Moonstruck sells fat-tire bicycles.
An average customer for Moonstruck buys a bicycles every five years and spends $500 every time they buy one. An average customer also spends $250 in parts and service.
An excellent customer buys 8 bicycles in their life time and spends $800 every time they buy one. An excellent customer spends $500 in parts and service very year.
The average profit margin for Moonstruck on its bicycles is 25%.
The average profit margin for Moonstruck on service and parts is 50%.
Moonstruck customers buy their first bicycle when they are 30 and ride bicycles until they are 80 years of age.
A) Average Customer Purchase Value = $500. Margin = 25%. Hence Profit = 25% of $500 = $125
Average Customer Service/Parts Spend = $250. Margin = 50%. Hence Profit = 50% of 250 = $125
Profit Total (single instance) = $125 + $125 = $250.
Customer lifetime is from age 30 to age 80 = 50 years. During this period they purchase every 5 years. Hence a total of 11 instances staring from age 30 upto age 80. Each instance adds value of $250. Therefor total Customer lifetime value of the 30 year old average customer = 11*250 = $2,750.
B) For an excellent customer, we follow a similar approach as in A) above.
Purchase Value = $800. Margin = 25%. Hence profit = 25% of 800 = $200.
Excellent Customer Service/Parts Spend = $500. Margin = 50%. Hence Profit = 50% of 500 = $250.
For a 45 year old customer buying 8 times in the lifetime the lifetime purchase value = 8 * 200 = $1,600. Also the spend on service is every year from 45 till 80 = 35 years. Hence lifetime service spares value = 35 * 250 = $8,750. Hence total Excellent Customer lifetime value = 1600 + 8750 = $10,350.
C) For a 50 year old average customer the lifetime value (as per the explanation provided in A above) = 7 * 250 = $1,750.
For 50 year old excellent customer the lifetime value (as per explanation provided in B above) = 1600 + (25 * 250) = $7,850.
Increase in lifetime value of single customer from average to excellent = 7,850 - 1,750 = $6,100
For thousand customers the gain is 6,100 * 1000 = $ 6.1 MM. Marketing Spend is $ 1 MM which is much less than the increase expected hence the recommendation is to go ahead with the program.
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