# MediaKits Financial Model SaaS platform for influencers, bloggers, and musicians to create real-time media kits connected live to their social analytics - Canonical: https://finamodel.com/startups/mediakits - Excel download: https://finamodel.com/startup-models/mediakits.xlsx - Category: Media/Gaming - Model type: SaaS ARR / Valuation - Funding round: Pre-seed - Funding: $1M - Founded: 2021 - Geography: US-centric (deck examples and team are US-based; no explicit geo restriction stated) - Customer: B2C ## About the company MediaKits creates public, auto-updating media-kit pages for influencers, bloggers, and musicians. Each shareable profile can pull real-time analytics from YouTube, Instagram, TikTok, Twitter, Spotify, Twitch, LinkedIn, and Apple Music, presenting reach, engagement, demographics, and top content to prospective partners. The creator journey is to create a kit, share it, and be discovered by brands. Longer term, the company intends the profiles to form a searchable brand-side discovery library, supported by a proposition of verified, unedited influencer data rather than manually assembled audience screenshots. The revenue model is freemium: a first kit is free and MediaKits Pro costs $19 per month. No conversion, user, churn, or brand-side revenue figures are disclosed. The model should therefore forecast free profile acquisition, conversion to Pro, retention, data-connection costs, and the potential later introduction of enterprise discovery or data products. ## 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 - MediaKits.com (mediakits.com/) builds auto-updating media kit pages for influencers - Pulls real-time social analytics from YouTube, Instagram, TikTok, Twitter, Spotify, Twitch, LinkedIn, Apple Music - Surfaces reach, engagement rate, follower counts, audience demographics (age, gender, location), and top posts in a shareable public URL - Secondary vision: become a brand-side discovery library - brands can find and evaluate influencers from a searchable kit repository - Three-step customer journey: Create kit → Share kit → Get discovered by brands - Long-term positioning: "The most trusted source for influencer marketing data" - verified, undoctored analytics ## Market TAM defined as creators with 10k+ followers/subscribers across platforms: - YouTube: 1.2M influencers (10k+ subs) - Instagram: 3.14M influencers (10k+ followers) - TikTok: 3.1M influencers (10k+ subs) - Twitter: 533K users (10k+ followers) - Spotify: 2.96M artists earning income - Twitch: 7M active streamers - Apple Music: 5M recording artists - LinkedIn: 50K users (10k+ connections) - Implied total TAM by count: ~23M creators across platforms Influencer marketing industry spend (context for monetization potential): - 2016: $1.7B → 2017: $3.0B → 2018: $4.6B → 2019: $6.5B → 2020: $9.7B → 2021: $15.0B → 2022: $20.0B (estimated) No SAM or SOM explicitly stated in deck. ## Revenue model - Freemium: first media kit free, no time limit implied - MediaKits PRO: $19/month - Single paid tier shown; no annual pricing, no team/enterprise tier mentioned in deck - Conversion from free to PRO is the core monetisation lever; no brand-side revenue (sponsorship marketplace, data licensing) shown yet - but long-term vision implies a potential B2B layer ## Competition / moat Problem framing: - DIY (Canva / Photoshop): time-consuming, not real-time, limited options - Freelancers (Fiverr / Upwork): expensive, iterative, slow Moat articulated: - Verified, live-connected analytics prevent influencers from inflating numbers - Network effect potential: kit library becomes valuable to brands as creator count grows - No direct named competitors presented in the deck ## Team & funding ask / use of funds Founders: - Kieran O'Brien (Co-Founder) - founder of GearedSocial, influencer campaign experience - Casey Adams (Co-Founder) - entrepreneur, author, social media expert - Andrea Khoury (Founding Member, Board) - mommy