ONOneScreen.ai Financial Model
Marketplace Startup Financials (Free Excel Download)
SaaS + marketplace platform that digitizes buying and selling of Out-of-Home (OOH) advertising inventory.
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About this model
OneScreen.ai digitizes the buying and selling of out-of-home advertising inventory. Its search and workflow software helps advertisers find relevant screens and locations, replacing a fragmented process that has historically relied on calls, emails, and manual coordination.
The commercial roadmap begins with subscription MRR and adds marketplace take-rate revenue as the network reaches scale. The deck targeted $10,000 of MRR in the SaaS phase and $1 million of quarterly GMV once marketplace mechanics are activated, with an observed 78-day payback period.
The model uses a two-phase revenue build. Advertiser subscriptions, ARPU, and retention create initial ARR; later, campaign spend and take rate create marketplace revenue. Sales productivity, inventory coverage, buyer conversion, timing of the transaction launch, and new-market expansion determine the cash and growth trajectory.
A turnkey financial model
Live formulas, no hardcoded values
Outputs are driven by live formulas, so the workbook updates from its assumptions instead of relying on hardcoded results.
All assumptions in one tab
Inputs are clearly marked in the Assumptions tab and separated from calculations, making it clear what to change and what to leave intact.
Statements always balancing
For integrated-statement models, the balance sheet, cash flow, and supporting schedules tie through properly.
Distinct schedules for clarity
Debt, working capital, taxes, and cash flow can get messy quickly. We group calculations in clear schedules, not across disconnected tabs.
No hidden macros or external links
There are no unexplained external workbook links or macros to undermine auditability or portability.
Changes flow through the model
Update a key driver and see the impact carry through the forecast, financing, and return outputs. We never use hardcoded numbers in formulas.
About OneScreen.ai
How to build a detailed financial model for OneScreen.ai
A complete walkthrough of the business, drivers, and assumptions behind the downloadable OneScreen.ai model - distilled from its pitch deck and publicly available information.
Product & value proposition
- Comprehensive directory of fragmented OOH inventory (no single owner holds >10% of supply).
- "IoP" (Index of Place) proprietary search algorithm to match advertisers with the right screens/locations.
- Workflow SaaS platform enabling self-serve buying - analogous to buying on Wayfair vs. the current "phone, email & fax" reality.
- Connected OOH vision: Place-Based CTV integration (B2B CTV) as Phase 4 expansion.
- Positions as a "Market Network" (marketplace transactions + identity/communications network + workflow SaaS) à la NfX framework.
Market
- Global OOH advertising spend: ~$39.4B in 2019; recovered/growing toward ~$42B+ by 2022 per the same Statista chart.
- Deck describes the industry as "$30B+" and "$40B+/year" in OOH spend.
- Vision: company aspires to grow OOH to a "$100B market".
- OOH is the only traditional ad medium still growing (vs. TV, newspapers, radio declining).
- 50% of OOH inventory goes unsold annually.
Revenue model
- Phase 1–2 (SaaS): MRR subscription targeting $10,000 MRR.
- Phase 2–3 (Marketplace): GMV-based take-rate; target $1M GMV/quarter.
- GTM phases: P/M Fit → SaaS growth (low CAC) → Marketplace scale (network effects) → New markets (global + B2B CTV).
Traction & metrics
- Payback Period (actual): 78 days.
- Probability-adjusted revenue forecast (pipeline, not booked revenue):
- Q3 2020: $17,500
- Q4 2020: $28,200
- Q1 2021: $162,880
- Q2 2021: $577,671.95
- Q3 2021: $935,954.00
- Chart shows mix of "New Business" and "Existing Business" (stacked), suggesting some repeat/expansion revenue by Q2–Q3 2021.
Unit economics
- CAC target: $10,000.
- 90-Day Net ARPU target: $10,000.
- Payback Period target: 90 days.
- Payback Period actual (at time of deck): 78 days - already beating target.
- LTV: Not explicitly stated; implied 90-day payback with recurring SaaS suggests strong LTV/CAC, but not quantified.
Competition / moat
- Incumbent OOH brokers described as "operational sh*t show" - fragmented, manual, phone/email/fax-based.
- LUMAscape shown (slide 5) - crowded ecosystem with agencies, DSPs, SSPs, ad servers, attribution, DMP players; many acquisitions and shuttered companies noted.
