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MI DDLE+ AFFLUENT CUSTOMERS
CostPer Pr ospect s Respons e ProspectReached Rat e
Qual i fied
Conver siFi nal onRat e
Shar e Effect i ve Tot alCost Cust ome mer Rat e
CostPer Fi nal Cust ome mer Cust ome mer Ac qui s i t i on
Di r e ctMa i l
0. 5
2500000
3. 00%
75000
0. 60 45000. 00
0. 85 38250. 00 41. 96%
1. 53%
1250000. 00
32. 68
13. 71
Takeones
0. 10
2000000
2. 50%
50000. 0
0. 30 15000. 00
0. 85 12750. 00 13. 99%
0. 64%
200000. 00
15. 69
2. 19
FSI
0. 05
3500000
1. 50%
52500. 0
0. 30 15750. 00
0. 85 13387. 50 14. 69%
0. 38%
175000. 00
13. 07
1. 92
Di r e ctS al e s Bi ndi ns
3000/ Re p
60000
25. 00%
15000
0. 60 9000. 00
0. 85 7650. 00 8. 39%
12. 75%
30000. 00
3. 92
0. 33
1. 00
50000
50. 00%
25000
0. 90 22500. 00
0. 85 19125. 00 20. 98%
38. 25%
50000. 00
2. 61
0. 55
217500
107250
8110000
1
91162. 5
18. 7028657617
MOSTAFFLUENT CostPer Pr ospect s Resp onse CUSTOMERS ProspectReached Rat e
Qual i fied
Conver siFi nal onRat e
Shar e Effect i ve Tot alCost Cust omer Rat e
CostPer Fi nal Cust omer Cust omer Ac qui s i t i on
Di r e ctMa i l
0. 5
1250000
3. 00%
37500
0. 6022500. 00
0. 8519125. 00 32. 43%
32. 43%
625000. 00
32. 68
10. 60
Takeones
0. 10
2000000
2. 50%
50000. 0
0. 15 7500. 00
0. 85 6375. 00 10. 81%
10. 81%
200000. 00
31. 37
3. 39
FSI
0. 05
3500000
1. 50%
52500. 0
0. 15 7875. 00
0. 85 6693. 75 11. 35%
11. 35%
175000. 00
26. 14
2. 97
Di r e ctS al e s Bi ndi ns
3000/ Re p
60000
25. 00%
15000
0. 60 9000. 00
0. 85 7650. 00 12. 97%
12. 97%
30000. 00
3. 92
0. 51
1. 00
50000
50. 00%
25000
0. 9022500. 00
0. 8519125. 00 32. 43%
32. 43%
50000. 00
2. 61
0. 85
180000
69375
6860000
2
58968. 75
18. 3147853736
BREAKEVEN
ALL CUSTOMERS
Number of Customers Avg Rev per Customer
50000 $ 122.78
100000 $ 122.78
$ 122.78
150000 $ 122.78
200000 $ 122.78
$ 20.00 $ 18.70
$ 17.50 $ 18.70
$ 1".25 $ 18.70
$ 15.00 $ 18.70
$ 12.50 $ 18.70
$ 38.70
$ 36.20
$ 34.!
$ 33.70
$ 31.20
$ 8%.07 $ 102.78
$ 8".57 $ 105.28
$ 87.82 $ 10".5'
$ 8&.07 $ 107.78
$ &1.57 $ 110.28
50000 0
50000 50000
2"7'0 100000
50000 100000
50000 150000
$ %20'"21 $0
$ %'28"21 $ 52"'7"5
$ 2'%7%&' $ 10"5252&
$ %%5'"21 $ 1077752&
$ %578"21 $ 1"5%12&%
$ 4203621
$ !2386
$ 13000023
$ 1!2311!1
$ 5000000 $ 7&"'7& $ 2000000
$ 5750000 $ '8%2'8" $ 2000000
$ "000000 $ 700002' $ 2000000
$ "250000 $ 8&81151 $ 2000000
*$ 27637
$ 1842386
$ !000023
$ 6811!1
126730
Less
Avg Diret ost!ust Avg A#uisitio ost!ust Total Direct Costs
( of Ne) Customers ( of e*istig ustomers Ne) Cotributio E*istig Cotributio Total Co"tri#tio"
BREAKEVEN Number of Customers Avg Rev per Customer
50000 $ 1"'.'2
$ 1"'.'2
100000 $ 1"'.'2
150000 $ 1"'.'2
200000 $ 1"'.'2
$ 20.00 $ 18.'1
$ 18.00 $ 18.'1
$ 17.50 $ 18.'1
$ 15.00 $ 18.'1
$ 12.50 $ 18.'1
$ 38.31
$ 36.31
$ 3!.81
$ 33.31
$ 30.81
$ 125.00 $ 1%'.'2
$ 127.00 $ 1%5.'2
$ 127.50 $ 1%5.82
$ 1'0.00 $ 1%8.'2
$ 1'2.50 $ 150.82
50000 0
%022& 50000
50000 50000
50000 100000
50000 150000
$ "2501'5 $0
$ 510&1&2 $ 72"587%
$ "'751'5 $ 72&087%
$ "5001'5 $ 1%8'17%&
$ ""251'5 $ 22"22"2'
022
Less
Avg Diret ost!ust Avg A#uisitio ost!ust Total Direct Costs
( of Ne) Customers ( of e*istig ustomers Ne) Cotributio E*istig Cotributio Total Co"tri#tio"
$ 62!013!
