VOLUME ESTIMATION

OPTION A: PIZZA KIT AND TOPPINGS

USERS NON-USERS
Trial
# Households 22,920,000 72,580,000

Trial Rate Top box 30% 15%

Top box trial (multiply by .8) 24% 12%
Trial Rate Second box 57% 59%
Second box trial (multiply by .3) 17% 18%

Weighted trial 41% 30%

Adjustment for ACV 58% 58%

Adjustment for Awareness 60% 30%
Adjusted Trial Rate 14% 5%

Trial households 3,278,202 3,750,789

Trial transaction size 1.2 1.2
Trial Units 3,933,842 4,500,947

Repeat
Trial households 3,278,202 3,750,789
Repeat rate 22% 22%

# Repeat households 721,204 825,174

Repeats per repeater 2 2
Repeat transaction size 1 1
Repeat Units 1,442,409 1,650,347

Trial units 3,933,842 4,500,947

Repeat Units 1,442,409 1,650,347
Total Pizza Units 5,376,251 6,151,294

Toppings Calculations
Topping trial rate 50% 50%
Trial pizza units 3,933,842 4,500,947

Trial units with toppings 1,966,921 2,250,474

Trial transaction size 1.5 1.5
Trial toppings units 2,950,382 3,375,710
Repeat toppings
Repeat pizza units 1,442,409 1,650,347
Repeat units with toppings 360,602 412,587
Repeat topping transaction size 1.0 1.0
Repeat toppings units 360,602 412,587

Topping units from trial 2,950,382 3,375,710

Topping units from repeat 360,602 412,587
Total Toppings 3,310,984 3,788,297

TOTAL MARKET: UNITS

Pizza 5,376,251 6,151,294
Toppings 3,310,984 3,788,297

TOTAL MARKET: $
Pizza $ 34,354,243 $ 39,306,771
Toppings $ 4,271,169 $ 4,886,903
DOLLAR SALES $ 38,625,412 $ 44,193,674

TOTAL RETAIL: Add Users + non-users $ 82,819,086

TOTAL FACTORY SALES $ 55,212,724
NRFC HURDLE (Factory $) $ 45,000,000
 OPTION B: PIZZA ONLY

USERS NON-USERS

22,920,000 72,580,000

22% 12%
18% 10%
48% 42%
14% 13%

32% 22%

58% 58%
60% 30%
11% 4%

2,552,371 2,803,620
1.1 1.1
2,807,608 3,083,982

2,552,371 2,803,620
22% 22%

561,522 616,796
2 2
1 1
1,123,043 1,233,593

2,807,608 3,083,982
1,123,043 1,233,593
3,930,652 4,317,575

NOT APPLICABLE
 0 0

3,930,652 4,317,575

$ 25,116,864 $ 27,589,305

$ 25,116,864 $ 27,589,305

$ 52,706,169
$ 35,137,446
$ 45,000,000