# GetAccept Financial Model

All-in-one B2B sales enablement platform - proposal, e-signature, video, live chat, engagement tracking - targeting SMB sales teams

- Canonical: https://finamodel.com/startups/getaccept
- Excel download: https://finamodel.com/startup-models/getaccept.xlsx
- Category: Enterprise/Security
- Model type: SaaS ARR / Valuation
- Funding round: Series B
- Funding: $20M
- Founded: 2020
- Geography: Sweden (HQ); EU & US expansion underway [DECK, slides 13, 16]
- Customer: B2B

## About the company

GetAccept is a B2B sales-enablement platform that combines proposals, e-signature, video, live chat, and engagement tracking. It is designed to help SMB sales teams make the final stages of a deal more interactive, visible, and efficient.

The business has a subscription ARR model with both product-led inbound acquisition and outbound sales. Its cohort evidence shows strong expansion, with net revenue retention cited at 120% in year one and 160% in year two, making account growth central to the commercial story.

The model builds ARR by customer cohort, separating inbound and outbound wins, initial contract value, expansion, churn, and ending ARR. It links conversion, sales capacity, pricing, retention, gross margin, and customer-success costs to operating expenses and cash runway.

## 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

GetAccept provides a unified digital sales room covering the full post-CRM sales workflow: Sales Content Hub, Sales Video Engagement, Proposal Generation, Contract Collaboration, Engagement Tracking, Live Chat, Smart Automated Reminders, AI-driven AE Coaching, and Electronic Signature. Integrates natively with Salesforce, Microsoft Dynamics, HubSpot, Pipedrive, Freshsales. Positioned as the single tool sales reps need after CRM to run fully remote/digital sales cycles.

Core value drivers:
- Shorter sales cycles (removes friction in buying process)
- Improved win rate (double-digit percentage point uplift cited by customers)
- 10% higher win rate cited by one customer

## Market

- TAM: $22B+ - calculated as 23.5M sales reps × $80 ARPU/month × 12
- Market context: B2B sales has been moving online since 2010; COVID-19 inflection point in 2020 with 90% of B2B reps now working online; 23% of CSOs planning permanent shift from field to virtual sales, 36% unsure
- Positioning: SMB Sales Enablement described as "underserved market"; GetAccept claims leadership in Sales Engagement category with multiple G2 Summer 2020 badges (Leader Small Business, Leader Mid-Market, Best Est. ROI Mid-Market, Highest User Adoption Mid-Market, Fastest Implementation Mid-Market, High Performer Enterprise)

## Revenue model

- Model: SaaS subscription / ARR - seat-based or team-based (exact pricing tiers not disclosed in deck)
- ARPU implied: ~$80/user/month used in TAM calculation; actual contract ARPU not stated
- Channels:
  - Inbound (product virality, direct traffic, free sources): growing rapidly, ~75% of inbound ARR from free channels, ~45% from direct traffic (first-touch attribution)
  - Outbound / GTM sales team: remainder of new customer acquisition
- Customer segments: SMB and Mid-Market sales teams; enterprise noted but secondary
- Virality mechanism: each user shares deal rooms with multiple stakeholders per deal, exposing the product to non-customers automatically

## Traction & metrics

- ARR: $6M
- YoY growth: 90%
- Lifetime total burn: $6M (i.e., 1:1 ARR-to-burn ratio at time of raise)
- Cash flow: positive for some period (exact months redacted as "XX months")
- Inbound ARR channel: growing quarter-over-quarter Q3-19 → Q2-20; inbound share of new customers and exact % redacted
- Net Dollar Retention Y1: 120%
- Net Dollar Retention Y2: 160%
- Gross Dollar Retention Y1: 90%
- Customers: "more than xxxxx" (redacted on slide 9); logos include Samsung, Siemens, Sigstr, Chargebee, STANLEY Security
- EU & US markets: ARR figure redacted ("~$xxM ARR")

## Unit economics

- CAC: Not explicitly stated; inbound channel emphasis (~75% of inbound ARR from free channels) implies low blended CAC
- Implied efficiency: $6M ARR reached on $6M lifetime burn → LTV/CAC implied to be strong but not quantified

## Competition / moat

- Competitive landscape: GetAccept sits in "All-In-One Sales Enablement" for Mid/SMB vs. point solutions (DocuSign, Zoom, Outlook) and enterprise-focused platforms (unnamed in deck)
- Legacy toolbox defined as CRM + Email + Video Conferencing + e-Signature - GetAccept bundles and extends all of these
- Moat sources:
  - Product virality / network effects: stakeholders exposed per user per month compounds organically
  - Deep CRM integrations (Salesforce, HubSpot, Dynamics, Pipedrive, Freshsales)
  - G2 category leadership badges (Summer 2020)
  - Strong retention (NRR Y2 160%) indicating high switching cost and expansion revenue

