EXExperify Financial Model
Marketplace Startup Financials (Free Excel Download)
SaaS platform that embeds peer-to-peer shopper conversations on brand websites to drive authentic word-of-mouth and increase conversion.
professionals from Deloitte
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About this model
Experify gives e-commerce brands a way to embed conversations between prospective shoppers and verified product owners on their own sites. Its Map and Messenger products turn social proof into a direct, contextual buying experience rather than sending shoppers to a third-party review platform.
The company reported monthly reach of 3.5 million shoppers and cited a threefold conversion lift for engaged users. It sells directly to brands in categories such as bicycles, audio, furniture, and electronics, using a subscription model; specific price points were not disclosed.
The model follows a B2B SaaS ARR structure. New brand logos, ACV, contract timing, logo churn, and expansion build MRR and ARR, while shopper reach remains a leading indicator of product value rather than a revenue line. Sales efficiency, gross margin, retention, and the $4 million seed runway drive the operating case.
A turnkey financial model
Live formulas, no hardcoded values
Outputs are driven by live formulas, so the workbook updates from its assumptions instead of relying on hardcoded results.
All assumptions in one tab
Inputs are clearly marked in the Assumptions tab and separated from calculations, making it clear what to change and what to leave intact.
Statements always balancing
For integrated-statement models, the balance sheet, cash flow, and supporting schedules tie through properly.
Distinct schedules for clarity
Debt, working capital, taxes, and cash flow can get messy quickly. We group calculations in clear schedules, not across disconnected tabs.
No hidden macros or external links
There are no unexplained external workbook links or macros to undermine auditability or portability.
Changes flow through the model
Update a key driver and see the impact carry through the forecast, financing, and return outputs. We never use hardcoded numbers in formulas.
About Experify
experify.io
How to build a detailed financial model for Experify
A complete walkthrough of the business, drivers, and assumptions behind the downloadable Experify model - distilled from its pitch deck and publicly available information.
Product & value proposition
- Experify Map: embedded widget on brand websites showing a geographic map of existing product owners.
- Experify Messenger: secure in-platform messaging between shoppers and verified owners.
- Entry point for the Experify network lives on the brand's own site; no redirect to a third-party review platform.
- Value to brands: authentic social proof, higher conversion, loyalty with existing customers.
- Value to consumers: real, contextual, interactive conversations with actual owners before purchase.
Market
- TAM "Social Trust for Businesses": $150B.
- Adjacent / more immediate addressable market "Customer Review Software": $10B.
- No SAM/SOM breakdown, no growth rate, no methodology provided.
Revenue model
- Described as a "SaaS tool & platform" - implies subscription revenue from brands.
- No pricing tiers, per-seat / per-GMV / per-integration pricing, or contract structure disclosed.
- Sales channel: direct to brands; sectors served: bicycles, HiFi audio, furniture, electronics.
Traction & metrics
- Monthly shopper reach: 3.5 million.
- Timeline: product live June 2020 → growing through Dec 2020 → Aug 2021 → 2022+.
- Customer ROI claim from RADON (bicycle brand): "ROIs of 15x and more".
- Conversion lift for engaged users: 3x vs. non-engaged shoppers.
- Number of paying brand customers, MRR/ARR, and revenue not disclosed.
Competition / moat
- Implicit competitive set: traditional review platforms (Trustpilot, Google Reviews - implied by "40% of reviews are fake").
- Adjacent market: Customer Review Software ($10B).
- Moat claims: real-identity peer conversations (not anonymous), contextual (product-specific), interactive (two-way), verified ownership. Network effects implied (more owners → more value to shoppers → more brands).
- No explicit competitor comparison slide.
Team & funding ask / use of funds
- René Pfitzner - CEO/CTO.
- Nicolas Beck - Chief Product Officer.
- Niklas Etzel - Chief Customer Success Officer.
- Remote-first; offices in Zurich and Palo Alto.
- Awards: "Swiss Retail Startup of the Year" 2021; Innosuisse & Swissnex member.
- Seed round: $4M, now closed. Use of funds not specified.
- No valuation, no next round ask disclosed.
Recommended financial model
- Archetype + why: B2B SaaS ARR model. Revenue is subscription-based from brands; the core metric is MRR/ARR from brand seats. Network effects on the consumer side drive value but are not directly monetised. A standard SaaS ARR build (new logos × ACV, expansion, churn → ARR waterfall) is the right frame.
- Forecast horizon & granularity: 5-year monthly (Years 1–2 monthly, Years 3–5 annual summary). Monthly needed to model logo ramp and early cohort churn.
- Key drivers & assumptions:
- Pricing / ACV per brand: $6,000–$18,000/yr based on comparables in social proof / review SaaS (e.g. Yotpo, Bazaarvoice SMB tiers); wide range needed given no deck data.
- New logos per month: 5–15 new brands/month in Year 1, ramping with seed-funded sales hire; starting point loosely anchored to "brands in US & EU across 4 verticals" but count not disclosed.
- Average contract length: 12-month annual contract; monthly billing option possible.
- Gross logo churn: 10–15% annually (early-stage B2B SaaS benchmark); high because no churn data in deck.
- Net revenue retention (NRR): 105–115%; expansion as brands add products/regions.
- Gross margin: 70–75%; SaaS hosting + customer success headcount; no COGS data in deck.
- CAC / S&M spend: ratio-based; no data in deck.
- Shopper reach as leading indicator: 3.5M MAU - model as a platform engagement KPI driving brand conversion proof (feeds sales cycle), not a direct revenue driver.
- Conversion lift (3x) and brand ROI (15x): - used in sales efficiency / payback narrative, not directly in the P&L.
- Seed cash raised: $4M; burn rate and runway ~18–24 months at seed-stage headcount.
- Scenarios (Base / Bull / Bear - which variables flex):
- Bear: slow logo ramp (3–5/month), high churn (15%), ACV at low end ($6K).
- Base: 8–10 logos/month by end Y1, churn 12%, ACV $10K.
- Bull: viral expansion within verticals (e.g. bike brands refer each other), NRR >115%, ACV $15K+.
- Flex variables: new logos/month, ACV, gross logo churn, S&M efficiency (CAC payback months).
- Required sheets / outputs:
- Assumptions - all drivers in one place.
- Logo & ARR Waterfall - new, expansion, churned, ending ARR by month.
- P&L - Revenue, COGS, Gross Profit, S&M, R&D, G&A, EBITDA.
- Cash Flow / Runway - uses $4M seed; months to next raise.
- KPI Dashboard - ARR, MRR, logo count, NRR, CAC, LTV, LTV/CAC, gross margin, burn, runway.
- Scenario toggle - Bear / Base / Bull switcher feeding all sheets.
Frequently asked
Is the Experify financial model free?+
Yes. The Experify model is a free Excel (.xlsx) download with live formulas. Sign up with your email and the workbook is yours to keep, review, and edit.
What's included in the model?+
A 5-year monthly forecast with P&L, cash flow and runway, valuation (exit multiple plus a DCF cross-check), MOIC/IRR returns, and unit economics, with live formulas throughout.
How was this model built?+
It was built from Experify's pitch deck and publicly available information, then structured to investment-banking standards as a fully editable Excel model.
Can I change the assumptions?+
Yes. You can change assumptions and the live formulas will recalculate in the downloadable Excel model.
Have more financial modelling questions? Contact us
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