Revenue and KPI model

1. Average order value (AOV)

2. # of orders

2.1. Menu coverage

2.2. Product availability

2.3. Pricing

2.4. < Discounts / Returns >

3. Frequency (of purchase)

4. BUYERS

5. CONSUMERS

6. All inputs to calculate customer lifetime value

7. Retention rate

8. Average order value (AOV)

8.1. Average sales price (ASP)

8.2. Items per order (IPO)

8.3. < Order or line item discounts >

9. # of customers

9.1. Total addressable market

9.2. x % aware of your brand / products

9.2.1. Unaided awareness

9.2.2. Aided awareness

9.3. x % able to access your products (e.g., function of points of distribution / location)

9.3.1. Retail

9.3.1.1. Distance

9.3.1.2. Foot traffic

9.3.1.2.1. Make a purchase

9.3.2. Online

9.3.2.1. # of opt-ins

9.3.2.1.1. # of campaigns

9.3.2.1.2. < Opt outs >

9.3.2.1.3. Loyalty members

9.3.3. Delivery

10. # of buyers or accounts

10.1. Available PODs (points of distribution)

10.2. Pipeline (at stage convsions)

10.3. Market saturation

10.4. Buyer terms and discounts

11. Example: Email

12. Frequency (of purchase)

12.1. Delivery schedule

12.2. Shelf space allocated

12.3. Contracted PODs (points of distribution)

12.4. Days between orders

12.5. Product velocity

12.6. Out of stock frequency

12.7. Portfolio penetration