# Ocean.io Financial Model AI-powered B2B company database and Account Based Marketing (ABM) platform that helps sales and marketing teams identify, target, and engage ideal customer profiles. - Canonical: https://finamodel.com/startups/oceanio - Excel download: https://finamodel.com/startup-models/oceanio.xlsx - Category: Dev Tools - Model type: SaaS ARR / Valuation - Funding round: Series A - Funding: $7M - Founded: 2022 - Geography: Headquartered Europe (3 offices). Go-to-market focus: Western Europe (Benelux, DACH, France, Nordics, UKI, Spain). Secondary markets: ANZ, South Africa, Singapore [DECK, slides 6, 17]. - Customer: B2B ## About the company Ocean.io is an AI company database and account-based marketing platform built on NLP company classification called Context Vectors. It provides lookalike targeting, filters, contacts, market intelligence, and two-way CRM integration with Salesforce, HubSpot, and Pipedrive, using data from 300 million-plus web pages and public sources. The business sells subscription SaaS at mid-range pricing, combining product and sales-led adoption. Its customer interface displays deal values, but those are customers’ sales metrics rather than Ocean.io ACV; the deck gives no plan or seat pricing. Sony, Brandwatch, UserTesting, TELE2, and SCHOTT are named customers. As of August 2021, Ocean.io had $60,000 MRR, 150 customers, 100% NRR, and threefold year-to-date MRR growth. It employed 53 people across three offices. The model should forecast customer adds, ARPU, data cost, expansion, renewal, churn, sales capacity, and margin. ## 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 Ocean.io is a B2B data and ABM platform built around proprietary NLP-based company categorisation ("Context Vectors") that replaces legacy SIC/NAICS industry codes. Core modules: - **Targeting** - AI lookalike search, 48 filters, zero-duplicate account lists, CRM-integrated search. - **Personas** - contact search by job title/seniority/department; 43M+ contacts; validated email addresses. - **Intelligence** - TAM calculator, market analysis, revenue projections, per-rep performance, customer firmographics dashboard. - **Integrations** - bidirectional CRM sync with Salesforce, HubSpot, Pipedrive; LinkedIn export; Zapier. Key differentiator vs. Cognism / ZoomInfo / Vainu / LinkedIn: company-first (not lead-first), two-way CRM integration, context-vector categorisation, and mid-range pricing with broader European coverage. Data sourced from 300M+ web pages, company registries, and public databases; 9 languages. --- ## Market - TAM: "Multi-billion B2B CRM market, growing 10% YoY". No specific $ figure given. - Target ICP (2021 Q3 onward): B2B companies with 10+ people in sales/marketing, initially enterprise in Western Europe with HubSpot or Salesforce CRM. - ABM adoption tailwind: 49% of marketing teams ran ABM in 2016 → 95% in 2020, per Terminus State of ABM Report 2020. - No SAM/SOM breakout in deck. --- ## Revenue model - **Subscription SaaS** - platform access sold to B2B companies. Pricing described as "mid-range" vs. competitors. - Pricing tiers/seats not disclosed in deck. - Product-led and sales-led motion implied by CRM-integrated workflow and enterprise focus. - Average deal value observable in product UI screenshot: €12,625 (shown as a sample customer's avg. deal value in the Intelligence module - this is a customer's *own* sales data, not Ocean.io's ACV). - Ocean.io's own contract value / ARPU not stated in deck. --- ## Traction & metrics All figures as of August 2021: | Metric | Value | Source | | -- | -- | -- | | MRR | $60K | Slide 15 | | MRR growth | 3x in 2021 (YTD) | Slide 15 | | ARR (implied) | ~$720K | Calculated from MRR | | NRR | 100% | Slide 15 | | Customers | 150 | Slide 15 | | Headcount | 53 across 3 offices | Slide 15 | | Prior investment | $6M (initial) | Slide 15 | Notable customers (logo wall): SONY, Leadinfo, SCHOTT, Brandwatch, UserTesting, TELE2, Quanos, JLG. Testimonials cite "doubled demo booking rate in first week" (Leadinfo), "new bandwidth in sales" (Brandbassador), "focuses spend on right companies" (ZenMedia). --- ## Unit economics - NRR: 100% - net flat (no stated expansion revenue above churn yet). --- ## Competition / moat Competitive matrix: | | Ocean.io | Cognism | Vainu | ZoomInfo | LinkedIn | | -- | -- | -- | -- | -- | -- | | Pricing | Mid | High | Mid | High | Mid | | Industry model | Context vector | Traditional | Traditional | Traditional | Traditional | | Data focus | Companies | Leads | Companies | Leads | Leads | | 2-way CRM sync | Yes | No | No | No | No | | Coverage | Global | UK-centric | Nordic | US-centric | Global | Moats claimed: proprietary NLP/context-vector categorisation (4 years of data science, $6M invested); 300M+ page data corpus; bidirectional CRM integration (unique among peers shown). --- ## Team & funding ask / use of funds - Team: 53 people, 3 offices (Aug 2021). Named individuals not in deck. - Prior capital: $6M initial investment. --- ## Recommended financial model **Archetype:** SaaS ARR model with cohort-based NRR expansion layer. Rationale: Ocean.io is a subscription B2B SaaS with 150 customers and $60K MRR at early-growth stage. The key revenue drivers are new customer adds and ARPU expansion. NRR is currently 100% (no net expansion yet) but the product has upsell potential (seats, modules, contact add-ons). A standard SaaS ARR waterfall is the right frame. **Forecast horizon & granularity:** - Monthly for Year 1–2 (operational granularity, cash management). - Quarterly/annual for Years 3–5 (strategic). - Base case: 5-year horizon. **Key drivers & assumptions:** | Driver | Seed value | | -- | -- | | Starting MRR | $60,000 | | Starting customers | 150 | | Starting ARPU/month | ~$400 | | New customer adds/month (base) | ~15–25/mo | | MRR growth trajectory | 3x in 2021 implies ~10–12% MoM through H1 2021 | | Gross churn rate | 1–2%/mo | | NRR | 100% base; 105–115% bull | | ARPU expansion | Flat in base; +5–10%/yr in bull | | Gross margin | 75% | | Headcount | 53 at Aug '21 | | Avg. fully-loaded cost/employee | ~€65–80K/yr | | Sales & Marketing % of revenue | 40–50% in early growth, declining to 25–30% at scale | | R&D % of revenue | 20–25% | | G&A % of revenue | 10–15% | **Scenarios (which variables flex):** | | Bear | Base | Bull | | -- | -- | -- | -- | | New cust adds/mo | 8 | 18 | 30 | | NRR | 95% | 100% | 115% | | ARPU growth (YoY) | 0% | 3% | 10% | | Gross margin | 70% | 75% | 80% | **Required sheets / outputs:** 1. **Assumptions** - all drivers in one tab, colour-coded inputs. 2. **MRR Bridge** - monthly: starting ARR → new ARR → expansion → churn → ending ARR. 3. **P&L (Income Statement)** - Revenue, COGS, Gross Profit, S&M, R&D, G&A, EBITDA, Net Income. 4. **Headcount Plan** - by function (Engineering, Sales, CS, G&A); salary + benefits. 5. **Cash Flow** - operating CF, funding runway; key: when does the company run out of cash at current burn? 6. **Unit Economics** - LTV, CAC, LTV/CAC, payback period (populate once CAC data available). 7. **Cohort Analysis** - monthly cohorts; NRR waterfall by cohort vintage. 8. **Dashboard / Summary** - KPI cards: ARR, MRR growth, customers, NRR, burn, runway. ## Frequently asked questions ### Is the Ocean.io financial model free? Yes. The Ocean.io 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.