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Copyright 2023 Unusual Ventures
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Modern GTM Planner
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ARR Goal $ 1,000,000
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User Goal 20,000
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Months until next raise 18
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Percentage of ARR from PLG at Raise30%
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Inbound PLGOutbound Prospecting
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ARR Goal 300,000 ARR Goal 700,000
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ARR TodayARR Today
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New ARR Remaining 300,000 New ARR Remaining 700,000
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Sales cycle in months (max=6) 1
Sales cycle in months (max=6)
3
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PLG Starts in Month 1
Outreach Starts in Month
1
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Target LowHigh Target Low High
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Starting Monthly Web Visits 1,000
Starting outreach
300
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Average Selling Price ("ASP") $ 15,000 $ 5,000 $ 30,000 Average Selling Price ("ASP") $ 30,000
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Monthly Web Growth10.00%
<== Check goal
Monthly Outreach Growth
6.0% <== Check goal
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Free Trial Signups1.5%0.5%2.5%Reply Rate (Email + LinkedIn)4%2.0%8.0%
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Engaged Trial Users30%10%50%
Discovery Meeting
60%50%90%
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Sales Opportunities (PQL - SQL)50%25%75%
Product Testing (POC)
50%40%60%
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New Customers20%15%30%Proposals50%40%70%
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New Customers
50%20%60%
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Starting Free/OSS Users0
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New Free/OSS User Signups / Mo.
500
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Free/OSS User Growth Rate9.00%
<== Check goal
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Monthly free to trial conversion rate
0.0%
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GoalCheckGoalActual
<== Checks to see if actual > goal
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Users GoalYes 20,000 21,335
<== Free / OSS users PLUS trial users
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PLG ARR GoalYes 300,000 $315,000
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Traditional ARR Goal
Yes 700,000 $720,000
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Inbound PLGMonth 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 12Month 13Month 14Month 15Month 16Month 17Month 18Month 19Month 20Month 21Month 22Month 23Month 24Total
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New Free / OSS Users 500 545 594 648 706 769 839 914 996 1,086 1,184 1,290 1,406 1,533 1,671 1,821 1,985 2,164 20,651
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Total Users (Start + Free + Trial)
515 1,077 1,689 2,356 3,084 3,877 4,743 5,686 6,714 7,836 9,058 10,391 11,845 13,429 15,157 17,041 19,095 21,335
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Monthly Website Visitors 1,000 1,100 1,210 1,331 1,464 1,611 1,772 1,949 2,144 2,358 2,594 2,853 3,138 3,452 3,797 4,177 4,595 5,054 45,599
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Trial Signups 15 17 18 20 22 24 27 29 32 35 39 43 47 52 57 63 69 76 - - - - - - 684
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Engaged Trial Users 5 5 5 6 7 7 8 9 10 11 12 13 14 16 17 19 21 23 - - - - - - 205
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Sales Opps (PQL - SQL) 2 2 3 3 3 4 4 4 5 5 6 6 7 8 9 9 10 11 - - - - - - 103
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Won Customers001111111111122222 21
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PLG New ARR $ - $ - $ 15,000 $ 15,000 $ 15,000 $ 15,000 $ 15,000 $ 15,000 $ 15,000 $ 15,000 $ 15,000 $ 15,000 $ 15,000 $ 30,000 $ 30,000 $ 30,000 $ 30,000 $ 30,000 $ - $ - $ - $ - $ - $ - 315,000
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PLG Total ARR $ - $ - $ 15,000 $ 30,000 $ 45,000 $ 60,000 $ 75,000 $ 90,000 $ 105,000 $ 120,000 $ 135,000 $ 150,000 $ 165,000 $ 195,000 $ 225,000 $ 255,000 $ 285,000 $ 315,000 315,000
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Outbound ProspectingMonth 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 12Month 13Month 14Month 15Month 16Month 17Month 18Month 19Month 20Month 21Month 22Month 23Month 24Total
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Outreaches 300 318 337 357 379 401 426 451 478 507 537 569 604 640 678 719 762 808 9,272
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Positive Reply 13 13 14 15 16 17 18 19 20 21 23 24 26 27 29 30 32 34 - - - - - - 392
