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Consumer brands

Consumer electronics brand financial model, built free.

A three-statement Excel model for a household durables and consumer electronics brand, built from your own figures and checked to balance.

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  • Usually ready within the hour

We use generative AI in parts of our process, so mistakes can occur. Every model should be checked by a person before it is relied on. Read more

The business

Designs appliances, consumer electronics, furniture, bedding and housewares, made in-house or by Asian contract manufacturers, and sells them through retailers, e-commerce and its own channels, with product-launch cycles, warranty obligations and US-dollar input costs.

See the sampleHow the model works

In short

  • 01

    Three linked statements

    Income statement, balance sheet and cash flow, linked in every period.

  • 02

    Valued two ways

    Discounted cash flow and trading multiples, side by side.

  • 03

    Monthly to annual

    Monthly, quarterly, half-yearly or annual periods, for up to 30 years.

  • 04

    Checked every period

    A Checks sheet shows the balance sheet balances and the cash reconciles.

The sample

The sample, as Excel draws it.

Built by the same system and checks as yours, on illustrative figures: every sheet as Excel draws it, or live.

Annual · 10 years · Low detail
Consumer electronics brand sample model.xlsx
The Summary sheet of the sample consumer electronics brand model

Illustrative figures: the sample describes no real business. The live preview shows values; your model’s Excel file has every formula.

How it works

How the model works for a consumer electronics brand.

  1. How it earns revenue3 formulas
    Product-range sales · All product ranges
    Gross salesVolume soldPrice to retailer per unit
    Trade spend (gross to net) · All product ranges
    Trade spendGross salesfrom product-range salesTrade spend (% of gross sales)
    Pricing and pass-through · Product line 1
    Product sales revenueUnits soldfrom sales volumes by productAverage selling price
  2. What drives its costs3 formulas
    Product cost of goods and gross profit · All product ranges
    Standard cost per unitMaterials and ingredientsPackagingConversion labourPlant overheadInbound freight
    Product cost of goods and gross profit · All product ranges
    Cost of goods soldVolume soldfrom product-range salesStandard cost per unit
    Product cost of goods and gross profit · All product ranges
    Net salesGross sales (product-range sales)from product-range salesTrade spend (trade spend (gross to net))from gross to net
  3. What it invests in3 formulas
    Corporate fixed assets
    Capital expenditureRevenuefrom statementsCapex as % of revenueAdditional planned capex
    Corporate fixed assets
    DepreciationDepreciation of the opening asset baseDepreciation of new capex
    Corporate fixed assets
    Closing net book valueOpening net book valueCapital expenditureDepreciation
  4. How it is funded3 formulas
    Debt
    RepaymentsScheduled repaymentsPrepayments from an equity raise and the cash sweep
    Debt
    Closing balanceOpening balanceDrawdownsRepayments
    Debt
    Interest expenseOpening balanceAll-in interest rateshare of the year
  5. How profit becomes cash3 formulas
    Working capital
    Trade receivablesRevenuefrom statementsDebtor daysDays in period
    Working capital
    InventoryDirect costs (positive)from statementsInventory daysDays in period
    Working capital
    Trade payablesCash operating costs (positive)from statementsCreditor daysDays in period
What it covers

27 parts, each one tested.

Every part is a tested building block with its own checks: yours is put together from the ones your business needs.

  • CPI forecastConsensus curve with long-run anchor
  • Exchange rate (US dollar)Exchange rate by financial year
  • Operating expensesHeadcount build by function
  • Corporate costsFixed cost base indexed to CPI
  • Working capitalFull working capital
  • Income taxCorporate rate with tax losses
  • Corporate fixed assetsStraight-line over remaining life
  • DebtAmortising term loan
  • Dividends and distributionsPayout of net profit
  • Discounted cash flow valuationDCF on free cash flow to the firm
  • Multiples valuationEV / EBITDA multiple
  • Warranty provisionsWarranty as % of revenue
  • Key-metric summaryLast-twelve-month and run-rate metrics
  • Covenant tests and headroomLVR, gearing and ICR for property
  • SynergiesRun-rate synergies with phasing
  • Discount rate (WACC)CAPM at target gearing
  • Seasonal phasing of salesHistorical monthly profileHow annual sales — and the stock and cash that follow them — are spread across months or quarters.
  • InventoryStock per store plus DC stockStock held in stores, distribution centres and in transit, and the cash it ties up.
  • Distribution and logisticsLogistics % of salesDistribution-centre, warehousing and outbound freight costs of moving goods to stores, customers or retail accounts.
  • R&D and capitalised developmentGross R&D × capitalisation rate
  • Product-range salesDistribution × rate of saleGross sales of a brand, category or SKU family to retailers, wholesale accounts and export markets.
  • Trade spend (gross to net)Trade spend % of gross salesPayments and discounts to retail customers — promotional allowances, rebates, listing fees and co-operative marketing — deducted from gross sales to reach net revenue.
  • Product cost of goods and gross profitUnit cost buildCost of making or buying each product range — materials, packaging, conversion and inbound freight.
  • Advertising and promotion (A&P)A&P % of net salesBrand investment in media, sponsorship and consumer promotion (separate from trade spend paid to retailers).
  • Sales volumes by productBase units × growth
  • Pricing and pass-throughPrice with annual increases
  • Store networkScheduled openings and closuresStores trading in each period — openings, closures and selling area — which every per-store driver multiplies.
Key numbers

The numbers it tracks.

  1. 01units sold
  2. 02average selling price
  3. 03new-product share of sales
  4. 04gross margin %
  5. 05warranty cost % of sales
  6. 06EBIT margin
Used for

What it is used for.

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The sample is built on illustrative figures and describes no real business. Models are calculations prepared from the information you provide. They are not financial advice and must be independently verified. See our terms.