Project A

YEARLY SUMMARY

FY 1 FY 2

Total Units 2,302 6,801

Breakeven Units 3,157 6,980

Avg Selling Price $331.31 $338.19

Avg Net Rev/Unit $287.15 $279.31

LTV per Cust. $403.93

EoY Headcount 5 9

Revenue Breakdown by Source

Organic 9.4% 19.8%

Paid 32.9% 29.4%

Email 8.3% 10.5%

Marketing & Blog 36.7% 26.1%

Social 1.6% 1.2%

Lifecycle Cust. Rev 3.9% 5.9%

Shipping Rev 7.2% 7.0%

Returns & Allowances (as % of Gross) 13.33% 17.41%

Net Revenue $661,085 $1,899,546

Yearly Growth N.A. 187%

Cost of Goods Sold $223,134 $563,099

COGS (as a % of Revenue) 33.75% 29.64%

Gross Profit $437,951 $1,336,447

Gross Margin 66.25% 70.36%

Contribution Margin/Unit $190.23 $196.51

Operating Expenses

Design & Production $29,000 $46,500

Selling & Marketing 61,378 135,499

Shipping & Fulfillment 75,710 221,792

General & Administrative 434,386 967,840

Total Operating Expenses $600,474 1,371,631

EBITDA $(162,524) $(35,184)

EBIDTA Margin N.A. N.A.

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Project A

YEARLY SUMMARY

FY 1 FY 2

Total Units 2,302 6,

Breakeven Units 3,157 6,

Avg Selling Price $331.31 $338.

Avg Net Rev/Unit $287.15 $279.

LTV per Cust. $403.

EoY Headcount 5 9

Revenue Breakdown by Source

Organic 9.4% 19.8%

Paid 32.9% 29.4%

Email 8.3% 10.5%

Marketing & Blog 36.7% 26.1%

Social 1.6% 1.2%

Lifecycle Cust. Rev 3.9% 5.9%

Shipping Rev 7.2% 7.0%

Returns & Allowances (as % of Gross) 13.33% 17.41%

Net Revenue $661,085 $1,899,

Yearly Growth N.A. 187%

Cost of Goods Sold $223,134 $563,

COGS (as a % of Revenue) 33.75% 29.64%

Gross Profit $437,951 $1,336,

Gross Margin 66.25% 70.36%

Contribution Margin/Unit $190.23 $196.

Operating Expenses

Design & Production $29,000 $46,

Selling & Marketing 61,378 135,

Shipping & Fulfillment 75,710 221,

General & Administrative 434,386 967,

Total Operating Expenses $600,474 1,371,

EBITDA $(162,524) $(35,184)

EBIDTA Margin N.A. N.A.

Project A

Gross Margin 61.60% 63.18% 62.81%

Operating Expenses

Paid-Promotion

EBITDA $(59,332) $(13,818) $(18,848)

Project A

SALES BUILD

Traffic Build (^) Mo-1 Mo-2 Mo-3 Mo-4 Mo-5 Mo- Organic Growth Rate Organic Growth Rate 5.00% 5.00% 5.00% 10.00% 10.00% Organic Visitors 2,000 2,100 2,205 2,315 2,547 2, Marketing & Promotional Premium 1 1 1 1 1 2 Moderate 1 2 1 1 2 2 Niche 1 2 1 2 1 2 Total Hits per Month 3 5 3 4 4 6 Marketing & Promotional Traffic by Source Premium 1500 1,575 1,575 1,575 1,733 1, Moderate 800 840 840 840 924 924 Niche 375 394 394 394 433 433 Traffic Buid Marketing & Blog 2,675 4,043 2,809 3,203 4,014 6, Email 825 841 862 879 902 1, Social 83 115 87 104 107 191 Paid 942 1,061 1,087 1,152 1,239 1, Net Additions to Traffic 4,525 6,059 4,844 5,338 6,261 8,

