I Grew My Spreadsheet Templates Aspect Hustle Into A $240K/12 months Enterprise

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Howdy! Who’re you and what enterprise did you begin?

Howdy! My title is Adam Hoeksema and I’m the Co-Founder and CEO of ProjectionHub. We assist entrepreneurs create monetary projections to lift capital from traders, lenders, or just for inner planning.

Right this moment, our major product is our library of fifty+ CPA-developed monetary projection spreadsheet templates. Our templates are utilized by startups in nearly each {industry} from SaaS, eCommerce, and {hardware} tech, to eating places, dental workplaces, and trucking firms.

What began in 2012 as a aspect hustle between two brothers ages 23 and 17, now generates over $20,000 monthly in income.


What’s your backstory and the way did you provide you with the thought?

In 2012, I used to be 23 years outdated and dealing a day job because the Director of a small enterprise microloan program the place we made loans to small companies. We regularly requested our mortgage candidates to supply a set of economic projections.

My prime tip for entrepreneurs which can be simply beginning or enthusiastic about beginning is solely to start out. I’ve realized a lot by merely making an attempt issues and failing, however I might have by no means realized as quick if I didn’t simply go for it.

In order that 12 months after I was finishing my taxes utilizing TurboTax, the lightbulb went off, “why isn’t there a TurboTax for creating monetary projections?”

I instantly known as my brother, who was solely 17 on the time, and a self-taught software program developer, and requested him if he might construct an internet app that would assist folks create projections. He stated sure, and we have been in enterprise!

Take us by the method of designing, prototyping, and manufacturing your first product.

We began the method of making the ProjectionHub net software by first making a monetary projection template in Excel. Then we turned that spreadsheet into an internet software.

Brandon was solely 17 on the time and had no skilled software program growth expertise, so he ended up constructing nearly every thing from scratch as an alternative of utilizing some tried and true software program growth frameworks or instruments. We have been younger and simply didn’t know what we didn’t know but.

The preliminary app price lower than $2,000 to construct and a whole bunch of hours of sweat fairness from Brandon. After we had a working MVP with some paying customers, we entered the Taylor College Enterprise Plan Competitors in early 2014 and gained 1st place and $7,000! Under is an image of us pitching on the marketing strategy competitors.


With the validation of successful and $7,000 in hand, we determined that to have an opportunity at scaling the enterprise we wanted assist from knowledgeable designer and software program growth group to fully rebuild the software program from the bottom up.

We launched into a year-long technique of constructing ProjectionHub 2.0 that additionally got here with a price ticket of over $100,000. Throughout this time I saved my day job because the Government Director of the microloan program and was in a position to self-fund the event of ProjectionHub 2.0.

Describe the method of launching the enterprise.

After we first launched, our technique to accumulate customers was nearly fully based mostly on producing content material that ranked effectively in natural search. So I wrote a whole bunch of weblog posts on our weblog like How you can Begin a $400,000 Trucking Enterprise with One Truck.

I created dozens and dozens of Youtube movies with walk-throughs on how you can use the software program to create projections for numerous kinds of companies. I wrote visitor weblog posts on dozens of companion web sites. Over months and years, the content material technique began to repay and we might rise up to 2,000 guests to the location every day that may learn a few of our content material after which join a free trial of the software program.

Right here was our very first self-made web site with a emblem developed for lower than $50 from a designer on Upwork.


Brandon and I put in a whole lot of sweat fairness, however as soon as we made the strategic resolution to rebuild the app from scratch with knowledgeable software program growth group we wanted to provide you with $100,000+ to make that occur. We reinvested each greenback of income into the enterprise, I saved my day job and invested tens of hundreds of {dollars} into software program growth, and I took out a $50,000 mortgage from my parents-in-law.

The redesign was accomplished in 2016 and regarded a lot, significantly better than our unique self-made web site that was designed by an accountant and a software program developer!

New 2016 redesign:


Regardless of the six-figure funding and the great new design, we merely couldn’t make the software program as a service enterprise mannequin work for ProjectionHub. We realized two costly classes:

  1. Entrepreneurs want monetary projections for a time limit, normally surrounding a fundraising occasion. They didn’t need to pay a month-to-month subscription for monetary projection software program once they solely wanted projections for a sure time limit.
  2. We realized that Excel continues to be a fairly highly effective instrument! With each characteristic, we tried so as to add to the software program we have been simply recreating Excel, however Excel already exists, so what was the purpose of ProjectionHub?

We wanted to make a pivot.

Since launch, what has labored to draw and retain prospects?

