Mobile App (Social & Games) Financial Model (Basic Version)
Originally published: 07/10/2020 07:02
Last version published: 07/10/2020 12:23
Publication number: ELQ-98194-2
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Mobile App (Social & Games) Financial Model (Basic Version)

Financial model template for any Mobile App business (Basic version)

Description
This model template is for entrepreneurs or startup founders looking for a simplified financial model to create a sound financial plan with all the basic key assumptions and metrics specific to Mobile App businesses.

Works for any type of mobile app (viral growth, freemium, ad and subscription revenue, social network & games).

Please note this model is not for startups looking for fundraising or established businesses looking for a comprehensive and dynamic model, for which we recommend to buy the Premium template instead at:
https://www.eloquens.com/tool/l9M9CMqM/startups/mobile-app-excel-financial-models/mobile-app-social-games-financial-model-premium-version

The Basic SaaS Financial Model is a simplified financial 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. Here is the detailed list of tabs I included within this model and the link between them:

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.

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

3/ 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.

4/ Downloads & Virality
This tab calculates one of the 2 user growth channels and more importantly the more significant: virality. Essentially the powerful effect of App businesses which every founder is striving for, the network effect and its impact on user growth. This tab flows through the Users tab.

5/ Marketing Funnel
This tab calculates the 2nd driver of user growth: Marketing. This is especially relevant at the start to drive up users from various sources (SEM, social networks) but also by leveraging the 2 most powerful platforms for App user acquisition: Appstore and Google Play store. This tab flows through the Users tab.

6/ Users
This tab consolidates both the Virality and Marketing Funnel user acquisition channels but also converts Downloads into Users and calculates their churn based on a number of assumptions. Flows through Ad Revenue and Subscription Revenue tabs.

7/ Subscription Revenue
This tab calculates one of the 2 pillars of gross revenues: subscription revenues. It includes 3 pricing tiers: a free tier (freemium model), and 2 paid tiers. The model factors in upsell, downsell and churn revenues. It also calculates revenues both from monthly and annual subscriptions which will eventually impact the Deferred Revenue tab. Output flows through the Operating Model and Deferred Revenue tabs.

8/ Ad Revenue
This tab calculates the 2nd pillar of gross revenues: ad revenues. The model calculates revenues from ads depending on a series of assumptions per pricing tier (e.g. avg. number of session per user per month, avg. number of ads per session, eCPM, etc.). This tab flows through the Operating Model.

9/ COGS & SG&A
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 Mobile App businesses and include, among others, hosting, services fees (Google Play and Appstore), customer support, equipment and onboarding costs, etc. Flows through the Operating Model.

10/ 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.

Thank you!

Remi G.

This Best Practice includes
1 spreadsheet (xlsx. format), can be used for Excel or Google Sheets

Acquire business license for $49.00

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Further information

Looking for a simplified financial plan for your Mobile App businesses? This model is made for you.

This model template is for entrepreneurs or startup founders looking for a simplified financial model to create a sound financial plan with all the basic key assumptions and metrics specific to Mobile App businesses.

It is not for startups looking for fundraising or established businesses looking for a comprehensive and dynamic model, for which we recommend to buy the Premium template instead (available on Eloquens)

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