FINANCIAL REPORT – FIRM R – PERIOD 0

Company Profit & Loss Statement

Period 0 Period 1
Revenues 38,339
Cost of goods sold -19,539
Inventory holding costs -63
Inventory selling costs 0
Contribution before marketing 18,737
Advertising media -3,840
Advertising research -160
Commercial team costs -1,224
Contribution after marketing 13,513
Market research studies -245
Research and development 0
Loan reimbursed 0
Loan received 0
Interests paid 0
Exceptional costs or profits 0
Earnings before taxes 13,268
All numbers in thousands of dollars

Market Contribution
Sonites Vodites
Revenues 38,339 0
Cost of goods sold -19,539 0
Inventory holding costs -63 0
Inventory selling costs 0 0
Contribution before marketing 18,737 0
Advertising media -3,840 0
Advertising research -160 0
Commercial team costs -1,224 0
Contribution after marketing 13,513 0
Market research studies -245 0
Research and development 0 0
Net contribution 13,268 0
All numbers in thousands of dollars

Product Contribution
ROCK ROLL
Sonites Sonites
Revenues 15,075 23,263
Cost of goods sold -6,837 -12,702
Inventory holding costs 0 -63
Inventory selling costs 0 0
Contribution before marketing 8,238 10,499
Advertising media -1,440 -2,400
Advertising research -60 -100
Commercial team costs -612 -612
Contribution after marketing 6,126 7,387
All numbers in thousands of dollars
Retail and Selling Prices
ROCK ROLL
Sonites Sonites
Rec. retail price 250 500
Average retail price 237 485
Average selling price 155 309

Market Shares
ROCK ROLL
Sonites Sonites
Market share - Unit 9.4% 7.3%
Market share - Value 6.5% 10.2%

Distribution Coverage and Volume Sold

Distribution Coverage (% ou
Specialty Stores
ROCK Sonites 39%
ROLL Sonites 40%

Sales, Production and Inventory

ROCK ROLL
Sonites Sonites
Volume sold 97 75
Planned production 100 100
Actual production 97 80
Inventory at beginning of period 0 0
Inventory at end of period 0 5
All numbers in thousands of units

Unit Cost, COGS and Inventory Holding Cost

ROCK ROLL
Sonites Sonites
Volume sold 97 75
Unit cost (current) 71 169
Unit cost (average) 71 169
Cost of goods sold 6,837 12,702
Inventory at end of period 0 5
Inventory holding costs 0 63
All numbers in thousand of units, except unit costs in $ and Cost of goods sold in thousands of dollars
Research and Development Projects
Available since
MARKET : Sonites # Features
Period
POROLL 0 13
POROCK 0 18

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $

Available since
MARKET : Vodites Resolution
Period

Unit costs are given in $. Cumulative budget and Budget required for completion are given in thousands of $
 Distribution Coverage (% outlets) Volume sold
Mass Merch. Online Stores Specialty Stores Mass Merch. Online Stores
39% 39% 39,303 46,676 10,997
39% 40% 46,745 15,307 13,288

Total Number of Outlets 10,000 6,000 1,000

goods sold in thousands of dollars

 Desired base Minimum base
Design Battery Display PPower cost cost
8 40 40 75 163 145
3 75 25 12 71 62

or completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.

Desired base Minimum base

Energy Carbon Connectivity Apps cost cost

or completion are given in thousands of $. Physical characteristics are given in the appropriate units: Kg, kHz, hours, etc.
Cumulative
38,339
-19,539
-63
0
18,737
-3,840
-160
-1,224
13,513
-245
0
0
0
0
0
13,268
d
 Required budget Cumulative
for completion allocated budget
0 2,500
0 1,500

Hz, hours, etc.

Required budget Cumulative

for completion allocated budget

Hz, hours, etc.

