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Instructions are attached.
There is an OPEX tab in this model. Look on Column A of the and fix all of the highlighted items in RED.

If it says contractors (or employees?) – Leave it alone
If it says “consider” – go ahead and do what it says to consider.
Delete the “TRAVEL and MEALS” entry just above TOTAL TRAVEL AND MEALS

Under Salaries, move all salaries to the appropriate department.

Pretty much this is a total clean-up of Clean A. Make sure everything flows well.

Open Items

Sales Funnel Need to add input cells for starting marketing budgets in cells C6 and D6 DASHBOARD IDEAS

Sales Funnel Need to add efficiency rates when building out future years Marketing Metrics

Sales Funnel Need to include timing for each stage of funnel (prospect – 90 days, MQL – 60 days, SQL – 14 days, Opportunity 30 days) Cost per Visit

Sales Funnel What are assumptions regarding Early Renewals and Normal Renewals? Cost per SL

Sales Funnel/Sales Goals Consider connecting these two tabs Cost per MQL

Revenue Need Renewal Revenue – what are assumptions RE: churn by market and segment (currently 90% for all on Customer Count tab) Cost per opportunity (CAC?)

OpEx Address notes throughout Sales Metrics

Will CS Reps be contractor or employees? # SQL

Will R&D labor be contractor or employees? # Opportunities

Should track taxes, benefits and other fringe benefits for each employee type within that area of P&L ARR

Other Service income not factored in Pipeline Revenue

How to model discounts? Booked (New) Revenue

Do we need a 3-year or 5-year model? # Closed Deals

Expectations for full balance sheet and traditional cash flow statement # Renewals

Inputs Tab Add inputs tab when nearly complete for easy updating Renewal Rate

Renewal Revenue

Customer Info

# Total Closed Deals + Renewals

# Cumulative Active Customers

Operating

Sales Growth

Customer Support as % of Revenue

Gross Margin

Sales & Marketing as % of Revenue

Operating Expeses as % of Revenue

EBITDA

EBITDA Growth Rate

Inputs

Sales Funnel

7/1/21 8/1/21 9/1/21 10/1/21 11/1/21 12/1/21 1/1/22 2/1/22 3/1/22 4/1/22 5/1/22 6/1/22 7/1/22 8/1/22 9/1/22 10/1/22 11/1/22 12/1/22 1/1/23 2/1/23 3/1/23 4/1/23 5/1/23 6/1/23 7/1/23 8/1/23 9/1/23 10/1/23 11/1/23 12/1/23 1/1/24 2/1/24 3/1/24 4/1/24 5/1/24 6/1/24 Total

TARGET

Marketing YoY Growth 20.0% 1.67% 1.67% 1.67% 1.67% 1.67% 1.67% 1.67% 1.67% 1.67% 1.67% 1.67% 1.67% 20%

Marketing Costs $2,388,621 $11,043 $198,727 $202,039 $205,406 $208,830 $212,310 $215,849 $219,446 $223,104 $226,822 $230,603 $234,446 $2,388,626

Cost per Visit $0.21 $0.21 $0.21 $0.21 $0.21 $0.21 $0.21 $0.21 $0.21 $0.21 $0.21 $0.21 $0.21 $0.21

Cost per SL $4.26 $4.26 $4.26 $4.26 $4.26 $4.26 $4.26 $4.26 $4.26 $4.26 $4.26 $4.26 $4.26 $4.26

Cost per prospect $14.19 $14.19 $14.19 $14.19 $14.19 $14.19 $14.19 $14.19 $14.19 $14.19 $14.19 $14.19 $14.19 $14.19

Cost per MQL $94.59 $94.38 $94.59 $94.59 $94.57 $94.58 $94.57 $94.59 $94.59 $94.58 $94.59 $94.59 $94.57 $94.58

Cost per opportunity $1,910.90 $1,840.50 $4,731.60 $2,590.25 $4,890.63 $4,972.14 $5,055.01 $1,713.09 $1,741.64 $1,770.67 $1,085.27 $1,103.36 $1,121.75 $1,900.26

Anonymous Visitor 51,887 933,753 949,316 965,138 981,223 997,577 1,014,203 1,031,107 1,048,292 1,065,763 1,083,526 1,101,585 11,223,370

