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Summary
Sales Planning
Sprint
Cost Planned
Type
Total Costs
Planned Costs
Reasoning & Sales Hypothesis
KPI3: Product Visitors: Marketing Metric
KPI4: New Product Users: Product Quality Metric
KPI5: Product Customers: Sales Metric (29.9$)
KPI7: Product Customers Large: Sales Metric (189$)
KPI8: Expected Revenue (12 months LTV calc)
15
Admin Lead
Operations
$200
$200
0
0
0
$0.00
16
Admin Lead
Operations
$200
$200
0
0
0
$0.00
17
Admin Lead
Operations
$200
$200
0
0
0
$0.00
18
Admin Lead
Operations
$200
$200
0
0
0
$0.00
19
Admin Lead
Operations
$200
$200
0
0
0
$0.00
20
Admin Lead
Operations
$200
$200
0
0
0
$0.00
21
Admin Lead
Operations
$200
$200
0
0
0
$0.00
22
Admin Lead
Operations
$200
$200
0
0
0
$0.00
23
Admin Lead
Operations
$200
$200
0
0
0
$0.00
24
Admin Lead
Operations
$200
$200
0
0
0
$0.00
25
Admin Lead
Operations
$200
$200
0
0
0
$0.00
26
Admin Lead
Operations
$200
$200
0
0
0
$0.00
7
Copywriter
Go To Market
$1,200
$1,200
Pillar Page → SERP
50
5.5
2
0
$1,504.67
8
Copywriter
Go To Market
$1,200
$1,200
Pillar Page → SERP
100
11
4
1
$3,009.34
9
Copywriter
Go To Market
$1,200
$1,200
Pillar Page → SERP
150
16.5
5
1
$4,514.00
10
Copywriter
Go To Market
$1,200
$1,200
Pillar Page → SERP
150
16.5
5
1
$4,514.00
11
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
12
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
13
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
14
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
15
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
16
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
17
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
18
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
19
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
20
Copywriter
Go To Market
$1,200
$1,200
Pillar Page → SERP
150
16.5
5
1
$4,514.00
21
Copywriter
Go To Market
$1,200
$1,200
Pillar Page → SERP
150
16.5
5
1
$4,514.00
22
Copywriter
Go To Market
$1,200
$1,200
Pillar Page → SERP
150
16.5
5
1
$4,514.00
23
Copywriter
Go To Market
$1,200
$1,200
Pillar Page → SERP
150
16.5
5
1
$4,514.00
24
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
25
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
26
Copywriter
Go To Market
$0
$0
Pillar Page → SERP
150
16.5
5
1
$4,514.00
1
Development
Product
$3,200
0
0
0
$0.00
2
Development
Product
$7,360
0
0
0
$0.00
3
Development
Product
$7,060
0
0
0
$0.00
4
Development
Product
$8,792
0
0
0
$0.00
5
Development
Product
$2,400
0
0
0
$0.00
6
Development
Product
$3,440
0
0
0
$0.00
7
Development
Product
$13,344
0
0
0
$0.00
8
Development
Product
$1,600
0
0
0
$0.00
9
Development
Product
$8,832
0
0
0
$0.00
10
Development
Product
$1,560
0
0
0
$0.00
11
Development
Product
$960
0
0
0
$0.00
12
Development
Product
$1,600
0
0
0
$0.00
13
Development
Product
$10,400
0
0
0
$0.00
14
Development
Product
$6,400
0
0
0
$0.00
15
Development
Product
$4,160
0
0
0
$0.00
16
Development
Product
$10,400
0
0
0
$0.00
17
Development
Product
$10,400
0
0
0
$0.00
18
Development
Product
$1,600
0
0
0
$0.00
19
Development
Product
$960
0
0
0
$0.00
20
Development
Product
$10,400
0
0
0
$0.00
21
Development
Product
$1,600
0
0
0
$0.00
22
Development
Product
$4,160
0
0
0
$0.00
23
Development
Product
$640
0
0
0
$0.00
24
Development
Product
$5,200
0
0
0
$0.00
25
Development
Product
$5,200
0
0
0
$0.00
26
Development
Product
$3,200
0
0
0
$0.00
15
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
16
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
17
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
18
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
19
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
20
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
21
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
22
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
23
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
24
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
25
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
26
GTM Lead
Go To Market
$900
$900
Works on conversion from KPI4 to KPI5
0
0
0
$0.00
7
Infrastructure
Operations
$100
$100
0
0
0
$0.00
8
Infrastructure
Operations
$100
$100
0
0
0
$0.00
9
Infrastructure
Operations
$100
$100
0
0
0
$0.00
10
Infrastructure
Operations
$100
$100
0
0
0
$0.00
11
Infrastructure
Operations
$150
$150
0
0
0
$0.00
12
Infrastructure
Operations
$150
$150
0
0
0
$0.00
13
Infrastructure
Operations
$150
$150
0
0
0
$0.00
14
Infrastructure
Operations
$150
$150
0
0
0
$0.00
15
Infrastructure
Operations
$300
$300
0
0
0
$0.00
16
Infrastructure
Operations
$300
$300
0
0
0
$0.00
17
Infrastructure
Operations
$300
$300
0
0
0
$0.00
18
Infrastructure
Operations
$300
$300
0
0
0
$0.00
19
Infrastructure
Operations
$450
$450
0
0
0
$0.00
20
Infrastructure
Operations
$450
$450
0
0
0
$0.00
21
Infrastructure
Operations
$450
$450
0
0
0
$0.00
22
Infrastructure
Operations
$450
$450
0
0
0
$0.00
23
Infrastructure
Operations
$600
$600
0
0
0
$0.00
24
Infrastructure
Operations
$600
$600
0
0
0
$0.00
25
Infrastructure
Operations
$600
$600
0
0
0
$0.00
26
Infrastructure
Operations
$600
$600
0
0
0
$0.00
7
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
8
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
9
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
10
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
11
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
12
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
13
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
14
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
15
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
