MinuteGrocer $-$ Economic Value to the Customer $($EVC$)$

Segment $1$: HH Income is top $10\%$ of HHLDs Segment $2$: HH income is is top $50\%$ of HHLDs Assumptions

Monthly spend per HH $$1,485\mathrm{.}00$ $$1,241\mathrm{.}00\%$ groceries purchased $90\%$

Median HH Income $$273,850\mathrm{.}00$ $$125,000\mathrm{.}00$ Hours worked$/$week $40$

$ Value of $1$ hour saved Weeks worked per year $50$

Working HH members $1\mathrm{.}25$

Positive Economic Differentiators Value of Time $25\%$

Driving time # of times shopped$/$week $1\mathrm{.}5$

In$-$store shopping time Trips per month $6\mathrm{.}5$

Loading and unloading time Avg Drive distance$-$ miles $3\mathrm{.}8$

Total time saved per month Drives per trip $2$

$ value of time saved Avg drive speed$-$mph $40$

Total $ saved on gas Gas price$/$gal $$4\mathrm{.}50$

Total pos. diff. value $($$$)$ Miles per gal $24\mathrm{.}9$

Shopping in store$-$mins. $41$

Negative Economic Differentiators Shopping online$-$mins $15$

Scenario $($i$)$ for service fee and suggested trips Avg load and unload$-$min $5$

Tips $(5\%)$ Online load and unload $0$

Service Fee $(3\mathrm{.}5\%)$ Monthly Fee $$9\mathrm{.}99$

Total neg. diff. Load unload times$/$trip $2$

Diff. Value Tips $-$ percent $5\%$

Scenario $($ii$)$ for service fee and suggested trips Tips $-$ Flat per trip $$5\mathrm{.}00$

Tips $($$$5$ for each trip$)$ Service Fee $3\mathrm{.}5\%$

Service Fee $(2\%)$ Service Fee $2\mathrm{.}0\%$

Total neg. diff. Reference Value $0$

Diff. Value