# Flowhaven Financial Model SaaS licensing management platform that centralises agreement, approval, royalty, and content workflows for brand licensors, agents, and licensees. - Canonical: https://finamodel.com/startups/flowhaven - Excel download: https://finamodel.com/startup-models/flowhaven.xlsx - Category: Enterprise/Security - Model type: SaaS ARR / Valuation - Funding round: Series A - Funding: $16M - Founded: 2021 - Geography: Global HQ Helsinki; offices in Los Angeles and London. [DECK slide 2] - Customer: B2B ## About the company 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. ## 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 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**: 1. Assumptions & Drivers (all inputs in one place) 2. ARR Waterfall (beginning ARR, new ARR, expansion ARR, churned ARR, ending ARR - monthly) 3. Income Statement (revenue, COGS, gross profit, S&M, R&D, G&A, EBITDA, net loss) 4. Headcount Plan (by department; feeds S&M/R&D/G&A) 5. Cash Flow & Runway (operating burn, ending cash; requires funding raise inputs) 6. Summary / Dashboard (KPIs: ARR, logo count, NRR, burn rate, runway, gross margin) ## Frequently asked questions ### Is the Flowhaven financial model free? Yes. The Flowhaven 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.