# Cloosiv Financial Model White-label mobile order-ahead app for independent and mid-market coffee chains, monetised via a per-order take-rate paid by the merchant. - Canonical: https://finamodel.com/startups/cloosiv - Excel download: https://finamodel.com/startup-models/cloosiv.xlsx - Category: Marketplace - Model type: SaaS ARR / Valuation - Funding round: Seed - Funding: $6M - Founded: 2019 - Geography: United States [DECK, slide 1]. - Customer: B2C ## About the company Cloosiv is a white-label mobile order-ahead platform for independent and mid-market coffee chains. Its POS-agnostic software helps merchants offer branded ordering, loyalty, referrals, rewards, and promotions without relying on a generic consumer marketplace. The company charges merchants a tiered percentage of order value - 12%, 10%, or 8% depending on monthly order volume - plus an optional merchant upgrade and a small consumer transaction fee. The deck showed GMV growing 40% month over month, though absolute transaction figures were not disclosed. The model is driven by coffee-shop locations, orders per location, and average order value. Those inputs create GMV and determine the applicable tiered take rate; upgrade fees and consumer charges sit alongside it. Merchant activation, order frequency, pricing, and incentive spend are the main levers for revenue and contribution margin. ## 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 - Consumer-facing mobile app enabling order-ahead at local and mid-market coffee shops. - POS-agnostic integration - works alongside any existing point-of-sale system. - Tailored to independent coffee shop branding and workflows; not a generic marketplace. - Consumer incentives: $3 off first order, $5/user referral (up to 5 friends = $25 max), in-app rewards, in-store promotional kits. - Four strategic pillars: Point-of-sale agnostic, Tailored Function, Repetitive Value, Network Availability. - Future product expansion roadmap: Channel Expansion, Social Engagement, Loaded Balance (stored value), Targeted Marketing. ## Market - Independent coffee shops annual sales: $20B. - Starbucks: $10B, Dunkin': $5B, McDonald's: $3B, Peet's: $1B - provided as context for scale. - Starbucks app gross volume grew from $0.25B (2011) to $5B (2019) - used as proof of mobile-order adoption. - Target segment (2019–2020): small specialty chains with 10–30 US locations (e.g. Not Just Coffee 10, Gregory's 29, Birch Coffee 11). - Target segment (2021–2023): mid-market chains with 14–60 locations (e.g. Blue Bottle 52, La Colombe 30, Stumptown 14). ## Revenue model Three revenue streams, all merchant-side (consumer pays nothing beyond the order): **Stream 1 - Tiered per-order take-rate (primary)**: - 12% on orders 1–50/month per location - 10% on orders 51–150/month per location - 8% on orders 151+/month per location - Take-rate applies to gross order value (GMV); paid by the coffee shop. **Stream 2 - Optional merchant service upgrade**: - $499 one-time (or recurring - cadence not stated) fee per merchant location. **Stream 3 - Per-swipe consumer service fee**: - $0.10 per transaction charged to the consumer (in addition to order value). ## Traction & metrics - GMV growth rate: +40% month-over-month. - Time series shown (Jul 2018 – Aug 2019) for: GMV, Mobile Orders, Active Users, Coffee Shops on platform, Total Monthly Revenue - all charts show consistent upward trajectory with similar shape. - All absolute axis values are redacted ("$X" / "X") in every chart - no specific GMV, order, user, or revenue levels can be extracted from the deck. - Total Monthly Revenue (slide 22): sharp spike at Aug 2019 with footnote "PIVOT TO NEW PRICING MODEL" - implies a meaningful change in revenue recognition or rate structure at that date. - Case study - Not Just Coffee (est. 2011): Locations, Users, Orders, Volume all redacted (placeholder zeros shown). - Case study - Piccolo Coffee Co.: Same - all metrics redacted. ## Unit economics - Blended effective take-rate: 8–12% of GMV depending on shop order volume. - Consumer acquisition cost signals: $3 first-order discount + $5/referral (max $25/referral chain of 5); no total CAC figure disclosed. ## Competition / moat - Implicit competitive frame: Starbucks has its own proprietary app; independent shops have none - Cloosiv fills that gap. - Named competitors: not explicitly listed; deck positions Cloosiv as the only POS-agnostic shared app for independents. - Moat