Gone are the days of easy funding and Due-diligence is back in 2023. Dataroom is the starting point of due-diligence. So, here is the list of data one much include in an investor dataroom for a post revenue startup raising Series A.
Revenue Data: Raw revenue data such as customer identifier, acquisition date, revenue numbers (ARR, ACV, AOV, etc,) and customer status. Also, include revenue numbers in a time-series format, preferably monthly.
Usage Data: Usage data shows whether the product actually delivers after the purchase. It acts as a leading indicator of revenue expansion. One much include following data points as applicable to your business:
MAU/WAU/DAU
Time spent with the product
Repeat order rate
Seats per customer
CSAT/NPS Score & calculation
Sales Funnel: Sales funnel data provides an insight into the future revenue potential of the startup. It is important to include the data of entry, stage of the prospects and conversion likelihood of the stage.
Marketing Data: If your primary customer acquisition is through marketing efforts. Then it is important to include:
Social media stats and progression over time
Previous campaign data such as spend, impression, conversion, and ROAS
Community strength stats
Basic P&L: A P&L is a standardised table of data that gives investors a high-level view of your company’s financial health. It is important to present a monthly P&L statement with following heads:
Revenue (broken out by product if necessary)
Cost of Goods Sold (COGS)
Gross Profit (#) + Gross Margin (%)
Operational Expenses (OPEX), broken down into
Research and Development expenses (R&D)
Sales and Marketing expenses (S&M)
General and Administrative expenses (G&A)
Earnings before Interest, Taxes (EBIT)
Marketing Sizing: It would be a bonus when startup would present a well researched calculations of TAM and SAM. A bottom-up market sizing is more convincing than a top-down calculation.
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