blogger / influencer - Aristotle Loumis (Founding Member, Executive Chairman) - Co-Founder Fyllo, Co-Founder Wesana, Partner/President Marcus Lemonis Fashion Group Product team: - Sagi S. - Product Design Director (ex-SimilarWeb, Google, Fiverr) - Mor S. - UI/UX Designer - Braydon B. - CTO, full-stack, 4x tech exits - Bennet L. - Back End Developer - Pavel R. - Front End Developer - Robert O. - Developer (Princeton CS) Notable advisors / investors: Ben Kaplan (FuckJerry), Michael Gruen (TalentX), Wiz Khalifa, David Meltzer (Sports 1 Marketing), Josh Elizetxe (Snow), Dan Fleyshman, Sriram Krishnan (a16z), Hiten Shah (Nira), Steven Galanis (Cameo), Arthur Leopold (Cameo), Elliot Tebele, Balaji Srinivasan, Kendrick Nguyen (Republic), Eric Toda (Facebook) Funding ask: - $1MM seed round - Use of funds: product development, initial user acquisition, marketing, legal --- ## Recommended financial model **Archetype + why:** Freemium SaaS - subscriber funnel model (free-to-paid conversion). Revenue is purely subscription-based ($19/month per PRO user). The model should be built around registered user growth, free→paid conversion rate, and monthly churn, not a 3-statement from day one. A 3-statement shell can hang off the SaaS outputs but the core is a cohort/funnel driver model. No inventory, no COGS complexity, no marketplace GMV at this stage. **Forecast horizon & granularity:** - Monthly for Years 1–2, quarterly summary for Years 3–5 - 5-year horizon total (standard for seed-stage SaaS) **Key drivers & assumptions:** *User funnel:* - New free sign-ups per month - start at ~2,000/mo, grow 15% MoM in Y1 as referral loop and SEO kick in; rationale: early-stage SaaS with strong influencer advisor network but no paid UA history - Free→PRO conversion rate - 5–8%; rationale: typical freemium SaaS range; product has a clear upgrade hook (analytics depth, verified badge) - Monthly churn on PRO - 3–5%; rationale: creator tools see moderate churn due to seasonal campaign activity *Pricing:* - PRO ARPU: $19/month - No enterprise or annual tier modelled (not in deck); flag as upside scenario *Revenue:* - MRR = Active PRO subscribers × $19 - Gross margin - 75–80%; rationale: pure SaaS, primary COGS = API costs (social platform data pulls) + hosting; no content or fulfilment cost *Cost structure:* - Headcount: 6 product/tech team members visible; ~$600K–$800K Y1 fully-loaded team cost - S&M: heavy Y1 given "initial user acquisition" is an explicit use-of-funds item; model at 40–50% of gross revenue Y1, declining as organic/SEO scales - R&D: ~30% of revenue Y1, declining to ~20% by Y3 - G&A: ~15% Y1 (legal noted as use of funds) *Capital:* - Starting cash: $1MM raise - Runway target: 18–24 months; standard seed expectation **Scenarios (Base / Bull / Bear - which variables flex):** - Bear: conversion 3%, churn 6%, sign-up growth 8% MoM - runway exhausted ~15 months - Base: conversion 5%, churn 4%, sign-up growth 15% MoM - breakeven Month ~30, Series A needed ~Month 18 - Bull: conversion 8%, churn 2.5%, sign-up growth 25% MoM + brand-side revenue layer opens in Y2 - positive FCF by end of Y3 Primary flex variables: free sign-up volume, free→PRO conversion rate, churn, and timing of any B2B (brand discovery / data licensing) revenue layer. **Required sheets / outputs:** 1. Assumptions - all drivers in one editable panel 2. User Cohort Model - monthly free sign-ups → PRO conversions → churn waterfall 3. P&L (monthly Y1–Y2, quarterly Y3–Y5) - Revenue, Gross Profit, OpEx (S&M / R&D / G&A), EBITDA 4. Cash Flow & Runway - starting balance, monthly burn, months-to-zero, Series A trigger flag 5. KPI Dashboard - MRR, ARR, Active PRO subscribers, conversion rate, churn rate, LTV, CAC (assumed), LTV:CAC ratio 6. Scenario toggle - Base / Bull / Bear switchable from Assumptions sheet ## Frequently asked questions ### Is the MediaKits financial model free? Yes. The MediaKits 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.