Mobile App Analysis

Development & design cost

500,000.00
Marketing & publicity cost
150,000.00
Total cost
650,000.00
Price per app:

In-app purch $ val.

50.00
-

2.99

In-app purchase
# apps sold
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
550,000
600,000
3,300,000
3,350,000
3,400,000
3,450,000
3,500,000

Rev on app sale

299,000.00
448,500.00
598,000.00
747,500.00
897,000.00
1,046,500.00
1,196,000.00
1,345,500.00
1,495,000.00
1,644,500.00
1,794,000.00
9,867,000.00
10,016,500.00
10,166,000.00
10,315,500.00
10,465,000.00

D/L per day required to recoup costs

Days
# D/L per day
15
6,666.67
30
3,333.33
45
2,222.22
60
1,666.67
75
1,333.33
90
1,111.11
105
952.38
120
833.33

50
3,500,000.00
5,250,000.00
7,000,000.00
8,750,000.00
10,500,000.00
12,250,000.00
14,000,000.00
15,750,000.00
17,500,000.00
19,250,000.00
21,000,000.00
115,500,000.00
117,250,000.00
119,000,000.00
120,750,000.00
122,500,000.00

Conversion Rate

Approximate number of apps required to be sold

100,000

70%
0%
0%
0%

In-app purchases (IAP)

0
-

Target apps to sell over one year

140,000

0
-

Number of days required to recoup costs

# D/L per day
Num days
100 1000 days
500 200 days
1000 100 days
1500 66 days
2000 50 days
2500 40 days
3000 33 days
3500 28 days
4000 25 days
4500 22 days
5000 20 days

Tot.
0 in-app purch
3,500,000.00
5,250,000.00
7,000,000.00
8,750,000.00
10,500,000.00
12,250,000.00
14,000,000.00
15,750,000.00
17,500,000.00
19,250,000.00
21,000,000.00
115,500,000.00
117,250,000.00
119,000,000.00
120,750,000.00
122,500,000.00

5500 18 days
6000 16 days

ps required to be sold to generate a profit on expenses incurred

Gross rev
App sale + IAP
Apple cut
Net
Profit (Loss)
3,799,000.00
1,139,700.00
2,659,300.00
2,009,300.00
5,698,500.00
1,709,550.00
3,988,950.00
3,338,950.00
7,598,000.00
2,279,400.00
5,318,600.00
4,668,600.00
9,497,500.00
2,849,250.00
6,648,250.00
5,998,250.00
11,397,000.00
3,419,100.00
7,977,900.00
7,327,900.00
13,296,500.00
3,988,950.00
9,307,550.00
8,657,550.00
15,196,000.00
4,558,800.00
10,637,200.00
9,987,200.00
17,095,500.00
5,128,650.00
11,966,850.00
11,316,850.00
18,995,000.00
5,698,500.00
13,296,500.00
12,646,500.00
20,894,500.00
6,268,350.00
14,626,150.00
13,976,150.00
22,794,000.00
6,838,200.00
15,955,800.00
15,305,800.00
125,367,000.00
37,610,100.00
87,756,900.00
87,106,900.00
127,266,500.00
38,179,950.00
89,086,550.00
88,436,550.00
129,166,000.00
38,749,800.00
90,416,200.00
89,766,200.00
131,065,500.00
39,319,650.00
91,745,850.00
91,095,850.00
132,965,000.00
39,889,500.00
93,075,500.00
92,425,500.00

