Total female Female consumers Traffic

Age TG Reach
consumers online online (Users/month)
18-25 45 million
25-34 50 million
150 million 35-44 35 million 23% 1 million
45-54 15 million
54+ 5 million
Total traffic till Total registered
date (Unique users
users)

10 million 75,000
 Channel 1 Channel 2
INR 50/conversion to first
Direct cost of Channel (INR) order 0
Discount coupon value (in INR) 200 200
Channel Reach 1000000 500000
Conversions to sign-up 10% 10%
Conversion to first order 50% 50%
Orders in subsequent months per consumer 10 5
Average order size 200 200
FoodFox Margin 25% 25%
Retention rate 75% 80%

INDEX
The number of online
Channel reach users that are exposed to
the ad via the channel

The percentage of people

Conversion to sign ups
Conversion to first order
Cost of channel
exposed, who have
signed up (registered) on
the website
The percentage of people
(out of the signed up
users) who have ordered
Cost incurred by FoodFox
in order to advertise on
the channel

A one-time discount
Discount coupon value value per consumer given
to every user who has
ordered

Orders in subsequent months Orders from Jan to

Dec 2016 (this is after the
first order which has a
discount value of ₹200)
Avg order size The value of a consumer
order in rupees
Cost of Channel 1 Rs. 50 (per conversion to
first order)
Channel 3

400000
200
5000000
2%
50%
20
200
25%
60%