A fully integrated project finance–style model of an e-commerce business, using marketing spend as the core investment driver. Includes monthly projections of ad spend, customer acquisition, orders, revenues, COGS, gross profit, operating expenses, and EBITDA, with scenario toggles and sensitivity structure.
Marketing-Driven E-commerce Brand Financial Model
Project finance · Marketing Mix Modeling (MMM) · Online Retail P&L
Source: Self-directed project, 2025
This financial model treats e-commerce growth as a capital allocation problem, where marketing spend acts as the primary investment driver. The model links advertising channels to customer acquisition, conversion, and lifetime value metrics.