Income Statement

Keeping Exchange Tower

Expenses
Fixed Costs
Store Rent $ 78,000.00
Salaries and Wages $ 122,320.00
Utilities $ 1,440.00
Depreciation $ 1,615.00
Internet/Phone $ 1,140.00
Insurance $ 2,210.00
Other Tenant fees $ 1,255.00
Point-of-Sale System $ 1,236.00
Health and Safety $ 1,400.00
Online Manager $ 40,000.00
Website Housing Fees $ 13,100.00
Insurance $ 2,500.00
Warehouse Rent $ 28,000.00
Total Fixed $ 294,216.00
Fixed costs for only Exchange Tower $ 210,616.00

COGS
Lunchtime Shoppers Orders
purchase of 1 shirt + 1 pair of pants $ 115.00
≈ 6 customers per day $ 690.00
Annual Costs
Open for 250 business days $ 172,500.00

After-work shoppers
purchase of 1 cashmere set + 1 dress + 1 pair of pants $ 390.00
≈ 1.5 customers per day $ 585.00
Annual Costs
Open for 250 business days $ 146,250.00

Total $ 318,750.00
COGS for Online
First-time customers (1 shirt + 1 dress) $ 110.00
With 1811 orders $ 199,210.00

Return customers $ 160.00

With 1086 orders $ 173,760.00
Total $ 372,970.00
Shipping
Total order numbers 2897
Cost to ship one order $ 7.14
Total $ 20,684.58
Total COGS $ 712,404.58
Total Expenses $ 1,006,620.58
Estimated Revenue
Number of shoppers each day ≈ 7.5 customers each day
Lunchtime Shoppers' Order
purchase of 1 shirt + 1 pair of pants $ 240.00
≈ 6 customers per day $ 1,440.00
Annual Revenue
Open for 250 business days $ 360,000.00

After-work Shoppers' Order

purchase of 1 cashmere set + 1 dress + 1 pair of pants $ 960.00
≈ 1.5 customers per day $ 1,440.00
Annual Revenue
Open for 250 business days $ 360,000.00

Online Store
First-time customers $ 374,877.00
Seconf-time customers $ 374,670.00

Total Revenue $ 1,469,547.00

Profits
Gross Profit $ 757,142.42
Net Profit $ 462,926.42
Net Profit Margin 0.32
 Income Statement
Online Store without Influencer Budget
Expenses
Quantity
first-time purchasers (1 shirt + 1 dress) $ 230.00
Revenue $ 375,000.00
10% discount $ 207.00
Number of customers 1811

return purchasers (1 pants + non-chashmere lounge set) $ 345.00

Revenue $ 375,000.00
Number of customers 1086
Total Orders 2897

COGS
first-time purchasers (1 shirt + 1 dress) $ 110.00
1811 customers $ 199,210.00
return purchasers (1 pants + non-chashmere lounge set) $ 160.00
1086 customers $ 173,760.00
Shipping
Cost to ship one order $ 7.14
Total shipping $ 20,684.58
Total COGS $ 393,654.58

Fixed Costs
Online Manager $ 40,000.00
Website Housing Fees $ 13,100.00
Insurance $ 2,500.00
Warehouse Rent $ 28,000.00
Total Fixed $ 83,600.00

Total Expenses $ 477,254.58

Revenue
First time purchasers $ 374,877.00
Return purchasers $ 374,670.00
Total revenue $ 749,547.00

Gross Profit $ 355,892.42

Net Profit $ 272,292.42
Net Profit Margin
 Income Statement Income Statemen
Focus on Online Store Focus on Online Sto
Low Projection High projection
Expenses Expenses
Influencer Marteking Costs
Influencer Marketing Budgeting Influencer Marketing Budgeting
15% of recurring cash costs $ 31,592.40

Cost of hiring an influencer Cost of hiring an influencer

Payment for a sponsored post $ 1,500.00
Merchandise $ 150.00
Total $ 1,650.00

Total number of influencers they 19

Influncer Marketing Budget/Cost of hiring an influencer

Cost of hiring 19 influncers $ 31,350.00 Cost of hiring 19 influncers

amount left over from budget $ 242.40

Fixed Costs Fixed Costs

Online Manager $ 40,000.00 Online Manager
Website Hosting Fees $ 13,100.00 Website Hosting Fees
Insurance $ 2,500.00 Insurance
Warehouse Rent $ 28,000.00 Warehouse Rent
Influencer Marketing $ 31,350.00 Influencer Marketing

Total Fixed $ 114,950.00

COGS COGS
Shipping with Influencer Marketing
Expected customer reach per influencer 50000 Expected customer reach per influencer
Total consumers reached with 19 950000

