Revenue No.

of Users One TIme Price Subscription Pric Years

100 200000 50000 1
250 200000 50000 2
500 150000 50000 3
500 150000 50000 4
500 150000 50000 5
1500 100000 40000 6
3000 100000 40000 7
10000 100000 40000 8
10000 100000 40000 9
10000 100000 40000 10

COGS No. of Users One TIme Cost Subscription Cost Years

100 160000 40000 1
250 160000 40000 2
500 105000 35000 3
500 105000 35000 4
500 105000 35000 5
1500 80000 32000 6
3000 80000 32000 7
10000 80000 32000 8
10000 80000 32000 9
10000 80000 32000 10

Half Yearly
PNL for First 10 Years

Revenue
Less: COGS
Gross Margin
as % of revenue

Less: SG&A
Employee Expenses
Sales & Marketing Expense
Service Expenses
R&D
Office Expenses
EBITDA
as % of revenue
PNL for
Cumulative Profit
 1 2 3 4 5 6

5000000 5000000 5000000 5000000

12500000 12500000 12500000
18750000

4000000 4000000 4000000 4000000

10000000 10000000 10000000
13125000

High end in NCR High end + Mid

1 2 3 4 5 6
- 5,000,000 5,000,000 17,500,000 17,500,000 31,250,000
- 4,000,000 4,000,000 14,000,000 14,000,000 23,125,000
- 1,000,000 1,000,000 3,500,000 3,500,000 8,125,000
0.00% 20% 20% 20% 20% 26%

2,150,000 2,775,000 4,350,000 5,600,000 6,720,000 7,182,000

1,200,000 1,800,000 3,000,000 4,200,000 4,620,000 5,082,000
150,000 150,000 300,000 300,000 500,000 500,000
50,000 75,000 100,000 200,000 250,000 300,000
500,000 500,000 450,000 400,000 350,000 300,000
250,000 250,000 500,000 500,000 1,000,000 1,000,000
(2,150,000.00) (1,775,000.00) (3,350,000.00) (2,100,000.00) (3,220,000.00) 943,000.00
0% -36% -67% -12% -18% 3%
(2,150,000.00) (3,925,000.00) (7,275,000.00) (9,375,000.00) (12,595,000.00) (11,652,000.00)
 7 8 9 10 11 12

500000 500000 500000 500000 500000

12500000 1250000 1250000 1250000
18750000 18750000 18750000 2500000
18750000 18750000 18750000 18750000
18750000 18750000 18750000
37500000

400000 400000 400000 400000 400000

10000000 1000000 1000000 1000000
13125000 13125000 13125000 1750000
13125000 13125000 13125000 13125000
13125000 13125000 13125000
30000000

High end + Middle class in NCR Middle class in Gurgaon + High end in Mumbai, Hyde
7 8 9 10 11 12
31,250,000 38,000,000 38,000,000 39,250,000 39,250,000 60,500,000
23,125,000 26,650,000 26,650,000 27,650,000 27,650,000 46,275,000
8,125,000 11,350,000 11,350,000 11,600,000 11,600,000 14,225,000
26% 30% 30% 30% 30% 24%

7,736,100 8,052,905 8,492,978 8,686,552 9,633,716 9,834,559

5,336,100 5,602,905 5,742,978 5,886,552 6,033,716 6,184,559
500,000 500,000 500,000 500,000 1,250,000 1,250,000
350,000 400,000 450,000 500,000 550,000 600,000
300,000 300,000 300,000 300,000 300,000 300,000
1,250,000 1,250,000 1,500,000 1,500,000 1,500,000 1,500,000
388,900.00 3,297,095.00 2,857,022.38 2,913,447.93 1,966,284.13 4,390,441.24
1% 9% 8% 7% 5% 7%
(11,263,100.00) (7,966,005.00) (5,108,982.63) (2,195,534.69) (229,250.56) 4,161,190.68
 13 14 15 16 17 18

