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HSB Cookies Company 3 Years Pro forma Income Statement Excel

HSB Cookies Company 3 Years Pro forma Income Statement Excel


Building a pro forma Excel sheet for your business idea involves estimating revenue and all operating cost items for the first 3 years (12 quarters) of operation. Here’s a step-by-step guide on how to create such a financial projection:

Step 1: Gather Information

Before you start building the pro forma, gather all the necessary information you’ll need for your financial projections. This includes:

  1. Business Model: Understand your business model, including your product or service, pricing strategy, and sales channels.
  2. Market Research: Collect data on market size, growth rate, and competition. This will help you estimate potential sales.
  3. Cost Data: Gather information on all operating costs, including fixed costs (e.g., rent, salaries) and variable costs (e.g., cost of goods sold, marketing expenses).

Step 2: Create Assumptions

Make a list of assumptions that will guide your financial projections. These should be based on your research and best estimates. Some common assumptions include:

  • Sales growth rate: How fast do you expect your sales to grow?
  • Pricing: What will you charge for your product or service?
  • Variable costs: What are the costs directly tied to production or sales?
  • Fixed costs: What are the recurring expenses that don’t vary with sales?
  • Initial investment: How much capital do you need to start the business?

Step 3: Build the Pro Forma

Open Excel and create a new spreadsheet for your pro forma. You can structure it as follows:

  • Quarterly Columns: Create columns for each quarter for the first three years (12 quarters). Label them Q1, Q2, Q3, … Q12.
  • Revenue: Estimate your quarterly revenue based on your sales projections. Multiply units sold by the price per unit.
  • Cost of Goods Sold (COGS): Estimate the variable costs associated with producing your product or service. This might include raw materials, labor, and production expenses.
  • Gross Profit: Calculate the difference between revenue and COGS for each quarter.
  • Operating Expenses: List all your fixed costs and variable operating expenses. Common categories include rent, salaries, marketing, utilities, and office supplies. Allocate these costs to each quarter.
  • Net Profit (or Loss): Subtract total operating expenses from gross profit to calculate your net profit (or loss) for each quarter.
  • Cumulative Figures: Create a row to show cumulative totals for revenue, expenses, and net profit. This will help you see the overall financial health of your business over time.

Step 4: Sensitivity Analysis

Consider doing a sensitivity analysis to assess how your financial projections might change under different scenarios. For example, what if sales are 20% lower than expected or if expenses increase? This will help you understand the range of possibilities and potential risks.

Step 5: Review and Refine

Review your pro forma regularly and update it as needed. As your business evolves, your assumptions may change, and it’s important to keep your projections accurate.

Step 6: Defend Your Projections

When defending your financial projections, be prepared to explain and justify your assumptions. Be transparent about the data sources and research that informed your estimates. Highlight any market trends or competitive advantages that support your numbers.

Remember that financial projections are inherently uncertain, so it’s important to acknowledge the risks and uncertainties in your business plan. This shows that you’ve thought critically about your business’s financial future.

Additionally, it may be beneficial to seek input or feedback from financial experts or mentors to ensure your projections are realistic and well-founded.

HSB Cookies Company 3 Years Pro forma Income Statement Excel





The purpose of this assignment is to build and defend financial projections for your business idea. This includes estimating units sold, revenue, and costs for the first 3 years (12 Quarters) of the business.

Part 1 

Build a pro forma Excel sheet estimating revenue and all operating cost items of the business for each of the first 3 years (12 quarters) of operation. Review the pro forma examples provided in the attachments. Pro forma estimates should be based on researched information and rational assumptions.

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