Ensemble's "Startup Excubator" Model vs. Other Accelerator Programs
Startup Model 20151026
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document.xls Page 1 of 96 Confidential Freemium Business Model Notes Original filename: freemium model 1-2.xls General Notes n This model provides a base template for modeling out a freemium web services business n It uses a "cohort" approach and allows you to model churn and conversion behavior for monthly cohorts. n The model works off of a concept of "active users" - i.e. someone who is coming to your site at least o n This has a simple user acquisition / growth approach; you can swap in a more complicated user growth mo that accounts for virality or marketing spend -- I only encourage you to model user growth from the bot n If you are modeling out microtransactions / vgoods, I suggest breaking out different user types and cro industry ARPU and ARPPU rates n Feel free to use the model however you want -- I hope it is helpful to your efforts. n If you spot a bug, let me know! ([email protected]) Notes on Assumptions and Inputs n Many of the inputs in the model have been zero-ed out so you can enter your own assumptions w/o distrac n User growth is at top of Model tab; cohort behavior at top of Assumptions tab n Other assumptions are spread across the Model, Assumptions, and Staff tabs (depending on whether static n Hard-coded inputs are blue Original model template created by Giff Constable, 2009 -- http://giffconstable.com
description
Model for startup firms
Transcript of Startup Model 20151026
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Freemium Business Model NotesOriginal filename: freemium model 1-2.xls
General Notesn This model provides a base template for modeling out a freemium web services businessn It uses a "cohort" approach and allows you to model churn and conversion behavior for monthly cohorts.n The model works off of a concept of "active users" - i.e. someone who is coming to your site at least once to use system that monthn This has a simple user acquisition / growth approach; you can swap in a more complicated user growth model at the top
that accounts for virality or marketing spend -- I only encourage you to model user growth from the bottom up.n If you are modeling out microtransactions / vgoods, I suggest breaking out different user types and cross-checking against
industry ARPU and ARPPU ratesn Feel free to use the model however you want -- I hope it is helpful to your efforts.n If you spot a bug, let me know! ([email protected])
Notes on Assumptions and Inputsn Many of the inputs in the model have been zero-ed out so you can enter your own assumptions w/o distractionn User growth is at top of Model tab; cohort behavior at top of Assumptions tabn Other assumptions are spread across the Model, Assumptions, and Staff tabs (depending on whether static or change over time)n Hard-coded inputs are blue
Original model template created by Giff Constable, 2009 -- http://giffconstable.com
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Financial Summary
2010 2011 2012 2013
Registered Users (FYE) 100 715,188 3,178,669 6,974,996 Active Users (FYE) 100 334,475 979,648 1,845,493 Subscribers (FYE) 0 3,197 40,414 126,009 Subscriber Ratio (FYE) 0% 1% 4% 7%
RevenueSubscriptions 0 0 0 0 Advertising / Affiliate 0 0 0 0 Total Revenue 0 0 0 0
Cost of Revenues 0 0 0 0
Gross Profit 0 0 0 0 Gross Margin 0% 0% 0% 0%
Technology 0 0 0% 0 0% 0 0%Sales & Marketing 0 0 0% 0 0% 0 0%General & Administrative 32,880 72,880 100% 132,880 100% 152,880 100%Total Operating Costs 32,880 72,880 132,880 152,880
EBITDA (32,880) (72,880) (132,880) (152,880)EBITDA Margin 0% 0% 0% 0%
FYE Headcount (incl. contractors) 2010 2011 2012 2013Corp 1.0 1.0 1.0 1.0Technology 3.5 3.5 3.5 3.5Sales & Marketing 0.0 0.0 0.0 0.0Customer Support 0.0 0.0 0.0 0.0Total 4.5 4.5 4.5 4.5
Note: an "active user" is someone who logs in that month
Note: FYE = fiscal year end; numbers represent the last month of the 12 month period
Note: percentages next to operating costs show percent of total costs
Note: headcount show end-of-year numbers, including part-time contractors
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ModelMilestones Start Open Beta
Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-101 2 3 4 5 6 7 8
User Growth Adjustment 100% <-- this is a simple input to allow you to flex your user growth up and down (100% = expected case)
WEB SERVICENew User Growth 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%Adj New Registered Users 0 0 0 100 500 1,000 5,000 10,000Adj Total Registered 0 0 0 100 600 1,600 6,600 16,600
User Churn (by month in)1 0 0 0 0 55 275 550 2,7502 0 0 0 0 0 10 50 1003 0 0 0 0 0 0 5 254 0 0 0 0 0 0 0 55 0 0 0 0 0 0 0 06 0 0 0 0 0 0 0 07 0 0 0 0 0 0 0 08 0 0 0 0 0 0 0 09 0 0 0 0 0 0 0 0
10 0 0 0 0 0 0 0 011 0 0 0 0 0 0 0 012 0 0 0 0 0 0 0 013 0 0 0 0 0 0 0 014 0 0 0 0 0 0 0 015 0 0 0 0 0 0 0 016 0 0 0 0 0 0 0 017 0 0 0 0 0 0 0 018 0 0 0 0 0 0 0 019 0 0 0 0 0 0 0 020 0 0 0 0 0 0 0 021 0 0 0 0 0 0 0 022 0 0 0 0 0 0 0 0
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23 0 0 0 0 0 0 0 024 0 0 0 0 0 0 0 025 0 0 0 0 0 0 0 026 0 0 0 0 0 0 0 027 0 0 0 0 0 0 0 028 0 0 0 0 0 0 0 029 0 0 0 0 0 0 0 030 0 0 0 0 0 0 0 031 0 0 0 0 0 0 0 032 0 0 0 0 0 0 0 033 0 0 0 0 0 0 0 034 0 0 0 0 0 0 0 035 0 0 0 0 0 0 0 036 0 0 0 0 0 0 0 037 0 0 0 0 0 0 0 038 0 0 0 0 0 0 0 039 0 0 0 0 0 0 0 040 0 0 0 0 0 0 0 041 0 0 0 0 0 0 0 042 0 0 0 0 0 0 0 043 0 0 0 0 0 0 0 044 0 0 0 0 0 0 0 045 0 0 0 0 0 0 0 046 0 0 0 0 0 0 0 047 0 0 0 0 0 0 0 048 0 0 0 0 0 0 0 0
Total Lost 0 0 0 0 55 285 605 2,880Total Active Users 0 0 0 100 545 1,260 5,655 12,775
Premium Subscribers1 0 0 0 0 0 1 2 112 0 0 0 0 0 0 2 43 0 0 0 0 0 0 1 34 0 0 0 0 0 0 0 15 0 0 0 0 0 0 0 06 0 0 0 0 0 0 0 0
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7 0 0 0 0 0 0 0 08 0 0 0 0 0 0 0 09 0 0 0 0 0 0 0 0
10 0 0 0 0 0 0 0 011 0 0 0 0 0 0 0 012 0 0 0 0 0 0 0 013 0 0 0 0 0 0 0 014 0 0 0 0 0 0 0 015 0 0 0 0 0 0 0 016 0 0 0 0 0 0 0 017 0 0 0 0 0 0 0 018 0 0 0 0 0 0 0 019 0 0 0 0 0 0 0 020 0 0 0 0 0 0 0 021 0 0 0 0 0 0 0 022 0 0 0 0 0 0 0 023 0 0 0 0 0 0 0 024 0 0 0 0 0 0 0 025 0 0 0 0 0 0 0 026 0 0 0 0 0 0 0 027 0 0 0 0 0 0 0 028 0 0 0 0 0 0 0 029 0 0 0 0 0 0 0 030 0 0 0 0 0 0 0 031 0 0 0 0 0 0 0 032 0 0 0 0 0 0 0 033 0 0 0 0 0 0 0 034 0 0 0 0 0 0 0 035 0 0 0 0 0 0 0 036 0 0 0 0 0 0 0 037 0 0 0 0 0 0 0 038 0 0 0 0 0 0 0 039 0 0 0 0 0 0 0 040 0 0 0 0 0 0 0 041 0 0 0 0 0 0 0 042 0 0 0 0 0 0 0 0
