# AnyRoad Financial Model

Enterprise SaaS platform for managing, measuring, and optimising branded experiential marketing.

- Canonical: https://finamodel.com/startups/anyroad
- Excel download: https://finamodel.com/startup-models/anyroad.xlsx
- Category: Consumer/DTC
- Model type: SaaS ARR / Valuation
- Funding round: Series B
- Funding: $47M
- Founded: 2022
- Geography: San Francisco HQ; US-centric customers implied, platform appears global-capable.
- Customer: B2B

## About the company

AnyRoad is an enterprise platform for operating and measuring branded experiences. Its tools manage bookings, scheduling, guest data, operations, integrations, analytics, and the conversion impact of physical and online events.

It had more than 400 live customers and sells both platform subscriptions and usage-based fees tied to experience or guest volume. The commercial strategy is to land a program and expand as brands run more experiences and use more data products.

The model is SaaS plus usage revenue. Customers, programs, bookings, guests, platform ACV, volume fees, expansion, and churn drive revenue. Enterprise sales, implementation, and retention determine the operating outlook.

## What's included

- 5-year monthly revenue build with stage-appropriate growth assumptions
- Full P&L, headcount plan, and operating-expense schedule
- Cash-flow statement, runway, and burn-rate tracking
- Valuation via exit multiple with a DCF cross-check
- Returns analysis with MOIC and IRR
- Unit economics including CAC, LTV, payback, and cohort retention

## Product & value proposition

Three-module platform branded "AnyRoad Experience Platform":
- **Experience Manager** - booking, scheduling, front-desk operations, 1st-party data capture for in-person and online experiences.
- **Data Manager** - centralises experiential data; integrates via APIs to CRM, ERP, CDP, DMP, marketing automation stacks.
- **Atlas** - analytics and reporting layer; brand-conversion tracking, NPS, LTV prediction, guest segmentation, revenue attribution.

Core differentiation: replaces NPS with a behavioural data model that tracks brand conversion and purchase data over 3+ years post-experience, claiming 100% LTV prediction accuracy. Proprietary dataset of 250 million data points.

Positioning: "Experience Relationship Management" (ERM) - CRM-analogue for the experiential channel.

## Market

- Total experiential marketing spend: **$700B per year** globally.
- Experiential = **7.5% of total marketing budget** allocation, on par with web/digital commerce.
- US consumer brand spend on experiences: **$63B in 2018**.
- Market growth: **20% annual increase** in budgets for branded experiences.
- Millennials preferring experiences over things: **72%**.

## Revenue model

- Dual revenue stream: **SaaS subscription + usage-based** fees.
- SaaS component: platform licence, likely per-seat or per-experience-programme (not specified in deck).
- Usage component: implied to scale with guest/booking volume processed through the platform.
- Go-to-market: direct enterprise sales (Chief Sales Officer background: Gainsight 0→$100M).
- Expansion motion explicitly called out: "Land & expand: Deal size grows as customers expand usage and exposure".

## Traction & metrics

- **'22 Revenue Run Rate**: $XXM (redacted in deck).
- **ARR Growth Oct '21 vs Oct '20**: XXX% (redacted in deck).
- **Guest volume increase during Covid**: X.Xx (redacted - format suggests ~2–5x).
- **Customers**: "Over 400 live customers".
- **Proprietary data points**: 250 million.
- **Guest volume (chart)**: Rolling 2-month avg ~25–30k consumers/month pre-pandemic (Jan '20); online (AtHome) peaked ~100k mid-2020; in-person recovering strongly to ~90k by Apr '21 and tracking toward ~200k by Jul '21.
- Atlas dashboard example metrics (illustrative customer): NPS 71, Brand Conversion 75%, Revenue $730 (single-month slice shown), Attendees 107.

## Unit economics

- Atlas UI shows customer-level revenue data (e.g., $431.5k total revenue, $12.5k add-ons from one client view) - these are customer-side metrics, not AnyRoad unit economics.

