Date

SP.com Purchases
SP.com Revenue
Average SP.com Basket

Amazon SellerCentral Unit Purchases

Amazon SellerCentral Revenue
Average SellerCentral Basket (Net of Amazon Fees)

Amazon VendorCentral Unit Purchases

Amazon VendorCentral Revenue
Average VendorCentral Basket (Net of Amazon Fees)

Total Unit Purchases

Total Revenue
Revenues Net Shipping, COGS
Video Promotion Expense
Video Promotion Expenditures
Revenues Net COGS (35% on avg), Promotion Expense
Video Views (YouTube + Facebook)
Organic Views
Paid Views
Total Views

SP.com Traffic
Sessions
Users

Worksheet

Total NPV

RRR/Cost of capital (Subjective)

Monthly avg IRR

Number of paid views to gerenate a purchase

Promotion Spend: Revenue that each promotional dollar generates
Customer acquisition cost…Promotional Spend: Spend Purchase Ratio

Percentage Performance vs. Original Video

FORECAST
Date
SP.com Purchases
SP.com Revenue
Average SP.com Basket

Amazon SellerCentral Unit Purchases

Amazon SellerCentral Revenue
Average SellerCentral Basket (Net of Amazon Fees)

Amazon VendorCentral Unit Purchases

Amazon VendorCentral Revenue
Average VendorCentral Basket (Net of Amazon Fees)

Total Unit Purchases

Total Revenue
Revenues Net Shipping, COGS

Video Promotion Expenditures

Revenues Net COGS (35% on avg), Promotion Expense
Video Views (YouTube + Facebook)
Organic Views
Paid Views
Total Views

SP.com Traffic
Sessions
Users

Worksheet

Total NPV

RRR/Cost of capital (Subjective)

Monthly avg IRR

Number of paid views to gerenate a purchase

Promotion Spend: Revenue that each promotional dollar generates
Customer acquisition cost…Promotional Spend: Spend Purchase Ratio

NOTES AND DEFINITIONS

On average, cost of sales (shipping/manufacturing) is 35% of revenue.
Initial Production Cost
Amazon Seller Central is a system where Amazon provides a web interface for sales of the seller's product via Ama
Amazon Vendor Central is where a manufacturer sells product in bulk to Amazon and Amazon directly handles fulf
Sessions represents the number of visits made to the homepage. An individual user could visit a page multiple tim
Users represents unique individuals who visit a page.
Video Promotion Expenditures includes boosted placement of the video on both YouTube and Facebook searches
 Oct 2015 Nov 2015 Dec 2015 Jan 2016
7,055 9,117 18,013 5,689
336736.95 469591.51 946585.66 258023.92
47.7302551381999 51.5072403202808 52.5501393438073 45.3548813499736

41,724 43,244 75,653 21,491

1338476.43 1453853.02 2510695.95 653368.78
32.0792932125395 33.619762741652 33.1869978718623 30.4019719882741

0 0 0 16,315
340592.34
20.8760245173154

48,779 52,361 93,666 43,495

1675213.38 1923444.53 3457281.61 1251985.04
$1,088,888.70 $1,250,238.94 $2,247,233.05 $813,790.28
$ 208,150.74 $314,432.25 $456,733.85 $151,332.86
$ (208,150.74) $ (314,432.25) $ (456,733.85) $ (151,332.86)
$ (250,000.00) $880,737.96 $935,806.69 $1,790,499.20 $662,457.42

32,333,447 6,068,889 4,842,606 3,517,177

5,804,123 6,988,761 4,853,815 3,769,826
38,137,570 13,057,650 9,696,421 7,287,003

914,575 600,478 661,842 450,154

844,723 547,508 595,609 408,255

$8,928,091.38

15%
368%

118.99 133.47 51.82 86.67

$ 8.05 $ 6.12 $ 7.57 $ 8.27
$ 4.27 $ 6.01 $ 4.88 $ 3.48

0.5

Assumptions for line Jan-17 Feb-17 Mar-17 Apr-17

Half of Original 2,845 2,696 2,250 4,220
Half of Original 129,011.96 112,716.81 92,680.31 151,074.60
Same as Original 45.35 41.82 41.20 35.80

Half of Original 10,746 4,912 436 451

Half of Original 326,684.39 139,205.72 14,322.70 17,152.82
 Same as original 30.40 28.34 32.85 38.03

Half of Original 8,158 11,631 13,639 13,348

Half of Original 160,168.53 241,533 280,529 276,966
Same as Original 19.63 19.63 19.63 19.63

21,748 19,238 16,324 18,019

615,865 493,455 387,532 445,194
$400,312.17 $320,745.87 $251,896.05 $289,375.81

$ (151,332.86) $ (155,385.82) $ (169,045.79) $ (154,003.19)