D/L per day to reach sales level over varying times (in months, assuming 30-day mo
ROI
1 month
2 months
3 months
4 months
309%
3,333
1,666
1,111
833
514%
5,000
2,500
1,666
1,250
718%
6,666
3,333
2,222
1,666
923%
8,333
4,166
2,777
2,083
1127%
10,000
5,000
3,333
2,500
1332%
11,666
5,833
3,888
2,916
1536%
13,333
6,666
4,444
3,333
1741%
15,000
7,500
5,000
3,750
1946%
16,666
8,333
5,555
4,166
2150%
18,333
9,166
6,111
4,583
2355%
20,000
10,000
6,666
5,000
13401%
110,000
55,000
36,666
27,500
13606%
111,666
55,833
37,222
27,916
13810%
113,333
56,666
37,777
28,333
14015%
115,000
57,500
38,333
28,750
14219%
116,666
58,333
38,888
29,166

in months, assuming 30-day months)

5 months
6 months
666
555
1,000
833
1,333
1,111
1,666
1,388
2,000
1,666
2,333
1,944
2,666
2,222
3,000
2,500
3,333
2,777
3,666
3,055
4,000
3,333
22,000
18,333
22,333
18,611
22,666
18,888
23,000
19,166
23,333
19,444

Variables
Development & Design Cost
Marketing & Publicity Cost

In-app
In-app
In-app
In-app

purchase
purchase
purchase
purchase

Conversion
Conversion
Conversion
Conversion

Rate
Rate
Rate
Rate

Price per app

value
value
value
value
#1
#2
#3
#4

#1
#2
#3
#4

500,000.00
150,000.00

50.00
70%
0%
0%
0%
-

Output
Downloads per day required to recoup costs in:
Approximate
number of
Provider cut
downloads
Total in-app
Gross revenue (Apple's or
required to
purchase
(app sale + in- Google's 30%
Return on
Rev on app sale revenue
Your Net
Profit (Loss)
1 month
2 months
3 month
4 months
recoup costs
app purchases) cut).
investment
100,000
$299,000.00 $3,500,000.00 $3,799,000.00 $1,139,700.00 $2,659,300.00 $2,009,300.00
309.12%
3,333
1,666
1,111

5 months
833

6 months
666

555

Documentation
Welcome to the Mobile App Breakeven Analysis Workbook
This documentation is meant to give a high-level overview of how this workbook functions.

Overview
Mobile app developers often want to understand how many downloads and in-app purchases
This workbook lets you calculate those numbers.

Explanation
This workbook gives you a number of variables.
These variables can be inputted in the Variables tab.
Development & design cost
Marketing & publicity cost
In-app purchase value (USD). The workbook contains room for four separate in-app purc
In-app conversion rate. This is the percentage of users who will purchase for each of the
Price per app

What is calculated
The following values are calculated and presented to the end user in the Output
Revenue from app purchase (this excludes in-app purchases)
Revenue from in-app purchases
Gross revenues
Apple's (or Google's) cut. (Currently 30% of gross revenues.)
Developer's net
Profit (Loss)
ROI
Downloads per day required to recoup costs over varying time periods (15 days, 1 mont
Approximate number of apps required to be sold to generate a profit on expenses incurr

Things to be aware of
This tool is a model.
That means it's a best-guess approximation of the real world.
As with fashion models, think of this as "photoshopped reality.:
This means that your analysis is driven by your assumptions.
Make good assumptions--the values you input in the "Variables" tab--and you will have g
This workbook assumes you're distributing on Apple's OR Google's platforms but NOT bo
There is a hidden sheet, "Detailed Data", which you can unhide if you want. It will allow
The data in the Output tab are generated from formulas. Don't muck around with formu

w this workbook functions.

nloads and in-app purchases they need to generate in order to recoup money spent.

or four separate in-app purchase values.

will purchase for each of the in-app purchase values.

r in the Output tab.

me periods (15 days, 1 month, 2 months, 3 months, 4 months, 5 months, 6 months)

a profit on expenses incurred.

es" tab--and you will have good output.

ogle's platforms but NOT both.
de if you want. It will allow you to audit the workbook and see how you get from the Variables to the O
n't muck around with formulas if you don't know how they work; otherwise you'll get errors.

money spent.

hs, 6 months)

ou get from the Variables to the Output.

wise you'll get errors.