Filter Noise 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0%

Simple Lead 2,594 46,688 47,466 48,257 49,061 49,879 50,710 51,555 52,415 53,288 54,176 55,079 561,168

Qualifying Lead Rate 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0%

Prospect Goal 778 14,006 14,240 14,477 14,718 14,964 15,213 15,467 15,725 15,986 16,253 16,524 168,351

Prospect Conversion Rate 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0%

MQL Goal 117 2,101 2,136 2,172 2,208 2,245 2,282 2,320 2,359 2,398 2,438 2,479 25,255

MQL Conversion Rate 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0%

SQL Goal 18 315 320 326 331 337 342 348 354 360 366 372 3,789

SQL Conversion YR1 Ramp-Up 10.0% 10.0% 30.0% 50.0%

SQL Conversion Rate 33.0% 33.0% 13.3% 33.0% 33.0% 33.0% 33.0% 33.0% 33.0% 33.0% 33.0% 33.0% 33.0%

Opportunity Goal 6 42 78 42 42 42 126 126 126 209 209 209 1,257

Opportunity Close Rate 16.4% 16.4% 16.4% 16.4% 16.4% 16.4% 16.4% 16.4% 16.4% 16.4% 16.4% 16.4% 16.4%

Closed-Won 1 7 13 7 7 7 21 21 21 34 34 34 207

SDR efficiency YoY

Opportunities per SDR 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25 25

Sales Reps Needed 1 2 4 2 2 2 6 6 6 9 9 9 58

Contract Count

RENEWAL RATE 90% 90% 90% 90%

7/1/21 8/1/21 9/1/21 10/1/21 11/1/21 12/1/21 1/1/22 2/1/22 3/1/22 4/1/22 5/1/22 6/1/22 7/1/22 8/1/22 9/1/22 10/1/22 11/1/22 12/1/22 1/1/23 2/1/23 3/1/23 4/1/23 5/1/23 6/1/23 7/1/23 8/1/23 9/1/23 10/1/23 11/1/23 12/1/23 1/1/24 2/1/24 3/1/24 4/1/24 5/1/24 6/1/24 7/1/24 8/1/24 9/1/24 10/1/24 11/1/24 12/1/24 1/1/25 2/1/25 3/1/25 4/1/25 5/1/25 6/1/25 7/1/25 8/1/25 9/1/25 10/1/25 11/1/25 12/1/25 1/1/26 2/1/26 3/1/26 4/1/26 5/1/26 6/1/26

7/1/21 1 1 0 0 0 0

8/1/21 7 7 6 5 4 3

9/1/21 13 13 11 9 8 7

10/1/21 7 7 6 5 4 3

11/1/21 7 7 6 5 4 3

12/1/21 7 7 6 5 4 3

1/1/22 21 21 18 16 14 12

2/1/22 21 21 18 16 14 12

3/1/22 21 21 18 16 14 12

4/1/22 34 34 30 27 24 21

5/1/22 34 34 30 27 24 21

6/1/22 34 34 30 27 24 21

7/1/22 35 35 31 27 24 21

8/1/22 36 36 32 28 25

9/1/22 37 37 33 29 26

10/1/22 38 38 34 30 27

11/1/22 39 39 35 31 27

12/1/22 40 40 36 32 28

1/1/23 41 41 36 32 28

2/1/23 42 42 37 33 29

3/1/23 43 43 38 34 30

4/1/23 44 44 39 35 31

5/1/23 45 45 40 36 32

6/1/23 46 46 41 36 32

7/1/23 47 47 42 37

8/1/23 48 48 43 38

9/1/23 49 49 44 39

10/1/23 50 50 45 40

11/1/23 51 51 45 40

12/1/23 52 52 46 41

1/1/24 53 53 47 42

2/1/24 54 54 48 43

3/1/24 55 55 49 44

4/1/24 56 56 50 45

5/1/24 57 57 51 45

6/1/24 58 58 52 46

7/1/24 59 59 53

8/1/24 60 60 54

9/1/24 61 61 54

10/1/24 62 62 55

11/1/24 63 63 56

12/1/24 64 64 57

1/1/25 65 65 58

2/1/25 66 66 59

3/1/25 67 67 60

4/1/25 68 68 61

5/1/25 69 69 62

6/1/25 70 70 63

7/1/25 71 71

8/1/25 72 72

9/1/25 73 73

10/1/25 74 74

11/1/25 75 75

12/1/25 76 76

1/1/26 77 77

2/1/26 78 78

3/1/26 79 79

4/1/26 80 80

5/1/26 81 81

6/1/26 82 82

New 1 7 13 7 7 7 21 21 21 34 34 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 3,015

