Startup Financial Model Template: A Custom Approach for Apps, SaaS & Marketplaces

You can't download a basic startup financial model template with a P&L forecast and rely on these calculations in your operations and fundraising. To design a solid projection of your future financial flows, you should go into the origins of revenue and expense generation specific to your product. The good news is that you still can use a universal financial model template for startups, but only with an understanding of your startup's business model.

Today, three business models dominate the startup ecosystem: Mobile Applications, Software as a Service (SaaS), and Marketplaces. These models reflect not only the evolution of digital entrepreneurship but also the diverse ways companies bring value to their customers. Let’s explore why these models are leading the way and how startups can leverage tailored financial model templates to thrive.

Mobile apps are ubiquitous. From social platforms to productivity tools, they’ve become an extension of our daily lives. According to recent reports, over 60% of global internet traffic now comes from mobile devices, and apps account for a substantial chunk of that usage. Startups gravitate toward this model because it allows direct access to consumers and diverse monetization strategies — ads, in-app purchases, subscriptions, or a hybrid approach. Mobile apps can stand alone or complement existing businesses, such as Nike’s fitness app, which enhances its brand ecosystem.

Meanwhile, SaaS has reshaped how businesses operate. Instead of owning software, companies now prefer subscribing to cloud-based solutions, which provide flexibility and reduce upfront costs. The SaaS market has been growing consistently, with some estimates valuing it at $197 billion in 2023. SaaS isn’t just for tech-savvy businesses; it’s become a cornerstone of industries ranging from education to healthcare.

Then, there are marketplaces, platforms that connect buyers and sellers in ways that were unimaginable a decade ago. From peer-to-peer models like Etsy to massive ecosystems like Alibaba, marketplaces thrive on network effects. The more participants they attract, the more valuable they become. They’re especially powerful in fragmented markets where intermediaries can solve inefficiencies.

Picking the right business model for a startup depends on your product, target audience, and market opportunity. A mobile app might be the best fit if your product is consumer-focused, relies on frequent engagement, or aims to capitalize on the convenience of smartphones. For instance, a fitness startup could use an app to deliver personalized workout plans, leveraging subscription revenue or in-app purchases for premium content.

On the other hand, if your startup addresses a recurring pain point for businesses — such as remote team management or workflow automation — a SaaS model could be your ticket to success. By charging recurring fees, SaaS startups can build predictable revenue streams while scaling their operations efficiently. The challenge lies in managing customer acquisition costs (CAC), particularly in B2B markets where inbound marketing and outbound sales often intersect.

Marketplaces shine when you’re solving a supply-demand mismatch. Whether you’re connecting freelancers with clients or homeowners with short-term renters, marketplaces create value by facilitating transactions. Success hinges on attracting both sides of the market, which requires strategic planning and a keen understanding of user behavior.

At the heart of every thriving startup lies a robust financial model. It’s not just a tool for projecting revenue and expenses — it’s the key to understanding your growth levers, identifying risks, and attracting investors' funds.

Mobile App Financial Model

Mobile apps operate in a dynamic environment where user behavior and monetization strategies are constantly evolving. A financial model for mobile app startups isn’t just about tracking revenue — it’s about understanding the interplay of user acquisition, engagement, and monetization.

• Customer Acquisition: A strong app startup financial model considers both organic and paid downloads and its dynamics. For example, organic downloads might grow at 5% monthly with a ceiling of 10,000 downloads per month, while paid downloads depend on a marketing budget (which can grow with startup development) and an expected cost-per-install (CPI) that decreases over time as campaigns are optimized.
• Retention and Activation: It’s not just about downloads—it’s about converting those downloads into active users. A realistic financial model might project a lower initial retention rate that grows incrementally to a maximum through product improvements and user engagement.
• Monetization Models: The financial model should outline revenue-generating strategies, whether through in-app purchases, subscription plans, or ad-based monetization. Forecasting the conversion rates from free users to paying users and understanding ad impression values are critical for long-term success. A startup revenue model should also include pricing, billing schedules, churn rates, and app store fees.

To design a realistic mobile app financial model, all these factors must be considered. Without understanding all stages of a customer's life cycle in a product, a solid forecast is not possible. The idea of writing a desired number of users in a table and multiplying it by a subscription price is attractive but simply doesn’t work. Below, you can see a screenshot from our mobile app startup financial model template, showing all the metrics we use to project MAU.

