E-commerce (DTC) Model - Funnel, AOV, Contribution Margin & ROIC (Excel)

Description
Model a direct-to-consumer store from traffic to contribution. The E-commerce (DTC) Model is an institutional-grade Excel model built to a rigorous value framework used by professional investors and advisors. It builds a sessions-to-orders funnel, contribution margin and ROIC, in a clean, formula-driven workbook you can open and use in minutes.

Every model is scenario-driven (a single switch flexes Base, Upside and Downside), reorganised where relevant into NOPLAT, invested capital and ROIC so you can see the return on capital against the cost of capital and the economic profit created, and independently verified through a live Checks dashboard that reads MODEL OK with zero formula errors. An executive dashboard summarises the headline results and charts at a glance.


What you get: a protected, formula-driven Excel workbook (no macros), a scenario manager, the full model build, a Sources and Audit tab, a live Checks dashboard, an executive dashboard, and a plain-English documentation guide. Single-seat commercial licence. Default inputs are illustrative and ready to replace with your own numbers. No fluff, no locked black boxes: clear structure, honest assumptions, and a model you can defend. It suits founders, operators, analysts, advisers and investors who need a credible number quickly, and it adapts easily to your own business, sector and reporting period.