13.2 Defensive Strategies-Core Strategy II: Optimize Position

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

(*) Not Scaled

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