500000 500000 500000 500000 500000

1250000 1250000 1250000 1250000 1250000 1250000
2500000 2500000 2500000 2500000 2500000 2500000
2500000 2500000 2500000 2500000 2500000
18750000 2500000 2500000 2500000
37500000 37500000 37500000 6000000
75000000 75000000 75000000 75000000
250000000 250000000 250000000
250000000

400000 400000 400000 400000 400000

1000000 1000000 1000000 1000000 1000000 1000000
1750000 1750000 1750000 1750000 1750000 1750000
1750000 1750000 1750000 1750000 1750000
13125000 1750000 1750000 1750000
30000000 30000000 30000000 4800000
60000000 60000000 60000000 60000000
200000000 200000000 200000000
200000000

n + High end in Mumbai, Hyderabad, Bangalore High end + middle class in top 4 metros
13 14 15 16 17 18
60,500,000 119,250,000 119,250,000 334,250,000 334,250,000 514,750,000
46,275,000 94,900,000 94,900,000 266,650,000 266,650,000 411,050,000
14,225,000 24,350,000 24,350,000 67,600,000 67,600,000 103,700,000
24% 20% 20% 20% 20% 20%

11,289,173 11,497,652 14,710,093 14,926,596 15,147,261 15,372,192

6,339,173 6,497,652 6,660,093 6,826,596 6,997,261 7,172,192
2,500,000 2,500,000 5,000,000 5,000,000 5,000,000 5,000,000
650,000 700,000 750,000 800,000 850,000 900,000
300,000 300,000 300,000 300,000 300,000 300,000
1,500,000 1,500,000 2,000,000 2,000,000 2,000,000 2,000,000
2,935,827.27 12,852,347.95 9,639,906.65 52,673,404.31 52,452,739.42 88,327,807.91
5% 11% 8% 16% 16% 17%
7,097,017.95 19,949,365.89 29,589,272.54 82,262,676.85 134,715,416.28 223,043,224.18
 19 20

1250000
2500000 2500000 2500000
2500000 2500000 2500000 2500000 2500000
2500000 2500000 2500000 2500000 2500000 2500000
6000000 6000000 6000000 6000000 6000000 6000000
12000000 12000000 12000000 12000000 12000000
250000000 40000000 40000000 40000000
250000000 250000000 250000000 40000000
250000000 250000000 250000000 250000000

1000000
1750000 1750000 1750000
1750000 1750000 1750000 1750000 1750000
1750000 1750000 1750000 1750000 1750000 1750000
4800000 4800000 4800000 4800000 4800000 4800000
9600000 9600000 9600000 9600000 9600000
200000000 32000000 32000000 32000000
200000000 200000000 200000000 32000000
200000000 200000000 200000000 200000000

n top 4 metros
19 20
514,750,000 525,500,000
411,050,000 419,650,000
103,700,000 105,850,000
20% 20%

15,601,497 15,835,284
7,351,497 7,535,284
5,000,000 5,000,000
950,000 1,000,000
300,000 300,000
2,000,000 2,000,000
88,098,503 90,014,716
17% 17%
311,141,727 401,156,443
 2500000
6000000 6000000 6000000
12000000 12000000 12000000 12000000 12000000
40000000 40000000 40000000 40000000 40000000 40000000
40000000 40000000 40000000 40000000 40000000 40000000
40000000 40000000 40000000 40000000 40000000

1750000
4800000 4800000 4800000
9600000 9600000 9600000 9600000 9600000
32000000 32000000 32000000 32000000 32000000 32000000
32000000 32000000 32000000 32000000 32000000 32000000
32000000 32000000 32000000 32000000 32000000
40000000
40000000 40000000 40000000
40000000 40000000 40000000 40000000 40000000

32000000
32000000 32000000 32000000
32000000 32000000 32000000 32000000 32000000
 600000000