$ 1237!066
$ 13666010
$ 21331884
+i*e, Cost- fr/struture
$ 5000000 $ 12501'5
$ 5'75000 $ 70000""
$ 5750000 $ 7&1"010
$ "250000 $ 1508188%
$ 700000 $ 285%7758
A,vertisig
$ 2000000
$ 2000000
$ 2000000
$ 2000000
$ 2000000
$ 7486!
$ !000066
$ !16010
$ 13081884
$ 26!477!8
C
l ti
'
(t)L
$ 22477!8
BREAKEVEN Number of Customers Avg Rev per Customer
50000 $ 1"'.'2
$ 1"'.'2
100000 $ 1"'.'2
150000 $ 1"'.'2
200000 $ 1"'.'2
$ 20.00 $ 18.'1
$ 18.00 $ 18.'1
$ 17.50 $ 18.'1
$ 15.00 $ 18.'1
$ 12.50 $ 18.'1
$ 38.31
$ 36.31
$ 3!.81
$ 33.31
$ 30.81
$ 125.00 $ 1%'.'2
$ 127.00 $ 1%5.'2
$ 127.50 $ 1%5.82
$ 1'0.00 $ 1%8.'2
$ 1'2.50 $ 150.82
50000 0
%022& 50000
50000 50000
50000 100000
50000 150000
$ "2501'5 $0
$ 510&1&2 $ 72"587%
$ "'751'5 $ 72&087%
$ "5001'5 $ 1%8'17%&
$ ""251'5 $ 22"22"2'
022
Less
Avg Diret ost!ust Avg A#uisitio ost!ust Total Direct Costs
( of Ne) Customers ( of e*istig ustomers Ne) Cotributio E*istig Cotributio Total Co"tri#tio"
$ 62!013!
$ 1237!066
$ 13666010
$ 21331884
+i*e, Cost- fr/struture
$ 5000000 $ 12501'5
$ 5'75000 $ 70000""
$ 5750000 $ 7&1"010
$ "250000 $ 1508188%
$ 700000 $ 285%7758
A,vertisig
$ 2000000
$ 2000000
$ 2000000
$ 2000000
$ 2000000
C%lati&e 'ro(t)Loss % a &e ro oss %illio"s
*$ 7486!
$ !000066
$ !16010
$ 13081884
$ 26!477!8
$0. 75
$5. 00
$5. 92
$ 22477!8
$13. 08
$26. 55
4
SEGMENT
ANNUAL I NCOME
MI DDLE 35004500 AFFLUENT 45006000 MOSTAFFLUENT 6000+ TOTALCARD HOLDERS m Car dsi n Ci r c ul at i on Aver ager evenue percar dhol der Aver ager evenue percar dhol der ( Affluent+Most
%AGEOF POTENTI AL I NTEREST POTENTI ALCARDHOLDER REV HOLDERS S
OTHER REVENUE
ANNUAL REV
Shar eAver ager evenue POTENTI AL percar dhol der CARDHOLDERS ( a l lca r dhol de r s )
18%
3. 39
37. 13
23. 5
60. 63 0. 39
23. 94
15% 13%
2. 79 2. 40
86. 63 148. 5
36. 75 61. 25
123. 38 0. 33 209. 75 0. 28
40. 15 58. 69
18. 6
8. 57
122. 7752928416
9. 5
122. 7752928
163. 317488
Aver age r evenueper car dhol der
2. 79 0. 5376 2. 40 0. 4624
5. 1 9
66. 33 96. 99
163. 317488
SEGMENT
ANNUAL I NCOME
MI DDLE 35004500 AFFLUENT 45006000 MOSTAFFLUENT 6000+ TOTALCARD HOLDERS m Car dsi n Ci r c ul at i on Aver ager evenue percar dhol der
%AGEOF POTENTI AL I NTEREST POTENTI ALCARDHOLDER REV HOLDERS S
OTHER REVENUE
ANNUAL REV
Shar eAver ager evenue POTENTI AL percar dhol der CARDHOLDERS ( a l lca r dhol de r s )
