Romi Forecasting Tool

How to use this template: Note: You may want to print this information to use as reference later. To delete these instructions, click the border of this text box and then press the DELETE key.

[Company name & logo]<--Enter user's company name & logo ROMI Forecasting Tool

[Campaign Name]<--insert campaign name [Prepare by: (Name & position]<--insert name & porsition [Date]<--Enter date of entry Gray cells are calculated for you. You do not need to enter anything in them.

[Insert company name] CONFIDENTIAL

Existing/Up-selling/Rescue/New Customers & Infrastructure Answer these questions: What period is this for? Existing Customers What is the expected sales revenue from existing customers? How much marketing investment will be required to support existing customers? What is the expected incremental revenue from existing customers due to your marketing investments (in preceding cell)? What is your margin percentage for revenue from existing customers? Up-selling to Existing Customers What is the expected sales revenue from up-selling to existing customers? How much marketing investment will be required to support up-selling? What is your margin percentage for revenue from up-selling?

Enter answers here:

How much marketing will be required to rescue customers (for example, mitigate customer churn)? What is your margin percentage for revenue from rescued/churned customers? New Customers What is the expected sales revenue from new customers? How much marketing investment will be required to win new customers? What is your expected margin percentage for revenue from new customers? Branding What are your brand activities (applies to all targeted marketing activities)? What is your expected incremental revenue expected from branding activities (this period)? What is your expected margin percentage for revenue from branding?

What is your expected incremental revenue expected from other marketing activities? What is your expected margin percentage for revenue from other marketing?

mROMI

12.5

3.1

4.0

1.4

Explanations of terms (Terminology):

1.2

Up-selling to Existing Customers - A sales technique involving the user's company's attempts to have the consumer purchase more expensive items, upgrades, or other add-ons in an attempt to make a better sale. E.g. charging extra for side dishes on a menu.

$5,000,000 $20,000 $250,000 25% $1,000,000 $250,000 35% 3.3 $500,000

Incremental revenue - Extra profit which can be expected from customers on top of what they have already contributed

$150,000 35% 8.0

2.0

$8,000,000 $1,000,000 25% 1.0

0.3

$1,000,000

2.5 $250,000 $100,000 25%

Customer Rescue - Customers who have migrated their decisions towards subscribing to competitors instead of user's company's Branding Expenses - Includes all sorts of miscellaneous expenses that contributes towards brand extension. E.g. advertising, printing, etc. to be filled in by the user. Other Marketing Investments - Other marketing investment that not in your major marketing activities. E.g. purchase a CRM software, server & etc.

$1,000,000 25%

Other Marketing Investments (Infrastructure) What is the marketing investment required in order to be in the business?

Technical Tips: 1. White cells indicate areas which are to be filled in by the user and NOT the grey cells. The GREY cells indicate areas which the template will display its calculations. 2. Mistakes can be undone by pressing the CTRL key and the Z key together. 3. There is an additional tab titled "Summary" where you can enter the relevant data derived from this "Worksheet" page. (Note: ROMI, mROMI cells are pink if ROMI or mROMI is less than average; otherwise, the cells are pale green.)

ROMI

YYYY

Customer Rescue How much sales revenue will be "rescued" through marketing efforts?

About this template The purpose of this template is to help you develop return-on-marketinginvestment (ROMI) indices (indices of your expected results) for each type of marketing based either on return on marketing investment (ROMI) or on margin (mROMI).

0.6

[Company name & logo]<--Enter company name & logo Targeted Budgeting Tool Summary Sheet [Date]<--Enter date of entry These cells are calculated for you. You do not need to enter anything in them.

Revenue Source Existing Customers Portion due to marketing Up-selling to Existing Customers Customer Rescue New Customers Branding Other Marketing Investments Totals/Averages

Sales Revenue $5,000,000 $250,000 $1,000,000 $500,000 $8,000,000 $1,000,000 $100,000 $10,850,000

[Enter company name] CONFIDENTIAL

Gross Margin Marketing Investment $1,250,000 n/a $62,500 $20,000 $350,000 $250,000 $175,000 $150,000 $2,000,000 $1,000,000 $250,000 $1,000,000 $25,000 $250,000 $2,862,500

$2,670,000

Notes: Total Revenue = incremental revenue due to marketing Average ROMI = (Sum of sales revenue affected by marketing)/(Sum of related marketing expenditures) Average mROMI = (Sum of gross margin affected by marketing)/(Sum of related marketing expenditures)

84163622.xls

ROMI n/a 12.5 4.0 3.3 8.0 1.0 0.4

mROMI n/a 3.1 1.4 1.2 2.0 0.3 0.1

4.1

1.1