500000000

400000000

300000000

200000000

100000000

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Half Year

Revenue COGS Row 76

Revenue No. of Users One TIme Price Subscription Price Years

 100 200000 50000 1
250 200000 50000 2
500 150000 50000 3
500 150000 50000 4
500 150000 50000 5
1500 100000 40000 6
3000 100000 40000 7
10000 100000 40000 8
10000 100000 40000 9
10000 100000 40000 10

COGS No. of Users One TIme Cost Subscription Cost Years

100 160000 40000 1
250 160000 40000 2
500 105000 35000 3
500 105000 35000 4
500 105000 35000 5
1500 80000 32000 6
3000 80000 32000 7
10000 80000 32000 8
10000 80000 32000 9
10000 80000 32000 10

Half Yearly
PNL for First 10 Years

Revenue
Less: COGS
Gross Margin
as % of revenue

Less: SG&A
Employee Expenses
Sales & Marketing Expenses
Service Expenses
R&D
Office Expenses
EBITDA
as % of revenue
Cumulative Profit
Operating Expense
 600000000

500000000

400000000

300000000

200000000

100000000

0
1 2 3 4

11 12 13 14 15 16 17 18 19 20 -100000000

S Row 76

1 2 3 4 5 6
 5000000 5000000 5000000 5000000
12500000 12500000 12500000
18750000

4000000 4000000 4000000 4000000

10000000 10000000 10000000
13125000

High end in NCR High end + Mid

1 2 3 4 5 6
- 5,000,000 5,000,000 17,500,000 17,500,000 31,250,000
- 4,000,000 4,000,000 14,000,000 14,000,000 23,125,000
- 1,000,000 1,000,000 3,500,000 3,500,000 8,125,000
0.00% 20% 20% 20% 20% 26%

2,150,000 2,775,000 4,350,000 5,600,000 6,720,000 7,182,000

1,200,000 1,800,000 3,000,000 4,200,000 4,620,000 5,082,000
150,000 150,000 300,000 300,000 500,000 500,000
50,000 75,000 100,000 200,000 250,000 300,000
500,000 500,000 450,000 400,000 350,000 300,000
250,000 250,000 500,000 500,000 1,000,000 1,000,000
(2,150,000.00) (1,775,000.00) (3,350,000.00) (2,100,000.00) (3,220,000.00) 943,000.00
0% -36% -67% -12% -18% 3%
(2,150,000.00) (3,925,000.00) (7,275,000.00) (9,375,000.00) (12,595,000.00) (11,652,000.00)
2,150,000 6,775,000 8,350,000 19,600,000 20,720,000 30,307,000
00

00

00

00

00

00

0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

00
Half Year

Revenue Row 76 EBITDA Cumulative Profit

7 8 9 10 11 12
 500000 500000 500000 500000 500000
12500000 1250000 1250000 1250000
18750000 18750000 18750000 2500000
18750000 18750000 18750000 18750000
18750000 18750000 18750000
37500000

400000 400000 400000 400000 400000

10000000 1000000 1000000 1000000
13125000 13125000 13125000 1750000
13125000 13125000 13125000 13125000
13125000 13125000 13125000
30000000

High end + Middle class in NCR Middle class in Gurgaon + High end in Mumbai, Hyde
7 8 9 10 11 12
31,250,000 38,000,000 38,000,000 39,250,000 39,250,000 60,500,000
23,125,000 26,650,000 26,650,000 27,650,000 27,650,000 46,275,000
8,125,000 11,350,000 11,350,000 11,600,000 11,600,000 14,225,000
26% 30% 30% 30% 30% 24%

