| A | B | C | D | E | F | G | |
|---|---|---|---|---|---|---|---|
1 | App. How conversion affects profitability (Dark Kitchen PnL) | ||||||
2 | Conversion difference (relative), % | 0% | 10% | 20% | 30% | 40% | 50% |
3 | Conversion difference (absolute), % | 0% | 1% | 2% | 3% | 4% | 5% |
4 | Marketing costs, $ | 3 000 | 3 000 | 3 000 | 3 000 | 3 000 | 3 000 |
6 | Marketing costs in 1 session (app open), $ | 0,20 | 0,20 | 0,20 | 0,20 | 0,20 | 0,20 |
7 | Numbers of sessions | 15 000 | 15 000 | 15 000 | 15 000 | 15 000 | 15 000 |
8 | Average conversion (from session to the order) | 20% | 21% | 22% | 23% | 24% | 25% |
9 | Orders per month | 3 000 | 3 150 | 3 300 | 3 450 | 3 600 | 3 750 |
10 | Average check, $ | 18 | 18 | 18 | 18 | 18 | 18 |
11 | Revenue, $ | 54 000 | 56 700 | 59 400 | 62 100 | 64 800 | 67 500 |
12 | Labour costs, $ | 10 000 | 10 000 | 10 000 | 10 000 | 10 000 | 10 000 |
14 | Foodcost, $ | 18 900 | 19 845 | 20 790 | 21 735 | 22 680 | 23 625 |
15 | Foodcost, % | 35% | 35% | 35% | 35% | 35% | 35% |
16 | Rent, utility bills, $ | 2 500 | 2 500 | 2 500 | 2 500 | 2 500 | 2 500 |
17 | Rent, utility bills, % | 5% | 4% | 4% | 4% | 4% | 4% |
18 | Delivery costs, $ | 8 000 | 8 000 | 8 000 | 8 000 | 8 000 | 8 000 |
20 | Other, $ | 5 000 | 5 000 | 5 000 | 5 000 | 5 000 | 5 000 |
21 | Other, % | 9% | 9% | 8% | 8% | 8% | 7% |
22 | Total Expenses, $ | 47 400 | 48 345 | 49 290 | 50 235 | 51 180 | 52 125 |
23 | Total Expenses, % | 88% | 85% | 83% | 81% | 79% | 77% |
24 | Profit, $ | 6 600 | 8 355 | 10 110 | 11 865 | 13 620 | 15 375 |
25 | Profitability, % | 12% | 15% | 17% | 19% | 21% | 23% |
26 | Profit difference, $ | 0 | 1 755 | 3 510 | 5 265 | 7 020 | 8 775 |
27 | Profitability difference (relative), % | 0% | 21% | 39% | 56% | 72% | 86% |
28 | Profitability difference (absolute), % | 0% | 3% | 5% | 7% | 9% | 11% |