Renewal 0 0 0 0 0 0 0 0 0 0 0 0 0 6 11 6 6 6 18 18 18 30 30 30 31 37 42 39 40 41 52 53 54 66 67 68 69 75 81 79 80 82 93 95 97 109 111 112 114 120 126 125 126 129 140 143 146 158 160 162 3,501

Total Adds 1 7 13 7 7 7 21 21 21 34 34 34 35 42 48 44 45 46 59 60 61 74 75 76 78 85 91 89 91 93 105 107 109 122 124 126 128 135 142 141 143 146 158 161 164 177 180 182 185 192 199 199 201 205 217 221 225 238 241 244 6,516

Cumulative 1 8 21 28 35 42 63 84 105 139 173 207 242 284 332 376 421 467 526 586 647 721 796 872 950 1,035 1,126 1,215 1,306 1,399 1,504 1,611 1,720 1,842 1,966 2,092 2,220 2,355 2,497 2,638 2,781 2,927 3,085 3,246 3,410 3,587 3,767 3,949 4,134 4,326 4,525 4,724 4,925 5,130 5,347 5,568 5,793 6,031 6,272 6,516

Churn (1) (1) (2) (1) (1) (1) (3) (3) (3) (4) (4) (4) (4) (5) (6) (5) (5) (5) (7) (7) (7) (8) (8) (8) (9) (10) (10) (10) (11) (11) (12) (12) (12) (13) (13) (14) (14) (15) (16) (16) (17) (17) (18) (18) (18) (19) (20) (20)

Cumulative (1) (2) (4) (5) (6) (7) (10) (13) (16) (20) (24) (28) (32) (37) (43) (48) (53) (58) (65) (72) (79) (87) (95) (103) (112) (122) (132) (142) (153) (164) (176) (188) (200) (213) (226) (240) (254) (269) (285) (301) (318) (335) (353) (371) (389) (408) (428) (448)

CS efficienccy YoY

Customers per CS Rep 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40 40

CS Reps Needed 1 1 1 1 1 2 2 3 3 4 5 6 7 8 9 10 11 12 14 15 17 19 20 22 24 26 29 31 33 35 38 41 43 47 50 53 56 59 63 66 70 74 78 82 86 90 95 99 104 109 114 119 124 129 134 140 145 151 157 163

Probably 2 customers per contract

check total 207 486 630 774 918 3,015

check total 0 179 590 1,083 1,649 3,501

6,516

Revenue

Jul-2021 Aug-2021 Sep-2021 Oct-2021 Nov-2021 Dec-2021 Jan-2022 Feb-2022 Mar-2022 Apr-2022 May-2022 Jun-2022 Total

New Revenue

School $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500

IL 0 35,000 70,000 35,000 35,000 35,000 122,500 122,500 122,500 192,500 192,500 192,500 1,155,000

NY 0 0 17,500 0 0 0 35,000 35,000 35,000 70,000 70,000 70,000 332,500

DC 0 0 0 0 0 0 17,500 17,500 17,500 35,000 35,000 35,000 157,500

MO 0 35,000 52,500 35,000 35,000 35,000 52,500 52,500 52,500 70,000 70,000 70,000 560,000

Total 0 70,000 140,000 70,000 70,000 70,000 227,500 227,500 227,500 367,500 367,500 367,500 2,205,000

Non-profit $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000

IL 0 0 25,000 0 0 0 50,000 50,000 50,000 100,000 100,000 100,000 475,000

NY 0 0 0 0 0 0 0 0 0 0 0 0 0

DC 0 0 0 0 0 0 25,000 25,000 25,000 50,000 50,000 50,000 225,000

MO 0 25,000 50,000 25,000 25,000 25,000 50,000 50,000 50,000 50,000 50,000 50,000 450,000

Total 0 25,000 75,000 25,000 25,000 25,000 125,000 125,000 125,000 200,000 200,000 200,000 1,150,000

