Customer Acquisition Cost \begin{tabular}{|c|c|c|c|c|c|c|c|c|c|c|} \hline & & & & & & & Approved & & & \\ \hline & Prospects & Response & & & Qualified & & Applications & Unit cost & Total & Acquisition Cost \\ \hline Channel & Reached & Rate & Response & Quality \% & Prospects & Convert & Customers & per & Cost & per customer \\ \hline Direct Mail & 300000 & 2% & 6,000 & 66.7% & 4,000 & 80% & 3,200 & 1.50 & & \\ \hline Take-Ones & 2000000 & 2% & 30,000 & 33.3% & 10,000 & 80% & 8,000 & 0.25 & & \\ \hline Direct Sales & 30000 & 50% & 15,000 & 66.7% & 10,000 & 80% & 8,000 & & 225,000.00 & DIV/O! \\ \hline Bind-Ins & 3000000 & 1% & 30,000 & 33.3% & 10,000 & 80% & 8:000 & 0.15 & & \\ \hline \multirow[t]{3}{*}{ Totals } & 5330000 & 54.50% & 81,000 & & 34,000 & & - & & & \\ \hline & & & & & & & & & 225,000.00 & \\ \hline & & & & & & & & & Correct number is & $59.77 \\ \hline & & & & & & & & & & \\ \hline \multicolumn{11}{|c|}{ * The direct sales figures assume 12 sales people working 250 days for 1 year making 10 calls per day to total 30,000 prospects } \\ \hline & & & & & & & & & & \\ \hline & & & & & & & & & & \\ \hline & \multicolumn{8}{|c|}{ All of the inormation for this table is in the case on page 5. Some of the information regarding quality is in the text and other } & & \\ \hline & \multicolumn{2}{|c|}{ information is in the Table. } & & & & & & & & \\ \hline & & & & & & & & & & \\ \hline & \multicolumn{8}{|c|}{ To get the Average Acquisition, you will need to finish the Total row for Prospects Reached, Applications and Total Costs } & & \\ \hline & \multicolumn{3}{|c|}{ Total Costs = Prospects Reached Unit Cost Per } & & & & & & & \\ \hline & & & & & & & & & & \\ \hline & \multicolumn{5}{|c|}{ I have added a few numbers to help. Do not change the Total Cost for Direct Sales. } & & & \multirow{2}{*}{\multicolumn{2}{|c|}{ The correct average is }} & $59.77 \\ \hline & & & & & & & & & & \\ \hline \end{tabular}