Conversion Rates Mo-1 Mo-2 Mo-3 Mo-4 Mo-5 Mo- Organic Conversions Optimization 5% Conversion Rate 0.4% 0.4% 0.5% 0.5% 0.5% 0.5% Inbound Marketing & Promotional Optimization 0.25% Conversion Rate 1.2% 1.2% 1.2% 1.4% 1.4% 1.4% Email Conversions Optimization 0.15% Conversion Rate 1.1% 1.1% 1.1% 1.3% 1.3% 1.3% Social Optimization 0.25% Conversion Rate 0.4% 1.5% 1.5% 1.8% 1.8% 1.8% Paid Optimization 1.0% Conversion Rate 4.21%^ 4.255% 4.295% 4.336% 4.377% 4.419% Conversion Rate by Source Organic 0.4%^ 0.4%^ 0.5%^ 0.5%^ 0.5%^ 0.5% Inbound Marketing & Promotional 1.2%^ 1.2%^ 1.2%^ 1.4%^ 1.4%^ 1.4% Email 1.10% 1.10% 1.10% 1.25% 1.25% 1.25% Social 0.41% 1.50% 1.50% 1.80% 1.80% 1.80% Paid 4.21% 4.25% 4.30% 4.34% 4.38% 4.42% Weighted Avg Conversion Rate 1.34% 1.36% 1.40% 1.55% 1.55% 1.53%

Sales Mix Category FOB Landing Duty Cost 9.20%

Long-Term Value per Customer

Secondary Purchase Rate 10% Fully Realized Long Term Value:

