VOLUME ESTIMATION FORECAST Trial #Households Trial Rate Top box (Definitely) Adjusted top box trial rate Trial Rate Second box (Probably) Adjusted second box trial rate Total Trial Rate Adjustment for ACV Adjustment for Awareness Total Adjusted Trial Rate Trial households 2 Trial transaction size 3 Trial Units 5 Repeat 5 Trial households Repeat rate Repeat households Repeats per repeater (frequency) Repeat occasions 3 Repeat transaction size Repeat Units 5 Trial units Repeat Units Total Pizza Units Toppings Calculations Topping usage rate 3 Trial topping units Trial pizza units Trial units with toppings 5 Trial topping transaction size Trial toppings units Repeat topping units Repeat units Repeat units with toppings 2 Repeat topping transaction size 2 Repeat toppings units Topping units from trial Topping units from repeat Total Topping Units TOTAL SALES: UNITS Pizza Toppings 3 TOTAL SALES: $ Pizza 5 Toppings TOTAL RETAIL $ SALES B OPTION A: PIZZA KIT AND TOPPING USERS BTOTAL RETAIL SALES: Users +non-use TOTAL FACTORY SALES (manufacturing price) NRFC HURDLE (Factory $) NON-USERS 0 OPTION B: PIZZA ONLY USER$ NON-USERS 0 0 0 0 0 0 0 0 0 0 NOT APPLICABLE 0 0 0 0