Ecommerce Sales by Category

US Retail Ecommerce Sales

Traffic Source in Fashion

Daily Sales Source

Source Daily SalesAdwords 30Organic 30Social 3

Facebook Ad 1Direct Mail 2

Shopping Cart Ex 2P2P 1

Best Scenario 69Average Scenario 38Worst Scenario 3

Variable Cost ($)Variable Cost AmountAverage Clothing Cost 12.08 Shipping from LA 0.18 Photographer 0.50 Models 0.50 Photo Studio 0.65 Wrapping paper 0.17 Stickers 0.08 Odor remover 0.05 Paper 0.03 Ink Toner 0.03 Envelopes 0.30 Credit Card Fee 1.09 Total 15.66

Average Price 36.25 Variable Cost % 43.2%ROI 131%

Facebook:• 16 likes daily.• 480 likes monthly.• 24 buys monthly

Adwords:• $250-$300 daily• Budget: $7500-$9000 monthly• 1000-1200 visits monthly• 25-30 sales daily• 2.15% conversion

Direct Mail:• 1000 flyers• Target City: Miami• 50 monthly

Advertising Plan

Source Monthly BudgetFacebook Ad 560.00 Adwords 9,000.00 Direct Mail 1,500.00 Total 11,060.00

Share of Website Visit

Salary

Position Cost TiempoMonthly Fixed

Cost Until 200 Sales

Monthly Fixed Cost Until 300 Sales

Worst-Case Scenario

Packer/Picking 8$/hour 40 hours/w 1,280.00 1,280.00 1,280.00 Programmer 300$/month 40 hours/w 300.00 300.00 300.00 Montador 15$/hour 40 hours/w 2,400.00 2,400.00 2,400.00 Shipping 8$/hour 40 hours/w - 1,280.00 - Designer 250$/month 40 hours/w 250.00 250.00 - Costumer Service I 8$/hour 40 hours/w 1,280.00 1,280.00 - Costumer Service II 8$/hour 40 hours/w - 1,280.00 - Blog Editor/Fashion Designer 200$/month 40 hours/w 200.00 200.00 200.00

8,270.00 4,180.00 Total

Initial Investment

Concept AmountSalary 5,710.00 Merchandise 35,540.00 LA Travel Expenses 1,900.00 Photo Shoot 4,950.00 Volusion 15,338.95 Publicidad 11,060.00 Shipping Supplies 2,299.86 Warehouse 1,800.00 Assets 4,180.81 Total 82,779.62

Fixed CostCategory Concept Quantity Amount

Hosting Volusion Monthly 135.00 Gateway Monthly 50.00 Chat 1 Agent Volusion Monthly 30.00 Fraud Proteccion Monthly 49.95 PPC Volusion Monthly 795.00 Shopping Feed Volusion Monthly 795.00 Social Media Volusion Monthly 895.00

Employees Salary Monthly 5,710.00 Facebook Ad Monthly 560.00 Adwords Monthly 9,000.00 Direct Mail Monthly 1,500.00 Warehouse Monthly 1,000.00 Phone Monthly 100.00 Internet Monthly 150.00 Offi ce Suplies Monthly 150.00 Water Service Monthly 100.00 Light Service Monthly 300.00

21,319.95 Total

Volusion

Advertising

Warehouse

Initial Merchandise

Concept Quantity AmountMerchandise 3000 35,000.00 Shipping from LA 1 540.00

35,540.00 Total

LA Travel ExpensesConcept Quantity Amount

Airfare 2 900.00 Lodging 3 nights 500.00 Car Rental 3 days 300.00 Food 3 days 200.00

1,900.00 Total

Photo ShootConcept Quantity Amount

Photographer 1 Fot 50/h 1,500.00 Models 2 mod 25/h 1,500.00 Makeup Artist 1 1,500.00 Stylist 1 1,500.00 Photo Studio 25 hours 1,950.00