7,736,100 8,052,905 8,492,978 8,686,552 9,633,716 9,834,559

5,336,100 5,602,905 5,742,978 5,886,552 6,033,716 6,184,559
500,000 500,000 500,000 500,000 1,250,000 1,250,000
350,000 400,000 450,000 500,000 550,000 600,000
300,000 300,000 300,000 300,000 300,000 300,000
1,250,000 1,250,000 1,500,000 1,500,000 1,500,000 1,500,000
388,900.00 3,297,095.00 2,857,022.38 2,913,447.93 1,966,284.13 4,390,441.24
1% 9% 8% 7% 5% 7%
(11,263,100.00) (7,966,005.00) (5,108,982.63) (2,195,534.69) (229,250.56) 4,161,190.68
30,861,100 34,702,905 35,142,978 36,336,552 37,283,716 56,109,559
 120,000,000.00

100,000,000.00

80,000,000.00

60,000,000.00

40,000,000.00

20,000,000.00

0.00
16 17 18 19 20 1 2 3 4 5 6 7 8 9 10 11

(20,000,000.00)
Half Year

Gross Margin Row 76 E

13 14 15 16 17 18
 500000 500000 500000 500000 500000
1250000 1250000 1250000 1250000 1250000 1250000
2500000 2500000 2500000 2500000 2500000 2500000
2500000 2500000 2500000 2500000 2500000
18750000 2500000 2500000 2500000
37500000 37500000 37500000 6000000
75000000 75000000 75000000 75000000
250000000 250000000 250000000
250000000

400000 400000 400000 400000 400000

1000000 1000000 1000000 1000000 1000000 1000000
1750000 1750000 1750000 1750000 1750000 1750000
1750000 1750000 1750000 1750000 1750000
13125000 1750000 1750000 1750000
30000000 30000000 30000000 4800000
60000000 60000000 60000000 60000000
200000000 200000000 200000000
200000000

n + High end in Mumbai, Hyderabad, Bangalore High end + middle class in top 4 metros
13 14 15 16 17 18
60,500,000 119,250,000 119,250,000 334,250,000 334,250,000 514,750,000
46,275,000 94,900,000 94,900,000 266,650,000 266,650,000 411,050,000
14,225,000 24,350,000 24,350,000 67,600,000 67,600,000 103,700,000
24% 20% 20% 20% 20% 20%

11,289,173 11,497,652 14,710,093 14,926,596 15,147,261 15,372,192

6,339,173 6,497,652 6,660,093 6,826,596 6,997,261 7,172,192
2,500,000 2,500,000 5,000,000 5,000,000 5,000,000 5,000,000
650,000 700,000 750,000 800,000 850,000 900,000
300,000 300,000 300,000 300,000 300,000 300,000
1,500,000 1,500,000 2,000,000 2,000,000 2,000,000 2,000,000
2,935,827.27 12,852,347.95 9,639,906.65 52,673,404.31 52,452,739.42 88,327,807.91
5% 11% 8% 16% 16% 17%
7,097,017.95 19,949,365.89 29,589,272.54 82,262,676.85 134,715,416.28 223,043,224.18
57,564,173 106,397,652 109,610,093 281,576,596 281,797,261 426,422,192
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Half Year

Gross Margin Row 76 EBITDA

19 20
 1250000
2500000 2500000 2500000
2500000 2500000 2500000 2500000 2500000
2500000 2500000 2500000 2500000 2500000 2500000
6000000 6000000 6000000 6000000 6000000 6000000
12000000 12000000 12000000 12000000 12000000
250000000 40000000 40000000 40000000
250000000 250000000 250000000 40000000
250000000 250000000 250000000 250000000

1000000
1750000 1750000 1750000
1750000 1750000 1750000 1750000 1750000
1750000 1750000 1750000 1750000 1750000 1750000
4800000 4800000 4800000 4800000 4800000 4800000
9600000 9600000 9600000 9600000 9600000
200000000 32000000 32000000 32000000
200000000 200000000 200000000 32000000
200000000 200000000 200000000 200000000

n top 4 metros
19 20
514,750,000 525,500,000
411,050,000 419,650,000
103,700,000 105,850,000
20% 20%