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43 0 0 0 0 0 0 0 044 0 0 0 0 0 0 0 045 0 0 0 0 0 0 0 046 0 0 0 0 0 0 0 047 0 0 0 0 0 0 0 048 0 0 0 0 0 0 0 0
Total Subscribers 0 0 0 0 0 1 5 19
USER BEHAVIORUser "visits" per month 0 0 0 0 0 0 0 0Download per Visit (MB) 0 0 0 0 0 0 0 0
Peak Concurrency 0 0 0 0 0 0 0 0
REVENUESubscription Revenue
Total Subscription Revenue 0 0 0 0 0 0 0 0
Display AdvertisingAds Shown (000s) 0 0 0 0 0 0 0 0Premium CPM Revenue 0 0 0 0 0 0 0 0Remnant Revenue 0 0 0 0 0 0 0 0Total Display Ad Revenue 0 0 0 0 0 0 0 0
Integrated SponsorsInsert revenue model if any and make sure to add appropriate sales costs below and in staffing tabTotal Sponsor Revenue 0 0 0 0 0 0 0 0
Total Advertising Revenue 0 0 0 0 0 0 0 0
COST OF REVENUES
Make sure to customize hosting and infrastructure costs to your architecture!Hosting & Infrastructure
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Dev/Test Internal Servers 0 0 0 0 0 0 0 0Purchase Cost 0 0 0 0 0 0 0 0
Users per Server Pair 1000 1000 1000 1000 1000 1000 1000 1000Production/DB/Staging/Analytic 0 0 0 0 0 0 0 0Per Server Pair Costs 300 300 300 300 300 300 300 300Total Production Server Cost 0 0 0 0 0 0 0 0
Total bandwith (TB) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0Price Per GB 0.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22Total Bandwidth Cost 0 0 0 0 0 0 0 0
Cloud FeesInsert scaling cloud hosting cost structure formulas here, if usedTotal Cloud Fees 0 0 0 0 0 0 0 0
Total Hosting & Infrastructure 0 0 0 0 0 0 0 0
Processing FeesPayment Processing 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5%PayProc Fees 0 0 0 0 0 0 0 0
Customer Support TeamFTE
Customer Support 0 0 0 0 0 0 0 0Contractors
Customer Support 0 0 0 0 0 0 0 0Total 0 0 0 0 0 0 0 0
Total Cost of Revenues 0 0 0 0 0 0 0 0
TECHNOLOGYFTE
Technology 0 0 0 0 0 0 0 0Contractors
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Technology 0 0 0 0 0 0 0 0Total 0 0 0 0 0 0 0 0
SALES & MARKETING
FTESales & Marketing 0 0 0 0 0 0 0 0
ContractorsSales & Marketing 0 0 0 0 0 0 0 0
Total 0 0 0 0 0 0 0 0
Marketing Budget 0 0 0 0 0 0 0 0Customer Acquisition 0 0 0 0 0 0 0 0PR Budget 0 0 0 0 0 0 0 0Marketing Travel 0 0 0 0 0 0 0 0Conferences 0 0 0 0 0 0 0 0
Total Sales and Marketing 0 0 0 0 0 0 0 0
GENERAL AND ADMINISTRATIVEFTE
Corp 0 0 0 0 0 0 0 0Contractors
Corp 0 0 0 0 0 0 0 0Total 0 0 0 0 0 0 0 0
Additional Headcount CostsFTE 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0FTE + Contractors 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
IT and Telephony Costs / FTE 700 700 700 700 700 700 700 700Office Supplies 40 40 40 40 40 40 40 40Office Space / FTE 0 0 0 0 0 0 0 0Office Setup 0 0 0 0 0 0 0 0
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Travel Costs 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000Computer Equipment 0 0 0 0 0 0 0 0Other 1 0 0 0 0 0 0 0 0Other 2 0 0 0 0 0 0 0 0Total 2,740 2,740 2,740 2,740 2,740 2,740 2,740 2,740
Professional ServicesLegal 0 0 0 0 0 0 0 0Auditing 0 0 0 0 0 0 0 0Accounting/Payroll 0 0 0 0 0 0 0 0Insurance 0 0 0 0 0 0 0 0Total 0 0 0 0 0 0 0 0
Total G&A 2,740 2,740 2,740 2,740 2,740 2,740 2,740 2,740
TOTALS
Registered Users 0 0 0 100 600 1,600 6,600 16,600Active Users 0 0 0 100 545 1,260 5,655 12,775Subscribers 0 0 0 0 0 1 5 19
Subscriber Ratio NM NM NM 0% 0% 0% 0% 0%
Subscription Revenue 0 0 0 0 0 0 0 0
Cost of Revenues 0 0 0 0 0 0 0 0
Gross Profit 0 0 0 0 0 0 0 0 Gross Margin NM NM NM NM NM NM NM NM
Technology 0 0 0 0 0 0 0 0Sales & Marketing 0 0 0 0 0 0 0 0G&A 2,740 2,740 2,740 2,740 2,740 2,740 2,740 2,740
Operating Costs 2,740 2,740 2,740 2,740 2,740 2,740 2,740 2,740
Total Costs 2,740 2,740 2,740 2,740 2,740 2,740 2,740 2,740
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EBITDA (2,740) (2,740) (2,740) (2,740) (2,740) (2,740) (2,740) (2,740)EBITDA Margin NM NM NM NM NM NM NM NM
Cumulative P/L (2,740) (5,480) (8,220) (10,960) (13,700) (16,440) (19,180) (21,920)
Per Headcount CostsFTE 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0FTE + Contractors 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
Costs / FTE 685 685 685 685 685 685 685 685Costs / Entire Team 609 609 609 609 609 609 609 609
CASHName of RoundCapital Invested 0 0 0 0 0 0 0 0Cash in Bank -2,740 -5,480 -8,220 -10,960 -13,700 -16,440 -19,180 -21,920
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Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-119 10 11 12 13 14 15 16 17 18
<-- this is a simple input to allow you to flex your user growth up and down (100% = expected case)
0.0% 100.0% 60.0% 50.0% 50.0% 25.0% 5.0% 5.0% 5.0% 5.0%15,000 30,000 48,000 72,000 108,000 135,000 141,750 148,838 156,279 164,09331,600 61,600 109,600 181,600 289,600 424,600 566,350 715,188 871,467 1,035,560
5,500 8,250 16,500 26,400 39,600 59,400 74,250 77,963 81,861 85,954500 1,000 1,500 3,000 4,800 7,200 10,800 13,500 14,175 14,884
50 250 500 750 1,500 2,400 3,600 5,400 6,750 7,08825 50 250 500 750 1,500 2,400 3,600 5,400 6,750
2 10 20 100 200 300 600 960 1,440 2,1600 1 5 10 50 100 150 300 480 7200 0 1 5 10 50 100 150 300 4800 0 0 0 2 3 15 30 45 900 0 0 0 0 2 3 15 30 450 0 0 0 0 0 2 3 15 300 0 0 0 0 0 0 2 3 150 0 0 0 0 0 0 0 2 30 0 0 0 0 0 0 0 0 20 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
6,077 9,561 18,776 30,765 46,912 70,955 91,920 101,922 110,500 118,22021,698 42,137 71,361 112,596 173,684 237,729 287,559 334,475 380,253 426,127
23 34 67 108 162 243 304 319 335 35218 35 53 105 168 252 378 473 496 521
6 30 60 90 180 288 432 648 810 8514 8 38 75 113 225 360 540 810 1,0131 5 9 46 92 138 276 442 662 9940 1 6 11 55 110 165 330 528 792
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0 0 1 6 13 63 126 189 378 6050 0 0 1 7 14 72 145 217 4350 0 0 0 2 8 16 82 163 2450 0 0 0 0 2 9 18 90 1810 0 0 0 0 0 2 10 20 990 0 0 0 0 0 0 2 11 210 0 0 0 0 0 0 0 2 120 0 0 0 0 0 0 0 0 20 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
51 112 233 443 791 1,343 2,141 3,197 4,523 6,121
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
1000 1000 1000 1000 1000 1000 1000 1000 1000 10000 0 0 0 0 0 0 0 0 0
300 300 300 300 300 300 300 300 300 3000 0 0 0 0 0 0 0 0 0
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5%0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
700 700 700 700 700 700 700 700 700 70040 40 40 40 40 40 40 40 40 40
0 0 0 0 0 0 0 0 5,000 5,0000 0 0 0 0 0 0 0 0 0
