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Pro Excel Financial
Modeling
Building Models for
Technology Startups
Tom Y. Sawyer
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Pro Excel Financial Modeling: Building Models for Technology Startups
Copyright © 2009 by Tom Y. Sawyer
All rights reserved. No part of this work may be reproduced or transmitted in any form or by any means,
electronic or mechanical, including photocopying, recording, or by any information storage or retrieval
system, without the prior written permission of the copyright owner and the publisher.
ISBN-13 (pbk): 978-1-4302-1898-2
ISBN-13 (electronic): 978-1-4302-1899-9
Printed and bound in the United States of America 9 8 7 6 5 4 3 2 1
Trademarked names may appear in this book. Rather than use a trademark symbol with every occurrence
of a trademarked name, we use the names only in an editorial fashion and to the benefit of the trademark
owner, with no intention of infringement of the trademark.
Lead Editors: Mark Beckner, Matthew Moodie
Technical Reviewer: Debra Dalgleish
Editorial Board: Clay Andres, Steve Anglin, Mark Beckner, Ewan Buckingham, Tony Campbell, Gary
Cornell, Jonathan Gennick, Michelle Lowman, Matthew Moodie, Jeffrey Pepper, Frank Pohlmann,
Ben Renow-Clarke, Dominic Shakeshaft, Matt Wade, Tom Welsh
Project Manager: Kylie Johnston
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This book is dedicated to my father, Tom Y. Sawyer, the last of the old-time country lawyers.
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Contents at a Glance
About the Author .......................................................................xv
About the Technical Reviewer ...........................................................xvii
Acknowledgments ..................................................................... xix
Introduction .......................................................................... xxi
CHAPTER 1 Business Thinking and Financial Modeling for Technology Startups ......1
CHAPTER 2 Company Business Model ...........................................23
CHAPTER 3 The Green Devil Control Systems Business Case .......................43
CHAPTER 4 The Staffing Model .................................................51
CHAPTER 5 Sales and Revenue Model ...........................................77
CHAPTER 6 Cost of Goods Sold and Inventory Model ..............................97
CHAPTER 7 Cost of Sales and Marketing Model .................................117
CHAPTER 8 Cost of Product Development Model .................................143
CHAPTER 9 Operating and Capital Expenditures Models .........................169
CHAPTER 10 Statements of Profit and Loss and Cash Flow ........................193
CHAPTER 11 Modeling Valuation and Investment with the FIN Model ...............215
CHAPTER 12 Financial Reporting and Analysis Using the FIN Model .................243
INDEX .............................................................................269
v
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