Small Network/District $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000

IL 0 0 0 0 0 0 60,000 60,000 60,000 120,000 120,000 120,000 540,000

NY 0 0 0 0 0 0 0 0 0 0 0 0 0

DC 0 0 0 0 0 0 0 0 0 0 0 0 0

MO 60,000 120,000 120,000 120,000 120,000 120,000 120,000 120,000 120,000 180,000 180,000 180,000 1,560,000

Total 60,000 120,000 120,000 120,000 120,000 120,000 180,000 180,000 180,000 300,000 300,000 300,000 2,100,000

Total New Revenue 60,000 215,000 335,000 215,000 215,000 215,000 532,500 532,500 532,500 867,500 867,500 867,500 5,455,000

Renewal Revenue

School $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500 $17,500

IL 0

NY 0

DC 0

MO 0

Total 0 0 0 0 0 0 0 0 0 0 0 0 0

Non-profit $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000

IL 0

NY 0

DC 0

MO 0

Total 0 0 0 0 0 0 0 0 0 0 0 0 0

Small Network/District $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000 $60,000

IL 0

NY 0

DC 0

MO 0

Total 0 0 0 0 0 0 0 0 0 0 0 0 0

Total Renewal Revenue 0 0 0 0 0 0 0 0 0 0 0 0 0

New Revenue

School 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3%

IL 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0%

NY/NJ/CT 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0%

DC/VA/MD 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

MO 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0%

Nonprofit 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1%

IL 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0%

NY/NJ/CT 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

DC/VA/MD 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0%

MO 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

Small Network/District 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6%

IL 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0%

NY/NJ/CT 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

DC/VA/MD 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0%

MO 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0%

School – 0 4 8 4 4 4 13 13 13 21 21 21 126

IL – 0 2 4 2 2 2 7 7 7 11 11 11 66

NY/NJ/CT – 0 – 0 1 – 0 – 0 – 0 2 2 2 4 4 4 19

DC/VA/MD – 0 – 0 – 0 – 0 – 0 – 0 1 1 1 2 2 2 9

MO – 0 2 3 2 2 2 3 3 3 4 4 4 32

Nonprofit – 0 1 3 1 1 1 5 5 5 8 8 8 46

IL – 0 – 0 1 – 0 – 0 – 0 2 2 2 4 4 4 19

NY/NJ/CT – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0

DC/VA/MD – 0 – 0 – 0 – 0 – 0 – 0 1 1 1 2 2 2 9

MO – 0 1 2 1 1 1 2 2 2 2 2 2 18

Small Network/District 1 2 2 2 2 2 3 3 3 5 5 5 35

IL – 0 – 0 – 0 – 0 – 0 – 0 1 1 1 2 2 2 9

NY/NJ/CT – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0

DC/VA/MD – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0

MO 1 2 2 2 2 2 2 2 2 3 3 3 26

Renewals by Market

School 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3% 63.3%

IL 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0% 55.0%

NY/NJ/CT 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0% 20.0%

DC/VA/MD 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

MO 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0%

Nonprofit 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1% 24.1%

IL 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0% 50.0%

NY/NJ/CT 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

DC/VA/MD 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0% 30.0%

MO 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

Small Network/District 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6% 12.6%

