Eco7 channel economics DIFM Independent AvellinAuto Avellin Avellin Private Label Eco7 Eco7 Eco7 Eco7 Conventional Synthetic Synthetics full price discounted full price discounted DIFM Retail DIFM price, per quart $3.25 $7.00 $4.75 $6.75 $5.25 DIFM revenue, per oil change (5 quarts) $16.25 535.00 $23.75 $33.75 $26.25 Gross margin %, DIFM outlet 50.0% 60.0% 65.0% 55.0% 50.0% Gross profit, DIFM outlet Wholesaler Wholesale revenue, per oil change $13.13 = 26.25 x0.5 Gross margin %, wholesaler 12.5% 12.5% 15.0% 12.5% 10.0% Gross profit, wholesaler Avellin Avellin revenue, per oil change 13.13 x 0.9 = 11.8 13.13 x0.9 = 11.81 Cost of goods sold, per quart $1.20 $1.95 $2.01 $2.01 Cost of goods sold, per oil change (5 quarts) $6.00 $9.75 $10.05 $10.05 Gross profit, Avellin Gross margin %, Avellin