Number of online store vistors from followers reached Number of online store vistors from followers reached
Estimated 2% reach 19,000.00

Number of first-time purchasers from vistors Number of first-time purchasers from vistors
Estimated 2% of visitors 380

Number of return purchasers Number of return purchasers

 Estimated 20% of first time vistor 76

Total orders 3353 Total orders

Cost to ship one order $ 7.14
Total Shipping $ 23,940.42

Wholesale costs
First-time purchasers (1 shirt + 1 dress) $ 110.00 First-time purchasers (1 shirt + 1 dress)
Costs with 380 +1811 purchases $ 241,010.00 Costs with 855 +1811 purchases
Return purchasers (1 pants + non-chashmere lounge $ 160.00 Return purchasers (1 pants + non-chashmere lounge s
Costs with 76 + 1086 purchases $ 185,920.00 Costs with 171 + 1086 purchases
Total Wholesale costs $ 426,930.00
Total COGS $ 450,870.42
Total Expenses $ 565,820.42 Total Expenses

Revenue Revenue
Leftover marketing budget $ 242.40 Leftover marketing budget
First-time purchasers (1 shirt + 1 dress) $ 453,537.00 First-time purchasers (1 shirt + 1 dress)
Return purchasers (1 pants + non-chashmere lounge $ 400,890.00 Return purchasers (1 pants + non-chashmere lounge s
Total Revenue $ 854,669.40 Total Revenue

Profits Profits
Gross Profit $ 403,798.98 Gross Profit
Net Profit $ 288,848.98 Net Profit
Net Profit Margin 0.34 Net Profit Margin
 Income Statement
Focus on Online Store
High projection

Influencer Marteking Costs

rketing Budgeting
15% of recurring cash costs $ 31,592.40

an influencer
Payment for a sponsored post $ 1,500.00
Merchandise $ 150.00
Total $ 1,650.00

Total number of influencers they can hire 19

Influncer Marketing Budget/Cost of hiring an influencer

19 influncers $ 31,350.00
amount left over from budget $ 242.40

Fixed Costs
$ 40,000.00
$ 13,100.00
$ 2,500.00
$ 28,000.00
$ 31,350.00

Total Fixed $ 114,950.00

COGS
Shipping with Influencer Marketing
omer reach per influencer 50000
Total consumers reached with 19 influencers 950000

ine store vistors from followers reached

Estimated 4.5% reach 42,750.00

t-time purchasers from vistors

Estimated 2% of visitors 855

urn purchasers
 Estimated 20% of first time vistors 171

3923
Cost to ship one order $ 7.14
Total Shipping $ 28,010.22

Wholesale costs
hasers (1 shirt + 1 dress) $ 110.00
Costs with 855 +1811 purchases $ 293,260.00
sers (1 pants + non-chashmere lounge set) $ 160.00
Costs with 171 + 1086 purchases $ 201,120.00
Total Wholesale costs $ 494,380.00
Total COGS $ 522,390.22
$ 637,340.22

eting budget $ 242.40

hasers (1 shirt + 1 dress) $ 551,862.00
sers (1 pants + non-chashmere lounge set) $ 433,665.00
$ 985,769.40

$ 463,379.18
$ 348,429.18
0.35
 Income Statement
Keeping Exchange Tower

Estimated Revenue
Number of shoppers each day ≈ 7.5 customers each day
Lunchtime Shoppers' Purchase
purchase of 1 shirt + 1 pair of pants $ 240.00
≈ 6 customers per day $ 1,440.00
Annual Revenue
Open for 250 business days $ 360,000.00

After-work Shoppers' Purchase

purchase of 1 cashmere set + 1 dress + 1 pair of pants $ 960.00
≈ 1.5 customers per day $ 1,440.00
Annual Revenue
Open for 250 business days $ 360,000.00

Total Revenue $ 720,000.00

Expenses
Fixed Costs
Store Rent $ 78,000.00
Salaries and Wages $ 122,320.00
Utilities $ 1,440.00
Depreciation $ 1,615.00
Internet/Phone $ 1,140.00
Insurance $ 2,210.00
Other Tenant fees $ 1,255.00
Point-of-Sale System $ 1,236.00
Health and Safety $ 1,400.00
Total Fixed $ 210,616.00

Variable Costs
Lunchtime Shoppers Orders
purchase of 1 shirt + 1 pair of pants $ 115.00
≈ 6 customers per day $ 690.00
Annual Costs
Open for 250 business days $ 172,500.00

After-work shoppers
purchase of 1 cashmere set + 1 dress + 1 pair of pants $ 390.00
≈ 1.5 customers per day $ 585.00
 Annual Costs
Open for 250 business days $ 146,250.00

