# Xentral Financial Model Cloud ERP platform for e-commerce and D2C brands, connecting orders, warehouse, shipping, accounting, and CRM in one system. - Canonical: https://finamodel.com/startups/xentral - Excel download: https://finamodel.com/startup-models/xentral.xlsx - Category: Logistics/Mobility - Model type: SaaS ARR / Valuation - Funding round: Series B - Funding: $75M - Founded: 2022 - Geography: Germany-headquartered (Augsburg); deck presented in English suggesting international expansion intent [DECK slide 3]. - Customer: B2B ## About the company Xentral is cloud ERP for e-commerce and DTC brands, connecting orders, warehouse, shipping, accounting, and CRM. It provides an operating system for brands scaling beyond disconnected point tools. The model should start with customers, subscription ARPU, and modules, then use order volume to represent platform usage. Implementation revenue and costs should be separated from recurring subscription ARR. Forecast expansion, churn, and support cost as brands add modules and scale operations. This connects the software’s order, warehouse, shipping, accounting, and CRM functions to recurring revenue economics. The plan should show how modules replace disconnected point tools as e-commerce and DTC customers scale their operations. ## 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 Cloud-based ERP system purpose-built for e-commerce, D2C, and SME operators. Core capabilities: - Sales order management with "traffic light" control center (360° order view) - Multi-channel inventory and warehouse management (per-shelf granularity) - Pick & pack with barcode scanning and automated label printing - Shopify (and other shop) integration: automatic order import, status sync - Accounting, dunning/AR management, payable accounts - CRM with activity, order, and historical tracking - Detailed and flexible reporting; cloud analytics Value props: lean/intuitive UX, fast implementation (weeks not months), 60+ integrations, 300+ modules, open-source API, designed to scale (buy/remove modules as needed). ## Revenue model - Subscription model with named tiers; "xentral Growth" plan shown explicitly. - Growth tier includes: all core features, xentral Cloud & Analytics, individual sales consultant, training & support webinars, SLA customer success support, and additional add-ons. - Modular pricing implied: customers "buy more or remove as needed". - Specific price points (€/$/month per seat or per company) not disclosed in deck. - Sales motion: direct (individual sales consultant per account); 14-day free trial and sales demo CTA on final slide. - Implementation model: self-serve onboarding (pick plan → implement → customize → success). ## Traction & metrics - 1,000 customers reached in 2019 - "More than 1,000 customers rely on xentral ERP already" - headline number as of deck date - 50 employees milestone reached in 2020 - 60+ integrations - 300+ modules - No revenue, ARR, MRR, churn, NPS, or growth rate figures disclosed. ## Competition / moat Moat framed qualitatively: - 300+ modules covering "almost any business case possible" - 60+ integrations (shop systems, logistics, marketplaces) with open-source API - Community and knowledge-sharing network among customers and partners - Fast implementation vs. legacy ERP (SAP, Microsoft Dynamics implied but not named) - Founder-operator positioning ("We know today what you will need tomorrow") - Notable investor validation: Sequoia Capital and Visionaries Club; Wunderlist founder Christian Reber joined as strategic partner/advisor - Named customers include KoRo, YFood, 3Bears, GOT BAG, FLSK, Lüicella's, The Nu Company ## Team & funding ask / use of funds - Founding team: pictured but not named on the milestone slide; company founded 2008 (custom ERP for own business), formalized as xentral ERP Software GmbH in 2017 - Notable addition: Christian Reber (Wunderlist founder) joined 2020 - Investors: Freigeist Capital (2017), Sequoia Capital + Visionaries Club (2021) - This appears to be a sales/partnership pitch deck (ends with free trial CTA), not a fundraising deck - no round size, valuation, or use-of-funds slide present. --- ## Recommended financial model - **Archetype + why:** SaaS ARR model - xentral is a subscription ERP with modular upsell. Revenue is recurring monthly/annual subscription per customer, with expansion revenue from module add-ons. Standard SaaS ARR waterfall (new ARR, expansion ARR, churned ARR → net new ARR → total ARR) is the right frame. - **Forecast horizon & granularity:** 3 years monthly (Year 1–2 monthly; Year 3 annual summary). Monthly needed to model new customer additions, churn, and expansion clearly. - **Key drivers & assumptions:** - Starting customer count: 1,000 as of ~2021 - New customers added per month: ~30–60/month (implying 360–720/yr at modest growth for a 1,000-base SME ERP); to be validated - Monthly churn rate: 1.5–2.5% (typical SME SaaS; no data in deck) - Average revenue per customer (ARPC) / MRR per account: €200–€500/month based on SME ERP comps (Holded, Odoo, Tidio tier pricing); no price disclosed - Expansion revenue / net revenue retention: 105–115% NRR (module upsell model supports expansion); not in deck - Gross margin: 70–80% (cloud SaaS ERP with support-heavy onboarding; lower end reflects SLA success support) - Headcount: 50 employees as of 2020; scaling to ~100–150 over forecast period given Sequoia investment - S&M as % of revenue: 30–40% (direct sales motion with individual sales consultants) - R&D as % of revenue: 20–25% (300+ modules, continuous integration development) - G&A as % of revenue: 10–15% - Free trial conversion rate: 15–25% (14-day trial → paid; SaaS ERP benchmark) - Implementation time: weeks; no material professional services revenue - self-serve model - **Scenarios (Base / Bull / Bear - which variables flex):** - Base: ~40 new customers/month, 2% churn, €300 ARPC, 110% NRR - Bull: faster land (60+ new/month post-Sequoia GTM investment), lower churn (1.2%), module expansion drives NRR to 120% - Bear: slower sales cycle (20 new/month), elevated churn (3%) from SME volatility, ARPC pressure from competitive pricing - **Required sheets / outputs:** 1. Assumptions - all drivers with Base/Bull/Bear toggles 2. ARR Waterfall - beginning ARR, new ARR, expansion ARR, churned ARR, ending ARR 3. Revenue Build - MRR × customer cohorts; or simplified ARPC × customer count 4. P&L - Revenue, COGS (hosting, support), Gross Profit, S&M, R&D, G&A, EBITDA 5. Headcount Plan - by department (Sales, Engineering, CS, G&A) with salary assumptions 6. Cash / Runway - Burn rate, cash balance (assuming a raise has occurred) 7. KPI Dashboard - ARR, customers, MRR, NRR, CAC payback, LTV/CAC, burn multiple ## Frequently asked questions ### Is the Xentral financial model free? Yes. The Xentral 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.