claims: POS-agnostic architecture, network effects (ubiquity across locations makes the consumer app stickier), tailored coffee-shop UX vs. generic delivery marketplaces. - Largest chains (Starbucks 12,938 locations, Dunkin' 8,573) explicitly excluded from target - deck focuses on 10–60 location chains and independents. ## Team & funding ask / use of funds **Team**: - Tim Griffin - CEO (Product, Sales & Marketing) - James Burkhardt - CTO (Engineering & User Experience) - Jessie Kolbenschlag - Sales (Business Development & Customer Service) **Ask & use of funds**: - Raising: $1,000,000 - Use: Product, Sales & Marketing - Post-raise targets: Add 800+ coffee shops; achieve $60K+ monthly net revenue. --- ## Recommended financial model **Archetype + why:** Marketplace GMV model with tiered take-rate revenue. Cloosiv's economics are driven by the number of merchant locations, orders per location per month (which determines which take-rate tier applies), average order value, and consumer fee attach. This is structurally a two-sided marketplace with a dominant merchant monetisation layer, not a pure SaaS ARR model (no recurring merchant subscription as the primary line), though the $499 merchant upgrade adds a SaaS-lite component. **Forecast horizon & granularity:** - 3 years monthly (Sep 2019 – Aug 2022) to match the deck's 2019–2023 targeting roadmap. - Monthly granularity driven by the deck's own monthly traction reporting and the tiered take-rate (which resets monthly per location). **Key drivers & assumptions:** *Merchant side:* - Beginning coffee shop count: ~current level implied by Jul 2018–Aug 2019 ramp; exact base unknown - model should parameterise this and sensitise. - New shops added per month: accelerating post-funding; deck target is 800+ shops post-raise - implies ~30–50 new shops/month over 18–24 months. - Shop churn rate (monthly): 2–3% - no data in deck; small-business mortality is meaningful. - Average orders per location per month: start in the 1–50 bracket (12% tier), grow toward 51–150 bracket (10% tier) over 12–18 months as consumer adoption deepens. - Average order value (AOV): $6–8 - typical specialty coffee ticket; not disclosed in deck. - GMV growth rate: +40% MoM - use as historical anchor; model should show deceleration as base grows. *Revenue lines:* - Take-rate revenue = GMV × effective blended take-rate (function of orders/location distribution across tiers). - Merchant upgrade revenue = new shops signed × adoption rate × $499; adoption rate 20–30%. - Consumer swipe fee = total orders × $0.10. *Cost side (not in deck - all ASSUMED):* - Payment processing: ~2.5–3% of GMV (Stripe/Braintree standard rates) - must be deducted; material against an 8–12% take-rate. - Hosting / infrastructure: $2–5K/month scaling with order volume. - Sales & marketing (post-raise): ~40–50% of raise allocated here per use-of-funds framing. - Headcount: 3 founders currently; 2–4 hires post-raise. - Consumer acquisition cost: $5–10/user (referral mechanics imply $5 base cost + discount amortisation). *Target / milestone:* - $60K+ monthly net revenue post-raise - use as a model calibration checkpoint. **Scenarios (Base / Bull / Bear - which variables flex):** - Base: 40 new shops/month post-raise, AOV $7, orders/location growing to mid-tier (51–150) by month 12. - Bull: 60+ new shops/month (viral referrals, strong sales team), AOV $8, shops accelerate to 151+ tier sooner - take-rate compresses to 8% but volume more than offsets. - Bear: 20 new shops/month (slower B2B sales cycle), higher shop churn (4%), orders/location stay in lowest tier (12% rate, but low volume base). **Required sheets / outputs:** 1. Assumptions - all drivers in one place, flagged vs. 2. Merchant cohort model - monthly adds, churn, active shop count by cohort; orders/location ramp per cohort. 3. GMV build - active shops × orders/location × AOV. 4. Revenue - take-rate by tier (requires order distribution across tiers), merchant upgrade fees, swipe fees. 5. Cost build - processing fees (% of GMV), S&M, headcount, infrastructure. 6. P&L summary - net revenue, gross profit, operating expenses, EBITDA. 7. Cash / runway - burn rate vs. $1M raise; months to $60K MRR milestone. 8. Dashboard - GMV, MRR, active shops, active users, effective take-rate, months of runway. ## Frequently asked questions ### Is the Cloosiv financial model free? Yes. The Cloosiv 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.