VideoPeel Financial Model
Enterprise/Security Startup Financials (Free Excel Download)
SaaS platform that enables brands to remotely capture, manage, and publish customer video testimonials.
professionals from Deloitte
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About this model
VideoPeel enables brands to remotely capture, manage, and publish customer video testimonials. The platform gives marketing teams a software workflow for collecting user-generated advocacy content from customers wherever they are, rather than coordinating individual video-production projects.
The company sells recurring monthly subscriptions across SMB through enterprise tiers. It participated in Techstars Boulder, and the deck uses an MRR placeholder rather than disclosed traction, so tier pricing and acquisition assumptions should remain transparent in the plan.
The model builds MRR by subscription tier, using new logos, upgrades, expansion, and churn. Video delivery, storage, and support costs drive gross margin, while sales capacity, product investment, hiring, and operating expenses determine the funding and runway required.
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 VideoPeel
videopeel.com
How to build a detailed financial model for VideoPeel
A complete walkthrough of the business, drivers, and assumptions behind the downloadable VideoPeel model - distilled from its pitch deck and publicly available information.
Product & value proposition
- Remote video capture tool: brand sends a link (via SMS / email); customer clicks and records - no app download or login required.
- Platform auto-transcodes, encrypts, transcribes, and tags each video.
- Shopify app automates capture + publish to product pages.
- Distribution integrations: Amazon, Home Depot, Wayfair, and other retail/marketplace channels.
- Dashboard (campaigns, videos, insights) with plugin code for embedding.
- Claimed outcomes: +24% conversion lift, 3× engagement increase, 124% conversion on Shopify widget, 20% better CPA on paid social, 13× engagement.
Market
- TAM: $4 billion (video testimonials / UGC market, all verticals).
- SAM: eCommerce segment = $300M.
- Adjacent verticals called out: Healthcare, Education, Software, Government & Local - with inbound customers already in each.
Revenue model
- Subscription SaaS, three tiers:
- Small Business: up to $69/month.
- Mid-level Business: up to $399/month.
- Enterprise: up to $5,000/month.
- Primary channel: self-serve (Shopify App Store implied) + direct/outbound for enterprise.
- No per-video or usage-based fees stated in deck; pricing framed as monthly caps.
- MRR figure redacted in pitch deck ($XX K) - actual number not disclosed.
Traction & metrics
- 7,855 video testimonials captured in the last 3 months.
- 1,271 brands served (in the same 3-month window).
- 10M+ video views (cumulative).
- MRR: $XX K - redacted placeholder.
- MoM growth: XX% - redacted placeholder.
- 20% better cost per acquisition vs. other ad formats (client-reported).
- 124% conversion rate on Shopify widget (one customer example - Snuggle-Pedic).
- Notable logos in customer grid: Baby Brezza, Indiegogo, Kajabi, KT Tape, Inergy, Parsaver, Trailform, Zerorez, WinPro, Kinvara, Blacktail, Arizona Milk Producers, and many more.
Competition / moat
- Not explicitly named in deck. Implied differentiation:
- No-download / no-login frictionless capture.
- Automated transcoding, transcription, tagging pipeline.
- Native integrations with Amazon, Home Depot, Wayfair, Shopify.
- CEO background: Facebook ads management & insights; team includes Microsoft, Ogilvy, Google, P&G, Amazon, GoPro alumni.
Team & funding ask / use of funds
- Patrick Tedjamulia - CEO & Co-Founder (Facebook, Google, P&G).
- Ben Cobb - CTO & Co-Founder (Amazon).
- Maria Tedjamulia - Co-Founder (Microsoft, Ogilvy).
- Alfred Came - Dir. Strategic Accounts (AT&T, Instart).
- Nairen Farmer - Customer Success & Product Marketing (GoPro).
- Accelerator: Techstars Boulder.
Recommended financial model
- Archetype + why: SaaS ARR / MRR subscription model. Revenue is purely recurring monthly subscription; three distinct tiers with different ASPs make a tiered-cohort MRR model appropriate. No transaction or usage economics to model separately.
- Forecast horizon & granularity: 3 years monthly (Year 1–2 monthly detail; Year 3 can roll to quarterly). Early-stage; monthly granularity needed to track MRR build and churn.
- Key drivers & assumptions:
| Driver | Value |
|---|---|
| Starting paying customers | ~1,271 brands |
| Tier mix (SMB / Mid / Enterprise) | 70% / 25% / 5% |
| Blended ARPU ($/month) | ~$120 |
| MoM new customer growth | 10–15% |
| Monthly gross churn | 3–5% |
| Expansion / upsell rate | 5% of customers/month upgrade one tier |
| Gross margin | 70–75% |
| CAC (blended) | $150–$300 |
| Sales cycle (Enterprise) | 30–60 days |
| Headcount growth | +2–3 sales/CS per quarter from seed funding |
- Scenarios (Base / Bull / Bear - which variables flex):
- Base: 10% MoM new customer growth, 3.5% churn, 70/25/5 tier mix.
- Bull: 20% MoM growth (Shopify App virality + enterprise expansion), 2% churn, tier migration toward Mid/Enterprise.
- Bear: 5% MoM growth, 6% churn (SMB budget sensitivity), no Enterprise wins.
- Primary flex variables: new customer growth rate, churn, and tier mix / ARPU.
- Required sheets / outputs:
- Assumptions - all drivers, scenario toggle (Base/Bull/Bear via CHOOSE).
- MRR Build - new MRR, expansion MRR, churned MRR, net new MRR waterfall.
- Customer Cohort Table - monthly cohort retention (for LTV calc once churn visible).
- P&L - Revenue, COGS (hosting/bandwidth), Gross Profit, S&M, R&D, G&A, EBITDA.
- Headcount plan - tied to funding milestones.
- Cash & Runway - burn rate, months of runway.
- KPI Dashboard - MRR, ARR, customers, churn, LTV/CAC (once data available).
Frequently asked
Is the VideoPeel financial model free?+
Yes. The VideoPeel 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 VideoPeel'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
Created by ex-finance professionals
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