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Return to Introduction
Year
NET company REVENUES
COGS (Cost of Goods Sold)
Operations
GROSS PROFITS
Sales & Marketing
Product Development
General & Administrative
2017
2018
$0
$0
$176,470
$464,916
$215,201
$760,000
$1,725,668
$862,116
$1,236,105
$5,388,180
$2,691,847
$1,579,887
$13,979,334
$6,983,847
$2,126,589
($176,470)
$384,500
$266,250
$178,600
($510,285)
$1,181,458
$651,006
$561,500
($372,553)
$1,745,507
$953,890
$739,500
$1,116,446
$2,586,544
$1,459,669
$856,328
$4,868,898
$3,600,369
$2,005,803
$935,674
$0
$13,947
$51,770
$161,645
$419,380
$829,350
$2,407,912
$3,490,667
$5,064,186
$6,961,226
$(1,005,820)
$(2,918,197)
$(3,863,220)
$(3,947,740)
$(2,092,329)
2016
2019
Year
ACTUAL CASH REVENUES
2016
2017
2018
2019
$0
$418,424
$1,599,593
$5,021,929
$13,120,218
$176,470
$760,000
$1,236,105
$1,579,887
$2,126,589
$829,350
$2,407,912
$3,490,667
$5,064,186
$6,961,226
$(1,005,820)
$(2,749,488)
$(3,127,179)
$(1,622,144)
$4,032,403
Cumulative Cash
$(1,005,820)
$(3,755,308)
$(6,882,487)
$(8,504,632)
$(4,472,229)
Operations
TOTAL OTHER EXPENSES
The proforma cash flow above does not include depreciation, which is a tax shield, since taxes were not calculated.
Profitability Analysis
2015
Year
2016
2017
2018
2019
N/A
-109.8%
-21.6%
20.7%
34.8%
N/A
N/A
N/A
N/A
N/A
Year
2016
2017
2018
2019
N/A
254.1%
101.1%
48.0%
25.8%
Product Development
N/A
140.0%
55.3%
27.1%
14.3%
N/A
120.8%
42.9%
15.9%
6.7%
Assumptions
% of Revenues Collected Following Year
Sales Commission
10.0%
5.0%
Return to Introduction
REVENUE SUMMARY
Year
2015
$0
Total Revenues
Net company Revenues
$0
2016
2017
2018
2019
$658,461
$464,916
$1,725,668
$1,725,668
$5,388,180
$5,388,180
$13,979,334
$13,979,334
$16,000,000
$14,000,000
$13,979,334
$12,000,000
$10,000,000
$8,000,000
$6,000,000
$5,388,180
$4,000,000
$2,000,000
$0
2014
$1,725,668
$0
2015
$464,916
2016
2017
2018
2019
2020
Year
Return to Introduction
REVENUE MODEL
Year
2016
Quarter
Q1
Q2
2017
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Initial
New Users
50,000
65,000
84,500
109,850
142,805
185,647
241,340
313,743
407,865
530,225
Total Users
Ticks on Content
50,000
115,000
20,700,000
199,500
0
309,350
0
452,155
0
637,802
0
879,142
0
1,192,885
0
1,600,750
0
2,130,975
0
$207,000
920,000
$46,000
$0
$0
$0
$0
$0
$0
$0
1,596,000
2,474,800
3,617,240
5,102,412
7,033,136
9,543,076
12,805,999
17,047,799
$79,800
$123,740
$180,862
$255,121
$351,657
$477,154
$640,300
$852,390
3,833
6,650
10,312
15,072
21,260
29,305
39,763
53,358
71,032
$38
$67
$103
$151
$213
$293
$398
$534
$710
$20,700
$0
$0
$0
$0
$0
$0
$0
$0
$273,738
$79,867
$123,843
$181,013
$255,333
$351,950
$477,551
$640,834
$853,100
$0
$658,461
$1,725,668
$175,950
$0
$0
$0
$0
$0
$0
$0
$0
$17,595
$0
$0
$0
$0
$0
$0
$0
$0
$80,193
$79,867
$123,843
$181,013
$255,333
$351,950
$477,551
$640,834
