Financial modeling for innovative adtech startup


Project Description

Almax was retained by to build a robust financial model of their business in order to attract seed investment.’s innovative platform consolidates all of the UK’s outdoor advertising locations and layer it with geo-spatial audience data.  Out-of-home (OOH) advertising or outdoor advertising is advertising that reaches the consumers while they are outside their homes.

The senior management wanted a dynamic model where they could test a number of business scenarios around pricing structures and conversion rates but also to map the impact of the early traction on future funding requirements to understand the evolution of the cap table over funding rounds.

Almax walked the management through the step-by-step process of building a detailed and complete financial model that they now use to make her day-to-day decisions. As the management participated in the rework of the model, they can clearly explain the underlying model assumptions and results with confidence. improved her investor presentation by incorporating much of the data and assumptions from her revised financial projections and is now significantly more confident explaining company financial projections to potential investors and other stakeholders.

  • Bid Modeling
  • Funding Strategy
  • Finanical Modeling
  • Market research



Skills: Funding strategy, revenue analysis, scenario planning

Release Date: February 2018