2nd Purchase Time Frame 6 Months

Replacement Timeframe 18 Months % of Users that Replace 15%

Revenue (All numbers in Thousands) Assumptions Mo-1 Mo-2 Mo- INCOME STATEMENT
Visitors 6,525 8,159 7,
- Organic $2,638 $2,968 $3, Custormer Source
- Paid 13,094 14,892 15,
- Email 2,968 2,968 2,
- Inbound Marketing & Promotional 10,222 15,168 10,
- Social
- Lifecyle Cust Rev.
- Order Revenue $28,922 $37,016 $33,
- Shipping Revenue 20% Markup 2,340 2,966 2,
Gross Revenue: $31,262 $39,981 $35,
Returns & Exchanges $4,338 $5,498 $4,
Net Revenue $26,924 $34,483 $31,
- First Cost / FOB $6,913 $8,762 $7, Cost of Goods Sold
- Landing Expense
- Customer Acq Cost (CAC) 2,442 2,686 2,
- Tax & Duty 9.20% of FOB
Total COGS $10,339 $12,695 $11,
Gross Profit $16,584 $21,788 $19,
- Production Related Travel $3,500 per Trip $3,500 $3, Design & Production
- Development Samples $500 per Month
- Sample Shipping $500 per Season
Total Design & Production $4,500 $500 $4,
- Website Design & Refinement $5,000 per Quarter $10, Selling & Marketing
- Analytics & SEO $500 per Month $500 $500 $
- Blogging Product 1 Bags/Post
- Promo Expense $82.71 Bags $248 $414 $
- Photoshoot $2,500 per Season $2, Advertising
- Print Materials & Stuffers $1,500 per Season $1,
- Marketing Materials - Printing $1,250 per Season $1,
- Sales & Marketing-Travel $1,500 per Trip $1,
Total Selling & Marketing $17,498 $914 $ - Units Delivered Shipping & Fulfillment - Orders - Units Sold - Units in Inventory
- Order Fee $ 2.50 per Order $ 219 $ 278 $ Inbound Warehouse Fee $ 1.10 per Unit $ 1,079 $ - $ -
- Unit Fee $ 0.50 per Unit $ 49 $ 62 $
- Storage Fee $ 0.50 per Unit/Mo $ 490 $ 434 $
- Outbound Shipping Expense $ 22.23 Per Order $ 1,950 $ 2,471 $ 2,
- Total Fulfillment Costs: $ 3,787 $ 3,245 $ 2,
  - Order Returns Returns
  - Unit Returns
  - Return Shipping $ 22.23 per Order $ 311 $ 378 $
  - Return Fee $ 12.50 per Return $ 188 $ 238 $
  - Return Restocking $ 3.00 per Unit $ 45 $ 57 $
- Total Return Expense $ 544 $ 672 $
Total Shipping & Fulfillment $4,331 $3,918 $3, - Marketing & PR $1,500 per Month $1,500 $1,500 $1, Consulting - Audit & Tax Planning $950 per Month^950 950 - IT Support $450 per Month^450 450
- Total Consulting $2,900 $2,900 $2,
  - CC Transaction Fee 2.15% of Direct & CC $672 $860 $ Finance & Banking
  - Bank & Monthly Fees 100 per Month
- Total Finance & Banking $772 $960 $ - Founder 1 60,000 $6,200 $6,200 $6, Management & Administrative - Founder 2 65, - Office Manager 45, - Office Support 36, - CFO 60,000 $6,200 $6,200 $6, Finance & Accounting - Accounting 55, - Mraketing Director 60,000 $6,200 $6,200 $6, Marketing - Marketing Support / Social Media 35, - Customer Service 35,
- Total Staff $18,600 $18,600 $18,
- Headcount
- Rent $1,500 per Month $1,500 $1,500 $1,
- Office Furniture & Hiring Expense $5,000 per Hire 15,
- Legal $500 per Month
- Insurance $375 per Month
- Mobile $200 per Head
- Phone/Parking/ETC $180 per Head
- Order/Accounting System $500 per Month 5,000
- Website Hosting $300 per Month
- Internet $200 per Month
- Web Apps (MyERP/Email Mkt) $500 per Month
- Shipping $500 per Month
- Travel / Entertainment $350 per Month 1,050 1,050 1,
- General (Office Meals/Snacks/Drinks) $1,250 per Month 1,250 1,250 1,
Total General& Administrative $49,587 $30,275 $30,
Total Operating Expenses $75,916 $35,606 $38,
