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How to use the Presets sheet to select the baseline for your model.

The Presets sheet contains a few common setups of the conversion funnel on Get Started for different business types. I built it to help provide guidance and information on how to use the conversion funnel on Get Started; there is a lot of power, optionality, and extensibility prebuilt into the structure. Despite the defaults, this is not focused on subscription or digital business, and simply by changing the labels, it can fit a wide variety of business types. The model can be used to model a wide range of businesses without structural edits, simply by using the inputs, and Presets is built to help people understand how to use the functionality.

Presets is included in the Standard Financial Model and all Standard Model variants (SaaS, Ecommerce, etc.). The presets functionality is the driver used to create the Standard Model variants, and you can flip the Standard to one of the variants simply by selecting a different preset.

Presets is unnecessary for the Starter Financial Model, as there is no prebuilt revenue structure used.

How to use

Use the dropdown in D4 on the Presets sheet to select which one of the presets, from the columns to the right, to use in the model. The labels, starting growth, conversion, retention, and revenue assumptions will all change automatically. The COGS and SG&A percentage of revenue assumptions are used to create forecasting drivers that you can then use in the model for forecasting any expense item.

How it works

The columns define a number of common setups for different business models. The labels and common assumptions for each business model is defined in their own column, and then the model will use the one selected in the dropdown in D4.


The inputs match the labels and growth, conversion, retention, and revenue assumptions covered in Revenue Model.

Common Modifications

There are a couple common modifications:

  • Editing a business model: The assumptions used for each business model can be edited on Presets or directly on Get Started, overwriting the assumptions pulled from Presets. There is nothing wrong with typing in the assumptions directly on Get Started, just be aware that the dynamic functionality will no longer be used. That is often not an issue, and you should edit the assumptions in the place that best fits the user expereince you want with the model.
  • Adding busines models: Simply insert a column in between the first and last column, and then type in the new business model settings you want to use. You can then select it from the dropdown in D4.
  • Scenarios: Perhaps not obvious, but the structure can be repurposed to create a set of scenarios, and then use the dropdown to select which scenario is used in the model, as this structure is essentially a data table that can store values for a number of scenarios. Simply change the labels for the business models, rename them as the scenario names you want to use, and then edit the inputs. You would likely want to assume the label setup is exactly the same for each scenario, but vary the growth, revenue, retention, and revenue assumpions. And any variable from the model can be added into the table of presets and used in a scenario.

Questions, contact me.