Segment Performance for Recipe Books (Both Digital and Print) Segment Growth 2017-2018 2018 2019 2020 (Projected) Urban professionals (recipe books for home use) 1% 35,000 35,400 35,900 Chefs running own restaurants 28% 3,000 10,500 14,100 Trainee chefs enrolled in culinary schools 3% 2,210 2,250 2,275 Total 45,210 48,150 52,275 The following projections are related to segment viability for 2020. Urban Chefs Running Trainee Chefs Segment Professionals their Own Enrolled in Culinary Restaurants Schools Segment Adoption Rate % 25% 20% 40% Purchase Behaviour ($) 250 500 1000 Profit Margin % 15% 15% 25% Fixed Marketing Costs ($) 250,000 200,000 100,000 +