Pizza Template

Note: Copy the entire blue box below after inserting your data and paste it into the submission file.
Non-Customers Customers Source
Definitely would buy 15% 26% Exhibit 7
% of "Definites" who actually buy 80% 80% Exhibit 5
"Definite" Purchases 12% 21%

Probably would buy 30% 30% Exhibit 7

% of "Probables" who actually buy 39% 53% Exhibit 5
"Probable" Purchases 12% 16%

Trial Rate ("Definite" + "Probable") 24% 37%

Target households (MM) 58.8 58.8 Table B

Penetration, % of target households 89% 11% Table B
Awareness of pizza product 12% 50% Table B
ACV distribution 40% 40% Table B

Adjusted Trial Households 0.6 0.5

Total trial households (Non-Customers + Customers) 1.1

% of households repurchasing 49% 49 Exhibit 5

Repeat purchase occasions 2 2 Table B

Total purchases (Trial + Repeat) 2.1

Retail selling price $12.38 Table B

Retail sales revenue $26.2M
Retailer gross margin 35% Case text
TruEarth sales revenue $17.0M