The world of eCommerce can mean so many different things. This financial model was geared for the one-time selling of things over the internet to customers. Commonly this is called business to customer or B2C. 
The most common types of businesses that fit into this template would be:

  • Boutique online stores (selling specific unique items)
  • Selling digital downloads or books or tools that are all one-time fees
  • Selling any product-line that can be simplified in up to 10 categories (defined by price/volume/sales channels)

The sales volumes are driven by up to three things on a per category basis:

  • Ad spend and cost per sale average
  • Selling partners (i.e. affiliates or sponsorships to influencers or what have you who take a percentage of every referred sale)
  • Organic sales (via word of mouth, organic search engine traffic, original content that cross sells to your online store)

One of the biggest uses of a financial model is to assert various assumptions about how much potential revenue can be made based on bottom-up drivers. This gives some sense of the amount of money being spent and what kind of revenues are needed to at least break even and then what can things look like if sales are higher / lower or key inputs end up being worse or better.
Final output reports include a monthly and annual pro forma and cash flow summary as well as a DCF Analysis and IRR / return calculations. 12 visualizations are included to make the financial forecast more digestible. 

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