Total Shipping & Fulfillment Expense $ 4,331.11 $3,917.72 $3,452. Shipping & Fulfillment
Mo-4 Mo-5 Mo-6 Mo-7 Mo-8 Mo-9 Mo-10 Mo- - 7,653 8,808 11,563 11,985 11,508 11,018 14,272 17, - $3,627 $4,287 $4,946 $5,606 $6,595 $7,584 $8,573 $9, - 16,474 17,883 19,413 21,074 22,876 24,833 26,573 28, - 3,627 3,627 4,287 4,616 5,276 7,254 7,254 8, - 14,838 18,465 28,687 28,687 24,401 18,136 30,666 45, - 659 659 989 989 1,319 989 1,319 2, - 1,226 1,717 2,278 3,007 3,408 3,706 4,034 4,
- $40,452 $46,638 $60,600 $63,979 $63,875 $62,502 $78,419 $99, - 3,174 3,634 4,719 4,933 4,892 4,757 6,018 7,
- $43,626 $50,273 $65,319 $68,912 $68,767 $67,259 $84,437 $106,
  - $5,884 $6,738 $8,748 $9,146 $9,070 $8,819 $11,158 $14,
- $37,742 $43,535 $56,571 $59,767 $59,697 $58,440 $73,279 $92,
  - $9,376 $10,738 $13,941 $14,575 $14,454 $14,055 $17,781 $22, - 472 541 702 734 728 707 895 1,
    - 2,780 2,919 3,065 3,218 3,379 3,548 3,672 3, - 863 988 1,283 1,341 1,330 1,293 1,636 2,
- $13,491 $15,186 $18,991 $19,867 $19,890 $19,603 $23,984 $29,
- $24,251 $28,349 $37,580 $39,899 $39,806 $38,836 $49,295 $62, - $3,500 $3,500 $3,500 $3, 64.25% 65.12% 66.43% 66.76% 66.68% 66.46% 67.27% 67.98%
  - $1,000 $4,000 $500 $4,500 $500 $4,000 $1,000 $4,
  - $5,000 $5, - $500 $500 $500 $500 $500 $500 $500 $ - $331 $331 $496 $496 $414 $414 $579 $
  - $2,500 $2,500 $2, - $1, - $1,500 $1,500 $1,
  - $8,331 $2,331 $996 $4,996 $5,914 $2,414 $1,079 $5, - 1,
Mo-12 FY 1 Assumptions Mo-13 Mo-14 Mo- - 15,816 10,958 17,783 18,149 20, - $11,541 $71,553 $13,519 $15,827 $18, - 29,837 250,780 31,310 32,856 35, - 9,562 63,310 11,211 11,541 12, - 35,282 280,277 40,228 37,920 42, - 1,649 11,871 1,978 1,649 2, - 5,096 30,127 5,465 5,931 6, - $92,967 $707,916 $103,712 $105,723 $117, - 7,109 54,837 7,949 8,074 9, - $100,076 $762,754 $111,661 $113,797 $126, - $13,181 $101,668 $19,649 $19,958 $22, - $86,895 $661,085 $92,011 $93,839 $104, - $21,005 $162,018 $21,005 $23,485 $23, - 1,057 8,156 1,057 1,182 1, - 3,858 38,055 3,916 3,975 4, - 1,932 14,906 1,932 2,161 2, - $27,852 $223,134 $27,910 $30,802 $31, - $59,043 $437,951 $64,101 $63,037 $73, - $21,000 $5,500 per Trip $5,500 $5, - 500 6,000 $500 per Month - 0 2,000 $500 per Season - $500 $29,000 $6,500 $500 $6, - $500 $6,000 $1,500 per Month $1,500 $1,500 $1, $10,000 $30,000 $5,000 per Quarter - 6 $62 $1 Bags/Post - $496 $5,128 $83 Bags $662 $744 $ - $1,250 Scale/Mo $1,250 $1,375 $1, - $10,000 $5,000 per Season $5, $4,200 per Month - $3,000 $2,500 per Season $2, - $1,250 $1,250 per Season $1, - $6,000 $2,500 per Trip $2,500 $2, - $10,996 $61,378 $14,662 $6,119 $3,
- 2,786 5,474
  - 266 2,056
  - 298 2,302
$ 666 $ 5,139 $ 2.50 per Order $ 3,064 $ 6,021 $ 1.10 per Unit $ - $ - $ -
$ 149 $ 1,151 $ 0.50 per Unit
$ 219 $ 5,364 $ 0.50 per Unit/Mo 1,264 1,072
$ 5,924 $ 45,698 $ 22.23 Per Order 6,624 6,728 7,
$ 10,023 $ 63,374 $ 8,799 $ 8,726 $ 9,
$ 889 $ 6,958 $ 22.23 per Order $ 889 $ 1,334 $ 1,
$ 563 $ 4,338 $ 12.50 per Return $ 500 $ 750 $
$ 135 $ 1,041 $ 3.00 per Unit $ 135 $ 201 $
$ 1,587 $ 12,337 $ 1,609 $ 2,412 $ 2,
- $11,610 $75,710 $10,409 $11,138 $11,
  - $1,500 $18,000 2250 per Month $2,250 $2,250 $2,
    - 950 11,400 1500 per Month 1,500 1,500 1,
    - 450 5,400 1000 Every Other 1,000 1,000 1,
  - $2,900 $34,800 1 $4,750 $4,750 $4,