INDUSTRY DASHBOARD – PERIOD 0
Share Price Net
Period Firm Index Revenues contribution
0 L 1,000 38,339 13,268
0 M 1,000 38,339 13,268
0 N 1,000 38,339 13,268
0 R 1,000 38,339 13,268
0 S 1,000 38,339 13,268
0 T 1,000 38,339 13,268

Revenues, Net Contribution and Retail sales are given in thousands of dollars. Volume sold is given in thousa
 Market share - Market share -
Value Retail sales Unit Volume sold
16.7% 59,512 16.7% 172
16.7% 59,512 16.7% 172
16.7% 59,512 16.7% 172
16.7% 59,512 16.7% 172
16.7% 59,512 16.7% 172
16.7% 59,512 16.7% 172

dollars. Volume sold is given in thousands of units.

MARKET REPORT – Sonites MARKET – PERIOD 0
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Sonites Period Value Retail sales
LOCK 0 6.5% 22,940
LOOP 0 10.2% 36,572
MOST 0 6.5% 22,940
MOVE 0 10.2% 36,572
NOON 0 6.5% 22,940
NOVA 0 10.2% 36,572
ROCK 0 6.5% 22,940
ROLL 0 10.2% 36,572
SOFT 0 6.5% 22,940
SOLO 0 10.2% 36,572
TONE 0 6.5% 22,940
TOPS 0 10.2% 36,572

Retail sales are given in thousands of dollars. Volume sold is given in thousands of units. Retail price and Bas
If the table above is empty, it means that no offerings are marketed yet in the Sonites market

Physical Characteristics
Launched in
MARKET : Sonites Period # Features Design Index
LOCK 0 18 3
LOOP 0 13 8
MOST 0 18 3
MOVE 0 13 8
NOON 0 18 3
NOVA 0 13 8
ROCK 0 18 3
ROLL 0 13 8
SOFT 0 18 3
SOLO 0 13 8
TONE 0 18 3
TOPS 0 13 8

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg, k
If the table above is empty, it means that no offerings are marketed yet in the Sonites market
 Market share - Rec. retail
Variation Unit Volume sold Variation price Base Cost
9.4% 97 250 70
7.3% 75 500 160
9.4% 97 250 70
7.3% 75 500 160
9.4% 97 250 70
7.3% 75 500 160
9.4% 97 250 70
7.3% 75 500 160
9.4% 97 250 70
7.3% 75 500 160
9.4% 97 250 70
7.3% 75 500 160

ousands of units. Retail price and Base cost are given in dollar.
t in the Sonites market

Rec. retail
Battery Life Display Size Proc. Power price Base Cost
75 25 12 250 71
40 40 75 500 163
75 25 12 250 71
40 40 75 500 163
75 25 12 250 71
40 40 75 500 163
75 25 12 250 71
40 40 75 500 163
75 25 12 250 71
40 40 75 500 163
75 25 12 250 71
40 40 75 500 163

e given in the appropriate units: Kg, kHz, hours, etc.

t in the Sonites market
MARKET REPORT – Vodites MARKET – PERIOD 0
Retail Sales and Volume Sold
Launched in Market share -
MARKET : Vodites Period Value Retail sales

Retail sales are given in thousands of dollars. Volume sold is given in thousands of units. Retail price and Bas
If the table above is empty, it means that no offerings are marketed yet in the Vodites market

Physical Characteristics
Launched in Energy
MARKET : Vodites Resolution
Period Efficiency

Retail price and Base cost are given in dollar. Physical characteristics are given in the appropriate units: Kg, k
If the table above is empty, it means that no offerings are marketed yet in the Vodites market
 Market share - Rec. retail
Variation Unit Volume sold Variation price Base Cost

ousands of units. Retail price and Base cost are given in dollar.
t in the Vodites market

Carbon Rec. retail

Connectivity No. of Apps Base Cost
Footprint price

e given in the appropriate units: Kg, kHz, hours, etc.

t in the Vodites market
INDUSTRY BENCHMARKING – PERIOD 0
If the tables below are empty, it means that the Benchmarking study was not purchased this period

