Non-Customers Customers Source

Definitely would buy Exhibit 7

% of "Definites" who actually buy Exhibit 5
"Definite" Purchases 0% 0%

Probably would buy Exhibit 7

% of "Probables" who actually buy Exhibit 5
"Probable" Purchases 0% 0%

Trial Rate ("Definite" + "Probable 0% 0%

Target households (MM) Table B

Penetration, % of target households Table B
Awareness of pizza product Table B
ACV distribution Table B

Adjusted Trial Households 0.0 0.0

Total trial households (Non-Cus 0.0

% of households repurchasing (Excellent) Table B

Repeat purchase occasions Table B

Total purchases (Trial + Repeat) -

Retail selling price $12.38 Table B

Retail sales volume $0.0M
Retailer gross margin 35% Case text
TruEarth sales volume $0.0M

Table 2
Product Quality & Repurchasers %
Average Excellent
Mediocre Product
Product Product
Penetration 21% 37% 49%
5% penetration pessimist value
10% penetration
15% penetration Most Optimist value