  - $2,152 $16,399 2.15% of Direct & CC $2,401 $2,447 $2,
    - 100 1,200 $100 per Month
  - $2,252 $17,599 $2,501 $2,547 $2,
  - $6,200 $74,400 $65,000 $6,717 $6,717 $6, 24% Salary - 65,000 6,717 6,717 6, - 50, - 36,
  - $6,200 $74,400 75,000 7,750 7,750 7,
  - $5,683 $11,367 55,000 5,683 5,683 5,
  - $6,200 $74,400 75,000 7,750 7,750 7,
  - $3,617 $21,700 45,000 4,650 4,650 4, - 45,000 4,650 4,
- $27,900 $256,267 $39,267 $43,917 $43,
  - $1,500 $18,000 $3,500 per Month $2,500 $2,500 $3, - 25,000 $5,000 per Hire 5,000 5,000 35,
    - 500 6,000 $2,250 per Month 2,250 2,250 2,
    - 375 4,500 $750 per Month
    - 400 5,400 $200 per Head 1,200 1,200 1,
    - 900 7,920 $180 per Head 1,080 1,260 1,
    - 500 10,500 $500 per Month
    - 300 3,600 $300 per Month
    - 200 2,400 $450 per Month
    - 500 6,000 $750 per Month
    - 500 6,000 $750 per Month
  - 1,750 15,400 $650 per Month 3,900 4,550 4,
  - 1,250 15,000 $1,250 per Month 1,250 1,250 1,
- $41,727 $434,386 $67,197 $72,723 $104,
- $64,833 $600,474 $98,768 $90,481 $125,
$11,609. $(5,789) $(162,524) $(34,667) $(27,444) $(52,602)
Mo-16 Mo-17 Mo-18 Mo-19 Mo-20 Mo-21 Mo-22 Mo- - 22,357 20,525 25,050 30,833 25,189 34,476 32,941 37, - $21,763 $25,720 $30,006 $35,282 $41,547 $48,801 $57,374 $67, - 40,561 46,128 52,458 56,946 60,345 65,508 74,498 84, - 12,860 17,806 18,795 21,763 23,411 24,401 26,049 27, - 48,142 33,633 50,120 70,894 30,995 71,223 50,120 59, - 1,978 1,319 2,308 3,627 1,319 3,297 2,308 2, - 7,081 7,718 8,815 10,554 12,496 14,199 16,594 19,
- $132,385 $132,323 $162,502 $199,065 $170,113 $227,429 $226,943 $260, - 10,138 10,081 12,434 15,252 12,752 17,252 17,019 19,
- $142,523 $142,404 $174,936 $214,316 $182,866 $244,681 $243,962 $280, - $25,061 $24,921 $30,738 $37,702 $31,524 $42,646 $42,070 $48,
  - $117,462 $117,483 $144,199 $176,614 $151,342 $202,035 $201,892 $232, - $26,654 $29,952 $29,785 $36,737 $45,061 $37,677 $50,970 $50, - 1,342 1,508 1,499 1,849 2,268 1,897 2,566 2, - 4,591 5,050 5,555 5,832 5,978 6,277 6,905 7, - 2,452 2,756 2,740 3,380 4,146 3,466 4,689 4, - $35,039 $39,265 $39,580 $47,799 $57,453 $49,317 $65,130 $65, - $82,423 $78,218 $104,619 $128,815 $93,889 $152,718 $136,762 $166, - $5,500 $5,500 $5,500 $5,500 $5, 70.17% 66.58% 72.55% 72.94% 62.04% 75.59% 67.74% 71.97% - $1,000 $6,000 $6,000 $1,000 $6,000 $500 $6,500 $6, - $5,000 $5, - $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1, - $744 $496 $662 $910 $414 $827 $744 $ - $1,664 $1,830 $2,013 $2,214 $2,436 $2,679 $2,947 $3, - $4,200 $4,200 $4,200 $4, - $5,000 $5,000 $5, - $2, - $2,500 $2,500 $2,500 $2,500 $2, - $20,608 $3,826 $6,675 $18,824 $9,349 $11,707 $5,192 $17,
    - 0 0 5,145
Mo-24 FY - 40,775 27, - $79,137 $455, - 96,349 677, - 33,303 241, - 65,948 601, - 2,968 27, - 21,379 135, - $299,084 $2,138, - 22,468 161, - $321,552 $2,299, - $55,541 $400, - $266,011 $1,899, - $57,770 $433, - 2,908 21, - 8,355 68, - 5,315 39, - $74,348 $563, - $191,663 $1,336, - $38, - 500 6, - 0 2, - $500 $46, - $5,000 $15, - $1,500 $18, - $827 $8, - $3,566 $26, - $4,200 $21, - $20, - $5, - $1, - $2,500 $20, - $17,593 $135,
- 6,113 $11,
  - 842 $6,
  - 943 $6,
$ 6,724 $12, - 2,105 $15, - 472 $3, - 164 $11, - 18,723 $134,
$ 28,189 $ 177, - 147 $1, 9.4% - 164 $1,
$ 3,268 $ 24,
$ 1,838 $ 13,
$ 5,909 $ 43, $ 492 $$ 3,651-