Company Profit & Loss Statements

Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Interests paid
Exceptional costs or profits
Earnings before taxes
All numbers in thousands of dollars

Company Profit & Loss Statements by Market

MARKET : Sonites
Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Net contribution
All numbers in thousands of dollars

MARKET : Vodites
Revenues
Cost of goods sold
Inventory holding costs
Inventory selling costs
Contribution before marketing
Advertising media
Advertising research
Commercial team costs
Contribution after marketing
Market research studies
Research and development
Net contribution
All numbers in thousands of dollars
CONSUMER SURVEY – Sonites MARKET – PERIOD 0
If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that n

Brand Awareness
MARKET : Sonites Average Explorers
LOCK L 56% 53%
LOOP L 58% 60%
MOST M 56% 53%
MOVE M 58% 60%
NOON N 56% 53%
NOVA N 58% 60%
ROCK R 56% 53%
ROLL R 58% 60%
SOFT S 56% 53%
SOLO S 58% 60%
TONE T 56% 53%
TOPS T 58% 60%

Purchase Intentions
MARKET : Sonites Average Explorers
LOCK L 9% 6%
LOOP L 7% 10%
MOST M 9% 6%
MOVE M 7% 10%
NOON N 9% 6%
NOVA N 7% 10%
ROCK R 9% 6%
ROLL R 7% 10%
SOFT S 9% 6%
SOLO S 7% 10%
TONE T 9% 6%
TOPS T 7% 10%
 Total 0% 0%

Shopping Habits
MARKET : Sonites Explorers Shoppers
MassMerch 10% 43%
Online Stores 15% 13%
Specialty Stores 75% 45%

Total 0% 0%

CONSUMER PANEL – Sonites MARKET – PERIOD 0

Market Shares by Consumer Segment (based on volume)
MARKET : Sonites Total Explorers
LOCK L 9% 6%
LOOP L 7% 10%
MOST M 9% 6%
MOVE M 7% 10%
NOON N 9% 6%
NOVA N 7% 10%
ROCK R 9% 6%
ROLL R 7% 10%
SOFT S 9% 6%
SOLO S 7% 10%
TONE T 9% 6%
TOPS T 7% 10%
 Total 0% 0%

Volume Sold by Consumer Segment

MARKET : Sonites Total Explorers
LOCK L 97 14
LOOP L 75 24
MOST M 97 14
MOVE M 75 24
NOON N 97 14
NOVA N 75 24
ROCK R 97 14
ROLL R 75 24
SOFT S 97 14
SOLO S 75 24
TONE T 97 14
TOPS T 75 24

Total 0 0
All numbers in thousands of units

DISTRIBUTION PANEL – Sonites MARKET – PERIOD 0

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 8% 13%
LOOP L 9% 4%
MOST M 8% 13%
MOVE M 9% 4%
NOON N 8% 13%
NOVA N 9% 4%
ROCK R 8% 13%
ROLL R 9% 4%
SOFT S 8% 13%
SOLO S 9% 4%
TONE T 8% 13%
TOPS T 9% 4%

Total 0% 0%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Sonites
Specialty Stores Mass Merch.
LOCK L 39% 39%
LOOP L 40% 39%
MOST M 39% 39%
MOVE M 40% 39%
NOON N 39% 39%
NOVA N 40% 39%
ROCK R 39% 39%
ROLL R 40% 39%
SOFT S 39% 39%
SOLO S 40% 39%
TONE T 39% 39%
TOPS T 40% 39%
SEMANTIC SCALES – Sonites MARKET – PERIOD 0
Brand Perceptions - On a scale from 1 (Low) to 7 (High)
MARKET : Sonites # Features Design Index
 Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Segment Period # Features Design Index

Importance of characteristics
# Features Design Index
On a scale from 1 (not important) to 10 (very important).

