Marketplace Startup Financial Model with Cap Table

If you are looking into the financial planning and strategy involved in starting a marketplace business, this financial model is going to be useful. Marketplaces that are popular generally get that way because they are useful, have network effects, and provide a great buyer/seller experience. You will be able to accurately forecast a wide range of scenarios and see metrics all the way down to after-tax cash flow in the following template.

$45.00 USD

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


Let's start with revenue assumptions, which are adjustable in each of the 5 years. Configure...
  • Recently updated with a monthly and annual 3-statement model (Income Statement, Balance Sheet, Cash Flow Statement) and improved global control assumptions.
  • Up to 3 types of items (low/mid/high)
  • % fee for listings (separate from fee for things that transact). Zero out if not applicable.
  • % fee for listings that transact (buyers and sellers may have a fee that can be accounted for)
  • % of each item level that goes into advanced placement.
  • Ad revenue if applicable.
  • Adjust the start month for each type of revenue stream and listing level.
Costs Assumptions
  • Plenty of slots for R&D, G&A, Marketing, and variable costs that all have dynamic start months and monthly cost inputs per year.
The model then dives into startup/capex and then the cap table. The cap table is something new I have never added in any other financial model to date. It allows for investors to join at a given month and at a given valuation. The formulas then calculate a % of equity and dilutes the 'equity remaining'. Based on these %'s, a cash flow distribution will flow to each 'round of investors' as well as to the 'remaining equity'. 

General Financial Metrics

The resulting IRR and ROI's of each entity are then shown over 5 years. This dynamic functionality is really cool and I have never seen anything like it yet. 

Additionally, there are plenty of charts and graphs that look at the business metrics and look at investor distributions for some pretty cool comparisons. The investors will be able to see their cash out and cash in over time.

You can dynamically account for financing from a loan as well as plan out an exit month and an exit multiple that is based off that months annualized revenue.

A break-even tab was added to display the amount of revenue required to make $0 profit/loss each year based on the total fixed and variable costs defined in the assumptions (chart included there as well).

There will also be monthly and annual P&L details that show you how the assumptions result in the derived revenues, expenses, and final cash flow.