# OwnBackUp Financial Model

SaaS data backup, archiving, and sandbox-seeding platform purpose-built for the Salesforce ecosystem, with an expanding multi-SaaS vision.

- Canonical: https://finamodel.com/startups/ownbackup
- Excel download: https://finamodel.com/startup-models/ownbackup.xlsx
- Category: Enterprise/Security
- Model type: SaaS ARR / Valuation
- Funding round: Series D
- Funding: $240M
- Founded: 2021
- Geography: HQ New Jersey (founded Tel Aviv); 29% of sales outside the US [DECK, slide 2].
- Customer: B2B

## About the company

OwnBackup provides backup, archiving, and sandbox-seeding software for the Salesforce ecosystem, with a broader multi-SaaS ambition. It helps customers protect and recover cloud-business data that is critical to operations but remains exposed to loss, error, or compliance risk.

The company sells subscriptions through Salesforce AppExchange and direct channels. Its commercial motion expands from Backup into products such as Archiver and Sandbox Seeding, making cross-sell and multi-product adoption important sources of customer value.

The model uses ARR cohorts for new logos, core backup subscriptions, module upsell, and gross churn. Channel contribution, storage and delivery costs, gross margin, sales capacity, customer success, product investment, and operating expenses determine revenue growth and cash generation.

## 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

Three products:
- **OwnBackup** - automated backup, anomaly monitoring, visual comparison, and precision record-level restore for Salesforce orgs. Storage on AWS or Azure.
- **OwnArchiver** - immutable, compliance-grade archiving for Salesforce records and attachments (HIPAA, GDPR, CCPA). Custom retention policies, storage cost minimisation.
- **OwnSandbox Seeding** - propagate masked, perfectly-sized data subsets from production to developer/partial sandboxes. Key DevOps integrations (Copado, Elements Cloud, Lightning).

Core value prop: under the Salesforce shared responsibility model, customers - not Salesforce - are liable for their own data. OwnBackup sits in that gap. Human error alone accounts for 49% of Salesforce data loss events.

## Market

- No dollar TAM/SAM/SOM figures in deck.
- Qualitative market framing: OwnBackup holds a dominant but still small slice of the Salesforce ecosystem today (illustrated via pie chart, slide 14), with significant runway through 2024.
- Expansion vision: Microsoft, Workday, ServiceNow identified as next target SaaS platforms.
- Salesforce ecosystem size not quantified in deck.

## Revenue model

- No pricing tiers, ACV, or per-seat/per-org pricing disclosed in deck.
- Model is clearly subscription SaaS - customers pay recurring fees to protect Salesforce data.
- Three revenue lines implied by product portfolio: Backup subscriptions, Archiver subscriptions, Sandbox Seeding subscriptions.
- Go-to-market: Salesforce AppExchange (primary discovery channel); direct enterprise sales team (EVP of Sales named); 29% international revenue suggests a direct sales motion outside the US.
- Upsell motion: customers start with Backup, expand to Archiver and Sandbox Seeding ("business expansion and new products" cited as driver of retention).

## Traction & metrics

- Customers: >2,980; customer growth area chart 2015–2020 shows near-zero start, steep acceleration from ~2018, reaching ~3,000 by late 2020.
- AppExchange reviews: 350 five-star reviews (98% positive), 4.5x more reviews than next closest competitor.
- Funding: $100M raised as of July 2020. Investors: Insight Partners, Salesforce Ventures, Vertex Ventures.
- Employees: 287.
- International: 29% of sales outside US.
- Founded: 2015.
- NRR / gross retention: Described as "industry leading" but no number given.
- Churn: Not quantified; deck states customers "don't attrit".

## Competition / moat

- Competitive position: #1 on Salesforce AppExchange by review volume, 4.5x reviews vs. next competitor.
- Moat sources: AppExchange distribution (Salesforce-native discovery), Salesforce Ventures as investor (strategic endorsement + access), high switching costs (data protection is mission-critical, deeply embedded in admin workflows), "industry leading" retention.
- Named competitors: Not identified by name in deck.
- Salesforce itself explicitly recommends third-party backup solutions.

## Team & funding ask / use of funds

Team:
- Sam Gutmann - Co-Founder & CEO
- Ariel Berkman - Co-Founder & CTO
- Jeannie Munn - CFO
- Ori Yankelev - EVP of Sales
- Laura Cooper - Chief People Officer
- Jamie Grenney - CMO
- Roi Dover - Head of R&D
- Lihod Rachmilevitch - VP Customer Success
- Adrian Kunzle - Product Strategy
- John Moss - General Counsel
- Leo Minervini - CIO

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## Recommended financial model

- **Archetype + why:** SaaS ARR cohort model with multi-product expansion. OwnBackup is a pure subscription SaaS business with a clear land-and-expand motion (Backup → Archiver → Sandbox Seeding). The model should be built around ARR cohorts tracking new logos, upsell/cross-sell, and gross churn. Not a marketplace or usage-based model.

- **Forecast horizon & granularity:** 5 years (2021–2025), monthly in Year 1, quarterly in Years 2–5. Monthly needed for cash/headcount planning; quarterly sufficient beyond that.

- **Key drivers & assumptions:**

| Driver | Seed value |
| -- | -- |
| Customers at model start (Jan 2021) | ~3,000 |
| Headcount (start) | 287 employees |
| International revenue mix | 29% of sales |

- **Scenarios (Base / Bull / Bear - which variables flex):**
  - **Base:** ~60 new logos/month, 5% gross churn, 115% NRR, steady ACV growth.
  - **Bull:** 90+ new logos/month (accelerated enterprise motion + international), 120%+ NRR (faster multi-product attach), expansion into Microsoft/Workday ecosystem from 2022.
  - **Bear:** 40 new logos/month, elevated churn (8–10%) if competitive pressure increases or Salesforce builds native backup, ACV pressure as market commoditises.

- **Required sheets / outputs:**
  1. **Assumptions** - all drivers in one place, toggle for scenarios.
  2. **ARR Bridge** - monthly: beginning ARR, new logo ARR, expansion ARR, churned ARR, ending ARR.
  3. **Customer Cohort Table** - logo count by cohort vintage, retention curve, revenue per cohort.
  4. **P&L (Income Statement)** - Revenue, COGS, Gross Profit, S&M, R&D, G&A, EBITDA, Net Income.
  5. **Headcount Plan** - by department (S&M, R&D, G&A, CS), linked to revenue scale.
  6. **Cash Flow & Runway** - operating cash flow, capex, ending cash; particularly relevant if this is a fundraise deck.
  7. **KPI Dashboard** - ARR, customer count, NRR, CAC payback, LTV/CAC, gross margin.

## Frequently asked questions

### Is the OwnBackUp financial model free?

Yes. The OwnBackUp 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.