Traffic and Conversion Driven SaaS Financial Model (5 Tiers + Free User Pool)

This is a highly robust financial model that will be useful for any business that has traffic and converts that traffic to users. Basically, anyone with an app or a website and a recurring revenue model. Also, check out this SaaS Rolling Revenue Forecast.

$125.00 USD

The template will be immediately available to download after purchase. This is included in the SaaS financial model template bundle.

traffic driven saas

Latest Updates: Added formal cap table and monthly/annual financial statements (Income Statement, Balance Sheet, Cash Flow Statement) as well as improved the Executive Summary and DCF Analysis.

About the model:

I have tried to lay out everything so the assumptions and summaries are as clear as possible. There is functionality to include an 'investor' side and sponsor/owner side as well as showing scenarios without investors and just financing with a bank.

The model will support up to 5 pricing tiers as well as a pool of free users that all grow/churn per assumptions. The crux of most recurring revenue businesses involve figuring out what it takes to acquire a new customer, what is that customer worth over time, and how much does it cost to maintain that customer.

One of the biggest things I have been working to improve in the recent Excel templates is how well you can see summaries of the data. My strongest skill is structuring all the assumptions nicely and accurately with a lot of functionality. This is me trying to combine that along with the useful visuals that investors/managers would want to be able to review.


One of the most important and valuable areas in this model is the sensitivity adjustments. Once you build the 'base' assumptions for how much your traffic is planned to grow at per month, the conversion of that traffic, the pricing levels, and churn, you can pick if they are going to be better or excellent compared to the base or bad/worst compared to base just with the click of a dropdown menu.

Each level of change is 15% up or down and churn is the opposite as it gets better the churn % would lower whereas the other metrics would increase when the better/excellent option is chosen.

The usefulness of a sensitivity analysis is that you can show what you think will happen and then have an overall control that says ok if things are x% worse than what you think, how do the numbers play out? or vice versa.

You get a ton of visuals in this. I have done metrics for CaC, CaC payback, LTV, running cash balance, leveraged cash position, revenues, expenses, MRR vs. Users, and a whole slew of others.

On the 'Distribution' tab you will see a breakout of investor cash flows compared to sponsor cash flows as well as the IRR. Below those, you will also see the cash flow of a leveraged scenario and its IRR.

The distribution tab also shows DCF / NPV of the cash flows for each. A visual is included within this tab.

With the purchase, you will get a blank version and a version with some numbers in it just to see how values flow.

You will be able to pick the month of exit if not in the final month of the 5th year as well as the run rate multiple of the business at that time of exit.

You can pick the month each revenue stream starts as well as each fixed / variable cost.

Also, check out this model that is dedicated just for the mobile app business, the more generalized SaaS startup model, and the Enterprise SaaS model for larger customers that have varying contract terms.

And...see this general SaaS pricing simulator.