Kalei Ukuleles CLV - CAC

Projected Profit and Loss Statement Ukuleles Sales

For the Period of January 1 - December 31 Ukuleles/customer
Assumptions Gross profit/ukulele
Avg. ukulele price $ 100 Ukuleles Contribution
Avg. ukulele cost $ 95 Subscriptions
Ukuleles/customer 1.0 Subscriptions/month
Subscriber rate 25% Subscriber rate
Avg. no. of months of subscription 18 Months of subscription
Avg. Subscription Price $ 9.99 Subscription Contribution
Initial # of clicks/Mnth 1000 Customer Lifetime Value
Conversion Rate 2% Customer Acquisition Cost
Growth Rate/Month 0.5% <--Name this cell Contribution to Cash Flow
Cost Per Click $ 0.65 1 2 3 4
Sales in units Jan Feb Mar Apr
PPC clicks 1,000 1,005 1,010 1,015
Ukulele Sales (units) 20 20 20 20
New Subscibers 5 5 5 5
Ended Subsciption - - - -
Number of subscribers 5 10 15 20

Revenue Jan Feb Mar Apr

Subscriptions $ 50 $ 100 $ 151 $ 201
Ukulele Sales $ 2,000 $ 2,010 $ 2,020 $ 2,030
Total Sales $ 2,050 $ 2,110 $ 2,171 $ 2,231
Cost of Goods Sold $ 1,900 $ 1,910 $ 1,919 $ 1,929
Gross Profit $ 150 $ 201 $ 252 $ 303

Advertising Cost 650 653 657 660

Gross Profit Less Adverting Cost $ (500) $ (453) $ (405) $ (357)
CLV - CAC
Ukuleles Sales
Ukuleles/customer 1.0
Gross profit/ukulele $ 5
Ukuleles Contribution $ 5.00
Subscriptions
Subscriptions/month $ 9.99
Subscriber rate 25%
Months of subscription 18
Subscription Contribution $ 44.96
Customer Lifetime Value $ 49.96
Customer Acquisition Cost $ 32.50
Contribution to Cash Flow $ 17.46
5 6 7 8 9 10 11 12 13
May Jun Jul Aug Sep Oct Nov Dec Jan
1,020 1,025 1,030 1,036 1,041 1,046 1,051 1,056 1,062
20 21 21 21 21 21 21 21 21
5 5 5 5 5 5 5 5 5
- - - - - - - - -
25 30 36 41 46 51 56 62 67

May Jun Jul Aug Sep Oct Nov Dec Jan

$ 252 $ 303 $ 355 $ 407 $ 459 $ 511 $ 563 $ 616 $ 669
$ 2,040 $ 2,051 $ 2,061 $ 2,071 $ 2,081 $ 2,092 $ 2,102 $ 2,113 $ 2,123
$ 2,293 $ 2,354 $ 2,416 $ 2,478 $ 2,540 $ 2,603 $ 2,666 $ 2,729 $ 2,793
$ 1,938 $ 1,948 $ 1,958 $ 1,968 $ 1,977 $ 1,987 $ 1,997 $ 2,007 $ 2,017
$ 354 $ 406 $ 458 $ 510 $ 563 $ 615 $ 669 $ 722 $ 775

663 666 670 673 676 680 683 687 690

$ (309) $ (260) $ (212) $ (163) $ (114) $ (64) $ (15) $ 35 $ 85
 14 15 16 17 18 19 20 21 22
Feb Mar Apr May Jun Jul Aug Sep Oct
1,067 1,072 1,078 1,083 1,088 1,094 1,099 1,105 1,110
21 21 22 22 22 22 22 22 22
5 5 5 5 5 5 5 6 6
- - - - - 5 5 5 5
72 78 83 88 94 94 95 95 96

Feb Mar Apr May Jun Jul Aug Sep Oct

$ 722 $ 776 $ 830 $ 884 $ 938 $ 943 $ 948 $ 952 $ 957
$ 2,134 $ 2,145 $ 2,155 $ 2,166 $ 2,177 $ 2,188 $ 2,199 $ 2,210 $ 2,221
$ 2,856 $ 2,921 $ 2,985 $ 3,050 $ 3,115 $ 3,131 $ 3,147 $ 3,162 $ 3,178
$ 2,027 $ 2,037 $ 2,048 $ 2,058 $ 2,068 $ 2,078 $ 2,089 $ 2,099 $ 2,110
$ 829 $ 883 $ 938 $ 992 $ 1,047 $ 1,052 $ 1,058 $ 1,063 $ 1,068

694 697 700 704 708 711 715 718 722

$ 136 $ 186 $ 237 $ 288 $ 340 $ 341 $ 343 $ 345 $ 347
 23 24 Total Total
Nov Dec Year 1 Year 2
1,116 1,122
22 22
6 6
5 5
96 97
Total Total
Nov Dec Year 1 Year 2
$ 962 $ 967
$ 2,232 $ 2,243
$ 3,194 $ 3,210
$ 2,120 $ 2,131
$ 1,074 $ 1,079

725 729
$ 348 $ 350