- No direct named competitor benchmarked on price/features.
- Moat claimed: proprietary directory + IoP algorithm + workflow SaaS creating a market network with supply-side lock-in.
- DPAA (Digital Place-Based Advertising Association) endorsement from president/CEO Barry Frey.
Team & funding ask / use of funds
- Founding team:
- Sam - CEO (Harvard University background)
- Andrei - CTO (Wayfair background)
- Greg - CCO (HubSpot, Liberty Mutual, Simon background)
- Raised: $1.2M angel round, convertible notes, $5M cap, 20% discount.
- Use of funds:
- R&D: 32.9%
- Marketing: 27.6%
- Sales: 16.8%
- G&A: 13.8%
- Customer Success: 8.9%
Recommended financial model
- Archetype + why: Hybrid SaaS + Marketplace GMV model. Phase 1–2 revenue is subscription (MRR); Phase 3+ revenue is GMV take-rate. Model must track both streams separately with a transition/inflection point, similar to how Eventbrite or Mindbody evolved from SaaS to transaction-dominant. A 3-statement model is not warranted at this stage - revenue + cash runway model is the priority.
- Forecast horizon & granularity: Monthly, 36 months (mid-2021 through mid-2024). Q3 2021 is the latest forecast data point in deck; monthly granularity enables MRR tracking and cash runway visibility given the small raise.
- Key drivers & assumptions:
- *SaaS MRR*: Starting MRR; monthly net new MRR additions; churn rate. Target: $10K MRR.
- *Marketplace GMV*: Quarterly GMV ramp; target $1M/quarter. Take-rate.
- *CAC*: $10K target;.
- *Payback period*: 90-day target; actual 78 days achieved.
- *90-day ARPU*: $10K target.
- *Headcount*: 3 founders + early hires funded by the $1.2M; use-of-funds allocation guides opex split (R&D 33%, Mktg 28%, Sales 17%, G&A 14%, CS 9%).
- *Revenue split (SaaS vs. GMV)*: SaaS dominant in Year 1, GMV take-rate surpasses SaaS in Year 2+ per GTM phase model.
- *OOH market growth*: ~5–7% CAGR based on Statista trend shown; recovers post-COVID.
- *Probability-adjusted pipeline conversion*: Use slide 14 actuals as Year 1 anchor (Q3 2020–Q3 2021); implied close rates by quarter from pipeline chart.
- Scenarios (Base / Bull / Bear - which variables flex):
- *Bear*: Slow marketplace GMV ramp; SaaS churn higher (5%+); CAC stays at $10K but ARPU underperforms target. Runway analysis critical - $1.2M may last only 9–12 months.
- *Base*: Hits $10K MRR by Month 6–9; GMV ramp to $1M/quarter by end of Year 2; 78-day payback sustained.
- *Bull*: Marketplace flywheel kicks in early; GMV scales 3–4x/year; take-rate revenue dwarfs SaaS within 18 months; raises Series A before runway exhaustion.
- Required sheets / outputs:
- Assumptions - all drivers in one place, color-coded input cells.
- Revenue model - SaaS MRR waterfall (new/churn/expansion) + Marketplace GMV and take-rate revenue, monthly.
- Opex - headcount plan + non-headcount opex, mapped to use-of-funds % splits.
- Cash runway - cash balance, monthly burn, months of runway from $1.2M raise.
- Unit economics summary - CAC, ARPU, payback period, LTV (derived), LTV:CAC.
- Pipeline bridge - optional: maps slide 14 probability-adjusted forecast to booked revenue assumptions.
Frequently asked
Is the OneScreen.ai financial model free?+
Yes. The OneScreen.ai model is a free Excel (.xlsx) download with live formulas. Sign up with your email and the workbook is yours to keep, review, and edit.
What's included in the model?+
A 5-year monthly forecast with P&L, cash flow and runway, valuation (exit multiple plus a DCF cross-check), MOIC/IRR returns, and unit economics, with live formulas throughout.
How was this model built?+
It was built from OneScreen.ai's pitch deck and publicly available information, then structured to investment-banking standards as a fully editable Excel model.
Can I change the assumptions?+
Yes. You can change assumptions and the live formulas will recalculate in the downloadable Excel model.
Have more financial modelling questions? Contact us
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