# Rattle Financial Model Rattle makes Slack/Teams the UI for enterprise CRM and ops software, starting with Salesforce. - Canonical: https://finamodel.com/startups/rattle - Excel download: https://finamodel.com/startup-models/rattle.xlsx - Category: Enterprise/Security - Model type: SaaS ARR / Valuation - Funding round: Series A - Funding: $26M - Founded: 2022 - Geography: US-primary (Bay Area HQ, US customer base); global enterprise software market. - Customer: B2B ## About the company Rattle makes Slack and Teams an interface for enterprise CRM and operations software, starting with Salesforce. It brings workflows and data updates into the messaging tools where revenue teams already work. The company sells recurring subscription software, with product-led trials and expansion across seats or workspaces. Its proposition is that better workflow adoption and less context switching can improve the value customers get from their core enterprise systems. The model tracks signups, trials, paid conversion, seats, expansion, and churn. It links MRR and ARR to PLG acquisition, sales assistance, integration delivery, gross margin, customer success, headcount, and cash runway. ## 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 - Rattle sits between chat platforms (Slack, Microsoft Teams) and enterprise software (starting with Salesforce) and makes messaging the primary UI for CRM data entry, alerting, and updates. - Key use cases: reps log calls in seconds from Slack, get deal alerts, update Salesforce fields bidirectionally, receive SLA notifications - without leaving the messaging tool. - Three core value props: collaborative (chat-native), clean/focused UI, meets users where they already work. - Setup time cited as under 1 minute; no new tool to learn; ROI same-day. ## Market - Market sizing slide (slide 13) uses a concentric-circles framework with three tiers: Salesforce (innermost), Next 10 integrations, Next 50 integrations - all dollar figures are redacted placeholders ($XXB). - Formula shown: "x M SFDC users x $xxx/yr = $xxB immediate opportunity" - all values redacted. - No TAM/SAM/SOM dollar figures disclosed in deck. No third-party market research cited. - Competitive positioning: Rattle sits top-right (Easy + Effective) vs. Email (easy, ineffective), Native Salesforce integrations (effective, difficult), iPaaS tools (split quadrants), and one unnamed Competitor (effective but less easy than Rattle). ## Revenue model - Described as a paid SaaS plan following a free trial; slide 8 references "move from free trials to paid plans." - Specific pricing tiers, per-seat price, or contract structure not disclosed in deck. - Target buyer: revenue operations teams, sales managers, and sales reps at high-growth B2B companies with advanced revenue tech stacks. - Go-to-market implied as product-led growth (PLG) given sub-1-minute setup and self-serve framing, followed by expansion into teams. - Named customers: LogDNA, Slintel, Stream, PartnerStack, Olive, ClickUp, Clearbit, Rippling, Litmus. ## Traction & metrics - 982% YoY revenue growth from 2021 to 2022 - Revenue line chart shows near-zero in Q4 2020, steady early growth through Q1–Q3 2021, strong inflection in Q4 2021, steep hockey-stick into Q1 2022. No Y-axis values labeled on chart. - Trial-to-paid conversion: "xx% of users move from free trials to paid plans" - percentage redacted. - Customer impact metrics (from named customers): 75% reduction in lead response time (LogDNA); 45 mins saved per rep per day (Slintel); 8 hrs saved per month for SalesOps (Stream); 50% reduction in data hygiene issues (PartnerStack); 5x visibility into deal performance (Olive); 90% reduction in approval time (LogDNA). - No absolute revenue figures, ARR, MRR, seat counts, or customer count disclosed. ## Competition / moat - Competitors named/shown: Email, Native Salesforce integration, iPaaS (e.g. Zapier/Workato class), one unnamed direct competitor. - Rattle's positioning: uniquely Easy + Effective on the 2x2; others trade one for the other. - Moat framing: workflow configurability without code, bidirectionality, deep Salesforce integration, strong NPS/customer love ("becomes a verb"). - Differentiation from iPaaS: Rattle is purpose-built for revenue workflows in chat vs. generic data pipe tools. ## Team & funding ask / use of funds - Sahil Aggarwal, CEO: 5+ years sales/martech SaaS; previously Product lead at Mutiny (Sequoia/YC-backed), co-founder at Leadworx, first PM from Asia at Gigster (YC S16). - Milan Pal Singh, CTO: SaaS builder background; Lead Engineer at Zostel, Core Team at Leadworx, Software Engineer at QuezX. - Apoorva Verma, COO: enterprise tech rollout experience; Macy's SF, BCG consultant, ZS Associate. --- ## Recommended financial model - **Archetype + why:** SaaS ARR model with PLG seat-expansion layer. Rattle charges recurring subscription fees per seat or per workspace; growth is driven by free-trial-to-paid conversion and net revenue retention (expansion within accounts). Classic B2B SaaS metrics apply: MRR, ARR, NRR, churn, CAC, LTV. A PLG funnel (signups → trials → conversions → seat expansion) is the right top-level driver given the self-serve framing. - **Forecast horizon & granularity:** 3 years monthly (Year 1–2) then quarterly (Year 3). Monthly granularity needed to model the trial → conversion lag and cohort retention properly. - **Key drivers & assumptions:** | Driver | Value | | -- | -- | | Revenue growth rate (YoY, model period) | 982% confirmed for FY2021→FY2022; use as Year 1 anchor | | Revenue growth rate Year 2 | 150% | | Revenue growth rate Year 3 | 80% | | Trial-to-paid conversion rate | Redacted in deck; model at 25–35% | | Average contract value (ACV) | Unknown; model at $12k–$20k/yr per customer | | Seats per customer | 10–50 | | Net Revenue Retention (NRR) | 115% | | Logo churn | 8–10% annually | | Gross margin | 70–75% | | Sales & marketing as % of revenue | 40–50% (Year 1), declining to 30% by Year 3 | | R&D as % of revenue | 25–30% | | G&A as % of revenue | 10–15% | | CAC (blended) | $8k–$15k | | LTV:CAC ratio | >3x | | Payback period | 12–18 months | - **Scenarios (Base / Bull / Bear - which variables flex):** - **Base:** 150% YoY ARR growth Year 2, 80% Year 3; NRR 115%; trial conversion 30%; ACV $15k. - **Bull:** Faster enterprise up-sell; NRR 125%; ACV $25k; successful expansion beyond Salesforce to HubSpot/other CRMs accelerates TAM penetration. - **Bear:** Salesforce builds native Slack integration (platform risk); trial conversion falls to 20%; NRR drops to 105%; slower enterprise adoption; ACV $10k. - **Required sheets / outputs:** 1. **Assumptions** - all drivers in one place, color-coded inputs 2. **PLG Funnel** - monthly signups → trials → conversions → churned customers → active customers 3. **ARR Bridge** - new ARR + expansion ARR − churned ARR = ending ARR; monthly 4. **P&L** - revenue, COGS, gross profit, S&M, R&D, G&A, EBITDA; monthly → annual summary 5. **Unit Economics** - CAC, LTV, LTV:CAC, payback period by cohort year 6. **Cash Flow & Runway** - simplified; key for investor burn visibility 7. **KPI Dashboard** - ARR, MRR, NRR, logo count, conversion rate, gross margin % 8. **Scenario Toggle** - Base / Bull / Bear switch feeding all sheets ## Frequently asked questions ### Is the Rattle financial model free? Yes. The Rattle 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.