# Momentum Financial Model

No-code collaboration platform that operationalizes enterprise sales motions inside Slack + Salesforce.

- Canonical: https://finamodel.com/startups/momentum
- Excel download: https://finamodel.com/startup-models/momentum.xlsx
- Category: Dev Tools
- Model type: SaaS ARR / Valuation
- Funding round: Seed
- Funding: $5M
- Founded: 2022
- Geography: US (customers shown include Twingate, Hopin; US-based investors).
- Customer: B2B

## About the company

Momentum is a no-code workflow platform for sales teams, offering deal rooms, meeting plans, playbooks, deal-desk tools, and deal assistance. It integrates Slack for live collaboration and Salesforce for automatic CRM updates, helping representatives work deals without continuously opening Salesforce.

The product targets mid-market and enterprise teams with complex, multi-stakeholder sales processes. It is subscription SaaS, likely seat- or team-based, sold through direct enterprise sales. Twingate cited a reduction in deal closure from two months to two weeks, but the deck does not disclose pricing or contract value.

ARR is redacted and the early-traction charts have no extractable values; Twingate and Hopin are the named customer references. The model should forecast logos, seats, workflow adoption, ACV, expansion, renewal, churn, sales productivity, support, and net retention.

## 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

- No-code platform letting sales teams build automated workflows ("recipes") around deals - deal rooms, meeting game plans, deal playbooks, deal desk, deal assist.
- Core integration: Slack (real-time collaboration channel per deal) + Salesforce (CRM sync - next steps, amounts auto-updated).
- Four pillars: real-time collaboration, sales-first building blocks, turn-key recipes (pre-built best practices), highly customizable.
- Value prop: close deals faster (Twingate quote: "two weeks vs. two months"); reps can work deals from Slack without opening Salesforce.

## Market

- Salesforce Sales Cloud market: $16B.
- Low-code application development platforms market: $13.8B (source: Gartner).
- Framing: "Low code for sales is a huge opportunity" - positioned as the intersection of these two markets.

## Revenue model

- SaaS subscription (ARR metric referenced throughout deck).
- Sold to enterprise sales teams - implied seat-based or team-based pricing (no explicit per-seat price disclosed).
- Target customer: mid-market to enterprise companies running complex, multi-stakeholder sales cycles.
- Channels: direct sales (sales team led by Head of Revenue Zhenya Loginov, ex-Miro; CRO Oliver Jay, ex-Asana).

## Traction & metrics

- Slide 12 title: "Early Traction is Promising".
- ARR: explicitly redacted in deck image - slide shows "ARR redacted" callout.
- Bar charts on traction slide show two sets of metrics (3 bars left, 5 bars right) but all labels and values are blurred/redacted - no numbers extractable.
- Named customers: Twingate (VP of Sales quoted), Hopin (mentioned in Slack channel in slide 10 product screenshot - "Lending Bank Team License" also visible).
- No revenue, customer count, growth rate, or retention figures disclosed.

## Competition / moat

- Competitive positioning: Not explicitly named in deck.
- Implied differentiation: no-code (vs. custom Salesforce dev), Slack-native (vs. switching to CRM), pre-built "recipes" for best practices.
- Why now: distributed/remote work normalizing Slack as work OS; SaaS sales increasingly multi-stakeholder and online.
- Moat signals: workflow customization depth, Salesforce integration, named enterprise customer logos.

## Team & funding ask / use of funds

- Team:
  - Santiago Suarez Ordonez - CEO
  - Moiz Virani - CTO
  - Ashley Wilson - COO
  - Zhenya Loginov - Head of Revenue (ex-Miro)
  - Oliver Jay - CRO (ex-Asana)
- Investors: BSV, South Park Commons.
- Raise: $4M.
- Runway: 18 months.
- Use of funds: continue building the product; target milestone = $1M ARR.
- Implied burn: ~$222K/month ($4M ÷ 18 months).

## Recommended financial model

- **Archetype + why:** SaaS ARR model. Business is subscription B2B with ARR as the stated KPI and $1M ARR as the explicit milestone. Classic new logo + expansion + churn waterfall is the right structure.

- **Forecast horizon & granularity:** Monthly for 18–24 months (matches the raise runway), with quarterly rollup. Extends to a 3-year annual view to show the path past $1M ARR milestone.

- **Key drivers & assumptions:**

| Driver | Value |
| -- | -- |
| Starting ARR | Unknown - redacted |
| ARR target (18-month milestone) | $1,000,000 |
| Avg ACV (per customer) | $30,000–$60,000/yr |
| New logos per month | 2–4 in year 1, ramping |
| Net revenue retention (NRR) | 110–120% |
| Gross churn | 5–10% annual |
| Gross margin | 70–75% |
| Headcount burn | ~$180K–$220K/month |
| Sales cycle length | 30–90 days |
| CAC | $15,000–$40,000 |

- **Scenarios (Base / Bull / Bear - which variables flex):**
  - Base: 2–3 new logos/month, 110% NRR, reach $1M ARR at month 18.
  - Bull: 4–5 new logos/month, 120% NRR, faster expansion, hit $1M ARR at month 12.
  - Bear: 1–2 new logos/month, 5% gross churn, $1M ARR target slips to month 22–24; may require bridge.

- **Required sheets / outputs:**
  1. Assumptions - all drivers in one place, clearly tagged
  2. ARR Waterfall - new ARR, expansion ARR, churned ARR, net new ARR, cumulative ARR (monthly)
  3. P&L - revenue, COGS (gross margin), OpEx by department (R&D, S&M, G&A), EBITDA
  4. Headcount - team plan by role, salary, start month; drives OpEx
  5. Cash - opening cash (raise proceeds), monthly burn, ending cash, months of runway
  6. KPI Summary - ARR, MRR, customers, ACV, NRR, LTV/CAC, gross margin, burn multiple
  7. Dashboard - ARR ramp chart, burn waterfall, scenario toggle

## Frequently asked questions

### Is the Momentum financial model free?

Yes. The Momentum 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.