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2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,0000 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
2,740 2,740 2,740 2,740 2,740 2,740 2,740 2,740 7,740 7,740
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
2,740 2,740 2,740 2,740 2,740 2,740 2,740 2,740 7,740 7,740
31,600 61,600 109,600 181,600 289,600 424,600 566,350 715,188 871,467 1,035,56021,698 42,137 71,361 112,596 173,684 237,729 287,559 334,475 380,253 426,127
51 112 233 443 791 1,343 2,141 3,197 4,523 6,1210% 0% 0% 0% 0% 1% 1% 1% 1% 1%
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 NM NM NM NM NM NM NM NM NM NM
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
2,740 2,740 2,740 2,740 2,740 2,740 2,740 2,740 7,740 7,7402,740 2,740 2,740 2,740 2,740 2,740 2,740 2,740 7,740 7,740
2,740 2,740 2,740 2,740 2,740 2,740 2,740 2,740 7,740 7,740
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(2,740) (2,740) (2,740) (2,740) (2,740) (2,740) (2,740) (2,740) (7,740) (7,740)NM NM NM NM NM NM NM NM NM NM
(24,660) (27,400) (30,140) (32,880) (35,620) (38,360) (41,100) (43,840) (51,580) (59,320)
4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
685 685 685 685 685 685 685 685 1,935 1,935609 609 609 609 609 609 609 609 1,720 1,720
0 0 0 0 0 0 0 0 0 0-24,660 -27,400 -30,140 -32,880 -35,620 -38,360 -41,100 -43,840 -51,580 -59,320
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Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-1219 20 21 22 23 24 25 26 27 28
5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 4.0% 4.0% 4.0% 4.0%172,298 180,913 189,959 199,456 209,429 219,901 228,697 237,845 247,358 257,253
1,207,858 1,388,771 1,578,730 1,778,186 1,987,615 2,207,516 2,436,213 2,674,058 2,921,416 3,178,669
90,251 94,764 99,502 104,477 109,701 115,186 120,945 125,783 130,815 136,04715,628 16,409 17,230 18,091 18,996 19,946 20,943 21,990 22,870 23,784
7,442 7,814 8,205 8,615 9,046 9,498 9,973 10,471 10,995 11,4357,088 7,442 7,814 8,205 8,615 9,046 9,498 9,973 10,471 10,9952,700 2,835 2,977 3,126 3,282 3,446 3,618 3,799 3,989 4,1891,080 1,350 1,418 1,488 1,563 1,641 1,723 1,809 1,900 1,995
720 1,080 1,350 1,418 1,488 1,563 1,641 1,723 1,809 1,900144 216 324 405 425 447 469 492 517 543
90 144 216 324 405 425 447 469 492 51745 90 144 216 324 405 425 447 469 49230 45 90 144 216 324 405 425 447 46915 30 45 90 144 216 324 405 425 447
3 15 30 45 90 144 216 324 405 4252 3 15 30 45 90 144 216 324 4050 1 1 5 10 15 30 48 72 1080 0 1 1 5 10 15 30 48 720 0 0 1 1 5 10 15 30 480 0 0 0 1 1 5 10 15 300 0 0 0 0 1 1 5 10 150 0 0 0 0 0 1 1 5 100 0 0 0 0 0 0 1 1 50 0 0 0 0 0 0 0 1 1
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0 0 0 0 0 0 0 0 0 10 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
125,237 132,238 139,360 146,680 154,356 162,407 170,832 178,436 186,109 193,931473,188 521,863 572,461 625,238 680,311 737,804 795,668 855,077 916,326 979,648
369 388 407 427 449 471 495 515 535 557547 574 603 633 665 698 733 770 800 832893 938 985 1,034 1,085 1,140 1,197 1,257 1,319 1,372
1,063 1,116 1,172 1,231 1,292 1,357 1,425 1,496 1,571 1,6491,242 1,304 1,369 1,438 1,510 1,585 1,664 1,748 1,835 1,9271,188 1,485 1,559 1,637 1,719 1,805 1,895 1,990 2,090 2,194
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907 1,361 1,701 1,786 1,875 1,969 2,068 2,171 2,280 2,393696 1,043 1,565 1,956 2,054 2,157 2,264 2,378 2,497 2,621490 783 1,175 1,763 2,203 2,313 2,429 2,550 2,678 2,812271 543 868 1,302 1,954 2,442 2,564 2,692 2,827 2,968198 297 594 950 1,426 2,138 2,673 2,807 2,947 3,094107 214 322 643 1,030 1,544 2,317 2,896 3,041 3,193
23 115 230 346 691 1,106 1,659 2,488 3,110 3,26612 25 123 246 369 737 1,179 1,769 2,654 3,317
3 13 26 132 263 395 790 1,263 1,895 2,8430 3 14 28 140 280 421 841 1,346 2,0200 0 3 15 30 149 298 446 893 1,4280 0 0 3 16 31 157 315 472 9430 0 0 0 3 16 31 156 313 4690 0 0 0 0 3 16 31 156 3110 0 0 0 0 0 3 15 31 1550 0 0 0 0 0 0 3 15 310 0 0 0 0 0 0 0 3 150 0 0 0 0 0 0 0 0 30 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 0
document.xls Page 23 of 88 Confidential
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
1000 1000 1000 1000 1000 1000 1000 1000 1000 10000 0 0 0 0 0 0 0 0 0
300 300 300 300 750 750 750 750 750 7500 0 0 0 0 0 0 0 0 0
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5%0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
document.xls Page 24 of 88 Confidential
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
700 700 700 700 700 700 700 700 700 70040 40 40 40 40 40 40 40 40 40
5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,0000 0 0 0 0 0 0 0 0 0
document.xls Page 25 of 88 Confidential
2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,0000 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740
1,207,858 1,388,771 1,578,730 1,778,186 1,987,615 2,207,516 2,436,213 2,674,058 2,921,416 3,178,669473,188 521,863 572,461 625,238 680,311 737,804 795,668 855,077 916,326 979,648
8,009 10,202 12,717 15,570 18,773 22,337 26,277 30,598 35,307 40,4142% 2% 2% 2% 3% 3% 3% 4% 4% 4%
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 NM NM NM NM NM NM NM NM NM NM
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,7407,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740
7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740
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(7,740) (7,740) (7,740) (7,740) (7,740) (7,740) (7,740) (7,740) (7,740) (7,740)NM NM NM NM NM NM NM NM NM NM
(67,060) (74,800) (82,540) (90,280) (98,020) (105,760) (113,500) (121,240) (128,980) (136,720)
4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
1,935 1,935 1,935 1,935 1,935 1,935 1,935 1,935 1,935 1,9351,720 1,720 1,720 1,720 1,720 1,720 1,720 1,720 1,720 1,720
0 0 0 0 0 0 0 0 0 0-67,060 -74,800 -82,540 -90,280 -98,020 -105,760 -113,500 -121,240 -128,980 -136,720
document.xls Page 27 of 88 Confidential
May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-1329 30 31 32 33 34 35 36 37 38
4.0% 4.0% 3.0% 3.0% 3.0% 3.0% 3.0% 3.0% 2.0% 2.0%267,543 278,245 286,592 295,190 304,045 313,167 322,562 332,239 338,883 345,661
3,446,212 3,724,457 4,011,049 4,306,238 4,610,284 4,923,450 5,246,012 5,578,251 5,917,134 6,262,795
141,489 147,149 153,035 157,626 162,354 167,225 172,242 177,409 182,731 186,38624,736 25,725 26,754 27,824 28,659 29,519 30,405 31,317 32,256 33,22411,892 12,368 12,863 13,377 13,912 14,330 14,759 15,202 15,658 16,12811,435 11,892 12,368 12,863 13,377 13,912 14,330 14,759 15,202 15,658
