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Customer Profitability Analysis |
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[Date] |
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Gray cells
will be calculated for you. You do not need to enter anything into them. |
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[Segment Name] |
[Segment Name] |
[Segment Name] |
Overall |
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Customer Activity: |
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Number of active customers—Beginning of period |
5 |
8 |
8 |
21 |
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Number of customers added |
2 |
4 |
4 |
10 |
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Number of customers lost/terminated |
1- |
2- |
2- |
5- |
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Number of active customers—End of period |
6 |
10 |
10 |
26 |
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Profitability Analysis: |
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Revenue per segment |
$1,500,000 |
$1,800,000 |
$2,500,000 |
$5,800,000 |
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Weighting |
25.9% |
31.0% |
43.1% |
100.0% |
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Cost of sales: |
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Ongoing service and support costs |
$1,000,000 |
$1,400,000 |
$1,400,000 |
$3,800,000 |
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Other direct customer costs |
200,000 |
100,000 |
100,000 |
400,000 |
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Total cost of sales |
$1,200,000 |
$1,500,000 |
$1,500,000 |
$4,200,000 |
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Gross margin |
$300,000 |
$300,000 |
$1,000,000 |
$1,600,000 |
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Weighting |
18.8% |
18.8% |
62.5% |
100.0% |
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Other costs: |
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Customer acquisition |
$105,000 |
$120,000 |
$235,000 |
$460,000 |
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Customer marketing |
150,000 |
125,000 |
275,000 |
550,000 |
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Customer termination |
80,000 |
190,000 |
140,000 |
410,000 |
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Total other customer costs |
$335,000 |
$435,000 |
$650,000 |
$1,420,000 |
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Customer profit by segment |
($35,000) |
($135,000) |
$350,000 |
$180,000 |
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Weighting |
0.0% |
0.0% |
100.0% |
100.0% |
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Summary Metrics: |
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[Segment Name] |
[Segment Name] |
[Segment Name] |
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Average cost per acquired customer |
$52,500 |
$30,000 |
$58,750 |
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Average cost per terminated customer |
$80,000 |
$95,000 |
$70,000 |
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Average marketing cost per active customer |
$25,000 |
$12,500 |
$27,500 |
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Average profit (loss) per customer |
($5,833) |
($13,500) |
$35,000 |
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