Financial projections are used to determine the proposed success of a startup. They allow business owners to analyze the viability of their ideas, forecast costs, and track the startup’s performance.

When reviewing your startup's financial projections, there are a few key elements to consider:

Cash flow

  • Tracking monthly cash flow
  • Projecting sales
  • Forecasting expenses


  • Establishing price points
  • Analyzing competitors
  • Assessing customer demand


  • Calculating overhead
  • Setting growth projections
  • Identifying limits on borrowing

Key Takeaways

  • Track monthly cash flow
  • Establish price points and analyze competitors
  • Calculate overhead and set growth projections
  • Identify limits on borrowing

Review of Fixed Expenses

When assessing the viability of a business, fixed expenses are an important item to consider. Fixed expenses are those expenses that will remain the same each month, such as rent, debt service, or any subscribed services. It’s important to consider these expenses as they will take a certain percentage of cash out of the business regardless of its sales. Having a good understanding of these figures can provide an accurate assessment of the business’s ability to sustain its operations.

Common Items Found in this Category:

  • Rent
  • Insurance
  • Personnel salaries and wages
  • Debt service
  • Subscribed services (e.g. advertising platforms)
  • Utilities (e.g. water, electricity, phone)
  • Depreciation/amortization
  • Occupancy costs
  • Leases
  • Interest payments

Analyzing Growth Rate

Analyzing a startup's growth rate is important to project future profits, investing decisions, and bank loan approval. It is essential that the growth rate is realistic and can be realistically attained. Different factors need to be taken into consideration when determining a reasonable rate of growth.

The Factors that Need to be Considered When Gauging a Reasonable Growth Rate

One of the most important components of gauging growth rate is to take into account the industry trends. It is important to not overestimate the expected rate of growth and set realistic goals. It is beneficial to research the rate of growth for similar companies in the same industry. If the industry is stagnant or declining, the startup needs to take into consideration the particular obstacles the business may face.

The current performance of the company should also be taken into consideration. For example, the growth rate of a startup at its onset may not be as quick as a company that has been in business for several years. Additionally, cash flow and other incomes need to be analyzed when determining the growth rate.

What Percentage of the Market the Startup Should be Aiming to Capture

It is also necessary to evaluate the potential market share the startup can realistically achieve. A startup should have a certain percentage of the market based on the goals and ambitions of the business. It is important to consider the number of competitors in the market and the strategies they may be using. If the competitors have a larger market share, the startup needs to research the competing business to determine realistic market share potential.

In addition, the startup should evaluate its performance in the market compared to its competitors. This includes the startup’s promotional strategies and customer feedback. This can help the startup determine whether any changes need to be made in order to improve market share.

When reviewing the financial projection of a startup, the growth rate and potential market share should be taken into consideration. By analyzing the industry trends, company performance, current cash flow, and competitor strategies, a more realistic projection can be created for the business.

Evaluation of Potential Investors

Before taking up an investor, it is important to carefully evaluate the potential investor by doing adequate research on their experience, expertise, advantages and any other relevant factors which can help an entrepreneur make an informed decision. The importance of bringing the right investor on board cannot be overstated, as it can help the entrepreneur greatly in tapping into resources that would otherwise be unavailable.

Examining their experience and expertise

Before entering into a relationship with an investor, it is important to conduct due diligence on their past investments, such as their track record, the financial outcome of their investments, the kind of startups they typically fund, and the sectors or industries in which they tend to invest. These details will help the entrepreneur determine whether the potential investor has the capability to propel their business towards success.

Advantages of bringing an investor on board

Having an experienced and knowledgeable investor on board can be extremely beneficial to the entrepreneur and the startup. Potential benefits include access to networks, connections, money and expertise. In addition, investors may also be able to provide valuable advice and guidance on pressing business decisions and issues. Ultimately, the right investor can significantly contribute to the success of the startup.

Calculation of Equity

Equity is an important part of any startup financial plan. It represents the ownership value of the company, and can be a powerful tool to determine the success or failure of a startup. To accurately analyze the financial performance of a startup, entrepreneurs must understand how equity is determined and what factors must be taken into account when assessing equity.

How Equity is Determined

Equity is determined by dividing the total amount of contributors' investment in a business by the value of the business. This will give the total amount of owners' equity for the company. However, it is important to keep in mind that the value of the business may fluctuate depending on the market and overall performance of the company. As such, the equity figure may change from period to period.

In addition to the initial investor's equity, the startup will also need to consider the impact of potential future investments, such as dilution, debt funding, and any other form of capital injection. These will affect the amount of equity each investor has in the company and must be taken into account when determining a startup's equity.

Looking at the Numbers from a Risk/Reward Perspective

When assessing the equity of a startup, it is important to look at the numbers from a risk/reward perspective. By analyzing the risk of the investment and the potential rewards that can be achieved, entrepreneurs can get a clearer picture of the equity they will be taking on. This gives them a better understanding of the current and future value of the company, and how much equity they are willing to take on.

For example, entrepreneurs should consider the amount of equity they are willing to invest in a business, and then measure the potential returns for that investment. This can help determine whether it is a wise decision to take on the equity in the first place. Additionally, entrepreneurs should also consider their own risk tolerance, as this can influence the amount of equity they are willing to invest.

Overall, equity is an important part of any startup financial plan. Entrepreneurs must understand how equity is determined and take into account factors such as potential future investments, as well as their own risk tolerance, when assessing the equity of a startup. By considering these elements, entrepreneurs can make more informed decisions about the equity of their business and the potential returns they can achieve.

Potential Revenues

When reviewing your startup financial projection, it is important to consider potential revenues. Doing so will give you an advantage, as this will allow you to determine the financial viability of your startup. Here are a few things to consider when examining potential revenues:

Taking Future Market Trends into Account

To ensure you are accurately projecting potential revenues, you must look at current and future trends in the market. Consider the market size, competitive landscape, customer behavior, and any technological advancements that may affect the demand of your product or service. This will help you determine the type of revenue you can expect in the upcoming months and years.

Projecting Customer Acquisition

It is important to understand the likelihood that customers will purchase your product or service. One way to do this is by estimating potential customer acquisition. What strategies do you have in place for customer acquisition? Are there any long-term strategies or initiatives you can implement to further drive up revenue? Looking at all of these factors will help you accurately determine potential revenues.


As a startup business, it is important to be aware of potential issues when making financial projections. By understanding the key elements that contribute to a calculated projection, businesses can use the information to better position themselves when seeking investors. Here is a summary of the key points covered in this blog post:

  • No Guesswork

    Startups should ensure that their financial projections are driven by their market research, customer feedback and business plan rather than guessing or intuition.
  • Research Revenues

    Startups should calculate their revenue growth rate by understanding the external market forces and the company’s internal growth rate.
  • Understand Expenses

    Startups should realistically estimate their costs and expenses for the duration of their projection period. All calculations should be based on their experiences and past financial information.
  • Account for Inflation

    Startups should factor inflation into their projections, as it can have an impact on the cost of goods purchased and the cost of working capital.
  • Exploit Opportunities

    Startups should be sure to account for partnerships or investments that could be beneficial to the success of their projections.

Startup businesses need to be mindful of their financial projections when assessing their potential. Having an understanding of these components could greatly benefit the startup by giving them the insight they need to make accurate financial projections.

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