4,398 4,574 4,757 4,947 5,145 5,351 5,565 5,732 5,904 6,0812,094 2,199 2,287 2,378 2,474 2,573 2,675 2,782 2,866 2,9521,995 2,094 2,199 2,287 2,378 2,474 2,573 2,675 2,782 2,866
570 598 628 660 686 714 742 772 803 835543 570 598 628 660 686 714 742 772 803517 543 570 598 628 660 686 714 742 772492 517 543 570 598 628 660 686 714 742469 492 517 543 570 598 628 660 686 714447 469 492 517 543 570 598 628 660 686425 447 469 492 517 543 570 598 628 660135 142 149 156 164 172 181 190 199 209108 135 142 149 156 164 172 181 190 199
72 108 135 142 149 156 164 172 181 19048 72 108 135 142 149 156 164 172 18130 48 72 108 135 142 149 156 164 17215 30 48 72 108 135 142 149 156 16410 15 30 48 72 108 135 142 149 156
5 10 15 30 48 72 108 135 142 149
document.xls Page 28 of 88 Confidential
1 5 10 15 30 48 72 108 135 1421 1 5 10 15 30 48 72 108 1350 1 1 5 10 15 30 48 72 1080 0 1 1 5 10 15 30 48 720 0 0 1 1 5 10 15 30 480 0 0 0 1 1 5 10 15 300 0 0 0 0 1 1 5 10 150 0 0 0 0 0 1 1 5 100 0 0 0 0 0 0 1 2 100 0 0 0 0 0 0 0 1 20 0 0 0 0 0 0 0 0 10 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
201,926 210,203 218,795 226,182 233,538 240,989 248,535 256,256 264,184 270,5001,045,265 1,113,306 1,181,103 1,250,111 1,320,619 1,392,796 1,466,823 1,542,806 1,617,505 1,692,666
579 602 626 645 664 684 705 726 748 762866 900 936 974 1,003 1,033 1,064 1,096 1,129 1,163
1,427 1,484 1,544 1,605 1,669 1,720 1,771 1,824 1,879 1,9351,715 1,784 1,855 1,929 2,007 2,087 2,149 2,214 2,280 2,3492,023 2,104 2,188 2,276 2,367 2,461 2,560 2,637 2,716 2,7972,304 2,419 2,516 2,616 2,721 2,830 2,943 3,061 3,153 3,247
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2,513 2,639 2,771 2,882 2,997 3,117 3,241 3,371 3,506 3,6112,752 2,890 3,035 3,186 3,314 3,446 3,584 3,728 3,877 4,0322,952 3,100 3,255 3,418 3,589 3,732 3,882 4,037 4,198 4,3663,117 3,273 3,436 3,608 3,789 3,978 4,137 4,303 4,475 4,6543,249 3,412 3,582 3,761 3,949 4,147 4,354 4,528 4,709 4,8983,352 3,520 3,696 3,881 4,075 4,278 4,492 4,717 4,906 5,1023,429 3,601 3,781 3,970 4,168 4,377 4,595 4,825 5,067 5,2693,483 3,657 3,840 4,032 4,233 4,445 4,667 4,901 5,146 5,4033,553 3,731 3,917 4,113 4,319 4,535 4,762 5,000 5,250 5,5123,029 3,787 3,976 4,175 4,384 4,603 4,833 5,075 5,328 5,5952,143 3,214 4,018 4,218 4,429 4,651 4,883 5,128 5,384 5,6531,510 2,264 3,397 4,246 4,458 4,681 4,915 5,161 5,419 5,690
938 1,501 2,252 3,378 4,223 4,434 4,656 4,888 5,133 5,389467 933 1,493 2,240 3,360 4,200 4,410 4,630 4,862 5,105309 464 928 1,485 2,228 3,342 4,177 4,386 4,605 4,835154 308 462 923 1,477 2,215 3,323 4,154 4,362 4,580
31 153 306 459 918 1,469 2,203 3,305 4,131 4,33815 30 152 304 456 913 1,461 2,191 3,286 4,108
3 15 30 151 303 454 908 1,452 2,179 3,2680 3 15 30 150 301 451 903 1,444 2,1660 0 3 15 30 150 299 449 898 1,4360 0 0 3 15 30 149 297 446 8920 0 0 0 3 15 30 148 296 4440 0 0 0 0 3 15 29 147 2940 0 0 0 0 0 3 15 29 1450 0 0 0 0 0 0 3 14 290 0 0 0 0 0 0 0 3 140 0 0 0 0 0 0 0 0 30 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
45,914 51,788 58,010 64,524 71,297 78,329 85,622 93,180 101,002 109,085
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
document.xls Page 31 of 88 Confidential
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
1000 1000 1000 1000 1000 1000 1000 1000 1000 10000 0 0 0 0 0 0 0 0 0
750 750 750 750 750 750 750 750 750 7500 0 0 0 0 0 0 0 0 0
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5%0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
700 700 700 700 700 700 700 700 700 70040 40 40 40 40 40 40 40 40 40
10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,0000 0 0 0 0 0 0 0 0 0
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2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,0000 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740
3,446,212 3,724,457 4,011,049 4,306,238 4,610,284 4,923,450 5,246,012 5,578,251 5,917,134 6,262,7951,045,265 1,113,306 1,181,103 1,250,111 1,320,619 1,392,796 1,466,823 1,542,806 1,617,505 1,692,666
45,914 51,788 58,010 64,524 71,297 78,329 85,622 93,180 101,002 109,0854% 5% 5% 5% 5% 6% 6% 6% 6% 6%
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 NM NM NM NM NM NM NM NM NM NM
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,74012,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740
12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740
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(12,740) (12,740) (12,740) (12,740) (12,740) (12,740) (12,740) (12,740) (12,740) (12,740)NM NM NM NM NM NM NM NM NM NM
(149,460) (162,200) (174,940) (187,680) (200,420) (213,160) (225,900) (238,640) (251,380) (264,120)
4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
3,185 3,185 3,185 3,185 3,185 3,185 3,185 3,185 3,185 3,1852,831 2,831 2,831 2,831 2,831 2,831 2,831 2,831 2,831 2,831
0 0 0 0 0 0 0 0 0 0-149,460 -162,200 -174,940 -187,680 -200,420 -213,160 -225,900 -238,640 -251,380 -264,120
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Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-1339 40 41 42 43 44 45 46 47 48
2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0%352,574 359,626 366,818 374,155 381,638 389,271 397,056 404,997 413,097 421,359
6,615,370 6,974,996 7,341,814 7,715,968 8,097,606 8,486,877 8,883,933 9,288,930 9,702,027 10,123,386
190,114 193,916 197,794 201,750 205,785 209,901 214,099 218,381 222,748 227,20333,888 34,566 35,257 35,963 36,682 37,415 38,164 38,927 39,706 40,50016,612 16,944 17,283 17,629 17,981 18,341 18,708 19,082 19,464 19,85316,128 16,612 16,944 17,283 17,629 17,981 18,341 18,708 19,082 19,464
6,263 6,451 6,645 6,778 6,913 7,051 7,193 7,336 7,483 7,6333,040 3,132 3,226 3,322 3,389 3,457 3,526 3,596 3,668 3,7422,952 3,040 3,132 3,226 3,322 3,389 3,457 3,526 3,596 3,668
860 886 912 940 968 997 1,017 1,037 1,058 1,079835 860 886 912 940 968 997 1,017 1,037 1,058803 835 860 886 912 940 968 997 1,017 1,037772 803 835 860 886 912 940 968 997 1,017742 772 803 835 860 886 912 940 968 997714 742 772 803 835 860 886 912 940 968686 714 742 772 803 835 860 886 912 940220 229 238 247 257 268 278 287 295 304209 220 229 238 247 257 268 278 287 295199 209 220 229 238 247 257 268 278 287190 199 209 220 229 238 247 257 268 278181 190 199 209 220 229 238 247 257 268172 181 190 199 209 220 229 238 247 257164 172 181 190 199 209 220 229 238 247156 164 172 181 190 199 209 220 229 238
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149 156 164 172 181 190 199 209 220 229142 149 156 164 172 181 190 199 209 220135 142 149 156 164 172 181 190 199 209108 135 142 149 156 164 172 181 190 199
