Planning and strategy are important when you are diving into a new business. For this model, you will have all the logic necessary to build financial projections for up to 5 years as an eCommerce business. The primary revenue drives included in this are ad spend/cost of sales, partnerships, organic. All three sales channels have specific assumptions that can be changed over the course of 5 years in order to drive revenues.
There are up to 10 categories to drive sales from. The user can go with just a single one or all 10. Anything not applicable can be zeroed out. That means if you plan on having a wide range of product lines with various assumption inputs, this will give flexibility when figuring out average sales prices/volumes/direct costs with a lot of granularity. The idea is to fit 90% of cases. Each category has a configurable start month as well, which will help if your strategy involves staggering product launches over time.
There is an average price average the user can define for each category as well as an average cost. The cost piece would apply if this were to be a drop shipping business or a company that makes products and then sells them online.
Operating overheads are defined across S&M, G&A, and R&D. In order to account for variable costs, there is a section to define a couple expense lines based on a direct percentage of revenue. This could be credit card fees or other fees directly related to revenues.
Since this model is focused on being a startup model, inputs are configurable for debt and equity (investor or owner contributions). Based on the percentage assigned to investors, cash flows automatically split according to that rate. By doing this, there is a nice display for DCF analysis / IRR / ROI / equity multiples / cash flows for the project as a whole and for the investor pool / owner pool respectively.