MULTIDIMENSIONAL SCALING – Sonites MARKET – PERIOD 0

Brand Perceptions - On a scale from -20 (Low) to +20 (High)
Building a perceptual map requires many data points. Hence, this study will not be available until several brands

MARKET : Sonites Economy Performance

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Economy Performance
 Influence of Product Characteristics on Perceptual Dimensions
MARKET : Sonites Economy Performance

COMPETITIVE ADVERTISING – Sonites MARKET – PERIOD 0

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Sonites Total Explorers

Total 0 0
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Sonites Total Explorers
 Total 0 0
All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS – Sonites MARKET – PERIOD 0

Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Sonites Total Specialty Stores

Total 0 0

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Sonites Total Specialty Stores
 Total 0 0

ADVERTISING EXPERIMENT – Sonites MARKET – PERIOD 0

Expected Change in Brand Awareness
MARKET : Sonites Explorers Shoppers

Expected Change in unit Market Share (%U)

MARKET : Sonites Explorers Shoppers

Expected Change in Contribution (in K$)

MARKET : Sonites

Total 0

COMMERCIAL TEAM EXPERIMENT – Sonites MARKET – PERIOD 0

Expected Change in Number of Distributors
MARKET : Sonites Specialty Stores Mass Merch.

Expected Change in unit Market Share (%U)

 MARKET : Sonites Specialty Stores Mass Merch.

Expected Change in Contribution (in K$)

MARKET : Sonites

Total 0

MARKET FORECAST – Sonites MARKET – PERIOD 0

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : Sonites Period 0 Period 1
Explorers 226 222
Shoppers 194 240
Professionals 181 224
High Earners 120 160
Savers 313 370
Total 0 0
If the market is not created yet, the table above shows the potential market size in one and five periods, if a

CONJOINT ANALYSIS – Sonites MARKET – PERIOD 0

Relative Importance of Price and Physical Characteristics
MARKET : Sonites Explorers Shoppers

Total 0.0% 0.0%

Levels and Utilities

_Conjoint
MARKET : Sonites Level Utility
purchased this period, or that no offerings are marketed yet in the Sonites market

Shoppers Professionals High Earners Savers

65% 44% 49% 62%
50% 71% 76% 46%
65% 44% 49% 62%
50% 71% 76% 46%
65% 44% 49% 62%
50% 71% 76% 46%
65% 44% 49% 62%
50% 71% 76% 46%
65% 44% 49% 62%
50% 71% 76% 46%
65% 44% 49% 62%
50% 71% 76% 46%

Shoppers Professionals High Earners Savers

15% 1% 1% 17%
2% 16% 16% 0%
15% 1% 1% 17%
2% 16% 16% 0%
15% 1% 1% 17%
2% 16% 16% 0%
15% 1% 1% 17%
2% 16% 16% 0%
15% 1% 1% 17%
2% 16% 16% 0%
15% 1% 1% 17%
2% 16% 16% 0%
 0% 0% 0% 0%

Professionals High Earners Savers

20% 33% 60%
20% 18% 10%
60% 50% 30%

0% 0% 0%

Shoppers Professionals High Earners Savers

15% 1% 1% 17%
2% 16% 16% 0%
15% 1% 1% 17%
2% 16% 16% 0%
15% 1% 1% 17%
2% 16% 16% 0%
15% 1% 1% 17%
2% 16% 16% 0%
15% 1% 1% 17%
2% 16% 16% 0%
15% 1% 1% 17%
2% 16% 16% 0%
 0% 0% 0% 0%

Shoppers Professionals High Earners Savers

28 2 1 52
4 28 19 0
28 2 1 52
4 28 19 0
28 2 1 52
4 28 19 0
28 2 1 52
4 28 19 0
28 2 1 52
4 28 19 0
28 2 1 52
4 28 19 0

0 0 0 0
 Market share - Unit Volume sold
Online Stores Specialty Stores Mass Merch. Online Stores
7% 39,303 46,676 10,997
9% 46,745 15,307 13,288
7% 39,303 46,676 10,997
9% 46,745 15,307 13,288
7% 39,303 46,676 10,997
9% 46,745 15,307 13,288
7% 39,303 46,676 10,997
9% 46,745 15,307 13,288
7% 39,303 46,676 10,997
9% 46,745 15,307 13,288
7% 39,303 46,676 10,997
9% 46,745 15,307 13,288

