Mobile App (Social & Games) Financial Model (Premium Version)
Originally published: 07/10/2020 07:02
Last version published: 03/06/2021 07:14
Publication number: ELQ-30502-6
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Mobile App (Social & Games) Financial Model (Premium Version)

Financial model template for any Mobile App business (Premium version). Including 1 hour walkthrough video.

Description
The Premium Mobile App 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 mobile app (viral growth, freemium, ad and subscription revenue, social network & games).

Looking for the Basic version instead ($39)? Please see link below:
https://www.eloquens.com/tool/MdaQT8D7/startups/mobile-app-excel-financial-models/mobile-app-social-games-financial-model-basic-version

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/ Fundraising
This tab calculates for a given fundraising round the breakdown of your net cash burn so you can assess how much you should raise, and how the money will be spent across the key expenses segments.

6/ Valuation
This tab calculates the Enterprise Value of your business based on the Discounted Cash Flow valuation method, so you can back up a tangible valuation for your next fundraising round.

7/ 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.

8/ 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.

9/ 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.

10/ 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.

11/ 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.

12/ 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.

13/ 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.

14/ 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.

15/ 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
1 spreadsheet (xlsx. format), can be used for Excel or Google Sheets + Link to 1 Hour Video.

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 subscription model 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.

Looking for a simplified financial model instead? Our Basic version of the SaaS financial model template is made for you (available on Eloquens)


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