ROI Model

An ROI model is the quantitative engine behind a business case. It transforms promises of value into defensible financial projections that economic buyers can evaluate against other investment opportunities.

Components of an ROI Model

1. Investment Costs

All costs associated with the solution:

One-Time Costs:

• Software licenses or implementation fees
• Hardware or infrastructure
• Data migration
• Training and change management
• Internal project resources

Ongoing Costs:

• Subscription or maintenance fees
• Support and service costs
• Additional licenses as you scale
• Ongoing training

2. Value Drivers

Categories of benefit the solution delivers:

Hard Benefits (directly measurable):

• Cost reduction (fewer tools, less labor)
• Revenue increase (higher win rates, faster cycles)
• Productivity gains (time savings)

Soft Benefits (indirectly measurable):

• Risk reduction
• Improved compliance
• Better decision-making
• Employee satisfaction

3. Assumptions

The inputs that drive calculations:

• Current state metrics (baseline)
• Expected improvement percentages
• Timeline for realizing benefits
• Adoption and utilization rates

4. Financial Calculations

ROI Percentage:

ROI = ((Total Benefits - Total Costs) / Total Costs) x 100

Payback Period:

Payback = Total Investment / Annual Net Benefit

Net Present Value (NPV):

NPV = Σ (Cash Flow / (1 + r)^n) - Initial Investment

Building a Credible ROI Model

Start with Customer Data

• Use their actual numbers, not industry averages
• Validate assumptions with stakeholders
• Document sources for all inputs

Be Conservative

• Use realistic improvement percentages (10-30%, not 80%)
• Include ramp-up time before full value
• Account for less-than-perfect adoption

Show Your Work

• Make all assumptions visible and adjustable
• Explain the logic behind calculations
• Provide sensitivity analysis

Include Multiple Scenarios

• Conservative: Minimum expected outcome
• Target: Most likely outcome
• Aggressive: Best-case scenario

ROI Model Best Practices

1. Co-create with the customer: They'll trust numbers they helped develop
2. Focus on material benefits: Don't dilute with small items
3. Connect to their metrics: Use KPIs they already track
4. Time-phase the benefits: Show when value is realized
5. Update after discovery: Refine as you learn more

Common ROI Model Mistakes

1. Fantasy assumptions: 90% improvement claims destroy credibility
2. Missing costs: Forgetting implementation or change management
3. Ignoring soft costs: Internal resources have value
4. Static models: Not adjusting for customer-specific factors
5. Too complex: If they can't follow it, they won't believe it

ROI Model Output

A complete ROI model should produce:

• Summary ROI percentage
• Payback period (months)
• 3-year NPV
• Cash flow timeline
• Assumption documentation
• Sensitivity ranges