0% 0% 0 0 0 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores
39% 3,849 2,361 385
40% 4,010 2,358 401
39% 3,849 2,361 385
40% 4,010 2,358 401
39% 3,849 2,361 385
40% 4,010 2,358 401
39% 3,849 2,361 385
40% 4,010 2,358 401
39% 3,849 2,361 385
40% 4,010 2,358 401
39% 3,849 2,361 385
40% 4,010 2,358 401
 Total Number of Outlets 10,000 6,000 1,000

Battery Life Display Size Proc. Power Price

 Battery Life Display Size Proc. Power Price

Battery Life Display Size Proc. Power Price

RIOD 0
e available until several brands are marketed in the category.

Convenience
Convenience
 Convenience

m and Consumer Segment

Shoppers Professionals High Earners Savers

0 0 0 0
ds of dollars

nd and Consumer Segment

Shoppers Professionals High Earners Savers
 0 0 0 0
ds of dollars

T – PERIOD 0
m and Channel
Mass Merch. Online Stores

0 0 0

nd and Channel
Mass Merch. Online Stores
 0 0 0

Professionals High Earners Savers

Professionals High Earners Savers

– PERIOD 0
Online Stores
 Online Stores

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Total until Average until
Period 5 Period 1 Period 0 Period 1
Period 5 Period 5
196 -2.2% -13.4% -2.8%
697 23.6% 259.5% 29.2%
375 23.6% 107.2% 15.7%
307 33.9% 156.6% 20.7%
744 18.4% 137.7% 18.9%
0 N/A #DIV/0! #DIV/0! 0.0%
size in one and five periods, if a brand were introduced next period.

Professionals High Earners Savers

0.0% 0.0% 0.0%

Level Utility Level Utility Level Utility

Size (in % of total size)
Period 5

0.0%
CONSUMER SURVEY – Vodites MARKET – PERIOD 0
If some of the tables below are empty, it means that the corresponding study was not purchased this period, or that n

Brand Awareness
MARKET : Vodites Average Innovators

Purchase Intentions
MARKET : Vodites Average Innovators
 Total 0% 0%

Shopping Habits
MARKET : Vodites Innovators Early Adopters

Total 0% 0%

CONSUMER PANEL – Vodites MARKET – PERIOD 0

Market Shares by Consumer Segment (based on volume)
MARKET : Vodites Total Innovators
 Total 0% 0%

Volume Sold by Consumer Segment

MARKET : Vodites Total Innovators

Total 0 0
All numbers in thousands of units

DISTRIBUTION PANEL – Vodites MARKET – PERIOD 0

Sales and Market Shares by Channel (based on volume)
Market share - Unit
MARKET : Vodites
Specialty Stores Mass Merch.

Total 0% 0%

Distribution Coverage and Number of Outlets in each Channel

Distribution Coverage (% outlets)
MARKET : Vodites
Specialty Stores Mass Merch.
SEMANTIC SCALES – Vodites MARKET – PERIOD 0
Brand Perceptions - On a scale from 1 (Low) to 7 (High)
Energy
MARKET : Vodites Resolution Efficiency
 Ideal Values for each Segment - On a scale from 1 (Low) to 7 (High)
Energy
Segment Period Resolution Efficiency

Importance of characteristics
Energy
Resolution Efficiency
On a scale from 1 (not important) to 10 (very important).