72 108 135 142 149 156 164 172 181 19048 72 108 135 142 149 156 164 172 18130 48 72 108 135 142 149 156 164 17215 30 48 72 108 135 142 149 156 16420 30 60 96 144 216 270 284 298 31310 20 30 60 96 144 216 270 284 298
2 10 20 30 60 96 144 216 270 2842 3 15 30 45 90 144 216 324 4050 2 3 15 30 45 90 144 216 3240 0 2 3 15 30 45 90 144 2160 0 0 2 3 15 30 45 90 1440 0 0 0 2 3 15 30 45 900 0 0 0 0 2 3 15 30 450 0 0 0 0 0 2 3 15 300 0 0 0 0 0 0 2 3 150 0 0 0 0 0 0 0 2 30 0 0 0 0 0 0 0 0 20 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
276,633 282,741 288,832 295,004 301,295 307,729 314,323 321,070 327,985 335,0621,768,608 1,845,493 1,923,479 2,002,630 2,082,972 2,164,514 2,247,247 2,331,174 2,416,286 2,502,582
778 793 809 825 842 859 876 893 911 9291,186 1,210 1,234 1,259 1,284 1,310 1,336 1,362 1,390 1,4171,993 2,033 2,074 2,115 2,158 2,201 2,245 2,290 2,336 2,3822,419 2,492 2,542 2,592 2,644 2,697 2,751 2,806 2,862 2,9202,881 2,968 3,057 3,118 3,180 3,244 3,309 3,375 3,442 3,5113,344 3,445 3,548 3,655 3,728 3,802 3,878 3,956 4,035 4,116
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3,719 3,831 3,946 4,064 4,186 4,270 4,355 4,442 4,531 4,6224,153 4,277 4,406 4,538 4,674 4,814 4,910 5,009 5,109 5,2114,541 4,677 4,817 4,962 5,111 5,264 5,422 5,531 5,641 5,7544,840 5,033 5,184 5,340 5,500 5,665 5,835 6,010 6,130 6,2535,094 5,297 5,509 5,675 5,845 6,020 6,201 6,387 6,578 6,7105,306 5,518 5,739 5,968 6,147 6,332 6,522 6,717 6,919 7,1275,480 5,699 5,927 6,164 6,411 6,603 6,801 7,005 7,215 7,4325,619 5,844 6,078 6,321 6,574 6,836 7,042 7,253 7,470 7,6955,788 6,019 6,260 6,510 6,771 7,042 7,323 7,543 7,769 8,0025,874 6,168 6,415 6,672 6,938 7,216 7,505 7,805 8,039 8,2805,936 6,233 6,544 6,806 7,078 7,361 7,656 7,962 8,281 8,5295,974 6,273 6,587 6,916 7,193 7,480 7,779 8,091 8,414 8,7515,659 5,942 6,239 6,551 6,878 7,154 7,440 7,737 8,047 8,3695,360 5,628 5,910 6,205 6,515 6,841 7,115 7,399 7,695 8,0035,077 5,331 5,597 5,877 6,171 6,480 6,804 7,076 7,359 7,6534,809 5,049 5,302 5,567 5,845 6,137 6,444 6,766 7,037 7,3184,554 4,782 5,021 5,272 5,536 5,813 6,103 6,409 6,729 6,9984,313 4,529 4,756 4,993 5,243 5,505 5,780 6,069 6,373 6,6924,085 4,289 4,504 4,729 4,965 5,214 5,474 5,748 6,036 6,3373,250 4,062 4,265 4,479 4,702 4,938 5,184 5,444 5,716 6,0022,154 3,231 4,039 4,241 4,453 4,676 4,910 5,155 5,413 5,6841,428 2,142 3,213 4,016 4,217 4,428 4,649 4,882 5,126 5,382
887 1,420 2,130 3,195 3,993 4,193 4,403 4,623 4,854 5,097441 882 1,412 2,118 3,176 3,970 4,169 4,377 4,596 4,826291 436 872 1,395 2,093 3,140 3,924 4,121 4,327 4,543144 287 431 862 1,379 2,069 3,103 3,879 4,072 4,276
28 142 284 426 852 1,363 2,044 3,066 3,833 4,02414 28 139 279 418 836 1,338 2,007 3,011 3,764
3 14 27 137 274 411 821 1,314 1,971 2,9560 3 13 27 134 269 403 806 1,289 1,9340 0 3 13 26 132 263 395 790 1,2650 0 0 3 13 26 129 258 388 7750 0 0 0 3 13 25 127 253 3800 0 0 0 0 2 12 25 124 2480 0 0 0 0 0 2 12 24 1220 0 0 0 0 0 0 2 12 24
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0 0 0 0 0 0 0 0 2 120 0 0 0 0 0 0 0 0 20 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
117,424 126,009 134,833 143,884 153,152 162,624 172,288 182,135 192,151 202,326
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
document.xls Page 39 of 88 Confidential
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
1000 1000 1000 1000 1000 1000 1000 1000 1000 10000 0 0 0 0 0 0 0 0 0
750 750 750 750 750 750 750 750 750 7500 0 0 0 0 0 0 0 0 0
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22 0.22
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5% 3.5%0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
document.xls Page 40 of 88 Confidential
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
700 700 700 700 700 700 700 700 700 70040 40 40 40 40 40 40 40 40 40
10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,0000 0 0 0 0 0 0 0 0 0
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2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,0000 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740
6,615,370 6,974,996 7,341,814 7,715,968 8,097,606 8,486,877 8,883,933 9,288,930 9,702,027 10,123,3861,768,608 1,845,493 1,923,479 2,002,630 2,082,972 2,164,514 2,247,247 2,331,174 2,416,286 2,502,582
117,424 126,009 134,833 143,884 153,152 162,624 172,288 182,135 192,151 202,3267% 7% 7% 7% 7% 8% 8% 8% 8% 8%
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 NM NM NM NM NM NM NM NM NM NM
0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0
12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,74012,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740
12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740
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(12,740) (12,740) (12,740) (12,740) (12,740) (12,740) (12,740) (12,740) (12,740) (12,740)NM NM NM NM NM NM NM NM NM NM
(276,860) (289,600) (302,340) (315,080) (327,820) (340,560) (353,300) (366,040) (378,780) (391,520)
4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.0 4.04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
3,185 3,185 3,185 3,185 3,185 3,185 3,185 3,185 3,185 3,1852,831 2,831 2,831 2,831 2,831 2,831 2,831 2,831 2,831 2,831
0 0 0 0 0 0 0 0 0 0-276,860 -289,600 -302,340 -315,080 -327,820 -340,560 -353,300 -366,040 -378,780 -391,520
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SUMMARIES
2010 2011 2012 2013
72,000 219,901 332,239 421,359181,600 2,207,516 5,578,251 10,123,386
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112,596 737,804 1,542,806 2,502,582
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443 22,337 93,180 202,326
0 0 0 0
0 0 0 00 0 0 00 0 0 00 0 0 0
0 0 0 0
0 0 0 0
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0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0
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0 0 0 00 0 0 0
0 0 0 0
0 0 0 0
0 0 0 00 0 0 00 0 0 00 0 0 00 0 0 0
0 0 0 0
0 0 0 0
0 0 0 0
8,400 8,400 8,400 8,400480 480 480 480
0 40,000 100,000 120,0000 0 0 0
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24,000 24,000 24,000 24,0000 0 0 00 0 0 00 0 0 0
32,880 72,880 132,880 152,880
0 0 0 00 0 0 00 0 0 00 0 0 00 0 0 0
32,880 72,880 132,880 152,880
100 715,188 3,178,669 6,974,996100 334,475 979,648 1,845,493
0 3,197 40,414 126,0090% 1% 4% 7%
0 0 0 0
0 0 0 0
0 0 0 0
0 0 0 00 0 0 0
32,880 72,880 132,880 152,88032,880 72,880 132,880 152,880