16
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
17
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
18
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
19
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
20
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
21
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
22
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
23
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
24
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
25
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
26
Marketing
Go To Market
$250
$250
2.2$ expec. lead cost
109
11.99
4
1
$3,280.18
1
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
2
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
3
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
4
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
5
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
6
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
7
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
8
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
9
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
10
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
11
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
12
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
13
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
14
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
15
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
16
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
17
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
18
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
19
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
20
Product Manager
Product
$1,600
$1,600
0
0
0
$0.00
7
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
8
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
9
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
10
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
11
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
12
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
13
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
14
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
15
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
16
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
17
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
18
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
19
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
20
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
21
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
22
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
23
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
24
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
25
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
26
Robotic Sales
Go To Market
$400
$400
Searches and Entice Potential Customers
225
24.75
8
2
$6,771.01
7
SaaS
Operations
$150
$150
0
0
0
$0.00
8
SaaS
Operations
$150
$150
0
0
0
$0.00
9
SaaS
Operations
$150
$150
0
0
0
$0.00
10
SaaS
Operations
$150
$150
0
0
0
$0.00
11
SaaS
Operations
$150
$150
0
0
0
$0.00
12
SaaS
Operations
$150
$150
0
0
0
$0.00
13
SaaS
Operations
$150
$150
0
0
0
$0.00
14
SaaS
Operations
$150
$150
0
0
0
$0.00
15
SaaS
Operations
$150
$150
0
0
0
$0.00
16
SaaS
Operations
$150
$150
0
0
0
$0.00
17
SaaS
Operations
$150
$150
0
0
0
$0.00
18
SaaS
Operations
$150
$150
0
0
0
$0.00
19
SaaS
Operations
$150
$150
0
0
0
$0.00
20
SaaS
Operations
$150
$150
0
0
0
$0.00
21
SaaS
Operations
$150
$150
0
0
0
$0.00
22
SaaS
Operations
$150
$150
0
0
0
$0.00
23
SaaS
Operations
$150
$150
0
0
0
$0.00
24
SaaS
Operations
$150
$150
0
0
0
$0.00
25
SaaS
Operations
$150
$150
0
0
0
$0.00
26
SaaS
Operations
$150
$150
0
0
0
$0.00
1
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
2
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
3
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
4
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
5
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
6
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
7
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
8
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
9
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
10
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
11
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
12
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
13
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
14
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
15
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
16
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
17
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
18
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
19
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
20
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
21
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
23
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
24
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
25
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
26
Solution Lead
Product
$1,375
$1,375
0
0
0
$0.00
There are no rows in this table
It’s the age-old question that every business owner has had to answer: how will your company make money? If
, clearly defining your framework for generating revenue might seem like somewhat of a shot in the dark. But showing investors you have even a cursory idea of how you will convert your product or service into sales is absolutely fundamental in lending credibility to your business plan.