## Competition / moat

- Named competitors: Qualtrics, Medallia (framed as inferior survey-only tools).
- Operational booking layer competitors: Eventbrite, Bookio, TimeTrade.
- Moat claims:
  - 250M proprietary behavioural data points.
  - "Only end-to-end enterprise platform for the experience economy".
  - Data flywheel: more experiences → more data → better LTV prediction → stickier platform.
  - Deep integration into customer journey (booking, front desk, post-experience feedback, omnichannel activation).

## Team & funding ask / use of funds

- **Headcount**: 46 FTE, San Francisco.
- Key executives:
  - Jonathan Yaffe - CEO & Cofounder; five-time founder, early Red Bull marketing.
  - Christian Collins - CPO; product exec at Palm, Nokia, Samsung.
  - Daniel Yaffe - COO; founder of Drink Me Magazine (acquired).
  - Aamir Farooq - VP Engineering; Optimizely, Salesforce.
  - Ryan Whitney - Chief Sales Officer; Gainsight 0→$100M.
  - Jeff Balaguras - VP Finance; Snowflake pre-revenue 0→$100M.
  - Iris Hermelin - VP People; Lyft, Jive.

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## Recommended financial model

- **Archetype + why**: **SaaS ARR model with usage-based overlay**. Core revenue is recurring subscription (per-programme or per-seat licence) expanded by usage volume (bookings/guests processed). Land-and-expand motion and 400+ customer base make ARR cohort tracking essential. Dual-stream structure (SaaS + Usage) matches standard usage-based SaaS modelling (similar to Snowflake / Twilio pattern).

- **Forecast horizon & granularity**: 3 years monthly (Year 1–2), then annual (Year 3). Monthly granularity needed to model cohort expansion and usage ramp within accounts.

- **Key drivers & assumptions**:
  - New logo additions per quarter
  - Average Contract Value (ACV) - SaaS component
  - Usage revenue as % of total
  - Net Revenue Retention (NRR)
  - Gross logo churn
  - Gross margin
  - Headcount growth
  - S&M spend as % of revenue
  - R&D spend
  - G&A
  - CAC
  - Payback period

- **Scenarios (Base / Bull / Bear - which variables flex)**:
  - **Base**: 20 new logos/quarter, 115% NRR, 10% gross churn, ACV $75k.
  - **Bull**: 30 new logos/quarter, 125% NRR, 7% gross churn, ACV $100k (faster Atlas upsell, post-pandemic in-person boom accelerates demand).
  - **Bear**: 12 new logos/quarter, 105% NRR, 15% gross churn, ACV $55k (enterprise budget pressure, slower AtHome/in-person convergence).
  - Primary flex variables: new logo growth, NRR, ACV, usage revenue mix.

- **Required sheets / outputs**:
  1. **Assumptions** - all drivers with / tags, scenario toggles.
  2. **ARR Waterfall** - beginning ARR, new logo ARR, expansion ARR, churn ARR, ending ARR; monthly.
  3. **Revenue Build** - SaaS ARR + usage revenue (usage as function of guest/booking volume × price per unit).
  4. **Customer Cohort Table** - cohort by quarter, tracks expansion and churn over time.
  5. **P&L** - Revenue, COGS (hosting, CS), Gross Profit, S&M, R&D, G&A, EBITDA, Net Income.
  6. **Headcount Plan** - by department, drives comp expense.
  7. **Cash / Runway** - burn rate, months of runway (useful given no funding ask disclosed).
  8. **KPI Dashboard** - ARR, MRR, NRR, logo count, CAC, LTV, LTV:CAC, Rule of 40.

## Frequently asked questions

### Is the AnyRoad financial model free?

Yes. The AnyRoad model is a free Excel download with live formulas.

### Can I change the assumptions?

Yes. The workbook is editable and its live formulas recalculate when assumptions change.