2017 2018 2019 CAGR 15% 15% 15% 15% 58% 20% Competitor 2017 2018 2016 2019 2017 45% 75% Company 2018 40% 80% 2019 35% 85% CAGR -11% 7% 0% CAGR 0% 0% 0% 0% 0% 0% 0% CAGR 0% 0% 2017 2018 2017 200 2018 200 125 2019 200 125 2016 190 125 2019 160 0% 0% CAGR -6% 0% 0% 170 180 125 125 125 125 53 Enter formulas in the yellow cells to create a model. 54 55 Industry Unit Model 2016 56 Estimated Total Market Size in Units 650 57 Growth Rate 58 Estimated Percent Direct 33% 59 Direct Market Size in Units 60 Retail Market Size in Units 61 62 63 Company Unit Models 2016 64 Estimated Direct Market Share 50% 65 Estimated Retail Market Share 70% 66 Direct Units Sold 67 Retail Units Sold 68 Total Units Sold 69 70 Revenues Model 2016 71 Price to Direct 200 72 Price to Retailers 125 73 Direct Revenues 74 Retail Revenues 75 Total Revenues 76 77 78 Gross Profit Model 2016 79 Unit Cost 100 80 Direct Cost of Revenues 81 Retail Cost of Revenues 82 Direct Gross Profit 83 Retail Gross Profit 84 Total Gross Profit 85 86 EBIT (Operating Profit) Model 2016 87 Direct SG&A Percent &A 10% 88 Retail SG&A Percent 5% 89 Direct SG&A 90 Retail SG&A 91 Direct EBIT 92 Retail EBIT 93 Total EBIT 94 0% 0% 0% 0% 0% 2016 2017 2018 2019 2017 100 2018 100 2019 100 CAGR 0% 0% 0% 0% 0% 0% CAGR 0% Companies unit 0% cost is 10% less 0% than competitors 0% 0% 0% 2018 CAGR CAGR 2017 10% 5% 2019 10% 2016 10% 5% 2017 10% 5% 2018 10% 10% 2019 10% 5% 5% 5% 5% 0% 0% 0 0% 0% 0% 0% 0% 0% 0% Screenshot 0% 2017 2018 2019 CAGR 15% 15% 15% 15% 58% 20% Competitor 2017 2018 2016 2019 2017 45% 75% Company 2018 40% 80% 2019 35% 85% CAGR -11% 7% 0% CAGR 0% 0% 0% 0% 0% 0% 0% CAGR 0% 0% 2017 2018 2017 200 2018 200 125 2019 200 125 2016 190 125 2019 160 0% 0% CAGR -6% 0% 0% 170 180 125 125 125 125 53 Enter formulas in the yellow cells to create a model. 54 55 Industry Unit Model 2016 56 Estimated Total Market Size in Units 650 57 Growth Rate 58 Estimated Percent Direct 33% 59 Direct Market Size in Units 60 Retail Market Size in Units 61 62 63 Company Unit Models 2016 64 Estimated Direct Market Share 50% 65 Estimated Retail Market Share 70% 66 Direct Units Sold 67 Retail Units Sold 68 Total Units Sold 69 70 Revenues Model 2016 71 Price to Direct 200 72 Price to Retailers 125 73 Direct Revenues 74 Retail Revenues 75 Total Revenues 76 77 78 Gross Profit Model 2016 79 Unit Cost 100 80 Direct Cost of Revenues 81 Retail Cost of Revenues 82 Direct Gross Profit 83 Retail Gross Profit 84 Total Gross Profit 85 86 EBIT (Operating Profit) Model 2016 87 Direct SG&A Percent &A 10% 88 Retail SG&A Percent 5% 89 Direct SG&A 90 Retail SG&A 91 Direct EBIT 92 Retail EBIT 93 Total EBIT 94 0% 0% 0% 0% 0% 2016 2017 2018 2019 2017 100 2018 100 2019 100 CAGR 0% 0% 0% 0% 0% 0% CAGR 0% Companies unit 0% cost is 10% less 0% than competitors 0% 0% 0% 2018 CAGR CAGR 2017 10% 5% 2019 10% 2016 10% 5% 2017 10% 5% 2018 10% 10% 2019 10% 5% 5% 5% 5% 0% 0% 0 0% 0% 0% 0% 0% 0% 0% Screenshot 0%