32,880 72,880 132,880 152,880
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-32,880 -72,880 -132,880 -152,880
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Assumptions
Web Service Freemium Revenue & Tables
Amount %Monthly Subscription $0.00 15%Annual Subscription $0.00 85%
Annual Subscr. Discount 75%
Weighted Monthly Sub Revenue $0.00 <<< drives subscription revenue calculations
Enter your own cohort assumptions below (applications vs games will see very different churn curves)
CHURN WATERFALL: per monthly cohort CONVERSION RATE: per monthly cohort
# Months a User Lose # Months a User1 55.0% 45% 1 0.5%2 10.0% 35% 2 1.0%3 5.0% 30% 3 2.0%4 5.0% 25% 4 3.0%5 2.0% 23% 5 4.0%6 1.0% 22% 6 5.0%7 1.0% 21% 7 6.0%8 0.3% 21% 8 7.0%9 0.3% 20% 9 8.0%
10 0.3% 20% 10 9.0%11 0.3% 20% 11 10.0%12 0.3% 19% 12 11.0%13 0.3% 19% 13 12.0%14 0.3% 19% 14 13.0%15 0.1% 19% 15 14.0%16 0.1% 19% 16 15.0%17 0.1% 19% 17 16.0%18 0.1% 18% 18 17.0%19 0.1% 18% 19 17.0%20 0.1% 18% 20 17.0%21 0.1% 18% 21 17.0%22 0.1% 18% 22 17.0%23 0.1% 18% 23 17.0%24 0.1% 18% 24 17.0%25 0.1% 18% 25 17.0%26 0.1% 18% 26 17.0%27 0.1% 18% 27 17.0%28 0.1% 17% 28 17.0%29 0.1% 17% 29 17.0%30 0.1% 17% 30 17.0%31 0.2% 17% 31 17.0%32 0.2% 17% 32 17.0%33 0.2% 17% 33 17.0%34 0.3% 16% 34 17.0%35 0.3% 16% 35 17.0%36 0.3% 16% 36 17.0%37 0.3% 15% 37 17.0%38 0.3% 15% 38 17.0%39 0.3% 15% 39 17.0%40 0.3% 15% 40 17.0%41 0.3% 14% 41 17.0%42 0.3% 14% 42 17.0%43 0.3% 14% 43 17.0%44 0.3% 13% 44 17.0%45 0.3% 13% 45 17.0%46 0.3% 13% 46 17.0%47 0.3% 12% 47 17.0%48 0.3% 12% 48 17.0%
ChurnTable ConversionTable
ADVERTISING ASSUMPTIONSAds seen per visit 0CPM $0.00Inventory sold 0%Remnant CPM $0.00Remnant % 0%House ads % 100%
Model out integrated sponsorship revenues and associated costs on Model tab
INFRASTRUCTURE COSTS
Concurrency Multiple 0.00% Applied to total active users to calculate peak concurrent users online -- needed for hosting cost calculationsNote: if you are primarily using cloud hosting, want to devise a formula that takes into account concurrency over time, rather than peak
Cost per Server Pair $2,000 cost per server for company-owned machines, not managed or cloud hosting
HEADCOUNT COSTS
IT and Telephony Costs / FTE $175 per FTE employeeOffice Supplies $10 per FTE employee
Users Remaining
Premium Conversion
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Office Space / FTE $300 per FTE employeeTravel Costs $500 per FTE employeeComputer Equipment $3,000 per new FTEOther 1 $0Other 2 $0
CUSTOMER SUPPORT
Active users per FTE 0 input = how many active users can each customer support FTE handle?this number completely depends on your type of business and you may want to switch the model to work off of subscribers, or a blendif you are outsourcing, you can shift the model to scale up based on the advice of your partner (and don't forget minimum and starting fees)
CDN Cost TableTB $ / GB Tier
0 0.22 1 TB Usage Per GB1 0.22 1 0 to 9 0.222 0.22 1 10 to 19 0.203 0.22 1 20 to 49 0.154 0.22 1 50 to 99 0.125 0.22 1 100 to 149 0.106 0.22 1 150+ 0.097 0.22 18 0.22 19 0.22 1
10 0.20 211 0.20 212 0.20 213 0.20 214 0.20 215 0.20 216 0.20 217 0.20 218 0.20 219 0.20 220 0.15 321 0.15 322 0.15 323 0.15 324 0.15 325 0.15 326 0.15 327 0.15 328 0.15 329 0.15 330 0.15 331 0.15 332 0.15 333 0.15 334 0.15 335 0.15 336 0.15 337 0.15 338 0.15 339 0.15 340 0.15 341 0.15 342 0.15 343 0.15 344 0.15 345 0.15 346 0.15 347 0.15 348 0.15 349 0.15 350 0.12 451 0.12 452 0.12 453 0.12 454 0.12 455 0.12 456 0.12 457 0.12 458 0.12 459 0.12 460 0.12 461 0.12 462 0.12 463 0.12 464 0.12 465 0.12 466 0.12 467 0.12 468 0.12 469 0.12 470 0.12 471 0.12 472 0.12 473 0.12 474 0.12 475 0.12 476 0.12 477 0.12 478 0.12 479 0.12 480 0.12 4
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81 0.12 482 0.12 483 0.12 484 0.12 485 0.12 486 0.12 487 0.12 488 0.12 489 0.12 490 0.12 491 0.12 492 0.12 493 0.12 494 0.12 495 0.12 496 0.12 497 0.12 498 0.12 499 0.12 4
100 0.10 5101 0.10 5102 0.10 5103 0.10 5104 0.10 5105 0.10 5106 0.10 5107 0.10 5108 0.10 5109 0.10 5110 0.10 5111 0.10 5112 0.10 5113 0.10 5114 0.10 5115 0.10 5116 0.10 5117 0.10 5118 0.10 5119 0.10 5120 0.10 5121 0.10 5122 0.10 5123 0.10 5124 0.10 5125 0.10 5126 0.10 5127 0.10 5128 0.10 5129 0.10 5130 0.10 5131 0.10 5132 0.10 5133 0.10 5134 0.10 5135 0.10 5136 0.10 5137 0.10 5138 0.10 5139 0.10 5140 0.10 5141 0.10 5142 0.10 5143 0.10 5144 0.10 5145 0.10 5146 0.10 5147 0.10 5148 0.10 5149 0.10 5150 0.09 6
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StaffJan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10
Markup for benefits/taxes/etc 1.3Contractor Hours / Month 160
Instructions: edit the salary levels and hourly rates to fit your location and circumstanceSalary phase is set on row 83, which allows you to manually determine when business has reached the pointwhere it can handle more market-competitive salaries
Role Hourly Rate CategoryCEO 0 0 0 0 0 0 CorpCFO 0 0 0 0 0 0 CorpGeneral Counsel 0 0 0 0 0 0 CorpHR/Finance/Bookkeeping 0 0 0 0 0 0 CorpOffice Manager 0 0 0 0 0 0 CorpCTO 0 0 0 0 0 0 TechnologyVP of Engineering 0 0 0 0 0 0 TechnologyServer Dev 0 0 0 0 0 0 TechnologyWeb / Application Dev 0 0 0 0 0 0 TechnologySys Admin 0 0 0 0 0 0 TechnologyProduct Manager 0 0 0 0 0 0 TechnologyUI Designer 0 0 0 0 0 0 TechnologyVP of Marketing 0 0 0 0 0 0 Sales & MarketingMarketing Staff 0 0 0 0 0 0 Sales & MarketingVP of Bizdev 0 0 0 0 0 0 Sales & MarketingVP of Sales 0 0 0 0 0 0 Sales & MarketingInside Sales 0 0 0 0 0 0 Sales & MarketingEnterprise Sales 0 0 0 0 0 0 Sales & MarketingVP, Customer Support 0 0 0 0 0 0 Customer SupportCustomer Support 0 0 0 0 0 0 Customer Support
EmpCostTable
Data Reference Points
Phase 1 Salary
Phase 2 Salary
Phase 1 Monthly
Phase 2 Monthly
Hourly Monthly
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Active Users 0 0 0 100 545 1,260Subscribers 0 0 0 0 0 1
Instructions: enter in a hard coded number (can be a decimal for partial month) for the staff levels per role and employee type (FTE vs Hourly) (color it blue for readability)Customer support FTE is currently formula driven and you will need to edit inputs (Assumptions tab) at minimum