7,950.00 Total

Shipping SuppliesConcept Quantity Amount

Wrapping paper 9 Paq/480 u 720.00 Stickers 4000 320.00 Odor remover 12 155.88 Paper 10 pack 100.00 Ink Toner 2 toners 103.98 Envelopes 3000 900.00

2,299.86 Total

Volusion ServicesConcept Quantity Amount

Hosting Volusion Monthly 135.00 Gateway Monthly 50.00 SSL Norton Annual 399.00 Chat 1 Agent Volusion Monthly 30.00 Fraud Proteccion Monthly 49.95 PPC Volusion Monthly 795.00 Shopping Feed Volusion Monthly 795.00 Social Media Volusion Monthly 895.00 Web Design Volusion 1 6,995.00 SEO Plus 1 2,500.00 App 1 695.00 Responsive 1 2,000.00

15,338.95 Total

Warehouse

Concept Quantity AmountWarehouse Monthly 1,000.00 Phone Monthly 100.00 Internet Monthly 150.00 Offi ce Suplies Monthly 150.00 Water Service Monthly 100.00 Light Service Monthly 300.00

1,800.00 Total

Assets

Concept Quantity AmountPrinter 1 329.99 Steamers 2 129.98 Folding Tables 4 389.00 Storage Boxes 10 191.40 Cart 1 80.74 Desk 2 169.99 Bins 25 1,054.75 Racks 30 metros 300.00 Chairs 2 179.98 Laptops 2 1,199.98 Label Printer 1 155.00

4,180.81 Total

Year 1. Average Forecast

Month Daily Sales Fixed Cost Variable Cost Total Cost Gross Income Net Income0 0 64,459.67 - 64,459.67 0 (64,459.67) 1 38 21,319.95 - 21,319.95 45,109.80 23,789.85 2 42 21,319.95 2,116.62 23,436.57 49,620.78 26,184.21 3 46 21,319.95 2,116.62 23,436.57 54,582.86 31,146.29 4 51 21,319.95 50,208.83 71,528.78 60,041.14 (11,487.63) 5 56 21,319.95 2,822.16 24,142.11 66,045.26 41,903.15 6 61 21,319.95 2,822.16 24,142.11 72,649.78 48,507.67 7 67 21,319.95 62,618.10 83,938.05 79,914.76 (4,023.28) 8 74 21,319.95 3,729.28 25,049.23 87,906.24 62,857.01 9 81 21,319.95 3,729.28 25,049.23 96,696.86 71,647.63

10 90 21,319.95 83,772.86 105,092.81 106,366.55 1,273.74 11 99 21,319.95 4,989.18 26,309.13 117,003.20 90,694.08 12 108 21,319.95 4,989.18 26,309.13 128,703.52 102,394.40

420,427.44 Total Year 1

Year 2. Average Forecast

Month Daily Sales Fixed Cost Variable Cost Total Cost Gross Income Net Income13 119 21,718.95 117,452.79 139,171.74 141,574.00 2,402.26 14 131 21,319.95 6,601.84 27,921.79 155,731.26 127,809.48 15 144 21,319.95 6,601.84 27,921.79 171,304.39 143,382.60 16 159 21,319.95 156,902.58 178,222.53 188,434.83 10,212.30 17 175 21,319.95 8,819.25 30,139.20 207,278.31 177,139.11 18 192 23,879.95 8,819.25 32,699.20 228,006.14 195,306.94 19 211 23,879.95 208,008.00 231,887.95 250,806.76 18,918.81 20 232 23,879.95 11,691.81 35,571.76 275,887.43 240,315.68 21 256 23,879.95 11,691.81 35,571.76 303,476.18 267,904.42 22 281 23,879.95 277,045.13 300,925.08 333,823.79 32,898.71 23 309 23,879.95 15,572.28 39,452.23 367,206.17 327,753.95 24 340 23,879.95 15,572.28 39,452.23 403,926.79 364,474.57

