SaaS Financial Model: MRR, Churn, LTV & CAC Dashboard

Description

A complete, dark-mode Excel financial model designed for SaaS startups to project monthly recurring revenue (MRR), track customer cohorts, calculate lifetime value (LTV), and measure customer acquisition cost (CAC). The model covers 12 months with 3 pricing tiers (Starter, Pro, Enterprise), calculates key metrics including net revenue retention (NRR), and generates a dashboard with visual trends. All calculations are formula-driven from an editable "Inputs & Assumptions" sheet, making scenario planning and what-if analysis straightforward. Includes conditional formatting alerts for LTV:CAC ratios and payback periods.

Contents

• SaaS_Financial_Model.xlsx (8 sheets)
  • Cover: Overview & instructions
  • Inputs & Assumptions: Editable parameters
  • MRR Waterfall: Monthly revenue bridge
  • Customer Metrics: Cohort counts & ARPU
  • Cohort Analysis: 12×12 retention heatmap
  • LTV-CAC: Unit economics & payback
  • P&L Projection: Full income statement
  • Dashboard: 4 charts + 6 KPI cards
    
    

Objectives

1. Plan 12-month cash flow with revenue projections by customer tier
2. Track customer health via cohort retention and net revenue retention (NRR)
3. Measure unit economics (LTV:CAC ratio, payback period, gross margin)
4. Run scenario analysis by adjusting pricing, churn, or S&M spend
5. Visualize trends with automated charts showing growth, margins, and profitability
   
   

Conditions for Which This Applies Best

• Early-stage SaaS companies (pre-IPO) seeking fundraising readiness
• Companies with 3 or fewer pricing tiers and monthly billing cycles
• Businesses with relatively uniform churn rates across customer segments
• Teams needing simple, audit-ready models without complex dependencies
• Scenarios where monthly projections are sufficient (vs. weekly/daily granularity)
• Organizations comfortable with Excel as the modeling platform
  
  

Conditions for Which This Does NOT Apply Ideally

• Annual billing or multi-year contracts (model assumes MRR only)
• Highly complex pricing (e.g., usage-based, tiered discounts, bundles)
• Significant expansion/contraction MRR differences between cohorts
• Long sales cycles (requires adjusting CAC payback for 6+ month deals)
• Enterprise customers with bespoke contracts or non-standard terms
• Multi-product lines with separate P&Ls
• Organizations requiring real-time dashboards or live API integrations