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Web/Mobile Application Development Business Excel Financial Projection  Model

Highly versatile and User-friendly 3 statement 5 year rolling financial projection Excel model for a startup or existing business developing web/mobile apps


Excel Models 

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Highly versatile and user-friendly Excel model for the preparation of a rolling 3 statement financial projection for a startup or existing Hotel business generating revenue from developing applications. The model allows the user to model up to 15 different revenue generating apps split across the following 3 types:

  • Free apps - generating revenue by displaying adverts within the app;

  • Subscription apps – users pay a monthly or annual fee to access content, services or experiences within the app;

  • One-time payment apps – users pay once to download the app and use all of its functionality.

The model also incorporates a discounted cash flow valuation calculation using the projected cash flows. The model follows best practice financial modelling principles and includes instructions, line item explanations, checks and input validations.


  • Projected full financial statements (Income Statement, Balance Sheet and Cash flow Statement) presented on a quarterly basis across up to 5 years and summarised on an annual basis.

  • Dashboard with:

    • Summarised projected Income Statement and Balance Sheet;

    • Compounded Annual Growth rate (CAGR) for each summarised income statement and Balance Sheet line item;

    • List of key ratios including average revenue growth, average profit margins, average return on assets and equity and average debt to equity ratio;

    • Bar charts summarising income statement and Balance Sheet projections;

    • Chart presenting revenue mix and total downloads by month and app across the above 3 app types.

    • Gross profit by income source.

  • ​Discounted cash flow valuation using the projected cash flow output.


Setup Inputs:

  • Name of business;

  • Currency;

  • First projection year and quarter;

  • App names, variable costs, staff cost, fixed costs, fixed assets and borrowings;

  • Sales tax applicability for revenue and cost categories;


Actuals Inputs:

  • Opening balance sheet (for existing businesses);

  • Income Statement actuals (for trend analysis);


Projection Inputs:

  • Free app revenue including:

    • Download volume

    • Attrition rate

    • Usage (sessions per month, minutes per session)

    • Ad frequency and pricing

  • Subscription app revenue including:

    • Download volume;

    • Free trial to purchase conversion rate;

    • Monthly, annual subscription mix;

    • Renewal rates;

    • Subscription prices.

  • One-time purchase app revenue including:

    • Download volume;

    • Free trial to purchase conversion rate;

    • App prices

  • Variable Costs including:

    • Cost per app sale;

    • Annual fees per app;

  • Other cost inputs including

    • Marketing costs

    • Staff costs  

    • Other costs

  • Sales and corporate tax inputs including rate and payment periods;

  • Dividend inputs including amount or percentage of retained earnings and frequency;

  • Fixed Assets including addition amounts and useful life;

  • Borrowings including addition/redemption amounts and interest rate;

  • Share Capital additions.


The model comprises of 9 tabs split into input ('i_'), calculation ('c_'), output ('o_’) and system tabs. The tabs to be populated by the user are the input tabs ('i_Setup', ‘i_Actuals’ and 'i_Assumptions'). The calculation tab uses the user-defined inputs to calculate and produce the projection outputs which are presented in 'o_Fin Stats', ‘o_Charts’ and ‘o_DCF’.

System tabs include:

  • A 'Front Sheet' containing a disclaimer, instructions and contents;

  • A checks dashboard containing a summary of checks by tab.


  • The model follows best practice financial modelling guidelines and includes instructions, line item explanations, checks and input validations;

  • The model is not password protected and can be modified as required following download;

  • The model contains a dynamic timeline that allows for a mix of actual and forecast period across a 5-year period allowing projections to be rolled forward from month to month;

  • Timeline is split on a monthly basis and summarised on an annual basis;

  • Costs are split into: variable and fixed for better driver-based forecasting;

  • The model allows for the following number of underlying categories for each line item (these can be easily expanded if required):

    • Apps – 15 apps (5 x free, 5 x subscription and 5 x one-time payment apps);

    • Variance costs – 15 categories (1 for each app)

    • Staff costs – 8 categories;

    • Marketing costs – 5 categories;

    • Other expenses – 15 categories;

    • Fixed Assets – 5 categories;

    • Borrowings – 3 facilities;

  • Apart from projecting revenue and costs the model includes the possibility to model inventory, deferred income, payables, fixed assets, borrowings, dividends, corporate tax and sales tax;

  • The model included an integrated discounted cash flow valuation using the projected cash flow outputs;

  • Business name, currency, starting projection period are fully customisable;

  • Revenue, cost, fixed asset and Borrowing category descriptions are fully customisable;

  • The model includes instructions, line item explanations, checks and input validations to help ensure input fields are populated accurately;

  • The model includes a checks dashboard which summarises all the checks included in the various tabs making it easier to identify any errors.

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