Sheets in the eCommerce financial model
| Formatting | Input the start dates for the actuals and forecasts to start. These are key to align actual and forecast in the model output sheets |
| P&L Actual | This is the P&L of your actual numbers |
| P&L Forecast | Detailed forecast P&L of your startup |
| P&L Combined | This combines the forecast and actual sheets together |
| P&L for Deck | This combines the summary forecast and actual sheets together for the first 12 months and for 3 years annual to insert in your pitch deck |
| Source and Use | Use this to figure out how much to raise and to present your 'sources and use' of money you raise in your 'ask' slide |
| KPI | A detailed summary of all your KPIs |
| Charts | Summary of charts from across sheets |
| Staff | Forecasts for all staff (Other than warehouse, photography and customer care staff). All the related staff and G&A costs |
| Expense calcs | Logistics including shipping, photography, customer care, payments and stock purchasing assumptions/calculations |
| D&A - Tax | Calculate your depreciation (there is no amortization) and your tax simply |
| Cohort build | Orders and revenue are forecasted by cohort in detail. All assumptions are at the top. Mechanics are below |
| SKU | Forecast your SKU and the revenue and cost basis per SKU which are critical for your margins! |
| Marketing | Centralizes the marketing data and applies conversion rates to create 'registered users' of your site (Which then buy) |
| Paid & Organic | Organic growth and paid traffic to the site. Feeds to the traffic build in 'Marketing' |
| Calculates the sign ups to your email database. Feeds to the traffic build in 'Marketing' | |
| Blog & Social | Calculates the traffic that comes from promotion activities by blogging and social media. Feeds to the traffic build in 'Marketing |