# OneScreen.ai Financial Model SaaS + marketplace platform that digitizes buying and selling of Out-of-Home (OOH) advertising inventory. - Canonical: https://finamodel.com/startups/onescreenai - Excel download: https://finamodel.com/startup-models/onescreenai.xlsx - Category: Marketplace - Model type: SaaS ARR / Valuation - Funding round: Pre-seed - Funding: $1M - Founded: 2021 - Geography: US (implied by customer quotes and market data; no explicit geography slide). - Customer: B2B ## About the company 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. ## 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 - 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**: 1. Assumptions - all drivers in one place, color-coded input cells. 2. Revenue model - SaaS MRR waterfall (new/churn/expansion) + Marketplace GMV and take-rate revenue, monthly. 3. Opex - headcount plan + non-headcount opex, mapped to use-of-funds % splits. 4. Cash runway - cash balance, monthly burn, months of runway from $1.2M raise. 5. Unit economics summary - CAC, ARPU, payback period, LTV (derived), LTV:CAC. 6. Pipeline bridge - optional: maps slide 14 probability-adjusted forecast to booked revenue assumptions. ## Frequently asked questions ### Is the OneScreen.ai financial model free? Yes. The OneScreen.ai 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.