$853,100
$238,577
$320,150
$426,195
$464,916
$23,000
$39,900
$61,870
$215,201
$1,725,668
$90,431
$127,560
$175,828
$862,116
2018
2019
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Total
689,292
896,080
1,075,296
1,290,355
1,548,427
1,858,112
2,229,734
11,668,272
2,820,267
0
3,716,348
0
4,791,644
0
6,081,999
0
7,630,426
0
9,488,538
0
11,718,272
0
20,700,000
$0
$0
22,562,139
29,730,780
$1,128,107
$1,486,539
$0
38,333,150
$1,916,658
$0
48,655,994
$2,432,800
$0
$0
61,043,407
75,908,302
$3,052,170
$3,795,415
$0
$207,000
93,746,176
$4,687,309
$21,506,020
94,009
123,878
159,721
202,733
254,348
316,285
390,609
$940
$1,239
$1,597
$2,027
$2,543
$3,163
$3,906
$17,922
$0
$0
$0
$0
$0
$0
$0
$20,700
$1,129,047
$1,487,778
$1,918,255
$2,434,827
$3,054,714
$3,798,578
$4,691,215
$21,751,642
$5,388,180
$13,979,334
$0
$0
$0
$0
$0
$0
$0
$175,950
$0
$0
$0
$0
$0
$0
$0
$17,595
$1,129,047
$1,487,778
$1,918,255
$2,434,827
$3,054,714
$3,798,578
$4,691,215
$21,558,097
$5,388,180
$564,053
$2,691,847
$13,979,334
$743,270
$958,329
$1,216,400
$1,526,085
$6,983,847
$1,897,708
$2,343,654
Return to Introduction
8
30
250
$0.01
5
1
$2.50
180
1.3
1.2
50,000
$1.00
85%
85%
$0.20
Return to Introduction
EXPENSES SUMMARY
Year
2015
2016
2017
2018
2019
$
$
384,500
266,250
$
$
1,158,213
651,006
$
$
1,659,223
953,890
$
$
2,317,135
1,459,669
$
$
2,901,402
2,005,803
$
$
178,600
176,470
$
$
561,500
760,000
$
$
739,500
1,236,105
$
$
856,328
1,579,887
$
$
935,674
2,126,589
Total
1,005,820
3,130,719
4,588,719
6,213,019
7,969,469
Expenses Analysis (% )
Year
Sales & Marketing
Product Development
General & Administrative
Operations
Total
2015
38.2%
2016
37.0%
2017
36.2%
2018
37.3%
26.5%
17.8%
20.8%
17.9%
20.8%
16.1%
23.5%
13.8%
25.2%
11.7%
17.5%
24.3%
26.9%
25.4%
26.7%
100.0%
100.0%
100.0%
100.0%
$9,000,000
$8,000,000
$7,000,000
Product Development
$6,000,000
General &
Administrative
Operations
$5,000,000
Total
$4,000,000
$3,000,000
$2,000,000
$1,000,000
$2015
36.4%
100.0%
2014
2019
2016
2017
2018
2019
2020
Return to Introduction
2015
$384,500
2016
2017
$1,158,213
2018
$1,659,223
2019
$2,317,135
$2,901,402
1.3
5.0
7.5
10.5
13.5
$105,000
$409,500
$578,813
$816,126
$1,075,723
Offices
$4,050
$16,200
$24,300
$34,020
$43,740
$3,000
$12,000
$18,000
$25,200
$32,400
Travel
$45,000
$180,000
$270,000
$378,000
$486,000
$50,000
$350,000
$500,000
$700,000
$800,000
50,000
$2.80
$2.80
$2.80
$2.80
$2.80
$140,000
$0
$0
$0
$0
$10,000
$80,713
$103,411
$133,209
$167,079
$27,450
$109,800
$164,700
$230,580
$296,460
$266,250
$651,006
$953,890
$1,459,669
$2,005,803
1.5
4.5
6.5
9.5
12.5
$150,000
$456,750
$678,038
$1,059,227
$1,476,840
Offices
$4,860
$14,580
$21,060
$30,780
$40,500
$3,600
$10,800
$15,600
$22,800
$30,000
$3,600
$10,800
$15,600
$22,800
$30,000
$71,250
$59,256
$80,853
$115,442
$153,963
$32,940
$98,820
$142,740
$208,620
$274,500
$178,600
$561,500
$739,500