15,601,497 15,835,284
7,351,497 7,535,284
5,000,000 5,000,000
950,000 1,000,000
300,000 300,000
2,000,000 2,000,000
88,098,503 90,014,716
17% 17%
311,141,727 401,156,443
426,651,497 435,485,284
 2500000
6000000 6000000 6000000
12000000 12000000 12000000 12000000 12000000
40000000 40000000 40000000 40000000 40000000 40000000
40000000 40000000 40000000 40000000 40000000 40000000
40000000 40000000 40000000 40000000 40000000

1750000
4800000 4800000 4800000
9600000 9600000 9600000 9600000 9600000
32000000 32000000 32000000 32000000 32000000 32000000
32000000 32000000 32000000 32000000 32000000 32000000
32000000 32000000 32000000 32000000 32000000
40000000
40000000 40000000 40000000
40000000 40000000 40000000 40000000 40000000

32000000
32000000 32000000 32000000
32000000 32000000 32000000 32000000 32000000
Below is a simplistic way to determining your customer acquisition cost, lifetime value, and CAC ratio.

High End socities in NCR Middle levels socities and town ships in NCR Expand t

Customer Acquisition Cost (CAC) of the 'Unit':

Year 1 Year 2 Year 3 Year 4 Year 5 Year 6
Total cost to acquire all customers 300,000 600,000 1,000,000 1,000,000 1,000,000 2,500,000

Total new customers 100 250 500 500 500 1,500

Customer Acquisition Cost (CAC) 3,000 2,400 2,000 2,000 2,000 1,667

Lifetime Value (LTV) of the unit:

One-Time Collections per Customer: 200,000 200,000 150,000 150,000 150,000 100,000

AMC revenue after initial free service p 50,000 50,000 50,000 50,000 50,000 40,000

Gross Margin (GM%): 20% 20% 30% 30% 30% 20%

 Lifetime Value (LTV) 50,000 50,000 60,000 60,000 60,000 28,000

CAC Ratio 16.7x 20.8x 30.0x 30.0x 30.0x 16.8x

 Expand to other metro cities

Year 7 Year 8 Year 9 Year 10

5,000,000 10,000,000 10,000,000 10,000,000

3,000 10,000 10,000 10,000

1,667 1,000 1,000 1,000

100,000 100,000 100,000 100,000

40,000 40,000 40,000 40,000

20% 20% 20% 20%

28,000 28,000 28,000 28,000

16.8x 28.0x 28.0x 28.0x

Rationale
This is the amount spent on sales and marketing. The amount includes food and transportation
costs caused by the meetings planned with contractors and builders. We estimated 100 meetings
in first year and increased accordingly after year 1.

We plan to onboard 2 builders and increase the number in upcoming years by expanding into
other metro cities and also catering to not just high end societies but middle level societies and
townships in NCR too.

= Total cost to acquire all customers / Total new customers

Amount collected from builders per flat

AMC charge levied on end customer after initial free service for an year

Gross margin on product. This increases as we go to other cities and when the tech becomes
cheaper and users onboard. This again increases when we reduce the price of the product for
mass market
= (AMC + One Time Cost)* Gross Margin %

=CAC / LTV
Number of residential property launches in top 8 metros in 2020
Mumbai 50,300
Pune 34,990
Bengaluru 19,930
Hyderabad 12,830
NCR 9,820
Ahmedabad 7,370
Chennai 7,230
Kolkata 4,450
Total 146,920

Average 1,345
Average house sizesmart
cost from in tophome
8 metros (sqft) in an average
installation
house (INR) 100,000
TAM (in $mn) 196

Units opting for smart home solution in top 8 metros 80%

SAM (in $mn) 157

Percent cost for labour 50%

Revenue from product (SOM in $mn) 78
Refrences
http://www.statista.com.iimcal.remotexs.in/statistics/1032956/india-residential-launches-by-city/

http://www.myproindia.com/real-estate-sector-will-see-new-trends-emerge-in-2021/

because majority flats in high rise or expensive townships

aunches-by-city/