1,908,518.83 Total Year 2

Year 3. Average Forecast

Month Daily Sales Fixed Cost Variable Cost Total Cost Gross Income Net Income25 350 23,879.95 313,805.17 337,685.12 415,485.00 77,799.88 26 350 23,879.95 17,638.50 41,518.45 415,485.00 373,966.55 27 350 23,879.95 17,638.50 41,518.45 415,485.00 373,966.55 28 350 23,879.95 313,805.17 337,685.12 415,485.00 77,799.88 29 350 23,879.95 17,638.50 41,518.45 415,485.00 373,966.55 30 350 23,879.95 17,638.50 41,518.45 415,485.00 373,966.55 31 350 23,879.95 313,805.17 337,685.12 415,485.00 77,799.88 32 350 23,879.95 17,638.50 41,518.45 415,485.00 373,966.55 33 350 23,879.95 17,638.50 41,518.45 415,485.00 373,966.55 34 350 23,879.95 313,805.17 337,685.12 415,485.00 77,799.88 35 350 23,879.95 17,638.50 41,518.45 415,485.00 373,966.55 36 350 23,879.95 17,638.50 41,518.45 415,485.00 373,966.55

3,302,931.93 Total Year 3

Fixed Cost Worst-Case ScenarioCategory Concept Quantity Amount

Hosting Volusion Monthly 135.00 Gateway Monthly 50.00 Chat 1 Agent Volusion Monthly 30.00 Fraud Proteccion Monthly - PPC Volusion Monthly - Shopping Feed Volusion Monthly - Social Media Volusion Monthly -

Employees Salary Monthly 4,180.00 Facebook Ad Monthly - Adwords Monthly 500.00 Direct Mail Monthly - Warehouse Monthly 1,000.00 Phone Monthly 100.00 Internet Monthly 150.00 Offi ce Suplies Monthly 150.00 Water Service Monthly 100.00 Light Service Monthly 300.00

6,695.00

Volusion

Advertising

Warehouse

Total

Year 1. Worst-Case ScenarioMonth Daily Sales Fixed Cost Variable Cost Total Cost Gross Income Net Income

0 0 64,459.67 - 64,459.67 0 (64,459.67) 1 3 21,319.95 - 21,319.95 3,561.30 (17,758.65) 2 3 21,319.95 2,116.62 23,436.57 3,917.43 (19,519.14) 3 4 6,744.95 2,116.62 8,861.57 4,309.17 (4,552.40) 4 4 6,744.95 3,586.34 10,331.29 4,740.09 (5,591.20) 5 4 6,744.95 201.58 6,946.53 5,214.10 (1,732.43) 6 5 6,744.95 201.58 6,946.53 5,735.51 (1,211.02) 7 5 6,744.95 5,379.52 12,124.47 6,309.06 (5,815.41) 8 6 6,744.95 302.37 7,047.32 6,939.97 (107.36) 9 6 6,744.95 302.37 7,047.32 7,633.96 586.64

10 7 6,744.95 8,965.86 15,710.81 8,397.36 (7,313.45) 11 8 6,744.95 503.96 7,248.91 9,237.10 1,988.19 12 9 6,744.95 503.96 7,248.91 10,160.80 2,911.90

(122,574.01) Total Year 1

Year 2. Worst-Case ScenarioMonth Daily Sales Fixed Cost Variable Cost Total Cost Gross Income Net Income

13 9 10,484.95 8,965.86 19,450.81 11,186.44 (8,264.37) 14 10 10,484.95 503.96 10,988.91 12,305.08 1,316.18 15 11 10,484.95 503.96 10,988.91 13,535.59 2,546.68 16 13 10,484.95 13,448.79 23,933.74 14,889.15 (9,044.59) 17 14 10,484.95 755.94 11,240.89 16,378.07 5,137.18 18 15 10,484.95 755.94 11,240.89 18,015.87 6,774.99 19 17 10,484.95 17,931.72 28,416.67 19,817.46 (8,599.21) 20 18 10,484.95 1,007.91 11,492.86 21,799.20 10,306.34 21 20 10,484.95 1,007.91 11,492.86 23,979.13 12,486.26 22 22 10,484.95 22,414.65 32,899.60 26,377.04 (6,522.57) 23 24 10,484.95 1,259.89 11,744.84 29,014.74 17,269.90 24 27 10,484.95 1,259.89 11,744.84 31,916.22 20,171.37