Are you leveraging transaction-based revenue by collecting one-time payments from your customers? Are you generating service revenue based on the time spent providing service to your customers? Are you following a recurring revenue model selling advertising and monthly subscriptions for your mobile app?
What are your price points and why have you set them that way? How does your pricing compare with similar products or services in the market?
Cost of goods sold, otherwise known as COGS, refers to the business expenses associated with selling your product or service, including any materials and labor costs that went into producing your product.
Your margin refers to the profit percentage you end up with after you subtract out the costs for the goods or services being sold. If you purchase your inventory for $8 per item from a supplier and sell them for $10, for example, your margin on sales is 20%.
Key questions to consider:
Why is this revenue model the right fit for this product/market/stage of development?
Are there any additional revenue sources that you expect to add down the line?
Have you generated any revenue to date? If so, how much?
What have you learned from your early revenue efforts?
If you haven’t started generating revenue, when will you “flip the switch”?
Where your Revenue Model refers to how you’re going to make money, your Operating Model is about how you’re going to manage the costs and efficiencies to earn it. Basically, it’s how your business will actually run. For this component, you’ll want to focus on the following:
Your Critical Costs are the costs that make or break your business if you can’t manage them appropriately. These essentially determine your ability to grow the business or achieve profitability. “We’re estimating the marketing cost to acquire a customer is going to be $25. Our average sale is $45. So long as we can keep our customer acquisition costs below $25 we will have enough margin to grow with.”
Often your Critical Costs mature over time, growing or shrinking. For example, it might only cost you $10 to acquire your first 1,000 users, but $20 to acquire the next 10,000. It’s important to show investors exactly where costs might improve or worsen over time. “If we sell 50 coffees a day, our average unit cost will be $8 on a sale of $10. At that point we’re barely breaking even. However as we scale up to 200 coffees a day, our unit costs drop significantly to $4, creating a 100% increase in net income.”
Investment costs are strategic uses of capital that will have a big Return on Investment (ROI) later. The first step is to isolate what those investment costs are. The second step is to explain how you expect those investments to pay off. “We’re investing $100,000 into a revolutionary new coffee brewing system that will allow us to brew twice the amount our current output with the same amount of space and staff.”
What can you do from an efficiency standpoint that no one else can? It could be the way you recruit new talent, how you manage customer support costs, or the increasing value your product provides as more users sign up. “By using energy efficient Ecoboilers, we’re able to keep our water hot while minimizing the amount of energy required. Our machines also feature an energy saving mode. Both of these allow us to dramatically cut energy costs.”
Now that you’ve introduced readers to your industry and your product, it’s time to give them a glimpse into the other companies that are working in your same space and how your company stacks up. Every company or product begins with an intention to solve a pressing problem.
Consequently, a considerable amount of market and user research is carried out. The companies that succeed (and are able to sustain that success) are those which constantly refine and improve their offerings and overall service—in other words, their product’s UX.
It’s important to research both your direct competitors (businesses that offer products or services that are virtually the same as yours) and your indirect competitors (businesses that offer slightly different products or services but that could satisfy the same consumer need).
A skimpy Competitor Analysis section doesn’t tell investors that your solution is unrivaled. It tells them that you’re not looking hard enough.
Pro tip: avoid saying that you have “no competitors” at all costs.
Why? Because while there may not be anyone exactly like you out there, if you say this, the investor is more than likely thinking one of two things: Either, “They don’t know what they’re talking about,” or, “If there’s truly no competition, is there even a market worth pursuing here at all?”
When you set out to identify your fiercest competitors, ask yourself this:
What products/services are my target customers using to solve this problem now?
What products/services could they potentially use to solve this problem now?
Identify at least three sources of competition and answer the following questions about each one:
Identify the top 3-5 competitors to analyze, and determine their offerings and market position. Use their products/services to understand how their business is structured.
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