## Team & funding ask / use of funds

- Founders: Samir Smajic (CEO, ex-VP Product at Lime - listed $500M CRM), Mathias Thulin (CSO, ex-CEO ProspectEye, M&A exit 2013), Jonas Blanck (CTO, 2 prior acquisitions 2013 & 2017), Carl Carell (US Country Manager, ex-Adsensus)
- Management: Frida Ahrenby (VP Marketing, ex-CMO Bambora ~$1.5B exit), Jakob Bignert (VP Product), Anders Holmberg (CSO), Rasmus Areskoug (VP Finance), Johan Krantz (COO)
- Board: Bill Macaitis (CMO/CRO, Slack, Zendesk - 5 exits), Thomas Rubens (DN Capital)
- Advisors/Investors: Peter Sterky (ex-CFO/COO Spotify), Magnus Emilsson (NA-KD, Tradedoubler)
- Backed by Y Combinator
- Ask: ~$20M Series B
- Use of funds: US expansion (scale GTM org), EU expansion (dedicated teams in ready-to-scale markets), R&D (product roadmap acceleration, Product-Led Growth strategy, bottoms-up distribution model)

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## Recommended financial model

- **Archetype + why:** SaaS ARR model with cohort-based expansion. GetAccept has clearly ARR-denominated revenue, strong NRR expansion (120% Y1 → 160% Y2), product-led growth inbound motion, and a dual GTM (inbound + outbound). A cohort-level ARR build is the right frame to capture the NRR flywheel, the inbound/outbound split, and the PLG expansion dynamic.

- **Forecast horizon & granularity:** 3 years (Y1–Y3), monthly granularity for Year 1, quarterly thereafter. Quarterly cohorts for retention/expansion tracking.

- **Key drivers & assumptions:**

| Driver | Value |
| -- | -- |
| Starting ARR | $6M |
| YoY ARR growth (base) | 90% → 70% → 55% |
| Y1 Net Dollar Retention | 120% |
| Y2 Net Dollar Retention | 160% |
| Y1 Gross Dollar Retention | 90% |
| Y2+ Gross Dollar Retention | 88–92% |
| Implied ARPU/user/month | ~$80 |
| Inbound % of new ARR | ~75% from free/organic |
| Blended CAC (outbound) | 6–12× MRR; typical SMB SaaS outbound |
| Gross margin | 70–75%; SaaS infrastructure + onboarding costs typical for sales tools |
| S&M as % revenue | 40–50% as company scales GTM post-raise |
| R&D as % revenue | 20–25%; PLG investment mentioned |
| G&A as % revenue | 10–12% |
| Raise proceeds | ~$20M Series B |
| Runway post-raise | 24–30 months to near cash-flow breakeven |

- **Scenarios (Base / Bull / Bear - which variables flex):**
  - **Base:** ARR growth 90%→70%→55%; NRR holds at 120%/160% trajectory; blended CAC stable; US expansion contributes from Y2
  - **Bull:** NRR expands further (Y3 NRR 180%+); PLG compounds inbound share to 85%; faster US penetration; gross margin expansion to 78%+
  - **Bear:** SMB churn rises (GRR falls to 82%); US expansion slower/costlier; growth decelerates to 50% in Y2; burn higher than modeled

- **Required sheets / outputs:**
  1. Assumptions - all drivers in one place, clearly tagged vs.
  2. ARR Build - new ARR (inbound vs. outbound), expansion ARR, churned ARR, net new ARR, ending ARR by quarter
  3. Cohort Retention - annual cohorts with GDR and NDR curves through Y3
  4. P&L - Revenue → Gross Profit → S&M, R&D, G&A → EBITDA → Net Income
  5. Cash Flow - operating CF, capex, financing (Series B proceeds), ending cash / runway
  6. Headcount - sales reps, AEs, engineers, CS; cost per head growth
  7. Unit Economics - blended CAC, LTV, LTV/CAC, payback period
  8. Scenarios - toggle Base/Bull/Bear on key drivers
  9. KPI Dashboard - ARR, MRR, NDR, GDR, Rule of 40, burn multiple, runway

## Frequently asked questions

### Is the GetAccept financial model free?

Yes. The GetAccept 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.