Total Variable $ 318,750.00

Total Expenses $ 529,366.00

Profits
Gross Profit $ 509,384.00
Net Profit $ 190,634.00
 Income Statement
Focus on Online Store
Low Projection
Revenue
Leftover marketing budget
Revenue from Inflencer marketing
first-time purchasers (1 shirt + 1 dress)
return purchasers (1 pants + non-chashmere lounge set)
Total Revenue (from only online marketing)

Expenses
Fixed Costs
Online Manager
Website Hosting Fees
Insurance
Warehouse Rent
Total Fixed

Variable Costs
Influencer Marteking Costs
Influencer Marketing Budgeting
15% of recurring cash costs

Cost of hiring an influencer

Payment for a sponsored post
Merchandise
Total

Total number of influencers they can hire

Influncer Marketing Budget/Cost of hiring an influencer

Cost of hiring 19 influncers

amount left over from budget

Shipping
Expected customer reach per influencer
Total consumers reached with 19 influencers

Number of online store vistors from followers reached

 Estimated 2% reach

Number of first-time purchasers from vistors

Estimated 2% of visitors

Number of return purchasers

Estimated 20% of first time vistors

Total number of customers shipped to

Cost to ship one order
Total shipping costs

First time purchase discount

10% of revenue made from first-time purchasers

Wholesale costs
First-time purchasers (1 shirt + 1 dress)
Costs with 380 purchases
Return purchasers (1 pants + non-chashmere lounge set)
Costs with 76 purchases
Total Wholesale costs

Total Variable
Total Expenses

Profits
Gross Profit
Net Profit
 Income Statement
Focus on Online Store
High Projection
Revenue
$ 242.40
Revenue from Inflencer marketing
$ 87,400.00 first-time purchasers (1 shirt + 1 dress)
$ 26,220.00 return purchasers (1 pants + non-chashmere lounge set)
$ 113,862.40
Total Revenue
Expenses
Fixed Costs
Online Manager
$ 40,000.00 Website Hosting Fees
$ 13,100.00 Insurance
$ 2,500.00 Warehouse Rent
$ 28,000.00 Total Fixed
$ 83,600.00
Variable Costs
Influencer Marteking Costs
Influencer Marketing Budgeting
15% of recurring cash costs

$ 31,592.40 Cost of hiring an influencer

Payment for a sponsored post
Merchandise
$ 1,500.00 Total
$ 150.00
$ 1,650.00 Total number of influencers they can hire
Influncer Marketing Budget/Cost of hiring an influencer
19
Cost of hiring 19 influncers
amount left over from budget
$ 31,350.00
$ 242.40 Shipping
Expected customer reach per influencer
Total consumers reached with 19 influencers
50000
950000 Number of online store vistors from followers reached
Estimated 4.5% reach
 19000 Number of first-time purchasers from vistors
Estimated 2% of visitors

380 Number of return purchasers

Estimated 20% of first time vistors

76 Total number of customers shipped to

Cost to shiponeorder
456 Total shipping costs
$ 7.14
$ 3,255.84 First time purchase discount
10% of revenue made from first-time purchasers

$ 8,740.00 Wholesale costs

First-time purchasers (1 shirt + 1 dress)
Costs with 855 purchases
Return purchasers (1 pants + non-chashmere lounge set)
Costs with 171 purchases
$ 110.00 Total Wholesale costs
$ 41,800.00
$ 160.00 Total Variable
$ 12,160.00
$ 53,960.00 Total expenses
Profits
Gross Profit
Net Profit
$ 97,305.84
$ 234,865.84

$ 30,262.40
-$121,003.44
 t
ore

$ 196,650.00
lounge set) $ 58,995.00

$ 255,645.00

$ 40,000.00
$ 13,100.00
$ 2,500.00
$ 28,000.00
$ 83,600.00

$ 31,592.40

$ 1,500.00
$ 150.00
$ 1,650.00

19

$ 31,350.00
-$242.40

50000
950000

42750
 855

171

1026
7.14
$ 7,325.64

$ 19,665.00

$ 110.00
$ 94,050.00
$ 160.00
$ 27,360.00
$ 121,410.00

$ 179,750.64

$ 263,350.64

$ 172,045.00
-$7,705.64
 Income Statement
Keeping Exchange Tower

Estimated Revenue
Number of shoppers each day ≈ 7.5 customers each day
Lunchtime Shoppers' Purchase
purchase of 1 shirt + 1 pair of pants $ 240.00
≈ 6 customers per day $ 1,440.00
Annual Revenue
Open for 250 business days $ 360,000.00

After-work Shoppers' Purchase

purchase of 1 cashmere set + 1 dress + 1 pair of pants $ 960.00
≈ 1.5 customers per day $ 1,440.00
Annual Revenue
Open for 250 business days $ 360,000.00