IL 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0% 40.0%

NY/NJ/CT 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0%

DC/VA/MD 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0%

MO 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0% 35.0%

School – 0 4 8 4 4 4 13 13 13 21 21 21 126

IL – 0 2 4 2 2 2 7 7 7 11 11 11 66

NY/NJ/CT – 0 – 0 1 – 0 – 0 – 0 2 2 2 4 4 4 19

DC/VA/MD – 0 – 0 – 0 – 0 – 0 – 0 1 1 1 2 2 2 9

MO – 0 2 3 2 2 2 3 3 3 4 4 4 32

Nonprofit – 0 1 3 1 1 1 5 5 5 8 8 8 46

IL – 0 – 0 1 – 0 – 0 – 0 2 2 2 4 4 4 19

NY/NJ/CT – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0

DC/VA/MD – 0 – 0 – 0 – 0 – 0 – 0 1 1 1 2 2 2 9

MO – 0 1 2 1 1 1 2 2 2 2 2 2 18

Small Network/District 1 2 2 2 2 2 3 3 3 5 5 5 35

IL – 0 – 0 – 0 – 0 – 0 – 0 1 1 1 2 2 2 9

NY/NJ/CT – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0

DC/VA/MD – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0 – 0

MO 1 2 2 2 2 2 2 2 2 3 3 3 26

Personnel

FTEs 7/1/21 8/1/21 9/1/21 10/1/21 11/1/21 12/1/21 1/1/22 2/1/22 3/1/22 4/1/22 5/1/22 6/1/22 Total

Function Position Start Date

Customer Support CS Reps 1 1 1 1 1 2 2 3 3 4 5 6 30

Platform Support Engineer Full Stack Engineer? (should this be in G&A as leadership?) 1 1 1 1 1 1 1 1 1 1 1 1 12

Platform Support Engineer TBD 1 1 1 1 1 1 1 1 1 1 1 1 12

Platform Support Engineer TBD 1 1 1 1 1 1 1 1 1 1 1 1 12

Marketing Marketing Manager 1 1 1 1 1 1 1 1 1 1 1 1 12

Marketing TBD 1 1 1 1 1 1 1 1 1 1 1 1 12

Marketing TBD 1 1 1 1 1 1 1 1 1 1 1 1 12

Sales Sales Reps 1 2 4 2 2 2 6 6 6 9 9 9 58

R&D Engineer Designer 1 1 1 1 1 1 1 1 1 1 1 1 12

R&D Engineer Front End 1 1 1 1 1 1 1 1 1 1 1 1 12

R&D Engineer Back End 1 1 1 1 1 1 1 1 1 1 1 1 12

G&A CEO 1 1 1 1 1 1 1 1 1 1 1 1 12

G&A CGO 1 1 1 1 1 1 1 1 1 1 1 1 12

G&A President 1 1 1 1 1 1 1 1 1 1 1 1 12

G&A Chief of Staff 1 1 1 1 1 1 1 1 1 1 1 1 12

G&A Community Manager 1 1 1 1 1 1 1 1 1 1 1 1 12

Salaries & Wages

Function Position Start Date Base Salary Inflator Jul-21 Aug-21 Sep-21 Oct-21 Nov-21 Dec-21 Jan-22 Feb-22 Mar-22 Apr-22 May-22 Jun-22 Total

Customer Support CS Reps $70,000.00 3% $5,833.33 $5,833.33 $5,833.33 $5,833.33 $5,833.33 $11,666.67 $11,666.67 $17,500.00 $17,500.00 $23,333.33 $29,166.67 $35,000.00 $175,000.00

Platform Support Engineer Full Stack Engineer? (should this be in G&A as leadership?) $67,500.00 3% $5,625.00 $5,625.00 $5,625.00 $5,625.00 $5,625.00 $5,625.00 $5,625.00 $5,625.00 $5,625.00 $5,625.00 $5,625.00 $5,625.00 $67,500.00

Platform Support Engineer TBD 3% $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

Platform Support Engineer TBD 3% $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

Marketing Marketing Manager $85,000.00 3% $7,083.33 $7,083.33 $7,083.33 $7,083.33 $7,083.33 $7,083.33 $7,083.33 $7,083.33 $7,083.33 $7,083.33 $7,083.33 $7,083.33 $85,000.00

Marketing TBD 3% $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

Marketing TBD 3% $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

Sales Sales Reps $70,000.00 3% $5,833.33 $11,666.67 $23,333.33 $11,666.67 $11,666.67 $11,666.67 $35,000.00 $35,000.00 $35,000.00 $52,500.00 $52,500.00 $52,500.00 $338,333.33

R&D Engineer Designer 3% $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

R&D Engineer Front End 3% $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

R&D Engineer Back End 3% $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00

G&A CEO $120,000.00 3% $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $120,000.00

G&A CGO $110,000.00 3% $9,166.67 $9,166.67 $9,166.67 $9,166.67 $9,166.67 $9,166.67 $9,166.67 $9,166.67 $9,166.67 $9,166.67 $9,166.67 $9,166.67 $110,000.00