Headcount LevelsRole Category Type Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10CEO Corp Hourly 0 0 0 0 0 0CEO Corp FTE 1 1 1 1 1 1CFO Corp Hourly 0 0 0 0 0 0CFO Corp FTE 0 0 0 0 0 0General Counsel Corp Hourly 0 0 0 0 0 0General Counsel Corp FTE 0 0 0 0 0 0HR/Finance/Bookkeeping Corp Hourly 0 0 0 0 0 0HR/Finance/Bookkeeping Corp FTE 0 0 0 0 0 0Office Manager Corp Hourly 0 0 0 0 0 0Office Manager Corp FTE 0 0 0 0 0 0CTO Technology Hourly 0 0 0 0 0 0CTO Technology FTE 1 1 1 1 1 1VP of Engineering Technology Hourly 0 0 0 0 0 0VP of Engineering Technology FTE 0 0 0 0 0 0Server Dev Technology Hourly 0 0 0 0 0 0Server Dev Technology FTE 1 1 1 1 1 1Web / Application Dev Technology Hourly 0 0 0 0 0 0Web / Application Dev Technology FTE 1 1 1 1 1 1Sys Admin Technology Hourly 0 0 0 0 0 0Sys Admin Technology FTE 0 0 0 0 0 0Product Manager Technology Hourly 0 0 0 0 0 0Product Manager Technology FTE 0 0 0 0 0 0UI Designer Technology Hourly 0.5 0.5 0.5 0.5 0.5 0.5UI Designer Technology FTE 0 0 0 0 0 0VP of Marketing Sales & MarkHourly 0 0 0 0 0 0VP of Marketing Sales & MarkFTE 0 0 0 0 0 0Marketing Staff Sales & MarkHourly 0 0 0 0 0 0Marketing Staff Sales & MarkFTE 0 0 0 0 0 0VP of Bizdev Sales & MarkHourly 0 0 0 0 0 0
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VP of Bizdev Sales & MarkFTE 0 0 0 0 0 0VP of Sales Sales & MarkHourly 0 0 0 0 0 0VP of Sales Sales & MarkFTE 0 0 0 0 0 0Inside Sales Sales & MarkHourly 0 0 0 0 0 0Inside Sales Sales & MarkFTE 0 0 0 0 0 0Enterprise Sales Sales & MarkHourly 0 0 0 0 0 0Enterprise Sales Sales & MarkFTE 0 0 0 0 0 0VP, Customer Support Customer SuHourly 0 0 0 0 0 0VP, Customer Support Customer SuFTE 0 0 0 0 0 0Customer Support Customer SuHourly 0 0 0 0 0 0Customer Support Customer SuFTE 0 0 0 0 0 0
4.5 4.5 4.5 4.5 4.5 4.5
Instructions: set a 1 if people are using discounted salaries that month; set a 2 if company is now paying the higher, more market-competitive ratesSalary Phase 1 1 1 1 1 1
Note: if you are outsourcing customer support to an offshore partner, you may want to pull it out and model it directly on Model tab
Monthly CostRole Category Type Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10CEO Corp Hourly 0 0 0 0 0 0CEO Corp FTE 0 0 0 0 0 0CFO Corp Hourly 0 0 0 0 0 0CFO Corp FTE 0 0 0 0 0 0General Counsel Corp Hourly 0 0 0 0 0 0General Counsel Corp FTE 0 0 0 0 0 0HR/Finance/Bookkeeping Corp Hourly 0 0 0 0 0 0HR/Finance/Bookkeeping Corp FTE 0 0 0 0 0 0Office Manager Corp Hourly 0 0 0 0 0 0Office Manager Corp FTE 0 0 0 0 0 0CTO Technology Hourly 0 0 0 0 0 0CTO Technology FTE 0 0 0 0 0 0VP of Engineering Technology Hourly 0 0 0 0 0 0VP of Engineering Technology FTE 0 0 0 0 0 0Server Dev Technology Hourly 0 0 0 0 0 0Server Dev Technology FTE 0 0 0 0 0 0Web / Application Dev Technology Hourly 0 0 0 0 0 0
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Web / Application Dev Technology FTE 0 0 0 0 0 0Sys Admin Technology Hourly 0 0 0 0 0 0Sys Admin Technology FTE 0 0 0 0 0 0Product Manager Technology Hourly 0 0 0 0 0 0Product Manager Technology FTE 0 0 0 0 0 0UI Designer Technology Hourly 0 0 0 0 0 0UI Designer Technology FTE 0 0 0 0 0 0VP of Marketing Sales & MarkHourly 0 0 0 0 0 0VP of Marketing Sales & MarkFTE 0 0 0 0 0 0Marketing Staff Sales & MarkHourly 0 0 0 0 0 0Marketing Staff Sales & MarkFTE 0 0 0 0 0 0VP of Bizdev Sales & MarkHourly 0 0 0 0 0 0VP of Bizdev Sales & MarkFTE 0 0 0 0 0 0VP of Sales Sales & MarkHourly 0 0 0 0 0 0VP of Sales Sales & MarkFTE 0 0 0 0 0 0Inside Sales Sales & MarkHourly 0 0 0 0 0 0Inside Sales Sales & MarkFTE 0 0 0 0 0 0Enterprise Sales Sales & MarkHourly 0 0 0 0 0 0Enterprise Sales Sales & MarkFTE 0 0 0 0 0 0VP, Customer Support Customer SuHourly 0 0 0 0 0 0VP, Customer Support Customer SuFTE 0 0 0 0 0 0Customer Support Customer SuHourly 0 0 0 0 0 0Customer Support Customer SuFTE 0 0 0 0 0 0
HEADCOUNTHeadcount (FTE)
Corp FTE 1 1 1 1 1 1Technology FTE 3 3 3 3 3 3Sales & Marketing FTE 0 0 0 0 0 0Customer Support FTE 0 0 0 0 0 0TOTAL 4 4 4 4 4 4
Headcount (including contractors)Corp 1 1 1 1 1 1Technology 3.5 3.5 3.5 3.5 3.5 3.5Sales & Marketing 0 0 0 0 0 0
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Customer Support 0 0 0 0 0 0TOTAL 4.5 4.5 4.5 4.5 4.5 4.5
COSTSFTE Costs
Corp FTE 0 0 0 0 0 0Technology FTE 0 0 0 0 0 0Sales & Marketing FTE 0 0 0 0 0 0Customer Support FTE 0 0 0 0 0 0TOTAL 0 0 0 0 0 0
Contractor CostsCorp Hourly 0 0 0 0 0 0Technology Hourly 0 0 0 0 0 0Sales & Marketing Hourly 0 0 0 0 0 0Customer Support Hourly 0 0 0 0 0 0TOTAL 0 0 0 0 0 0
Cost (Total)Corp 0 0 0 0 0 0Technology 0 0 0 0 0 0Sales & Marketing 0 0 0 0 0 0Customer Support 0 0 0 0 0 0TOTAL 0 0 0 0 0 0
0 0 0 0 0 0
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Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11
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5,655 12,775 21,698 42,137 71,361 112,596 173,684 237,729 287,559 334,475 380,2535 19 51 112 233 443 791 1,343 2,141 3,197 4,523
Instructions: enter in a hard coded number (can be a decimal for partial month) for the staff levels per role and employee type (FTE vs Hourly) (color it blue for readability)
Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-110 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.50 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
Instructions: set a 1 if people are using discounted salaries that month; set a 2 if company is now paying the higher, more market-competitive rates1 1 1 1 1 1 2 2 2 2 2
Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-110 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
1 1 1 1 1 1 1 1 1 1 13 3 3 3 3 3 3 3 3 3 30 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 04 4 4 4 4 4 4 4 4 4 4
1 1 1 1 1 1 1 1 1 1 13.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5
0 0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 0 04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0
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Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12
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426,127 473,188 521,863 572,461 625,238 680,311 737,804 795,668 855,077 916,326 979,6486,121 8,009 10,202 12,717 15,570 18,773 22,337 26,277 30,598 35,307 40,414
Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-120 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.50 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
2 2 2 2 2 2 2 2 2 2 2
Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-120 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
1 1 1 1 1 1 1 1 1 1 13 3 3 3 3 3 3 3 3 3 30 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 04 4 4 4 4 4 4 4 4 4 4
1 1 1 1 1 1 1 1 1 1 13.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5
0 0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 0 04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