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Discovery Meeting 8 8 9 9 10 10 11 11 12 13 14 14 15 16 17 18 19 21 - - - - - - 235
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POCs 4 4 4 5 5 5 5 6 6 6 7 7 8 8 9 9 10 10 - - - - - - 118
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Proposals 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 5 5 5 - - - - - - 59
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Won Customers - - 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 24
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Prospecting New ARR $ - $ - $ 30,000 $ 30,000 $ 30,000 $ 30,000 $ 30,000 $ 30,000 $ 30,000 $ 30,000 $ 60,000 $ 60,000 $ 60,000 $ 60,000 $ 60,000 $ 60,000 $ 60,000 $ 60,000 $ - $ - $ - $ - $ - $ - $ 720,000
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Prospecting Total ARR $ - $ - $ 30,000 $ 60,000 $ 90,000 $ 120,000 $ 150,000 $ 180,000 $ 210,000 $ 240,000 $ 300,000 $ 360,000 $ 420,000 $ 480,000 $ 540,000 $ 600,000 $ 660,000 $ 720,000 $ 720,000
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Expenses to Achieve PLG Motion
NumberCostTotal CostMonthly Cost
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VP Marketing1 $ 300,000 $ 300,000 $ 25,000
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Marketing Director1 $ 200,000 $ 200,000 $ 16,667
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Community Manager1 $ 200,000 $ 200,000 $ 16,667
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Sales Reps (PLG focused)2 $ 125,000 $ 250,000 $ 20,833
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Director of Education1 $ 200,000 $ 200,000 $ 16,667
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PLG Marketing ProgramsAnnual $Monthly $
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Tools$50,000$4,167
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Events / Community$100,000$8,333
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Ads$20,000$1,667
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Agencies / Contractors$200,000$16,667
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Total$370,000$30,834
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Expenses to Achieve Traditional
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BDR2 $ 80,000 $ 160,000 $ 13,333
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AE2 $ 125,000 $ 250,000 $ 20,833
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VP of Sales1 $ 275,000 $ 550,000 $ 45,833
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HIRING PLANMonth 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 12Month 13Month 14Month 15Month 16Month 17Month 18Totals
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VP Sales000000111111111111
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BDR000000011111111111
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XAE000011111111111111
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VP Marketing000000011111111111
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Director of Marketing001111111111111111
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Community Manager111111111111111111
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PLG Sales Reps (2)000110111111111111
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Director of Education 111111111111111111
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HEADCOUNT EXPENSES
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VP Sales $ - $ - $ - $ - $ - $ - $ 45,833 $ 45,833 $ 45,833 $ 45,833 $ 45,833 $ 45,833 $ 45,833 $ 45,833 $ 45,833 $ 45,833 $ 45,833 $ 45,833
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BDR $ - $ - $ - $ - $ - $ - $ - $ 13,333 $ 13,333 $ 13,333 $ 13,333 $ 13,333 $ 13,333 $ 13,333 $ 13,333 $ 13,333 $ 13,333 $ 13,333
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AE $ - $ - $ - $ - $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833
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VP Marketing $ - $ - $ - $ - $ - $ - $ - $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 25,000 $ 25,000
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Marketing Director $ - $ - $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667
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Community Manager $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667
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PLG Sales Reps $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833 $ 20,833
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Director of Education $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667 $ 16,667
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PLG Expense $ 54,167 $ 54,167 $ 70,833 $ 70,833 $ 70,833 $ 70,833 $ 70,833 $ 95,833 $ 95,833 $ 95,833 $ 95,833 $ 95,833 $ 95,833 $ 95,833 $ 95,833 $ 95,833 $ 95,833 $ 95,833 $ 1,516,667
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Traditional Expense $ - $ - $ - $ - $ 20,833 $ 20,833 $ 66,667 $ 80,000 $ 80,000 $ 80,000 $ 80,000 $ 80,000 $ 80,000 $ 80,000 $ 80,000 $ 80,000 $ 80,000 $ 80,000 $ 988,333