By 2017 it was clear that we wanted to pivot away from the software program subscription enterprise mannequin. We have been caught at about $3,000 in month-to-month recurring income. Every month we might achieve new subscribers and lose about the identical variety of subscribers by cancellations.

Through the years I had been constructing customized monetary fashions in Excel for some ProjectionHub customers that had a extra complicated monetary mannequin than our software program might help. In 2018 I made a decision to lean into this companies enterprise and spent a 12 months making an attempt to generate as a lot consulting enterprise as I might on the nights and weekends.

I generated about $35,000 in further consulting income in just some hours per week all year long, so in 2019 I employed Grace Cisna to hitch the group and take over our consulting enterprise full time. Grace is a proficient CPA and Excel wizard.

As Grace began finishing customized monetary fashions for each possible {industry}, she additionally constructed out a library of economic projection templates in Excel that we might promote on to prospects.

In 2020 we leaned into our template library choices. We added over 50 industry-specific monetary projection templates. We employed a PPC and search engine optimization company that has helped us practically triple our month-to-month gross sales over the past 12 months and produce us as much as $20,000 in month-to-month income.

How are you doing immediately and what does the longer term seem like?

2021 has been a document 12 months for us. Our Google Adwords campaigns began issues off with a bang and helped us enhance template gross sales dramatically. Within the spring we determined to gradual the PPC marketing campaign down only a bit and concentrate on optimization of the advertisements and our search engine optimization and natural search listings. In October 2021 our price to accumulate a template purchaser by PPC dropped to $70 with a lifetime worth of a template buyer at round $130.


We’ve additionally been in a position to rent a Director of Advertising, Kyle Fawcett within the fall of 2021 to assist take our efforts to the subsequent degree. We imagine we’ve got a chance to be the go-to supply for entrepreneurs in search of monetary projection templates and assume 2022 goes to be our greatest 12 months but.

My purpose for 2022 is to hit $50,000 in month-to-month income primarily by templates and different digital items gross sales which have a really excessive margin.

By means of beginning the enterprise, have you ever realized something significantly useful or advantageous?

I’ve realized many classes since beginning ProjectionHub in 2012, however I feel there are 2 major classes I’ve realized.

  1. You may’t drive product-market match – For the longest time, I used to be making an attempt to drive the market to make use of a software program subscription service to create projections. As soon as I listened to the shopper and realized that most individuals nonetheless simply need a good old style Excel spreadsheet template, we have been in a position to work to construct what I imagine are a number of the finest templates within the {industry} and the shoppers have responded by shopping for our templates.
  2. SEO is painful however price it – We’ve spent numerous hours and {dollars} engaged on optimizing our weblog, articles, gross sales pages, and so forth for search engine optimization. As a result of we’ve got 50+ templates we’ve got to customise each single web page with nice, related content material which may be very time-consuming and arduous to outsource. However now that we’ve got a robust template library, it gives an enormous aggressive benefit and a moat for our enterprise that’s arduous to compete with rapidly.

What platform/instruments do you employ for your small business?

A few of our favourite instruments are:

What have been probably the most influential books, podcasts, or different assets?

My favourite guide because it pertains to beginning a enterprise is Zero to One which helped me perceive the significance of discovering a distinct segment that we might dominate after which develop from there as an alternative of making an attempt to be all issues to all folks.

My favourite podcast for artistic enterprise or advertising concepts is My First Million.

Recommendation for different entrepreneurs who need to get began or are simply beginning out?

My prime tip for entrepreneurs which can be simply beginning or enthusiastic about beginning is solely to start out. I’ve realized a lot by merely making an attempt issues and failing, however I might have by no means realized as quick if I didn’t simply go for it. My brother was nonetheless in highschool and I used to be simply out of school after we began ProjectionHub, we had no thought what we have been doing, however we wouldn’t have been in a position to study merely from studying or listening to podcasts, we needed to simply get began and take a look at. You study a lot extra and a lot sooner if you end up burning your personal cash!

So if in case you have an thought, discover a option to get it began on a shoestring funds and simply get began!

Are you seeking to rent for sure positions proper now?

Though we don’t have particular open positions in the intervening time I might love to speak to any of the next:

  • Excel and monetary modeling consultants to assist us proceed to broaden our template library
  • Content material writers that may write business-specific weblog posts and assist us proceed to enhance our search engine optimization recreation.

Be happy to succeed in out to me personally at [email protected]

The place can we go to study extra?

When you’ve got any questions or feedback, drop a remark beneath!


Adam Hoeksema
Founding father of ProjectionHub

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