$ (250,000.00) $248,979.31 $165,360.05 $82,850.26 $135,372.62

1,758,589 6,068,889 4,842,606 3,517,177

1,884,913 6,988,761 4,853,815 3,769,826
3,643,502 13,057,650 9,696,421 7,287,003

225,077 600,478 661,842 450,154

204,128 547,508 595,609 408,255

$1,789,342.21

15%
75%

86.67 363.28 297.34 209.22

$ 4.07 $ 3.18 $ 2.29 $ 2.89
$ 6.96 $ 8.08 $ 10.36 $ 8.55

-250000
ace for sales of the seller's product via Amazon.com, but the manufacturer handles fulfillment.
Amazon and Amazon directly handles fulfillment. Note that after three months of significant sales generated by the video, Am
ividual user could visit a page multiple times, generating multiple sessions.

on both YouTube and Facebook searches/feeds.

 Feb 2016 March 2016 April 2016 May 2016 June 2016
5,391 4,499 8,439 5,040 4,680
225433.61 185360.62 302149.2 200409.83 183647.58
41.816659246893 41.200404534341 35.8039104159261 39.7638551587302 39.2409358974359

9,824 872 902 6699 337

278411.43 28645.4 34305.63 183033.05 14215.41
28.3399256921824 32.8502293577982 38.0328492239468 27.3224436483057 42.1822255192878

23,261 27277 26696 28589 27324

483065.34 561058.76 553932.27 588673.17 562621.96
20.7671785391858 20.5689320673095 20.7496355259215 20.590897548008 20.5907612355438

38,476 32648 36037 40328 32341

986910.38 775064.78 890387.1 972116.05 760484.95
$641,491.75 503792.107 578751.615 631875.4325 494315.2175
$155,385.82 169045.79 154003.19 154461.91 108086.8
$ (155,385.82) $ (169,045.79) $ (154,003.19) $ (154,461.91) $ (108,086.80)
$486,105.93 334746.317 424748.425 477413.5225 386228.4175

2,674,719 2277440 2442244 2771393 4339998

2,585,572 3133196 6326478 6319823 7366044
5,260,291 5410636 8768722 9091216 11706042

337,797 302564 309056 354708 278152

306,434 273552 278679 321617 250573

67.20 95.97 175.56 156.71 227.76

$ 6.35 $ 4.58 $ 5.78 $ 6.29 $ 7.04
$ 4.04 $ 5.18 $ 4.27 $ 3.83 $ 3.34

May-17 Jun-17 Jul-17 Aug-17 Sep-17

2,520 2,340 1,108 1,632 1,612
100,204.92 91,823.79 45,627.47 69,590.06 68,607.25
39.76 39.24 41.18 42.64 42.57

3,350 169 350 119 122

91,516.53 7,107.71 9,604.60 3,277.65 3,329.95
 27.32 42.18 27.44 27.54 27.29

14,295 13,662 19,756 15,041 17,154

294,337 281,311 390,398 307,967 336,582
19.63 19.63 19.63 19.63 19.63

20,164 16,171 21,214 16,792 18,888

486,058 380,242 445,630 380,834 408,520
$315,937.72 $247,157.61 $289,659.38 $247,542.30 $265,537.75

$ (154,461.91) $ (108,086.80) $ - $ (142,641.22) $ (113,381.83)

$161,475.81 $139,070.81 $289,659.38 $104,901.08 $152,155.92

2,674,719 2277440 2442244 2771393 4339998

2,585,572 3133196 6326478 6319823 7366044
5,260,291 5410636 8768722 9091216 11706042

337,797 302564 309056 354708 278152

306,434 273552 278679 321617 250573

128.23 193.76 298.23 376.37 390.00

$ 3.15 $ 3.52 #DIV/0! $ 2.67 $ 3.60
$ 7.66 $ 6.68 $ - $ 8.49 $ 6.00

nerated by the video, Amazon began stocking the product via VendorCentral.
 July 2016 Aug 2016 Sept 2016 Oct 2016 Nov 2016
2,216 3,264 3,223 3,076 10,850
91254.94 139180.11 137214.49 132241.38 398190.11
41.1800270758123 42.6409650735294 42.5735308718585 42.9913459037711 36.6995493087558

700 238 244 101 973

19209.2 6555.3 6659.9 2820.73 27995.64
27.4417142857143 27.5432773109244 27.2946721311475 27.9280198019802 28.7724974306269

39511 30081 34308 27986 48713

780795.5 615933.2 673164.83 542664.34 803735.45
19.7614714889524 20.4758219474087 19.6212204150635 19.3905645679983 16.4994036499497