G&A President $100,000.00 3% $8,333.33 $8,333.33 $8,333.33 $8,333.33 $8,333.33 $8,333.33 $8,333.33 $8,333.33 $8,333.33 $8,333.33 $8,333.33 $8,333.33 $100,000.00

G&A Chief of Staff $80,000.00 3% $6,666.67 $6,666.67 $6,666.67 $6,666.67 $6,666.67 $6,666.67 $6,666.67 $6,666.67 $6,666.67 $6,666.67 $6,666.67 $6,666.67 $80,000.00

G&A Community Manager $70,000.00 3% $5,833.33 $5,833.33 $5,833.33 $5,833.33 $5,833.33 $5,833.33 $5,833.33 $5,833.33 $5,833.33 $5,833.33 $5,833.33 $5,833.33 $70,000.00

Employee Position Headcount

Admin 0 0 0 0 0 0 0 0

Executive 0 0 0 0 0 0 0 0

Sales 0 0 0 0 0 0 0 0

0 0 0 0 0 0 0 0

0 0 0 0 0 0 0 0

0 0 0 0 0 0 0 0

0 0 0 0 0 0 0 0

Total FTEs 0 0 0 0 0 0 0 0

OpEx

Fixed or Variable Driver Frequency/ Assumptions/ Multiplier YoY Growth/ Inflator Jul-2021 Aug-2021 Sep-2021 Oct-2021 Nov-2021 Dec-2021 Jan-2022 Feb-2022 Mar-2022 Apr-2022 May-2022 Jun-2022 Total

Cost of Goods Sold

Customer Support (After Sale) – MOVE TO Cost of Services

Labor

Contractors (or employees?) fixed 0

Employees variable from FTE tab n/a n/a

Team Building & Training per CS Rep $500 annually 0% 0

Total Labor 0 0 0 0 0 0 0 0 0 0 0 0 0

Events

Rewards

Travel, M&E

Software Subscriptions

Total Customer Support (After Sale) 0 0 0 0 0 0 0 0 0 0 0 0 0

Research & Development (COGS) (consider renaming Other Costs of Services)

Data Infrastructure Base variable per customer users
Nancy McCullough: Nancy McCullough:
$280 in Q4 2021 Budget Planning monthly 3% 0

Data Infrastructure Incremental fixed $115
Nancy McCullough: Nancy McCullough:
$304 in Q4 2021 Budget Planning monthly 3% 0

Labor

Contractors (or employees?) fixed 0

Employees variable from FTE tab n/a n/a

Total Labor 0 0 0 0 0 0 0 0 0 0 0 0 0

Software fixed $100 monthly 3% 0

Total Research & Development (COGS) 0 0 0 0 0 0 0 0 0 0 0 0 0

Total Cost of Goods Sold 0 0 0 0 0 0 0 0 0 0 0 0 0

Expenses

Digital Sales & Marketing

Marketing Expenses (this needs to tie to marketing budget on Sales Funnel tab – other accounts needed as shown in Marketing Goal Projection model?)

Contractors (or employees?) deals? $1,500 monthly 3% conference & ads 0

Employees

Operating email campaign email campaign

Design/Content Creation $1,000 monthly webinar hosting 0

Facebook Spend (consider combining to one account “social media”) sales funnel (plug?) from Sales Funnel Tab n/a n/a private events 0

LinkedIn Spend (consider combining to one account “social media”) etc. 0

Software fixed $865 monthly 3% 0

Twitter Spend (consider combining to one account “social media”) 0

Website $179 monthly 3% 0

Total Operating 0 0 0 0 0 0 0 0 0 0 0 0 0

Travel & Meals per FTE $2,000 annually 3% 0

Total Marketing Expenses 0 0 0 0 0 0 0 0 0 0 0 0 0

Sales Expenses

Labor

Contractors (or employees?) MQLs from FTE tab n/a n/a 0

Employees

Team Building & Training per FTE $2,000 annually 3% 0

Total Labor 0 0 0 0 0 0 0 0 0 0 0 0 0

Total Sales Expenses 0 0 0 0 0 0 0 0 0 0 0 0 0

Total Digital Sales & Marketing 0 0 0 0 0 0 0 0 0 0 0 0 0

Direct Sales & Marketing (collapse w/ digital)

