Flowhaven Financial Model
Enterprise/Security Startup Financials (Free Excel Download)
SaaS licensing management platform that centralises agreement, approval, royalty, and content workflows for brand licensors, agents, and licensees.
professionals from Deloitte
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About this model
Flowhaven is a licensing-management platform for brand licensors, agents, and licensees. It centralises the agreements, approvals, royalties, and content workflows that support a licensing programme, replacing dispersed operational processes with a single system.
The company sells vertical SaaS into an industry where value grows with the number of brands, partners, agreements, and royalty processes managed on the platform. Its positioning is operational: help licensing organisations move from manual coordination to a more controlled and scalable workflow.
The model uses enterprise ARR built from new customers, implementation timing, ACV, account expansion, and churn. Agreements, partners, or brands managed can serve as an expansion sensitivity, while sales capacity, support delivery, gross margin, product investment, and cash runway complete the plan.
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 Flowhaven
flowhaven.com
How to build a detailed financial model for Flowhaven
A complete walkthrough of the business, drivers, and assumptions behind the downloadable Flowhaven model - distilled from its pitch deck and publicly available information.
Product & value proposition
Flowhaven Licensing Suite: a single platform replacing fragmented email/spreadsheet workflows across six functional areas:
- Commercial & Sales Management (agreement creation, renewals, royalty rate adjustments)
- Content Management (automatic content sharing to rights holders based on agreement details)
- Design & Marketing Approvals (create/submit/approve product designs through a single workflow)
- Royalty & Forecast Reporting (request, submit, validate, invoice royalties in a few clicks)
- Account Management (task management, communications organised in-suite)
- Analytics / Real-time Data (dashboards for executives, commercial, creative, financial, agent, and licensee user roles)
Integrations shown: Salesforce, MRM, ERP, CRM, Finance/accounting, CMS, product approval systems.
Market
- Global brand licensing industry: $280B total retail sales of licensed products (source: Licensing International Annual Global Licensing Industry Survey 2019)
- Global royalties from licensed merchandise: $15B
- Total licensing departments worldwide: 300,000
Revenue model
- Model type: B2B SaaS subscription (implied by "Licensing Suite" product and enterprise customer base; no explicit pricing disclosed in deck)
- Buyers: Licensors, agents, licensees - all three sides of the licensing relationship can be users
- Sales motion: Direct B2B; CEO background references Fortune 500 deals; named enterprise customers (Nintendo, Crunchyroll, LAIKA, Games Workshop, Acamar Films) indicate mid-market to enterprise ACV
Traction & metrics
- User Login Trend: +300% growth shown on chart (Jun–Oct 2020 window)
- Platform Activity (Thousands): +200% growth shown on chart (Jun–Oct 2020 window)
- Impact on Productivity: +84%
- Matching customer needs: 92%
- Customer Happiness: 88%
- Ease of use: 82%
- Net Promoter Score: >90
- Named customers: Crunchyroll, LAIKA, Acamar Films, Nintendo, Games Workshop; also Rovio, Timbuktu Labs referenced as success story video links
- Employees: 40+, 16+ nationalities, 52% female
- Combined licensing experience of founders: 50+ years
Competition / moat
- Competitive landscape: Deck claims no single competing solution covers all licensing departments (licensor, agent, licensee) across all workflows - competitors serve only partial needs
- Moat sources stated: Purpose-built by ex-licensing-professionals (Rovio, Neste, FremantleMedia); multi-sided platform creating network effect between licensors/agents/licensees; deep workflow integrations (Salesforce, ERP, MRM, CMS)
- Named competitors: Not explicitly named in deck; comparison matrix implies existing solutions are partial/siloed
Team & funding ask / use of funds
Team:
- Kalle Törmä - CEO & Founder; built Rovio Entertainment (Angry Birds) full licensing operations framework 2012–2016
- Timo Olkkola - CCO & Co-Founder; B2B sales, ex-Neste sales lead, Fortune 500 deal track record
- Jess Trinca - General Manager; mobile game licensing (Fox, Rovio), FremantleMedia brand marketing
- Leonid Zadorozhnykh - CTO; leads 10+ person engineering team
Recommended financial model
- Archetype + why: SaaS ARR model. Flowhaven sells recurring subscriptions to enterprise/mid-market licensors, agents, and licensees. The right model tracks ARR/MRR build (new logo, expansion, churn), seat or account-based revenue drivers, gross margin (high for SaaS), and S&M/R&D opex burn to arrive at free cash flow and runway. A 3-statement model would extend from the ARR waterfall.
- Forecast horizon & granularity: 3-year forecast (2020–2022), monthly for Year 1, quarterly for Years 2–3. Deck is Spring 2020 so Year 1 baseline should be 2020.
- Key drivers & assumptions:
- Headcount: 40+ employees as of deck date; engineering team 10+; ~60% of opex is personnel
- S&M spend: 40–50% of revenue at this stage (heavy enterprise sales motion)
- R&D spend: 25–30% of revenue
- G&A: 10–15% of revenue
- User/activity growth rate: +300% / +200% over ~5 months (Jun–Oct 2020) - use as leading indicator proxy for ARR momentum in model assumptions commentary; not a direct revenue input
- Scenarios (Base / Bull / Bear - which variables flex):
- Base: 4 new logos/quarter, blended ACV $75K, NRR 110%, 6% churn
- Bull: 7 new logos/quarter, blended ACV $100K, NRR 120%, 4% churn - enterprise land-and-expand accelerates; Nintendo/Crunchyroll-tier referrals open new verticals
- Bear: 2 new logos/quarter, ACV $50K, NRR 100%, 10% churn - enterprise sales cycles lengthen, budget freezes post-Covid
- Required sheets / outputs:
- Assumptions & Drivers (all inputs in one place)
- ARR Waterfall (beginning ARR, new ARR, expansion ARR, churned ARR, ending ARR - monthly)
- Income Statement (revenue, COGS, gross profit, S&M, R&D, G&A, EBITDA, net loss)
- Headcount Plan (by department; feeds S&M/R&D/G&A)
- Cash Flow & Runway (operating burn, ending cash; requires funding raise inputs)
- Summary / Dashboard (KPIs: ARR, logo count, NRR, burn rate, runway, gross margin)
Frequently asked
Is the Flowhaven financial model free?+
Yes. The Flowhaven 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 Flowhaven'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
Created by ex-finance professionals
Hey, I’m Alex and I created Finamodel.
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