churned MRR (1,378) (1,417) (1,456) (1,494) (1,532) (1,569) (1,605) (1,641) (1,676) (1,711)
Expansion MRR 344 354 364 374 383 392 401 410 419 428
Net MRR 70,858 72,795 74,703 76,583 78,434 80,258 82,054 83,823 85,566 87,282
% growth 3% 3% 3% 2% 2% 2% 2% 2% 2%
ARPA (Average Revenue per Account per Month) - across installed 131 131 131 132 132 132 133 133 133 134
% MRR Churn Rate 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0%
% MRR Expansion Rate 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%
% Net MRR Churn Rate 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5%
Subscription billings 53,100 53,100 53,100 53,100 53,100 53,100 53,100 53,100 58,800 58,800
2022F Jan-22 Feb-22 Mar-22 Apr-22 May-22 Jun-22 Jul-22 Aug-22 Sep-22 Oct-22
Number of customer accounts
Opening balance 672 687 702 715 729 742 755 767 779 791
New customer additions 35 35 35 35 35 35 35 35 35 35
Customer churn (20) (21) (21) (21) (22) (22) (23) (23) (23) (24)
Total number of customer accounts 687 702 715 729 742 755 767 779 791 802
MRR opening balance 90,638 92,779 94,887 96,964 99,009 101,024 103,009 104,964 106,889 108,786
New MRR 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500
Churned MRR (1,813) (1,856) (1,898) (1,939) (1,980) (2,020) (2,060) (2,099) (2,138) (2,176)
Expansion MRR 453 464 474 485 495 505 515 525 534 544
Net MRR 92,779 94,887 96,964 99,009 ### ### ### ### ### ###
% growth 2% 2% 2% 2% 2% 2% 2% 2% 2%
ARPA (Average Revenue per Account per Month) - across installed 135 135 136 136 136 136 137 137 138 138
% MRR Churn Rate 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0%
% MRR Expansion Rate 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5%
% Net MRR Churn Rate 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5% 1.5%
Subscription billings 64,800 64,800 64,800 64,800 64,800 64,800 64,800 64,800 70,500 70,500
161 166
10 10
(5) (5)
166 171
17,949 18,679
1,000 1,000
(359) (374)
90 93
18,679 19,399
4% 4%
112 113
2.0% 2.0%
0.5% 0.5%
1.5% 1.5%
12,000 12,000
Nov-18 Dec-18
258 265
15 15
(8) (8)
265 272
30,705 31,744
1,500 1,500
(614) (635)
154 159
31,744 32,768
3% 3%
120 120
2.0% 2.0%
0.5% 0.5%
1.5% 1.5%
18,000 18,000
Nov-19 Dec-19
376 384
20 20
(11) (12)
384 393
46,875 48,171
2,000 2,000
(937) (963)
234 241
48,171 49,449
3% 3%
125 126
2.0% 2.0%
0.5% 0.5%
1.5% 1.5%
35,400 35,400
Nov-20 Dec-20
509 518
25 25
(15) (16)
518 528
65,891 67,403
2,500 2,500
(1,318) (1,348)
329 337
67,403 68,892
2% 2%
130 131
2.0% 2.0%
0.5% 0.5%
1.5% 1.5%
47,100 47,100
Nov-21 Dec-21
652 662
30 30
(20) (20)
662 672
87,282 88,973
3,000 3,000
(1,746) (1,779)
436 445
88,973 90,638
2% 2%
134 135
2.0% 2.0%
0.5% 0.5%
1.5% 1.5%
58,800 58,800
Nov-22 Dec-22
802 813
35 35
(24) (24)
813 824
110,654 112,494
3,500 3,500
(2,213) (2,250)
553 562
### ###
2% 2%
138 139
2.0% 2.0%
0.5% 0.5%
1.5% 1.5%
70,500 70,500
Other assumptions
Total number of customer accounts 171 272 393 528 672 824
Revenue
Cost of revenue
Commission rate 5%
Total commissions (including deferred portion) 7,629 11,480 17,662 34,139 44,941 57,925
Annual commission expense (excludes deferred porti 9,139 16,105 25,232 36,163 48,598 62,288
Total sales and marketing expense 54,139 79,471 101,341 121,113 139,683 157,630
Liabilities
Accounts Payable Days 10 10 10 10 10 10
Capital Expenditures
Technology 500 200 200 200 200 200
Property and equipment 500 200 200 200 200 200
Depreciation
Technology - Straight-line Years 5 5 5 5 5 5
Property and Equipment - Straight-line Years 5 5 5 5 5 5
Financing
Interest Rate 3% 3% 3% 3% 3% 3%
Debt Issued (Repaid) 5,000 - - - - -
Equity Raised (Repurchased) 50,000 - - - - -
Dividends Paid - - - - - -
Valuation
Tax Rate 30% 30% 30% 30% 30% 30%
WACC 10%
Terminal uFCF Multiple 11.0x
Income Statement
Dividends paid - - - - - -
Balance sheet
Check: - - - - - -
Technology
2017 400 400 400 400 400 -
2018 - 400 400 400 400 400
2019 - - 400 400 400 400
2020 - - - 400 400 400
2021 - - - - 400 400
2022 - - - - - 400
Total 400 800 1,200 1,600 2,000 2,000
Debt schedule
Opening balance - 5,000 5,000 5,000 5,000 5,000
Issuance / (repayment) of debt 5,000 - - - - -
Closing balance 5,000 5,000 5,000 5,000 5,000 5,000
Metrics
Valuation
10.0x
multiple
11.0x
12.0x
13.0x
14.0x