Marketing Expenses

Operating

Collateral (Banners, Pens, Swag) fixed monthly 3% 0

Event Sponsorship fixed monthly 3% 0

Market Research fixed monthly 3% 0

Partnerships/Dues/Subscriptions fixed monthly 3% 0

Software fixed $210 monthly 3% 0

Total Operating 0 0 0 0 0 0 0 0 0 0 0 0 0

Travel & Meals per FTE monthly 3% 0

Total Marketing Expenses 0 0 0 0 0 0 0 0 0 0 0 0 0

Sales Expenses

Labor

Contractors SQLs from FTE tab n/a n/a 0

Team Building & Training per FTE $2,000 annually 3% 0

Total Labor 0 0 0 0 0 0 0 0 0 0 0 0 0

Operating

Software fixed $210 monthly 3% 0

Total Operating 0 0 0 0 0 0 0 0 0 0 0 0 0

Travel & Meals (no need for detail in model)

Air Travel

Hotel

Incidentals

Internet

Meals

Transportation (Land)

Travel Meals

Total Travel & Meals per FTE $2,000 monthly 3% 0

Total Sales Expenses 0 0 0 0 0 0 0 0 0 0 0 0 0

Total Direct Sales & Marketing 0 0 0 0 0 0 0 0 0 0 0 0 0

General/Admin

Labor

Contractors fixed $1,000 monthly 3% 0

Recruiting per FTE add $500 monthly 0% 0

Team Building & Training fixed $300 monthly 0% 0

Total Labor 0 0 0 0 0 0 0 0 0 0 0 0 0

Operating

Bank & Processing Fees fixed $50 monthly n/a 0

Bank Charges (consider deleting)

Total Bank & Processing Fees (consider deleting)

Donations fixed $500 monthly n/a 0

Dues & Subscriptions fixed $100 monthly n/a 0

Equipment per FTE add $2,500 annually n/a 0

Gifts (Customer) – ADD TO CUSTOMER SUPPORT ALSO – add ASSOC RELATIONS fixed $100 monthly n/a 0

Insurance fixed $300 monthly n/a 0

Interest Paid (move to other expense, may go away with funding) fixed $0 monthly n/a 0

Legal & Professional Services

Accounting fixed $4,250 monthly n/a 0

Legal fixed $500 monthly n/a 0

Total Legal & Professional Services 0 0 0 0 0 0 0 0 0 0 0 0 0

Office Supplies per FTE $50 monthly n/a 0

Other Business Expenses fixed $50 monthly n/a 0

Rent & Lease fixed $500 monthly n/a 0

Shipping fixed $100 monthly n/a 0

Software fixed $1,100 monthly n/a 0

Taxes & Licenses (rename Licenses & Fees) fixed $50 monthly n/a 0

Total Operating 0 0 0 0 0 0 0 0 0 0 0 0 0

Travel & Meals (no need for detail in model, should this be grouped in “operating”?) fixed $300 monthly 3% 0

Meals & Entertainment

Total Travel & Meals

Total General/Admin 0 0 0 0 0 0 0 0 0 0 0 0 0

Payroll Expenses

Company Benefits & Contributions

Athletic Facilities per FTE $50 monthly n/a 0

Cell Service per FTE $50 monthly n/a 0

Medical Benefits per FTE $500 monthly 10% 0

Retirement Benefits per FTE 4% Salaries n/a 0

Total Company Benefits & Contributions 0 0 0 0 0 0 0 0 0 0 0 0 0

Company Contributions (duplicate)

Retirement

Total Company Contributions

Salary & Wages

C-level – Salaries (no need to report separately for c-corp) fixed from FTE tab n/a n/a 0

Marketing – Salaries (move to mktg) fixed from FTE tab n/a n/a 0

Operations – Salaries fixed from FTE tab n/a n/a 0

Sales – Salaries (move to sales) fixed from FTE tab n/a n/a 0

Total Salary & Wages 0 0 0 0 0 0 0 0 0 0 0 0 0

Taxes fixed 8% Salaries n/a 0