- $34,097 $221, - $2,250 $27, - 1,500 18, - 1,000 12, - $4,750 $57, - $6,913 $49, - 100 1, - $7,013 $50, - $6,717 $80, - 6,717 80, - 5,167 46, - 3,720 18, - 7,750 93, - 5,683 68, - 7,750 93, - 4,650 55, - 4,650 51,
- $52,803 $587, - $3,500 $40, - 60, - 2,250 27, - 750 9, - 400 7, - 1,620 17, - 500 6, - 300 3, - 450 5, - 750 9, - 750 9,
  - 5,850 63,
  - 1,250 15,
- $82,937 $967,
$135,128 $1,371, - Cat 1 $135.00 $3.54 $12.42 $150. - Cat 2 $75.00 $3.54 $6.90 $85. - Cat 3 $27.50 $3.54 $2.53 $33.
Sales Mix Mo-1 Mo-2 Mo-3 Mo-4 Mo-5 Mo-
Units/Order 1.12 1.12 1.12 1.12 1.12 1. Category 3 35% 35% 35% 35% 35% 35%
Sales Price Mo-1 Mo-2 Mo-3 Mo-4 Mo-5 Mo-
- Category 1 $589 $589 $589 $589 $589 $ Category
- Category 2 $325 $325 $325 $325 $325 $
- Category 3 $87 $87 $87 $87 $87 $
Units/Order 1.12 1.12 1.12 1.12 1.12 1.
Weighted Sales Price $330 $330 $330 $330 $330 $
Revenue Build Mo-1 Mo-2 Mo-3 Mo-4 Mo-5 Mo-
- Organic Orders by Segment
- Inbound Marketing & Promotional
- Email
- Social
- Paid
  - Total
Revenue Forecast $28,922 $36,654 $32,542 $39,226 $44,922 $58,
Shipping Revenue & Returns Mo-1 Mo-2 Mo-3 Mo-4 Mo-5 Mo-
Total Traffic 6,525 8,159 7,049 7,653 8,808 11,
Shipments Shipping Revenue
Cost Basis $22.23 $1,950 $2,471 $2,194 $2,645 $3,029 $3,
Shipping Markup 20%
Total Shipping Revenue $2,340 $2,966 $2,633 $3,174 $3,634 $4,
Returns & Exchanges $4,338 $5,498 $4,881 $5,884 $6,738 $8, Returns & Exchanges 15.00% 15.00% 15.00% 15.00% 15.00% 15.00%
Order Returns
Unit Returns
Revenue Mo-1 Mo-2 Mo-3 Mo-4 Mo-5 Mo-
- Organic $2,638 $2,968 $3,297 $3,627 $4,287 $4, Source:
- Inbound Marketing & Promotional $10,222 $15,168 $10,552 $14,838 $18,465 $28,
- Email $2,968 $2,968 $2,968 $3,627 $3,627 $4,
- Social $0 $659 $330 $659 $659 $
- Paid $13,094 $14,892 $15,396 $16,474 $17,883 $19,
Total Product Revenue $28,922 $36,654 $32,542 $39,226 $44,922 $58,
Shipping Revenue 2,340 2,966 2,633 3,174 3,634 4,
Net Revenue $26,924 $34,122 $30,294 $36,516 $41,818 $54, Returns (4,338) (5,498) (4,881) (5,884) (6,738) (8,748)
- $ 2nd Purchase Value 75%
Long-Term Value per Customer Mo-1 Mo-2 Mo-3 Mo-4 Mo-5 Mo- Replacement Timeframe 6 Months
Customers-Mo-1 88 $28,922 $361.52 $362 $362 $362 $ Purchases Sales
Customers-Mo-2 111 $36,654 $458 $458 $458 $
Customers-Mo-3 99 $32,542 $407 $407 $
Customers-Mo-4 119 $39,226 $490 $
Customers-Mo-5 136 $44,922 $
Customers-Mo-6 177 $58,
Customers-Mo-7
Customers-Mo-8
Customers-Mo-9
Customers-Mo-10
Customers-Mo-11
Customers-Mo-12
Customers-Mo-13
Customers-Mo-14
Customers-Mo-15
Customers-Mo-16
Customers-Mo-17
Customers-Mo-18
Customers-Mo-19
Customers-Mo-20
Customers-Mo-21
Customers-Mo-22
Customers-Mo-23
Customers-Mo-24
Total Rev/Month $28,922 $37,016 $33,362 $40,452 $46,638 $60,
( - Base Rev) $28,922 $36,654 $32,542 $39,226 $44,922 $58,
Net Long Term Value per Customer $0 $362 $820 $1,226 $1,717 $2,
Long-Term Value per Customer Mo-1 Mo-2 Mo-3 Mo-4 Mo-5 Mo-
Customers-Mo-1 88 1.5 1.5 1.5 1.5 1. Purchases Sales
Customers-Mo-2 111 1.9 1.9 1.9 1.
Customers-Mo-3 99 1.6 1.6 1.
Customers-Mo-4 119 2.0 2.
Customers-Mo-5 136 2.
Customers-Mo-6
Customers-Mo-7
Customers-Mo-8
Customers-Mo-9
Customers-Mo-10
Customers-Mo-11
Customers-Mo-12
Customers-Mo-13
Customers-Mo-14
Customers-Mo-15
Customers-Mo-16
Customers-Mo-17
Customers-Mo-18
Customers-Mo-19
Customers-Mo-20
Customers-Mo-21
Customers-Mo-22
Customers-Mo-23
Customers-Mo-24

