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  • Wildfang Calculations

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    Gonçalo Rodrigues
    146 views2 pages
    The document contains financial metrics for different customer segments - FEO, FEW, CLOY, and WF - under both a private label and multisided platform business model. It provides information on key metrics like average order value (AOV), annual purchase frequency (APF), customer acquisition cost (CAC), churn, lifetime value (CLV), and the ratio of CLV to CAC for each segment and overall. Projections are given for total customers, revenue, margin, and other metrics over a 5 year period for both business models.

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    Wildfang case study

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    Wildfang calculations

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    The document contains financial metrics for different customer segments - FEO, FEW, CLOY, and WF - under both a private label and multisided platform business model. It provides information on key metrics like average order value (AOV), annual purchase frequency (APF), customer acquisition cost (CAC), churn, lifetime value (CLV), and the ratio of CLV to CAC for each segment and overall. Projections are given for total customers, revenue, margin, and other metrics over a 5 year period for both business models.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as xlsx, pdf, or txt
    146 views2 pages

    Wildfang Calculations

    Uploaded by

    Gonçalo Rodrigues
    The document contains financial metrics for different customer segments - FEO, FEW, CLOY, and WF - under both a private label and multisided platform business model. It provides information on key metrics like average order value (AOV), annual purchase frequency (APF), customer acquisition cost (CAC), churn, lifetime value (CLV), and the ratio of CLV to CAC for each segment and overall. Projections are given for total customers, revenue, margin, and other metrics over a 5 year period for both business models.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as xlsx, pdf, or txt
    of 2

    % AOV APF CAC Churn

    Private Label - Margin 50%


    FEO 0.15 200 1.4 60 70%
    FEW 0.3 96 1.2 10 75%
    CLOY 0.4 68 6 20 10%
    WF 0.15 400 4 30 30%

    Multisided plaftorm - Margin 45% Revenue = 80% of AOV


    FEO 0.55 300 1.4 60 70%
    FEW 0.05 144 1.2 10 75%
    CLOY 0.25 102 6 20 10%
    WF 0.15 600 4 30 30%

    PL
    FEO FEW CLOY WF Blended
    1 280 115 408 1600
    2 84 29 367 1120
    3 25 7 330 784
    4 8 2 297 549
    5 2 0 268 384

    Total 399 153 1671 4437

    Margin 200 77 835 2218


    CAC 60 10 20 30 25
    5 Year CLV 140 67 815 2188 695

    CLV to CAC 2.33 6.67 40.77 72.95 30


    Number of customers
    0.7 0.9 0.25 0.3
    0.49 0.81 0.0625 0.09
    0.343 0.729 0.015625 0.027
    0.2401 0.6561 0.00390625 0.0081
    0.16807 0.59049 0.00097656 0.00243

    MP
    FEO FEW CLOY WF Blended
    336 138 490 1920
    101 35 441 1344
    30 9 397 941
    9 2 357 659
    3 1 321 461

    479 184 2005 5324

    215 83 902 2396


    60 10 20 30 43
    155 73 882 2366 665

    2.59 7.29 44.11 78.87 25

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