42427 33583 37775 31163 60536

891259.64 761668.61 817039.22 677726.45 1229921.2
579318.766 495084.5965 531075.493 440522.1925 799448.78
0 142641.22 113381.83 140577.2 289393.48
$ - $ (142,641.22) $ (113,381.83) $ (140,577.20) $ (289,393.48)
579318.766 352443.3765 417693.663 299944.9925 510055.3

833842 3748823 2016792 1699331 8484638

0 7559747 4124469 4736043 12176377
833842 11308570 6141261 6435374 20661015

164125 236955 251183 215482 493820

149199 214618 228930 195952 450740

0.00 225.11 109.19 151.98 201.14

$ - $ 5.34 $ 7.21 $ 4.82 $ 4.25
$ - $ 4.25 $ 3.00 $ 4.51 $ 4.78

Oct-17 Nov-17 Dec-17 Jan-18 Feb-18

1,538 5,425 8,422 1,422 1,348
66,120.69 199,095.06 341,634.99 64,505.98 56,358.40
42.99 36.70 40.57 45.35 41.82

51 487 2,357 5,373 2,456

1,410.37 13,997.82 58,006.11 163,342.20 69,602.86
 27.93 28.77 24.62 30.40 28.34

13,993 24,357 67,766 4,079 5,815

271,332 401,868 1,065,424 80,084 120,766
19.63 19.63 19.63 19.63 19.63

15,582 30,268 78,544 10,874 9,619

338,863 614,961 1,465,065 307,932 246,728
$220,261.10 $399,724.39 $952,292.57 $200,156.08 $160,372.94

$ (140,577.20) $ (289,393.48) $ (407,294.23) $ (151,332.86) $ (155,385.82)

$79,683.90 $110,330.91 $544,998.34 $48,823.22 $4,987.12

833842 3748823 2016792 879294.25 3034444.5

0 7559747 4124469 942456.5 3494380.5
833842 11308570 6141261 1821750.75 6528825

164125 236955 251183 112538.5 300239

149199 214618 228930 102063.75 273754

0.00 249.76 52.51 86.67 363.28

$ - $ 2.12 $ 3.60 $ 2.03 $ 1.59
$ 9.02 $ 9.56 $ 5.19 $ 13.92 $ 16.15
 Dec 2016 TOTAL MONTHLY AVG
16,843 107,395 7,159.67
683269.98 4689289.89 312619.326
40.5669999406282 42.7747133053295

4713 207715 13847.6666666667

116012.22 6674258.09 444950.539333333
24.6153660089115 30.7740830816769

135531 465592 31039.4666666667

2130848.78 8637085.94 719757.161666667
15.7222242881702 19.6345113159022

157087 780702 52046.8

2930130.98 20000633.92 1333375.59466667
1904585.137 13000412.048 866694.136533333
407294.23
$ (407,294.23) $ (2,964,921.17) $ (197,661.41)
1497290.907 10035490.878 669032.7252

4737939 82789278 5519285.2

10104005 85848279 5723218.6
14841944 168637557 11242503.8

514562 6085453 405696.866666667

463232 5529621 368641.4

64.32 1865.88 124.39

$ 7.19 88.87 5.92
$ 2.59 58.42 3.89

Mar-18 TOTAL MONTHLY AVG

1,125 40,500 2,699.98
46,340.16 1,635,392 109,026.16
41.20 41.21

218 31,594 2,106.25

7,161.35 925,723 61,714.85
 32.85 30.29

6,819 249,509 16,633.95

140,265 4,649,531 309,968.71
19.63 19.63

8,162 321,603 21,440.18

193,766 7,210,646 480,709.72
$125,948.03 4,686,920 312,461.32

$ (169,045.79) $ (2,461,368.80) $ (164,091.25)

($43,097.76) $2,225,550.96 $148,370.06

2421303 43,627,553 2,908,503.55

2426907.5 61,776,389 4,118,425.90
4848210.5 105,403,942 7,026,929.45

330921 4,915,790 327,719.30

228930 4,383,849 292,256.62

297.34 3392.66 226.18

$ 1.15 #DIV/0! #DIV/0!
$ 20.71 137.33 9.16
Social Media Metrics: October 2015 to December 2016

Facebook Views: 125,475,750

Facebook Shares: 1,680,020
Facebook Reactions: 2,976,198
Facebook Comments: 1,832,689
View to Share Ratio: 74.7

YouTube Views: 31,443,004

YouTube Shares: 719,321
YouTube Likes: 83,519
YouTube Comments: 6,205
View to Share Ratio: 43.7