43,578.15 Total Year 2

Year 3. Worst-Case ScenarioMonth Daily Sales Fixed Cost Variable Cost Total Cost Gross Income Net Income

25 30 21,718.95 29,587.34 51,306.29 35,107.84 (16,198.46) 26 33 21,319.95 1,663.06 22,983.01 38,618.62 15,635.61 27 36 21,319.95 1,663.06 22,983.01 42,480.48 19,497.47 28 39 21,319.95 38,553.21 59,873.16 46,728.53 (13,144.62) 29 43 21,319.95 2,167.02 23,486.97 51,401.39 27,914.42 30 48 21,319.95 2,167.02 23,486.97 56,541.52 33,054.56 31 52 21,319.95 53,795.17 75,115.12 62,195.68 (12,919.45) 32 58 21,319.95 3,023.74 24,343.69 68,415.24 44,071.55 33 63 21,319.95 3,023.74 24,343.69 75,256.77 50,913.07 34 70 21,319.95 69,037.14 90,357.09 82,782.44 (7,574.64) 35 77 21,319.95 3,880.47 25,200.42 91,060.69 65,860.27 36 84 21,319.95 3,880.47 25,200.42 100,166.76 74,966.34

282,076.13 Total Year 3

Year 4. Worst-Case ScenarioMonth Daily Sales Fixed Cost Variable Cost Total Cost Gross Income Net Income

37 93 21,718.95 91,451.79 113,170.74 110,183.43 (2,987.31) 38 102 21,319.95 5,140.36 26,460.31 121,201.78 94,741.46 39 112 21,319.95 5,140.36 26,460.31 133,321.95 106,861.64 40 123 21,319.95 121,935.72 143,255.67 146,654.15 3,398.48 41 136 21,319.95 6,853.82 28,173.77 161,319.57 133,145.80 42 149 21,319.95 6,853.82 28,173.77 177,451.52 149,277.75 43 164 21,319.95 162,282.10 183,602.05 195,196.67 11,594.62 44 181 21,319.95 9,121.62 30,441.57 214,716.34 184,274.77 45 199 21,319.95 9,121.62 30,441.57 236,187.98 205,746.40 46 219 23,879.95 216,077.27 239,957.22 259,806.77 19,849.55 47 241 23,879.95 12,145.37 36,025.32 285,787.45 249,762.13 48 265 23,879.95 12,145.37 36,025.32 314,366.20 278,340.88

1,434,006.19 Total Year 4

Year 5. Worst-Case ScenarioMonth Daily Sales Fixed Cost Variable Cost Total Cost Gross Income Net Income

49 291 47,759.90 286,907.58 334,667.48 345,802.82 11,135.33 50 320 47,759.90 16,126.63 63,886.53 375,915.00 312,028.47 51 350 47,759.90 16,126.63 63,886.53 375,915.00 312,028.47 52 350 47,759.90 313,805.17 361,565.07 375,915.00 14,349.93 53 350 47,759.90 17,638.50 65,398.40 375,915.00 310,516.60 54 350 47,759.90 17,638.50 65,398.40 375,915.00 310,516.60 55 350 47,759.90 313,805.17 361,565.07 375,915.00 14,349.93 56 350 47,759.90 17,638.50 65,398.40 375,915.00 310,516.60 57 350 47,759.90 17,638.50 65,398.40 375,915.00 310,516.60 58 350 47,759.90 313,805.17 361,565.07 375,915.00 14,349.93 59 350 47,759.90 17,638.50 65,398.40 375,915.00 310,516.60 60 350 47,759.90 17,638.50 65,398.40 375,915.00 310,516.60

2,541,341.68 Total Year 5