$856,328
$935,674
1.0
4.5
6.0
7.0
7.0
$78,000
$301,800
$396,900
$444,528
$466,754
Offices
$3,240
$14,580
$19,440
$22,680
$22,680
Overall Hardware
$2,400
$10,800
$14,400
$16,800
$16,800
Travel
$9,000
$40,500
$54,000
$63,000
$63,000
$50,000
$60,000
$72,000
$86,400
$103,680
$5,000
$10,000
$17,000
$20,400
$24,480
Insurance
$5,000
$20,000
$24,000
$28,800
$34,560
Office Equipment
$4,000
$5,000
$10,000
$20,000
$50,000
$21,960
$98,820
$131,760
$153,720
$153,720
$176,470
$760,000
$1,236,105
$1,579,887
$2,126,589
0.8
7.0
11.5
14.5
19.0
$63,000
$548,100
$906,255
$1,173,832
$1,604,468
Offices
$70,000
$22,680
$37,260
$46,980
$61,560
CRM
$10,000
$10,000
$10,000
$10,000
$10,000
$5,000
$5,500
$6,050
$6,655
$7,321
$12,000
$20,000
$24,000
$24,000
$26,000
Electricity
Operations Outsourcing
Miscellaneous (See 2015 Base Below)
Total Expenses
$16,470
$153,720
$252,540
$318,420
$417,240
$1,005,820
$3,130,719
$4,588,719
$6,213,019
$7,969,469
21
32
42
52
Total Employees
Miscellaneous - Year 2015, per Employee
Monthly
Annual
Cellular
Telephones
$
$
50
20
$
$
600
240
Internet
Petty Cash
$
$
25
50
$
$
300
600
$
$
100
75
$
$
1,200
900
Vehicles Leased
1,000
12,000
Fuel
Graphics (e.g. Business Cards, Personal Folders)
$
$
500
10
$
$
6,000
120
Totals
1,830
21,960
$
$
200
1,500
$
$
2,400
18,000
2.0
0.5
$
$
200
270
24
6
$
$
2,400
3,240
###
Return to Introduction
OUTSOURCING EXPENSES
Year
Sales & Marketing
Independent Sales Contractors
Sales & Marketing Consulting
Product Development
External Product Development
Product Development Consulting
Operations
IT/Website Maintenance
Overall Outsourcing
2015
$10,000
$0
$10,000
$71,250
$60,000
$11,250
$12,000
2016
$80,713
$50,000
$30,713
$59,256
$25,000
$34,256
$20,000
2017
$103,411
$60,000
$43,411
$80,853
$30,000
$50,853
$22,000
2018
$133,209
$72,000
$61,209
$115,442
$36,000
$79,442
$24,000
2019
$167,079
$86,400
$80,679
$153,963
$43,200
$110,763
$26,000
$12,000
$20,000
$22,000
$24,000
$26,000
$93,250
$159,969
$206,264
$272,651
$347,042
2018
48.9%
54.1%
45.9%
42.3%
31.2%
68.8%
8.8%
2019
48.1%
51.7%
48.3%
44.4%
28.1%
71.9%
7.5%
2015
10.7%
N/A
N/A
76.4%
84.2%
15.8%
12.9%
2016
50.5%
61.9%
38.1%
37.0%
42.2%
57.8%
12.5%
2017
50.1%
58.0%
42.0%
39.2%
37.1%
62.9%
10.7%
Return to Introduction
PERSONNEL EXPENSES
Positions
Sales & Marketing
Annual
Annual Loaded
Monthly Loaded
Q1/15
0.0
Q2/15
0.0
Q3/15
1.0
Q4/15
4.0
$100,000
$120,000
$8,333
$10,000
0.0
0.0
1.0
1.0
$75,000
$90,000
$6,250
$7,500
0.0
0.0
0.0
2.0
$60,000
$72,000
$5,000
$6,000
0.0
0.0
0.0
0.0
0.0
2.0
$100,000
$120,000
$8,333
$10,000
0.0
0.0
$75,000
$60,000
$90,000
$72,000
$6,250
$5,000
$7,500
$6,000
0.0
0.0
0.0
0.0
0.0
CEO
$120,000
$144,000
$10,000
$12,000
0.0
CFO
BOD/Advisory Board Members
$100,000
$24,000
$120,000
$24,000
$8,333
$2,000
$10,000
$2,000
$100,000
$120,000
$8,333
$10,000
CSRs/Content Managers
$60,000
$72,000
$5,000
