The plain summary is always at the top. Drill into Hubs, Solos and Money to set the detail — it all feeds the summary.
Marketing spend only — the sales team that signs contractors is a separate cost. A one-off setup (~2 months' budget) sits before the September launch. Figures are planning estimates.
What a customer is worth
A solo pays us£17.5/mo
How long they stay24 mo
Set how many hubs & solos you get in the Hubs and Solos tabs. This tab shows the result.
Solos signed up — running total by month
Hubs (contractors)
Hubs in year 1250
How many contractors we aim to sign (spreads across the year — fine-tune any month in the Full sheet).
Cost to sign one hub£120
Marketing cost (the sales team is separate).
A hub pays us£0/mo
Set to £0 if hubs aren't charged (they'd still bring solos free).
Subbies each hub brings10
Of those subbies, % who join40%
Month
New hubs
Total hubs
Hub spend £
Hub revenue /mo £
How we get hubs: a targeted outreach engine — we build a list of construction firms, find the right person inside each, and reach them by email, LinkedIn and phone. Hubs come online from November (a couple of months after launch, once onboarding is running). Each hub then brings its subbies in free — that's the flywheel feeding the Solos tab.
Hubs signed up — running total by month
Solos (subbies)
Budget & cost-per-solo live on the 🎯 Marketing tab (split by channel). This tab tunes referrals and shows where the solos come from.
Referral boost2 in 10
For every 10 solos, this many bring a mate.
Referral reward (one-off)£15
Paid once per referred solo (a £15 bounty or ~one free month). Shows in the Money tab.
Month
From hubs (free)
From marketing
From referrals
New solos
Total solos
Solos come three ways: free from the hubs that invite their subbies, from marketing (the calculator, ads, social), and from referrals (tradies telling mates). The target Valla set is 1,500 solos in year one — the last column shows how you're tracking against it.
Solo marketing budget
Budget once running£2,500/mo
Total spent winning solos each month.
Funnel rates
Click → visit90%
Clickers who reach the store (100% if ads go straight there).
Visit → install30%
App-store page conversion (usually 20–40%).
Install → signup55%
Installers who open & start the trial (often 50–70%).
Trial → paid4%
Free users who convert to a paid subscription.
£41
Blended cost per solo — drives the model
–
Marketing solos, year 1
Channel
CPC £
£/install
£/signup
£/paying solo
Enter each channel's cost per click (the one number you can benchmark); the funnel rates on the left turn it into a cost per paying solo — calculated, not guessed. The average across channels drives the whole model — no budget split needed. These are gross conversions; churn is handled by "how long they stay" on the Summary tab.
Month
Hub spend £
Solo spend £
Referral rewards £
Total spend £
Revenue /mo £
The money view — what goes out (marketing) and what comes in (monthly subscription revenue from hubs + solos) each month. Revenue is a run-rate: the monthly total at that point. The sales team that closes hubs is a separate cost, not shown here.
The full model as a spreadsheet — every month across the top, matching Valla's original sheet. Same data as the other tabs, laid out line by line. Use ⤓ CSV on the Summary tab to export it.