Verdana
Market Sizing Calculator
Combined Revenue
$0
Blended Gross Margin
0%
Gross Profit
$0
Market Context (reference only)
TAM: US Supplements
$58B
SAM: Adaptogens
$4.2B
SAM: Premium DTC+Retail
$840M
SOM: Verdana
$0
DTC Supplements
Current direct-to-consumer business
Revenue
$0
Gross Margin
0%
Gross Profit
$0
Monthly new customers
1,400
Average order value
$120
Subscription rate
34%
90-day retention
62%
▶
Advanced inputs
Customer acquisition cost
$58
Blended COGS %
23.6%
Organic channel share
25%
Orders per retained customer/yr
6
Free shipping threshold
$75
Orders qualifying for free ship
87%
Avg shipping cost per order
$7.00
Reset to defaults
Wholesale
Whole Foods (regional) + Target (national)
Revenue
$0
Gross Margin
0%
Gross Profit
$0
Whole Foods stores
85
Units per store per month
24
Include Target?
Off
Wholesale discount off retail
50%
▶
Advanced inputs
Target stores (if enabled)
500
Target units/store/month
12
Target discount off retail
55%
Slotting fees (one-time)
$50K
DTC cannibalization
10%
Ramp months to full velocity
6
SKUs offered
Avg retail price (pre-discount)
$60.00
Reset to defaults
New Product Line
Metabolize and/or Glow expansion
Revenue
$0
Gross Margin
0%
Gross Profit
$0
Launch Metabolize?
Off
Metabolize price
$70
Launch Glow?
Off
Glow price
$65
Y1 penetration (existing customers)
15%
▶
Advanced inputs
R&D cost per product
$100K
Launch quarter
Q3
Cross-sell rate (existing to new)
12%
New acquisition from new SKU
150/mo
Metabolize COGS
$16.00
Glow COGS
$13.00
Cannibalization of existing SKUs
5%
Reset to defaults