US Pop (total) 327,000,000 p 7

US popp (adult) 254,000,000 p 7

Bar market (adults + children) 218,000,000

Bar market (adults) 169,333,333 67%
Bar M (children) 48,666,667

avg bar consumption per week 2

avg bar sold/year 104
total bar sold per year to adults & (children?) 22,672,000,000

SEGMENTS
Weekend Warrior Eco-Conscious
Estimate Segment Size/% of Market 3% 5%
Number of Consumers in Segment 5,080,000 7,684,500
Likelihood of converting consumers to exo in the segment 5% 5%
number of consumers willing to eat exo regularly 254,000 384,225

avg bar cons per week 2 3.5

total exo bars consumed by segment per week 508,000 1,344,788
projected unit sales @ retail/consumed by segment per year 26,416,000 69,928,950
exo's share of bar market 0.12% 0.31%

Retail Revenue $ 79,248,000 $ 209,786,850

35% retail margin (p.5) $ 27,736,800 $ 73,425,398
Exos whole sale revenue $ 51,511,200 $ 136,361,453

Less cogs (50%, p.5) $ 25,755,600 $ 68,180,726

Gross Cont $ 25,755,600 $ 68,180,726

Less marketing costs $ 1,000,000 $ 1,000,001

Net total $ 24,755,600 $ 67,180,725
eat "bars" in general, pg.6

Kids Outdoor Enthusiasts

5% 2%
2,433,333 3,386,667
5% 5% p. 7, 1/20 could be persuaded to eat exo bars on regular basis
121,667 169,333

2 1.5
243,333 254,000
12,653,333 13,208,000
0.06% 0.06%

$ 37,960,000 $ 39,624,000
$ 13,286,000 $ 13,868,400
$ 24,674,000 $ 25,755,600

$ 12,337,000 $ 12,877,800
$ 12,337,000 $ 12,877,800

$ 1,000,002 $ 1,000,003
$ 11,336,998 $ 11,877,797
eat exo bars on regular basis