e-commerce financial model for start-up, Guide, Progetti e Ricerche di Economia Aziendale

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Project A

YEARLY SUMMARY

FY 1 FY 2

Total Units 2,302 6,

Breakeven Units 3,157 6,

Avg Selling Price $331.31 $338.

Avg Net Rev/Unit $287.15 $279.

LTV per Cust. $403.

EoY Headcount 5 9

Revenue Breakdown by Source

Organic 9.4% 19.8%

Paid 32.9% 29.4%

Email 8.3% 10.5%

Marketing & Blog 36.7% 26.1%

Social 1.6% 1.2%

Lifecycle Cust. Rev 3.9% 5.9%

Shipping Rev 7.2% 7.0%

Returns & Allowances (as % of Gross) 13.33% 17.41%

Net Revenue $661,085 $1,899,

Cost of Goods Sold $223,134 $563,

Gross Profit $437,951 $1,336,

Gross Margin 66.25% 70.36%

Operating Expenses

Design & Production $29,000 $46,

Selling & Marketing 61,378 135,

Shipping & Fulfillment 75,710 221,

General & Administrative 434,386 967,

Total Operating Expenses $600,474 1,371,

EBITDA $(162,524) $(35,184)

Project A

EBITDA $(59,332) $(13,818) $(18,848)

Project A

SALES BUILD