Marketplace Financial Model Template
Originally published: 16/04/2021 11:25
Last version published: 28/05/2021 12:09
Publication number: ELQ-58405-2
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Marketplace Financial Model Template

Financial Model Template for any Marketplace Business

The Marketplace Financial Model is a comprehensive model with a clear and user-friendly structure which makes it easy for you to adapt to your own business, and amend as you wish to make your own financial projections.

Works for any type of two-side supply & demand marketplace business.

Here is the detailed list of tabs I included within this model and the link between them:

1/ Settings
List key assumptions that flow through the model. This is your a tab where you can modify key inputs such as corporate tax rate, first forecasted month, financing assumptions (debt, equity), etc. without modifying any other tab. P&L, cash flow statement, balance sheet, metrics and charts will automatically update accordingly in their respective tabs.

2/ Dashboard
Charts of the main metrics and their monthly evolution (cash burn, LTV, CAC, etc.) for ease of use. Charts can conveniently be copy pasted in a pitch deck.

3/ Metrics
Exhaustive list of metrics their monthly and yearly evolution. Essentially similar to the dashboard, but without the charts and much more exhaustive.

4/ Operating Model
Main tab which consolidates the 3 financial statements: profit-and-loss, cash flow and balance sheet. All the following tabs flow through this sheet. Also includes some additional calculations such as corporate taxes / taxes carryforward and net interest.

5/ Supply Acquisition
This tab calculates the number of new Suppliers coming from paid marketing and organic growth. Here you can input assumptions around marketing budget, cost-per-click and conversion rates. Flows through the revenues tabs.

6/ Demand Acquisition
This tab calculates the number of new Buyers coming from paid marketing and organic growth. Here you can input assumptions around marketing budget, cost-per-click and conversion rates. We also calculate here the number of orders, which then flows through revenue. Flows through the Revenue tab.

7/ Supply Retention
Here we calculate Supply retention and churn over the years. Flows through the Revenue tab.

8/ Demand Retention
Here we calculate Demand retention and churn over the years. Flows through the Revenue tab.

9/ Revenue
Here we calculate your revenue, based either on commission rate (%), fixed fee commission, subscriptions fees, or a combination of the three. You have the ability to turn on or off each revenue stream for both supply and demand in the Settings tab. Flows through the Operating Model.

10/ Expenses
This tab calculates all expenses related to the business, both COGS and SG&A, and their evolution based on a series of editable assumptions. Expenses are specific to Marketplace businesses and include, among others, hosting, payment fees, customer support, etc. Flows through the Operating Model.

12/ Hiring Plan
Detailed list of all FTEs per team (Management, Engineering, Business Development, Marketing, etc.) and salary costs. Includes salary indexation and salary increases assumptions. Flows through the Operating Model.

13/ Deferred Revenue
Important tab which impacts both the balance sheet and cash flow statement. It calculates the deferred revenue adjustment on both statements, stemming from the monthly vs. annual subscriptions revenues. Flows through the Operating Model tab.

14/ Capex & D&A
Capex (equipment, material, etc.) and the associated straight-line depreciation schedule which flows through the 3 financial statements.

Thank you!

Remi G.

This Best Practice includes
2 spreadsheets (xlsx. format): Excel and Google Sheets versions.

Acquire business license for $99.00

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Further information

This model template is for entrepreneurs, startup founders or established businesses looking for a comprehensive and dynamic financial model with all variables, assumptions and metrics specific to marketplace businesses.

It is a perfect tool for businesses looking for a rock-solid financial forecasts to use in their fundraising or budgeting efforts. IFRS compliant, it also includes all investor-friendly and industry-standard features such as 3 consolidated financial statements (P&L, balance sheet and cash flow statement), up to 5-year forecasts and charts and reports which can be re-used in investor or company presentations.

This template is not ideal if you are looking for a simplified financial model instead and you do not have any Excel knowledge.


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