Sheet1Fresh Pizza Purchase Volume Estimates, Year 1Case 1 - Mediocre 21%, Customers 5%Case 4 - Mediocre 21%, Customers 10%Case 7 - Mediocre 21%, Customers 15%Trial Purchase intentCustomer Awareness5%Customer Awareness10%Customer Awareness15%Definitely would buy18%Non-Customer Awareness95%Non-Customer Awareness90%Non-Customer Awareness85%% of "Definites" who actually buy80%Projected Customer Awareness13.90%Projected Customer Awareness15.80%Projected Customer Awareness17.70%People who will "Definitely" purchase14.40%Marketing Adjusted Trial Rate1.52%Marketing Adjusted Trial Rate1.725%Marketing Adjusted Trial Rate1.933%Probably would buy43%Trial Households0.893Trial Households1.015Trial Households1.137% of "Probables" who actually buy30%Repeat Purchases0.42Repeat Purchases0.42Repeat Purchases0.42People who will "Probably" purchase12.90%Total Purchases1.313Total Purchases1.435Total Purchases1.557Total trial rate27.30%Total Retail of Purchases16.25Total Retail of Purchases17.7592545984Total Retail of Purchases19.27Profit/loss-8.75Profit/loss-7.23Profit/loss-5.72Adjusted Awareness and Purchase Behavior EstimatesTotal Target Households 58.8Percentage of Pasta/Pizza customers11%Case 2 - Average 37%, Customers 5% Case 5 - Average 37%, Customers 10%Case 8 - Average 37%, Customers 15%Customer Awareness50%Repeat Purchases0.74Repeat Purchases0.74Repeat Purchases0.74Total Aware Customers3.234Total Purchases1.633Total Purchases1.755Total Purchases1.877Non-Customer Awareness12%Total Retail of Purchases20.21Total Retail of Purchases21.7208545984Total Retail of Purchases23.2311928096Total Non-Aware Customers6.280Profit/loss-4.78Profit/loss-3.27Profit/loss-1.76Projected Customer Awareness9.51% of Projected Customer Awareness16.18%Case 3 - Excellent 49%, Customers 5%Case 6 - Excellent 49%, Customers 10%Case 9- Excellent 49%, Customers 15%ACV (All Commodity Volume Distribution )40%Repeat Purchases0.98Repeat Purchases0.98Repeat Purchases0.98Marketing Adjusted Trial Rate1.77%Total Purchases1.873Total Purchases1.995Total Purchases2.117Total Retail of Purchases23.18Total Retail of Purchases24.6920545984Total Retail of Purchases26.2023928096Trial Households1.039Profit/loss-1.81Profit/loss-0.30Profit/loss1.21Repeat purchase occasions2% of repurchasers (Excellent) 49%Repeat Purchases0.98Total Purchases2.019Retail per purchase12.38Total Retail of Purchases (Estimated)24.99Estimated Retail needed12.0Profit on Retail13.0

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