PLG Handbook for Startups
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# Chapter 1 - PLG Financial Model Resources

Example of a PLG financial model based on the steps described in the article below
Last edited 378 days ago by Madhukar Kumar

The model is based on the following assumption:
Generate a revenue of \$1M with a budget of \$650K with a dollar efficiency of spending 65 cents for \$1 of revenue.
The conversion rates are purely for example purposes and will depend on a number of things not covered here.
The monthly tracker has a 10% monthly growth built in month over month.
The second table has numbers rounded off.
Sum of Monthly Cost:
\$114,950.00
Sum of Unique Visitors Needed:
74304
Annual Growth Plan
0
Channel
Unique Visitors Needed
Conversion Rate
Monthly Sign-Ups
Conversion to Paid %
Number of Paid Customers
Cost per Sign-Up
Monthly Cost
1
Paid search
2204
0.9%
20
5%
1
\$25.00
\$5,000.00
2
2352
1%
23
5%
1
\$50.00
\$1,150.00
3
Email marketing
2646
0.5%
13
5%
1
\$25.00
\$325.00
4
Content marketing
3107
2%
62
5%
3
\$75.00
\$4,650.00
5
Referral programs
3408
2%
69
5%
3
\$75.00
\$5,175.00
6
Partnerships
4124
2%
83
5%
4
\$100.00
\$8,300.00
7
Events
4714
5%
251
5%
13
\$125.00
\$31,375.00
8
PR
2955
1%
30
5%
2
\$50.00
\$1,500.00
9
Organic
11642
1.8%
209
5%
10
N/A
10
Total
37152
760
38
\$57,475.00
11
12
There are no rows in this table

Monthly KPI Tracker
0
Channel
Monthly Sign-Ups
Number of Paid Customers
Monthly Cost
1
Paid search
20
1
\$500.00
10
11
12
13
15
16
18
19
21
24
26
29
2
23
1
\$1,150.00
10
11
12
13
15
16
18
19
21
24
26
29
3
Email marketing
13
1
\$325.00
6
7
7
8
9
10
11
12
13
14
16
17
4
Content marketing
62
3
\$4,650.00
25
28
30
33
37
40
44
49
54
59
65
71
5
Referral programs
69
3
\$5,175.00
35
39
42
47
51
56
62
68
75
83
91
100
6
Partnerships
83
4
\$8,300.00
41
45
50
55
60
66
73
80
88
97
106
117
7
Events
251
13
\$31,375.00
125
138
151
166
183
201
221
244
268
295
324
357
8
PR
30
2
\$1,500.00
15
17
18
20
22
24
27
29
32
35
39
43
9
Organic
209
10
N/A
100
110
121
133
146
161
177
195
214
236
259
285
10
Total
760
38
\$52,975.00
11
There are no rows in this table

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