Visa/

Fixed/ Annual Master Card Number Number of Average Response

Date APR Variable Fee (MC) Mailed Accounts BK Rate
April 14.9 Fixed $20 Visa 177,000 4,329 255 2.45
14.9 Fixed $20 Visa 82,000 1,761 190 2.15
14.9 Fixed 0 Visa 50,000 2,451 190 4.90
14.9 Variable $20 Visa 170,000 3,004 255 1.77
14.9 Variable $20 Visa 50,000 708 190 1.42
16.8 Fixed $20 MC 167,000 1,533 210 0.92
September 16.8 Fixed 0 MC 81,000 2,896 210 3.58
16.8 Fixed $20 Visa 255,000 2,983 255 1.17
16.8 Fixed 0 Visa 65,000 2,516 255 3.87
16.8 Fixed $20 Visa 50,000 372 190 0.74
19.8 Fixed $20 MC 143,000 590 210 0.41
November 19.8 Fixed 0 MC 100,000 2,052 210 2.05
19.8 Fixed $20 Visa 35,000 175 255 0.50
19.8 Fixed 0 Visa 95,000 2,115 255 2.23
1,520,000 27,485 1.81

COST
SOLICITATION DEV 21000
MAILING 800
COST OF PIECES MA 760000
781800
 APR Fixed/Variable Annual Fee BK Score
33.00 142857.00 20.44 54357 150 200
83.00 146163.00 28.30 96334.44 14.9 Fixed $20 $83 $63
52.00 127452.00 23.28 70387.26 14.9 Variable $20 $93 $73
43.00 129172.00 10.20 98531.45 14.9 Fixed 0 $52 $32
93.00 65844.00 35.31 40844 14.9 Variable 0 $62 $42
83.00 127239.00 54.47 43739 16.8 Fixed $20 $103 $83
52.00 150592.00 13.98 110092 16.8 Variable $20 $113 $93
53.00 158099.00 42.74 30599 16.8 Fixed 0 $72 $52
22.00 55352.00 12.92 22852 16.8 Variable 0 $82 $62
103.00 38316.00 22.46 29961.39 19.8 Fixed $20 $131 $111
111.00 65490.00 67.20 25839.46 19.8 Variable $20 $141 $121
80.00 164160.00 121.19 -84514.6 19.8 Fixed 0 $100 $80
81.00 14175.00 24.37 9910.867 19.8 Variable 0 $110 $90
50.00 105750.00 100.00 -105750
1490661.00 443183.3
0 exhibit 2 Life Time Values
BK Score
250
$33
$43
$2
$12
$53
$63
$22
$32
$81
$91
$50
$60
 Fixed/Varia
SNO APR ble Annual Fee BK Score No of Mails
150 200 250
1 14.9 Fixed $20 $83 $63 $33 693.00
2 14.9 Variable $20 $93 $73 $43 2839.00
3 14.9 Fixed 0 $52 $32 $2 1638.00
4 14.9 Variable 0 $62 $42 $12 797.00
5 16.8 Fixed $20 $103 $83 $53 1921.00
6 16.8 Variable $20 $113 $93 $63 2148.00
7 16.8 Fixed 0 $72 $52 $22 1278.00
8 16.8 Variable 0 $82 $62 $32 1864.00
9 19.8 Fixed $20 $131 $111 $81 2086.00
10 19.8 Variable $20 $141 $121 $91 1297.00
11 19.8 Fixed 0 $100 $80 $50 2113.00
12 19.8 Variable 0 $110 $90 $60 1248.00
23396.00

COST Acq Cost CLV 150 CLV 200 CLV 250

SOLICITATION DEV 21000 13.86 69.14 49.14 19.14
MAILING 800 10.95 82.05 62.05 32.05
COST OF PIECES MAILED 0 16.04 35.96 15.96 -14.04
21800 48.46 13.54 -6.46 -36.46
Response
Percentage No of responses revenue 150 R 200 R 250

3.61 25.00 1728.50 1228.5 478.5

4.57 133.00 10913.00 8253 4263
3.12 37.00 1294.50 574.5 -505.5
1.03 30.00 189.50 -90.5 -510.5
1.04 20.00 1504.50 1104.5 504.5
1.82 39.00 957.00 717 357
3.21 41.00 4598.00 2958 498
1.13 21.00 6332.00 4432 1582
1.58 33.00 3497.5 2837.5 1847.5
1.16 15.00 1497 1077 447
0.71 15.00 3779.5 2759.5 1229.5
0.64 8.00 4189 3189 1689
40480.00 29040 11880
Profit 18680.00 29040.00 11880.00
Acq cost
16.8 CLV 150 CLV 200 CLV 250 Acq Cost 19.8 CLV 150 CLV 200
27.78 75.23 55.23 25.23 25.02 105.98 85.98
33.25 79.75 59.75 29.75 69.71 71.29 51.29
15.93 56.07 36.07 6.07 25.89 74.11 54.11
15.35 66.65 46.65 16.65 26.22 83.78 63.78
CLV 250
55.98
21.29
24.11
33.78