Office Personnel
$50,000
$60,000
$4,167
Q1/16
4.0
Q2/16
5.0
Q3/16
6.0
Q4/16
5.0
Q1/17
7.0
Q2/17
7.0
Q3/17
8.0
Q4/17
8.0
Q1/18
10.0
Q2/18
10.0
$60,000
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
$45,000
2.0
3.0
4.0
3.0
4.0
4.0
5.0
5.0
6.0
6.0
1.0
4.0
$18,000
$150,000
1.0
4.0
1.0
4.0
1.0
5.0
1.0
5.0
2.0
6.0
2.0
6.0
2.0
7.0
2.0
7.0
3.0
9.0
3.0
9.0
1.0
1.0
$60,000
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
2.0
2.0
1.0
0.0
3.0
1.0
$90,000
$18,000
3.0
1.0
3.0
1.0
4.0
1.0
4.0
1.0
5.0
2.0
5.0
2.0
6.0
2.0
6.0
2.0
7.0
3.0
7.0
3.0
0.0
0.0
4.0
4.0
4.0
5.0
5.0
6.0
6.0
6.0
6.0
7.0
7.0
0.0
0.0
1.0
$36,000
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
0.0
0.0
0.0
0.0
0.0
0.0
1.0
2.0
$30,000
$12,000
1.0
2.0
1.0
2.0
1.0
3.0
1.0
3.0
1.0
4.0
1.0
4.0
1.0
4.0
1.0
4.0
1.0
5.0
1.0
5.0
0.0
0.0
0.0
3.0
5.0
6.0
8.0
9.0
11.0
11.0
12.0
12.0
14.0
14.0
0.0
0.0
0.0
1.0
$30,000
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
$6,000
0.0
0.0
0.0
1.0
$18,000
2.0
3.0
4.0
5.0
6.0
6.0
6.0
6.0
7.0
7.0
$5,000
0.0
0.0
0.0
1.0
$15,000
2.0
2.0
3.0
3.0
4.0
4.0
5.0
5.0
6.0
6.0
0.0
0.0
3.0
15.0
17.0
19.0
24.0
24.0
30.0
30.0
33.0
33.0
40.0
40.0
Operations
COO
Total Personnel
2015
$105,000
$78,000
$63,000
$396,000
Salaries (Quarterly)
Total Salaries (Annually)
Salary Loading
Salary Increase
$396,000
20%
5%
2.0
Q3/18
11.0
Q4/18
11.0
Q1/19
13.0
Q2/19
13.0
Q3/19
14.0
Q4/19
14.0
2015
1
2016
5
2017
8
2018
11
2019
14
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
$0
$0
$30,000
$30,000
$31,500
$31,500
$31,500
$31,500
$33,075
7.0
7.0
8.0
8.0
9.0
9.0
$0
$0
$0
$45,000
$47,250
$70,875
$94,500
$70,875
$99,225
3.0
10.0
3.0
10.0
4.0
12.0
4.0
12.0
4.0
13.0
4.0
13.0
0
2
1
5
2
7
3
10
4
13
$0
$0
$0
$52,500
$18,000
$97,500
$18,900
$102,375
$18,900
$102,375
$18,900
$126,000
$18,900
$126,000
$39,690
$157,106
2.0
2.0
3.0
3.0
3.0
3.0
$0
$0
$30,000
$30,000
$31,500
$31,500
$31,500
$31,500
$33,075
8.0
3.0
8.0
3.0
9.0
4.0
9.0
4.0
10.0
4.0
10.0
4.0
1
0
1
0
6
2
8
3
10
4
$0
$0
$0
$0
$22,500
$0
$67,500
$18,000
$70,875
$18,900
$70,875
$18,900
$94,500
$18,900
$94,500
$18,900
$124,031
$39,690
7.0
7.0
7.0
7.0
7.0
7.0
1.0
4.5
6.0
7.0
7.0
1.0
1.0
1.0
1.0
1.0
1.0
0.3
1.0
1.0
1.0
1.0
$0
$0
$0
$36,000
$37,800
$37,800
$37,800
$37,800
$39,690
1.0
5.0
1.0
5.0
1.0
5.0
1.0
5.0
1.0
5.0
1.0
5.0
0.3
1
1.0
3
1.0
4
1.0
5
1.0
5
$0
$0
$0
$0
$0
$0
$30,000
$12,000
$31,500
$12,600
$31,500
$12,600
$31,500
$18,900
$31,500
$18,900
$33,075
$26,460
15.0
15.0
19.0
19.0
19.0
19.0
0.8
7.0
11.5
14.5
19.0
1.0
1.0
1.0
1.0
1.0
1.0
$0
$0
$0
$30,000
$31,500
$31,500
$31,500
$31,500
$33,075
7.0
7.0
10.0
10.0
10.0
10.0
10
$0
$0
$0
$18,000
$37,800
$56,700
$75,600
$94,500
$119,070
7.0
7.0
8.0
8.0
8.0
8.0
43.0
43.0
51.0
51.0
53.0
53.0
4.5
21.0
31.5
41.5
52.0
Q1/15
$0
Q2/15
$0
$0
Q3/15
$30,000
$0
$0
$0
$0
$0
$0
$0
$0
$0
$78,000
$0
$0
$0
$63,000
$0
$82,500
$0
Q4/15
$75,000
$82,500
