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Guy Kawasaki's Financial Tools for pitching a business- Instructions

Overview Financial Summary


Note: This is an example of a high-level summary of financial projections that you might use in an
executive summary or in a first pitch to investors. It is purely illustrative. This is not intended to reflect
general standards or targets for any particular company or sector

Income Statement
Note: This is an example of a format for the Income Statement from a monthly operating plan for a
company in its second year of revenues. This is purely illustrative and is not intended to reflect general
standards or a real-world scenario. This is intended to show the level of detail that an investor would
expect in an operating plan income statement for an enterprise software service company.
In a real operating plan, the revenue numbers would accurately reflect the growth in customers shown
in the metrics at the bottom, and all the other numbers would scale appropriately with that growth. In
your own plan, you need to develop and justify the key assumptions driving revenue growth and
expenses, and then present the numbers in a way that is suitable for your industry and business model.
Note: You can read my blog post for more information. >

Typical Startup Company

Summary of Projections ($MM)


Revenues

2012
0.20 $

Expenses

1.80

Profit

Investment Received

(1.60) $
2.50

2012
4.60 $

2012
12.60 $

2012
26.20 $

2012
52.40

6.70

11.30

21.50

41.60

(2.10) $

1.30

4.70

10.80

5.00

Driving Metrics:
New Users (000s)
Renewals (000s)
Avg Monthly Fee
Head Count

Garage.com Template

1.0
60

12.5
0.8
60

24.2
9.8
65

48.8
25.5
65

72.6
55.8
70

18

36

68

126

245

Do Not Distribute without Permission

Garage.com Template

Do Not Distribute without Permission

Typical Startup Company


Monthly Operating Plan: 20XX
Income Statement
January

February

March

April

May

Bookings
New
Renewals
Services

Total Bookings

85,000
24,000
12,000

85,000
24,000
12,000

85,000
24,000
12,000

85,000
24,000
12,000

85,000
24,000
12,000

121,000

121,000

121,000

121,000

121,000

52,000
15,000

52,000
15,000

52,000
15,000

52,000
15,000

52,000
15,000

67,000

67,000

67,000

67,000

67,000

5,500
12,500

5,500
12,500

5,500
12,500

5,500
12,500

5,500
12,500

18,000

18,000

18,000

18,000

18,000

49,000

49,000

49,000

49,000

49,000

73.1%

73.1%

73.1%

73.1%

73.1%

19,000

19,000

19,000

19,000

19,000

14,000
5,000

14,000
5,000

14,000
5,000

14,000
5,000

14,000
5,000

23,900

23,900

23,900

23,900

23,900

6,200
11,000
4,500
2,200

6,200
11,000
4,500
2,200

6,200
11,000
4,500
2,200

6,200
11,000
4,500
2,200

6,200
11,000
4,500
2,200

24,200

24,200

24,200

24,200

24,200

5,000
4,000
12,000
2,400

5,000
4,000
12,000
2,400

5,000
4,000
12,000
2,400

5,000
4,000
12,000
2,400

5,000
4,000
12,000
2,400

Revenues
Contract Fees
Services

Net Revenues
Cost of Sales
Data Center
Service Expense

Total Cost of Sales


Gross Profit
Margin

Operating Expenses
Engineering
Salaries/Benefits
Other

Sales
Commissions
Salaries/Benefits
Travel/Entertainment
Other

Marketing
Salaries/Benefits
SEM/SEO/PR
Events/Conferences
Travel/Entertainment

Other

General/Administrative
Salaries/Benefits
Rent/Office
Legal/Accounting
Travel/Entertainment
Other

Total Operating Expense

Operating Income/(Loss)
Depreciation
Interest
Taxes

Net Income/(Loss)
Headcount

800

800

800

800

800

34,860

34,860

34,860

34,860

34,860

22,000
7,500
3,500
1,200
660

22,000
7,500
3,500
1,200
660

22,000
7,500
3,500
1,200
660

22,000
7,500
3,500
1,200
660

22,000
7,500
3,500
1,200
660

101,960

101,960

101,960

101,960

101,960

(52,960)

(52,960)

(52,960)

(52,960)

(52,960)

(800)
1,450
(500)

(800)
1,450
(500)

(800)
1,450
(500)

(800)
1,450
(500)

(800)
1,450
(500)

(52,810)

(52,810)