Total Revenue $ 720,000.00

Expenses
Fixed Costs
Store Rent $ 78,000.00
Salaries and Wages $ 122,320.00
Utilities $ 1,440.00
Depreciation $ 1,615.00
Internet/Phone $ 1,140.00
Insurance $ 2,210.00
Other Tenant fees $ 1,255.00
Point-of-Sale System $ 1,236.00
Health and Safety $ 1,400.00
Total Fixed $ 210,616.00

Variable Costs
Lunchtime Shoppers Orders
purchase of 1 shirt + 1 pair of pants $ 115.00
≈ 6 customers per day $ 690.00
Annual Costs
Open for 250 business days $ 172,500.00

After-work shoppers
purchase of 1 cashmere set + 1 dress + 1 pair of pants $ 390.00
≈ 1.5 customers per day $ 585.00
 Annual Costs
Open for 250 business days $ 146,250.00

Total Variable $ 318,750.00

Total Expenses $ 529,366.00

Profits
Gross Profit $ 509,384.00
Net Profit $ 190,634.00
 Income Statement
Introduce Influencer Marketing
Low Projection
Revenue
Revenue from Inflencer marketing
first-time purchasers (1 shirt + 1 dress)
return purchasers (1 pants + non-chashmere lounge set)
Total Revenue (from only online marketing)
Expenses
Fixed Costs
Influencer Marteking Costs
Influencer Marketing Budgeting
15% of recurring cash costs

Cost of hiring an influencer

Payment for a sponsored post
Merchandise
Total

Total number of influencers they can hire

Influncer Marketing Budget/Cost of hiring an influencer

Cost of hiring 19 influncers

amount left over from budget

Variable Costs
Shipping
Expected customer reach per influencer
Total consumers reached with 19 influencers

Number of online store vistors from followers reached

Estimated 2% reach

Number of first-time purchasers from vistors

Estimated 2% of visitors

Number of return purchasers

Estimated 20% of first time vistors

Total number of customers shipped to

Cost to ship one order
Total shipping costs

First time purchase discount

10% of revenue made from first-time purchasers
Wholesale costs
First-time purchasers (1 shirt + 1 dress)
Costs with 380 purchases
Return purchasers (1 pants + non-chashmere lounge set)
Costs with 76 purchases
Total Wholesale costs
Total Expenses

Profits
Gross Profit
Net Profit
 Income Statement
Focus on Online Store
High Projection
Revenue
Revenue from Inflencer marketing
$ 87,400.00 first-time purchasers (1 shirt + 1 dress)
$ 26,220.00 return purchasers (1 pants + non-chashmere lounge set)
$ 113,620.00 Total Revenue
Expenses
Fixed Costs
Influencer Marteking Costs
Influencer Marketing Budgeting
$ 31,592.40 15% of recurring cash costs

Cost of hiring an influencer

$ 1,500.00 Payment for a sponsored post
$ 150.00 Merchandise
$ 1,650.00 Total

19 Total number of influencers they can hire

Influncer Marketing Budget/Cost of hiring an influencer

$ 31,350.00 Cost of hiring 19 influncers

$ 242.40 amount left over from budget
Variable Costs
Shipping
Expected customer reach per influencer
50000 Total consumers reached with 19 influencers
950000
Number of online store vistors from followers reached
Estimated 4.5% reach
19000
Number of first-time purchasers from vistors
Estimated 2% of visitors
380
Number of return purchasers
Estimated 20% of first time vistors
76
Total number of customers shipped to
456 Cost to shiponeorder
$ 7.14 Total shipping costs
$ 3,255.84
First time purchase discount
10% of revenue made from first-time purchasers
$ 8,740.00
Wholesale costs
$ 110.00 First-time purchasers (1 shirt + 1 dress)
$ 41,800.00 Costs with 855 purchases
$ 160.00 Return purchasers (1 pants + non-chashmere lounge set)
$ 12,160.00 Costs with 171 purchases
$ 53,960.00 Total Wholesale costs
$ 97,305.84
Total Variable
Total Expenses
$ 82,270.00
$16,314.16 Profits
Gross Profit
Net Profit
 t
ore

$ 196,650.00
lounge set) $ 58,995.00
$ 255,645.00

$ 31,592.40

$ 1,500.00
$ 150.00
$ 1,650.00

19

$ 31,350.00
-$242.40

50000
950000

42750

855

171

1026
7.14
$ 7,325.64
$ 19,665.00

$ 110.00
$ 94,050.00
$ 160.00
$ 27,360.00
$ 121,410.00

$ 179,750.64

$ 224,295.00
$75,894.36