$15,000
$313,500
$313,500
$396,000
Q1/16
$78,750
$81,900
$100,800
$31,500
$363,825
$363,825
Q2/16
$102,375
$81,900
$119,700
$31,500
$406,350
$406,350
Q3/16
$126,000
$88,200
$154,350
$47,250
$494,550
$494,550
Q4/16
$102,375
$88,200
$173,250
$47,250
$489,825
$489,825
$1,754,550
Q1/17
$132,300
$99,225
$218,295
$66,150
$606,926
$606,926
Q2/17
$132,300
Q3/17
$157,106
Q4/17
$157,106
Q1/18
$191,008
Q2/18
$191,008
Q3/18
$217,055
Q4/18
$217,055
Q1/19
$255,256
Q2/19
$255,256
Q3/19
$282,605
Q4/19
$282,605
2016
$409,500
2017
$578,813
2018
$816,126
2019
$1,075,723
$33,075
$33,075
$33,075
$34,729
$34,729
$34,729
$34,729
$36,465
$36,465
$36,465
$36,465
$126,000
$132,300
$138,915
$145,861
$99,225
$124,031
$124,031
$156,279
$156,279
$182,326
$182,326
$218,791
$218,791
$246,140
$246,140
$283,500
$446,513
$677,211
$929,862
$39,690
$157,106
$39,690
$181,913
$39,690
$181,913
$62,512
$251,783
$62,512
$251,783
$62,512
$277,830
$62,512
$277,830
$87,516
$355,536
$87,516
$355,536
$87,516
$382,884
$87,516
$382,884
$75,600
$456,750
$158,760
$678,038
$250,047
$1,059,227
$350,066
$1,476,840
$33,075
$33,075
$33,075
$69,458
$69,458
$69,458
$69,458
$109,396
$109,396
$109,396
$109,396
$126,000
$132,300
$277,830
$437,582
$124,031
$39,690
$148,838
$39,690
$148,838
$39,690
$182,326
$62,512
$182,326
$62,512
$208,373
$62,512
$208,373
$62,512
$246,140
$87,516
$246,140
$87,516
$273,489
$87,516
$273,489
$87,516
$330,750
$75,600
$545,738
$158,760
$781,397
$250,047
$1,039,258
$350,066
$99,225
$99,225
$99,225
$111,132
$111,132
$111,132
$111,132
$116,689
$116,689
$116,689
$116,689
$301,800
$396,900
$444,528
$466,754
$39,690
$39,690
$39,690
$41,675
$41,675
$41,675
$41,675
$43,758
$43,758
$43,758
$43,758
$151,200
$158,760
$166,698
$175,033
$33,075
$26,460
$33,075
$26,460
$33,075
$26,460
$34,729
$34,729
$34,729
$34,729
$34,729
$34,729
$34,729
$34,729
$36,465
$36,465
$36,465
$36,465
$36,465
$36,465
$36,465
$36,465
$126,000
$24,600
$132,300
$105,840
$138,915
$138,915
$145,861
$145,861
$218,295
$234,833
$234,833
$284,776
$284,776
$302,140
$302,140
$401,117
$401,117
$401,117
$401,117
$548,100
$906,255
$1,173,832
$1,604,468
$33,075
$33,075
$33,075
$34,729
$34,729
$34,729
$34,729
$36,465
$36,465
$36,465
$36,465
$126,000
$132,300
$138,915
$145,861
$119,070
$119,070
$119,070
$145,861
$145,861
$145,861
$145,861
$218,791
$218,791
$218,791
$218,791
$264,600
$476,280
$583,443
$875,165
$66,150
$82,688
$82,688
$104,186
$104,186
$121,551
$121,551
$145,861
$145,861
$145,861
$145,861
$157,500
$297,675
$451,474
$606,926
$606,926
$673,076
$673,076
$673,076
$673,076
$2,560,005
$838,699
$838,699
$838,699
$838,699
$908,157
$908,157
$908,157
$908,157
$3,493,712
$1,128,598
$1,128,598
$1,128,598
$1,128,598
$1,183,295
$1,183,295
$1,183,295
$1,183,295
$4,623,786
$1,716,150
$1,716,150
$2,560,005
$2,560,005
$3,493,712
$3,493,712
$583,443
$4,623,786
$4,623,786
$12,393,653