(52,810)

(52,810)

(52,810)

12.0

12.0

12.0

12.0

12.0

Income Statement Metrics


New Customers
Renewals (75%)
Cumulative Customers
Average Monthly Fee
Revenues per Employee
Expense per Employee

$
$
$

85
24
960
1,000 $
5,583 $
9,997 $

85
24
1037
1,000 $
5,583 $
9,997 $

85
24
1114
1,000 $
5,583 $
9,997 $

85
24
1191
1,000 $
5,583 $
9,997 $

85
24
1268
1,000
5,583
9,997

June

July

August

September

October

November

December

85,000
24,000
12,000

85,000
24,000
12,000

85,000
24,000
12,000

85,000
24,000
12,000

85,000
24,000
12,000

85,000
24,000
12,000

85,000
24,000
12,000

121,000

121,000

121,000

121,000

121,000

121,000

121,000

52,000
15,000

52,000
15,000

52,000
15,000

52,000
15,000

52,000
15,000

52,000
15,000

52,000
15,000

67,000

67,000

67,000

67,000

67,000

67,000

67,000

5,500
12,500

5,500
12,500

5,500
12,500

5,500
12,500

5,500
12,500

5,500
12,500

5,500
12,500

18,000

18,000

18,000

18,000

18,000

18,000

18,000

49,000

49,000

49,000

49,000

49,000

49,000

49,000

73.1%

73.1%

73.1%

73.1%

73.1%

73.1%

73.1%

19,000

19,000

19,000

19,000

19,000

19,000

19,000

14,000
5,000

14,000
5,000

14,000
5,000

14,000
5,000

14,000
5,000

14,000
5,000

14,000
5,000

23,900

23,900

23,900

23,900

23,900

23,900

23,900

6,200
11,000
4,500
2,200

6,200
11,000
4,500
2,200

6,200
11,000
4,500
2,200

6,200
11,000
4,500
2,200

6,200
11,000
4,500
2,200

6,200
11,000
4,500
2,200

6,200
11,000
4,500
2,200

24,200

24,200

24,200

24,200

24,200

24,200

24,200

5,000
4,000
12,000
2,400

5,000
4,000
12,000
2,400

5,000
4,000
12,000
2,400

5,000
4,000
12,000
2,400

5,000
4,000
12,000
2,400

5,000
4,000
12,000
2,400

5,000
4,000
12,000
2,400

800

800

800

800

800

800

800

34,860

34,860

34,860

34,860

34,860

34,860

34,860

22,000
7,500
3,500
1,200
660

22,000
7,500
3,500
1,200
660

22,000
7,500
3,500
1,200
660

22,000
7,500
3,500
1,200
660

22,000
7,500
3,500
1,200
660

22,000
7,500
3,500
1,200
660

22,000
7,500
3,500
1,200
660

101,960

101,960

101,960

101,960

101,960

101,960

101,960

(52,960)

(52,960)

(52,960)

(52,960)

(52,960)

(52,960)

(52,960)

(800)
1,450
(500)

(800)
1,450
(500)

(800)
1,450
(500)

(800)
1,450
(500)

(800)
1,450
(500)

(800)
1,450
(500)

(800)
1,450
(500)

(52,810)

(52,810)

(52,810)

(52,810)

(52,810)

(52,810)

(52,810)

12.0

$
$
$

85
24
1345
1,000 $
5,583 $
9,997 $

12.0

85
24
1422
1,000 $
5,583 $
9,997 $

12.0

85
24
1499
1,000 $
5,583 $
9,997 $

12.0

85
24
1576
1,000 $
5,583 $
9,997 $

12.0

85
24
1653
1,000 $
5,583 $
9,997 $

12.0

85
24
1730
1,000 $
5,583 $
9,997 $

12.0

85
24
1807
1,000
5,583
9,997

Total
20XX

1,020,000
288,000
144,000

1,452,000

624,000
180,000

804,000

66,000
150,000

216,000
588,000
73.1%

228,000
168,000
60,000

286,800
74,400
132,000
54,000
26,400

290,400
60,000
48,000
144,000
28,800

9,600

418,320
264,000
90,000
42,000
14,400
7,920

1,223,520

(635,520)
(9,600)
17,400
(6,000)

(633,720)
12.0

(633,720) checksum

$
$
$

1020
288
1807
1,000
67,000
119,960