B2B Financial Model Template for Excel and Google Sheets
Five-year projections, dashboard, P&L, cash flow, balance sheet, and three scenarios - pre-built in Excel and Google Sheets. Built for B2B businesses. Delivered as an instant download.
It is an editable five-year Excel and Google Sheets workbook that models acquisition-led product sales and produces monthly, annual, scenario, and financial-statement outputs.
Use the workbook to plan how marketing spend, CAC, repeat purchasing, order frequency, units per order, product mix, and pricing translate into revenue and cash needs.
Change the operating assumptions and the linked calculations update the forecast, financial statements, scenario comparisons, and management views across the model.
Built for product-led B2B salesThe revenue engine separates new and repeat customers before translating orders into category sales.
CUSTOMER ACQUISITION & REPEAT SALES
How Does the B2B Business Calculate Revenue?
The model converts channel marketing spend into new customers, builds repeat-customer cohorts, calculates orders and units, allocates units by product mix, then applies category prices.
01
Acquire Customers
Online and offline marketing budgets, seasonality, and channel CAC determine new customers.
02
Build Repeat Cohorts
A share of new customers repeats, stays active for its lifetime, and orders monthly.
03
Calculate Orders
Monthly orders combine first purchases with active repeat customers times repeat orders per month.
04
Allocate Units
Orders multiply by units per order, then units are allocated by product sales mix.
05
Calculate Revenue
Allocated category units multiply by category prices, and category sales combine into monthly revenue.
CORE FORMULARevenue = Units sold × Average price
01 / REVENUE
Which Revenue Inputs Drive the Forecast?
The Revenue view organizes acquisition, repeat-customer, order, sales-mix, and pricing assumptions that feed the business-specific revenue calculation.
REVENUE
The Revenue view shows acquisition, repeat-customer, order, sales-mix, and product-price assumptions.
02 / COGS & OPEX
How Are Costs Structured in the Model?
The COGS & OPEX view separates cost of goods sold, variable operating expenses, and fixed expenses across the five-year forecast.
COGS & OPEX
The COGS & OPEX view separates direct, variable, and fixed operating cost assumptions.
03 / SCENARIOS
How Can You Compare Low, Base, and High Cases?
The Scenarios view compares Low, Base, and High outcomes for revenue, gross margin, contribution margin, and EBITDA over the forecast.
SCENARIOS
The Scenarios report compares Low, Base, and High revenue and profitability paths.
04 / DASHBOARD
What Does the Dashboard Show at a Glance?
The Dashboard combines scenario controls, core financials, revenue mix, profitability, cash flow, and investment payback in one management view.
DASHBOARD
The Dashboard consolidates scenario settings, core financials, revenue mix, cash flow, and payback charts.
PRODUCT FIT
Is the B2B Business Financial Model Right for You?
The ready-made structure fits businesses using the supplied acquisition, repeat-customer, order, product-mix, and pricing logic; materially different economics may need custom modeling.
READY-MADE MODEL
A Good Fit
You acquire customers through online and offline marketing channels with explicit CAC assumptions.
You expect a portion of new customers to become repeat buyers over a defined lifetime.
You sell products using a shared order base, units per order, category mix, and pricing.
You want five-year monthly and annual statements with Low, Base, and High scenario comparisons.
CUSTOM STRUCTURE
Consider Custom Modeling
Your revenue depends on contracts, subscriptions, usage, commissions, or milestones instead of product orders.
Customer cohorts require different retention curves, renewal timing, or channel-specific repeat behavior.
Operations need additional capacity, inventory, fulfillment, or project schedules beyond the current structure.
Reporting requires different statements, management schedules, or decision views than the workbook provides.
The template is a planning starting point, not a guarantee of performance.
CUSTOM FINANCIAL MODELING SERVICE
Need a Model Built Around Your Requirements?
Financial Models Lab can build or adapt a model when your revenue logic, operating schedules, or reporting requirements differ from this ready-made structure.
The essential answers are visible in full, with no accordion clicks required.
01
How does the model calculate B2B Business revenue?
It turns channel marketing spend and CAC into new customers, adds repeat-customer orders, converts orders to units, allocates units by product mix, and applies category prices.
02
Which B2B Business assumptions can I change?
You can change launch timing, marketing budgets and seasonality, CAC, repeat-customer percentage and lifetime, repeat order frequency, units per order, sales mix, and category prices.
03
What can I compare in the Low, Base, and High scenarios?
The Scenarios view compares alternative Low, Base, and High paths for revenue, gross margin, contribution margin, and EBITDA across the forecast.
04
Which financial outputs are included?
The workbook includes a dashboard, P&L, cash flow, balance sheet, scenarios, summary, and additional financial analysis reports.
05
Can Financial Models Lab adapt the model to custom requirements?
Yes. Financial Models Lab offers custom financial modeling when you need different revenue logic, operating schedules, or reporting structure.
06
Is this workbook a forecast or a guarantee?
It is a planning forecast based on editable assumptions, not a guarantee of business performance or financial results.
What Does the B2B Business Financial Model Contain?
You get a comprehensive, pre-built B2B financial model in Excel with automated statements, a dynamic dashboard, and detailed assumption sheets to streamline your financial planning.
All-in-one Dashboard
Core inputs and core outputs
Low/Base/High
Three scenario analysis
Professional Charts
Presentation ready
ROE Components
DuPont analysis
Revenue Inputs
Researched revenue assumptions
Bank-Ready Reports
Lender-friendly financial outputs
Revenue Breakdown
Revenue stream detailed view
KPI Dashboard
Performance metrics benchmark
Trusted by 25,000+ startup founders, investors and CPAs
Blank Page To First Draft
Megan Collins, NY
I stopped staring at an empty sheet and got a working model together in one afternoon. It gave me a clear place to start, so I saved hours I would’ve spent guessing what to build first.
Cleaner Reports, Faster Updates
Brian Turner, TX
My statements and charts were spread across too many files, and this pulled everything into one place. I cut report prep time by about 6 hours and could update the numbers without hunting through tabs.
Clearer Investor Conversations
Lauren Mitchell, CA
I wasn’t sure what investors wanted to see, but this template laid out the structure for me. I booked a follow-up meeting the same day because the outputs finally looked organized and complete.
Choosing a selection results in a full page refresh.
REVENUE
COGS & OPEX
SCENARIOS
DASHBOARD