MULTIDIMENSIONAL SCALING – Vodites MARKET – PERIOD 0

Brand Perceptions - On a scale from -20 (Low) to +20 (High)
Building a perceptual map requires many data points. Hence, this study will not be available until several brands

MARKET : Vodites Autonomy Sophistication

Ideal Values for each Segment - On a scale from -20 (Low) to +20 (High)
Segment Period Autonomy Sophistication
 Influence of Product Characteristics on Perceptual Dimensions
MARKET : Vodites Autonomy Sophistication

COMPETITIVE ADVERTISING – Vodites MARKET – PERIOD 0

Estimated Advertising Expenditures (in thousand dollars) – By Firm and Consumer Segmen
MARKET : Vodites Total Innovators

Total 0 0
All numbers in thousands of dollars

Estimated Advertising Expenditures (in thousand dollars) – By Brand and Consumer Segme
MARKET : Vodites Total Innovators
 Total 0 0
All numbers in thousands of dollars

COMPETITIVE COMMERCIAL TEAMS – Vodites MARKET – PERIOD 0

Estimated Commercial Team Size (in full-time equivalent) – By Firm and Channel
MARKET : Vodites Total Specialty Stores

Total 0 0

Estimated Commercial Team Size (in full-time equivalent) – By Brand and Channel
MARKET : Vodites Total Specialty Stores
 Total 0 0

ADVERTISING EXPERIMENT – Vodites MARKET – PERIOD 0

Expected Change in Brand Awareness
MARKET : Vodites Innovators Early Adopters

Expected Change in unit Market Share (%U)

MARKET : Vodites Innovators Early Adopters

Expected Change in Contribution (in K$)

MARKET : Vodites

Total 0

COMMERCIAL TEAM EXPERIMENT – Vodites MARKET – PERIOD 0

Expected Change in Number of Distributors
MARKET : Vodites Specialty Stores Mass Merch.

Expected Change in unit Market Share (%U)

 MARKET : Vodites Specialty Stores Mass Merch.

Expected Change in Contribution (in K$)

MARKET : Vodites

Total 0

MARKET FORECAST – Vodites MARKET – PERIOD 0

Expected Market Size and Growth Rate by Consumer Segment
Market Size (in thousands of units)
MARKET : Vodites Period 0 Period 1

Total 0 0
If the market is not created yet, the table above shows the potential market size in one and five periods, if a

CONJOINT ANALYSIS – Vodites MARKET – PERIOD 0

Relative Importance of Price and Physical Characteristics
MARKET : Vodites Innovators Early Adopters

Total 0.0% 0.0%

Levels and Utilities

_Conjoint
MARKET : Vodites Level Utility
purchased this period, or that no offerings are marketed yet in the Vodites market

Early Adopters Followers

Early Adopters Followers

 0% 0% 0% 0%

Followers

0% 0% 0%

Early Adopters Followers

 0% 0% 0% 0%

Early Adopters Followers

0 0 0 0
 Market share - Unit Volume sold
Online Stores Specialty Stores Mass Merch. Online Stores

0% 0% 0 0 0 0

bution Coverage (% outlets) Number of Outlets

Online Stores Specialty Stores Mass Merch. Online Stores
 Total Number of Outlets

Carbon
Footprint Connectivity No. of Apps Price
 Carbon Connectivity No. of Apps Price
Footprint

Carbon Connectivity No. of Apps Price

Footprint

ERIOD 0
e available until several brands are marketed in the category.

Economy
Economy
 Economy

m and Consumer Segment

Early Adopters Followers

0 0 0 0
ds of dollars

nd and Consumer Segment

Early Adopters Followers
 0 0 0 0
ds of dollars

T – PERIOD 0
m and Channel
Mass Merch. Online Stores

0 0 0

nd and Channel
Mass Merch. Online Stores
 0 0 0

Followers

Followers

– PERIOD 0
Online Stores
 Online Stores

thousands of units) Market Growth (in % unit) Relative Market Size (in % of total size)
Total until Average until
Period 5 Period 1 Period 0 Period 1
Period 5 Period 5

0 N/A #DIV/0! #DIV/0! 0.0%

size in one and five periods, if a brand were introduced next period.

Followers

0.0% 0.0% 0.0%

Level Utility Level Utility Level Utility

Size (in % of total size)
Period 5

0.0%