| Starting Data |
Scale |
Analysis |
 |
| Performance |
Current |
3-Year Goal |
| Growth Rate |
|
0 % |
| Market Demand (Customers) |
100000 |
100000 |
| Market Share |
10.0 % |
10.0 % |
| Volume (Customers) |
100 |
100 |
|
| Customer Retention |
50 % |
50 % |
| Retained Customer (Revenue per Customer) (*) |
$5000 $ |
$5000 $ |
| New Customer (Revenue per Customer) (*) |
$2800 $ |
$2800 $ |
| Retained Customer Sales |
250000 |
250000 |
| New Customer Sales |
150000 |
150000 |
| Sales Revenues |
400000 |
400000 |
|
| Retained Customer Margin (%) |
45.0 % |
45.0 % |
| New Customer Margin (%) |
30.0 % |
30.0 % |
| Gross Profit |
157500 |
157500 |
|
| Marketing & Sales Expenses |
| Retained Customer Expense (per Customer) |
$150 $ |
$150 $ |
| Customer Retention Expense |
7500 |
7500 |
| New Customer Acquistion Cost (per Customer) |
$800 $ |
$800 $ |
| New Customer Acquistion Expense |
40000 |
40000 |
| Marketing Administraion (% sales) |
2.8 % |
2.8 % |
| Marketing Administraion ($) |
12000 |
12000 |
| Marketing Budget ($) |
59500 |
59500 |
| Marketing Budget (%) |
14.9 |
14.9 |
|
| Net Marketing Contribution |
98000 |
98000 |
| Marketing ROS |
24.5 |
24.5 |
| Marketing ROI |
165 |
165 |
13.2 Defensive Strategies-Core Strategy II: Optimize Position