Having this info in the model we can clearly see the dynamics of mobile app users acquisition and understand how we can influence the result.

For a deep dive into the mobile app financial modeling check out my article: Financial Model for Mobile App: 3 Monetization Models.

SaaS Financial Model

SaaS startups thrive on recurring revenue, but financial modeling for this sector is far from straightforward. A well-structured SaaS startup financial model must account for key operational and revenue-driving factors:

• Customer Acquisition Costs (CAC): Breaking down acquisition costs by channel—such as inbound marketing, outbound sales, or partnerships—is crucial for optimizing return on investment (ROI) and understanding the payback period.
• Churn Rates: Since customer retention is vital for long-term revenue, the model should project churn rates and their impact on growth.
• Pricing Strategies: Forecasting different pricing tiers, upsells, and demo-to-client conversions is essential for evaluating revenue potential and sustainability.
• Onboarding and Customer Support: These factors influence acquisition and retention strategies, impacting revenue and user lifetime value (LTV). Onboarding costs include automation tools, customer success teams, and training materials to integrate users effectively. Scalable customer support systems, such as live chat, ticketing platforms, and knowledge bases, enhance satisfaction and reduce churn.

To create an accurate SaaS financial model, these factors must be reflected in input data. Without a solid grasp of customer acquisition dynamics and retention strategies, forecasting sustainable growth is nearly impossible. Below, you can see a screenshot from our SaaS startup financial model template, showcasing some of key input metrics.

With these detailed inputs, the financial model can project revenue and unit economics across different customer acquisition funnels. This approach ensures realistic forecasts that reflect the dynamics of startup development. The screenshot below illustrates an example from our SaaS financial model template.

For a deep dive into SaaS startup financial modeling, check out my article: Financial Model for SaaS Product: 3 Ways of Customer Acquisition.

Marketplace Financial Models

Marketplaces operate on network effects, meaning their financial models must capture the complexities of both supply and demand dynamics. A well-structured marketplace financial model includes:

• Gross Merchandise Value (GMV): The total transaction volume processed through the platform. This serves as the foundation for revenue projections.
• Revenue Model: Whether through commission fees, listing fees, subscriptions, or advertising, revenue must be linked to transaction volume and user growth.
• User Acquisition and Retention: Both buyers and sellers need to be acquired and retained for a marketplace to function effectively. The financial model for a marketplace startup should estimate acquisition costs per user type and project retention rates to maintain liquidity.
• Operational Costs: Customer service and payment processing fees significantly impact profitability. These must be factored into long-term financial sustainability.

To calculate GMV and transactional fees correctly, you should understand the average order value and customer behavior within your industry while clearly defining your commission structures. Below, you can see an example from our marketplace financial model template illustrating these projections.

By default, we include three primary acquisition channels for both sellers and buyers in the marketplace financial model: organic, direct marketing campaigns, and outbound sales. If additional channels are relevant to your product, they can be incorporated — provided there are reliable benchmarks or historical data to support the projections. Below is a screenshot from our marketplace startup financial model template, highlighting the dynamics of seller and buyer acquisition by channel.

To better understand marketplace financial modeling, check out my guide: Financial Model for Marketplace Startup: 3 Revenue Models

For an early-stage startup aspiring to raise its first round, all costs are significant. That’s why founders search for financial model templates to guide financial forecasts while saving money and time. To attract investors, founders should understand how finance works in their startup. The approach of figuring it out themselves — rather than outsourcing the whole process — is reasonable. With a tailored startup financial model template, it’s possible. You may need consultations for deeper understanding, but the extent depends on your time and current financial background.

For operating startups with more complex products and revenue structures, using a template alone may not be enough. While it can serve as a foundation, customization may be required — something best handled by a finance expert.

The startup financial model templates I’ve used for the examples in this article are built from my experience in creating financial models and forecasts for real startups across various industries. I designed these templates to help startups not just forecast revenue for fundraising, but to understand their financial flows and transform a promising idea into a profitable business.

If you’re looking for a startup financial model template download, explore our ready-to-use templates tailored to your business:

• Mobile App Startup Financial Model Template
• SaaS Startup Financial Model Template
• Marketplace Startup Financial Model Template

Your financial model isn’t just a spreadsheet—it’s your roadmap to profit.