Calculate customer lifetime value (CLV) using these numbers

Exhibit 7 Acquisition Numbers in a 2013 Experiment by Location in the Purchase Funnel Bottom-of-funnel Top-of-funnel 19,298,760 Ad spending Visitor sign-ups Customer purchases Average revenue per visitor (current quarter) Average cont. margin per visitor (current quarter) Purchase repeat rate+ (for subsequent quarter) Source: Author estimates based on S-1. Note 1: Total ad spending comes from S-1; allocation between bottom-of-funnel and top-of-funnel is author estimate. Note 2: Visitor sign-ups are for those first-time visitors to the website that provided their email to create an account. Note 3: Average contribution margin estimated as 17% of sales revenues. Note 4: Author estimates. 1,667,240 164,273 18,070 30.80 5.24 65% 433,680 433,680 280.00 $ 47.60 $ 1.5% Exhibit 8 Total Active Customers (top line, in millions), Retention (middle line, in % of orders) and Net Revenue per Customer (bottom bar, in $) Exhibit 7 Acquisition Numbers in a 2013 Experiment by Location in the Purchase Funnel Bottom-of-funnel Top-of-funnel 19,298,760 Ad spending Visitor sign-ups Customer purchases Average revenue per visitor (current quarter) Average cont. margin per visitor (current quarter) Purchase repeat rate+ (for subsequent quarter) Source: Author estimates based on S-1. Note 1: Total ad spending comes from S-1; allocation between bottom-of-funnel and top-of-funnel is author estimate. Note 2: Visitor sign-ups are for those first-time visitors to the website that provided their email to create an account. Note 3: Average contribution margin estimated as 17% of sales revenues. Note 4: Author estimates. 1,667,240 164,273 18,070 30.80 5.24 65% 433,680 433,680 280.00 $ 47.60 $ 1.5% Exhibit 8 Total Active Customers (top line, in millions), Retention (middle line, in % of orders) and Net Revenue per Customer (bottom bar, in $)