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May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13
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1,045,265 1,113,306 1,181,103 1,250,111 1,320,619 1,392,796 1,466,823 1,542,806 1,617,505 1,692,666 1,768,60845,914 51,788 58,010 64,524 71,297 78,329 85,622 93,180 101,002 109,085 117,424
May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-130 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.50 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
2 2 2 2 2 2 2 2 2 2 2
May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-130 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
1 1 1 1 1 1 1 1 1 1 13 3 3 3 3 3 3 3 3 3 30 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 04 4 4 4 4 4 4 4 4 4 4
1 1 1 1 1 1 1 1 1 1 13.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5
0 0 0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 0 0 04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0
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Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
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1,845,493 1,923,479 2,002,630 2,082,972 2,164,514 2,247,247 2,331,174 2,416,286 2,502,582126,009 134,833 143,884 153,152 162,624 172,288 182,135 192,151 202,326
Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-130 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 01 1 1 1 1 1 1 1 10 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0
0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.50 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0
4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
2 2 2 2 2 2 2 2 2
Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-130 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0
1 1 1 1 1 1 1 1 13 3 3 3 3 3 3 3 30 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 04 4 4 4 4 4 4 4 4
1 1 1 1 1 1 1 1 13.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5 3.5
0 0 0 0 0 0 0 0 0
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0 0 0 0 0 0 0 0 04.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5 4.5
0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 480.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Users Remaining (Churn)
Premium Conversion
Month after Joining
Jan-10Feb-10Mar-10Apr-10May-10Jun-10Jul-10Aug-10Sep-10Oct-10Nov-10Dec-10Jan-11Feb-11Mar-11Apr-11May-11Jun-11Jul-11Aug-11Sep-11Oct-11Nov-11Dec-11Jan-12Feb-12Mar-12Apr-12May-12Jun-12Jul-12Aug-12Sep-12Oct-12Nov-12Dec-12Jan-13Feb-13Mar-13Apr-13May-13Jun-13Jul-13Aug-13Sep-13Oct-13Nov-13Dec-130
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
Subscribers
Active Users
Subscriber %
Us
er
Gro
wth
Su
bs
crib
er %
2010 2011 2012 20130
5
10
15
20
25
1 1 1 1
3.5 3.5 3.5 3.5
0 0 00 0
Customer Support
Sales & Marketing
Technology
Corp
Jan-1
0
Feb-10
Mar-1
0
Apr-10
May-
10
Jun-1
0
Jul-1
0
Aug-10
Sep-10
Oct
-10
Nov-10
Dec-10
Jan-1
1
Feb-11
Mar-1
1
Apr-11
May-
11
Jun-1
1
Jul-1
1
Aug-11
Sep-11
Oct
-11
Nov-11
Dec-11
Jan-1
2
Feb-12
Mar-1
2
Apr-12
May-
12
Jun-1
2
Jul-1
2
Aug-12
Sep-12
Oct
-12
Nov-12
Dec-12
Jan-1
3
Feb-13
Mar-1
3
Apr-13
May-
13
Jun-1
3
Jul-1
3
Aug-13
Sep-13
Oct
-13
Nov-13
Dec-13
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Total Costs
Revenue
document.xls Page 82 of 88 Confidential
Charting
Jan-10 Feb-10 Apr-10 Jun-10 Jul-10 Aug-10Active Users 0 0 100 1,260 5,655 12,775Subscribers 0 0 0 1 5 19Subscriber % 0.0% 0.0% 0.0% 0.1% 0.1% 0.1%
Jan-10 Feb-10 Apr-10 Jun-10 Jul-10 Aug-10Revenue 0 0 0 0 0 0Total Costs 2,740 2,740 2,740 2,740 2,740 2,740
Month0 100.0% 0.0%1 45.0% 0.5%2 35.0% 1.0%3 30.0% 2.0%4 25.0% 3.0%5 23.0% 4.0%6 22.0% 5.0%7 21.0% 6.0%8 20.7% 7.0%9 20.4% 8.0%
10 20.1% 8.2%11 19.8% 8.4%12 19.5% 8.6%13 19.2% 8.8%14 18.9% 9.0%15 18.8% 9.2%16 18.7% 9.4%17 18.6% 9.6%18 18.5% 9.8%19 18.4% 10.0%20 18.3% 10.2%21 18.2% 10.4%22 18.1% 10.6%23 18.0% 10.8%24 17.9% 11.0%25 17.8% 11.2%26 17.7% 11.4%27 17.6% 11.6%28 17.5% 11.8%29 17.4% 12.0%30 17.3% 12.2%31 17.1% 12.4%32 16.9% 12.6%
Users Remaining
(Churn)Premium
Conversion
document.xls Page 83 of 88 Confidential
33 16.7% 12.8%34 16.4% 13.0%35 16.1% 13.2%36 15.8% 13.4%37 15.5% 13.6%38 15.2% 13.8%39 14.9% 14.0%40 14.6% 14.2%41 14.3% 14.4%42 14.0% 14.6%43 13.7% 14.8%44 13.4% 15.0%45 13.1% 15.2%46 12.8% 15.4%47 12.5% 15.6%48 12.2% 15.8%
2010 2011 2012 2013Corp 1 1 1 1Technology 3.5 3.5 3.5 3.5Sales & Marketing 0 0 0 0Customer Support 0 0 0 0
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Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-1121,698 42,137 71,361 112,596 173,684 237,729 287,559 334,475 380,253 426,127
51 112 233 443 791 1,343 2,141 3,197 4,523 6,1210.2% 0.3% 0.3% 0.4% 0.5% 0.6% 0.7% 1.0% 1.2% 1.4%
Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-110 0 0 0 0 0 0 0 0 0
2,740 2,740 2,740 2,740 2,740 2,740 2,740 2,740 7,740 7,740
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Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12473,188 521,863 572,461 625,238 680,311 737,804 795,668 855,077 916,326 979,648
8,009 10,202 12,717 15,570 18,773 22,337 26,277 30,598 35,307 40,4141.7% 2.0% 2.2% 2.5% 2.8% 3.0% 3.3% 3.6% 3.9% 4.1%
Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-120 0 0 0 0 0 0 0 0 0
7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740 7,740
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May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-131,045,265 1,113,306 1,181,103 1,250,111 1,320,619 1,392,796 1,466,823 1,542,806 1,617,505 1,692,666
45,914 51,788 58,010 64,524 71,297 78,329 85,622 93,180 101,002 109,0854.4% 4.7% 4.9% 5.2% 5.4% 5.6% 5.8% 6.0% 6.2% 6.4%
May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-130 0 0 0 0 0 0 0 0 0
12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740
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Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-131,768,608 1,845,493 1,923,479 2,002,630 2,082,972 2,164,514 2,247,247 2,331,174 2,416,286 2,502,582
117,424 126,009 134,833 143,884 153,152 162,624 172,288 182,135 192,151 202,3266.6% 6.8% 7.0% 7.2% 7.4% 7.5% 7.7% 7.8% 8.0% 8.1%
Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-130 0 0 0 0 0 0 0 0 0
12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740 12,740
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Admin
Employee TypeFTEHourly
EmployeeType
CategoriesCorpTechnologySales & MarketingCustomer Support
EmpCategory
