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Fresh Pizza Purchase Volume Estimates, Year 1 Trial Purchase intent Definitely would buy % of "Definites" who actually

buy People who will "Definitely" purchase Probably would buy % of "Probables" who actually buy People who will "Probably" purchase Total trial rate Adjusted Awareness and Purchase Behavior Estimates Total Target Households Percentage of Pasta/Pizza customers Customer Awareness Total Aware Customers Non-Customer Awareness Total Non-Aware Customers Projected Customer Awareness % of Projected Customer Awareness ACV (All Commodity Volume Distribution ) Marketing Adjusted Trial Rate Trial Households Repeat purchase occasions % of repurchasers (Excellent) Repeat Purchases Total Purchases Retail per purchase Total Retail of Purchases (Estimated) Estimated Retail needed Profit on Retail

18% 80% 14.40% 43% 30% 12.90% 27.30%

58.8 11% 50% 3.234 12% 6.280 9.51 16.18% 40% 1.77% 1.039 2 49% 0.98 2.019 12.38 24.99 12.0 13.0

Case 1 - Mediocre 21%, Customers 5% Customer Awareness Non-Customer Awareness Projected Customer Awareness Marketing Adjusted Trial Rate Trial Households Repeat Purchases Total Purchases Total Retail of Purchases Profit/loss

5% 95% 13.90% 1.52% 0.893 0.42 1.313 16.25 -8.75

Case 2 - Average 37%, Customers 5% Repeat Purchases Total Purchases Total Retail of Purchases Profit/loss Case 3 - Excellent 49%, Customers 5% Repeat Purchases Total Purchases Total Retail of Purchases Profit/loss

0.74 1.633 20.21 -4.78

0.98 1.873 23.18 -1.81

Case 4 - Mediocre 21%, Customers 10% Customer Awareness Non-Customer Awareness Projected Customer Awareness Marketing Adjusted Trial Rate Trial Households Repeat Purchases Total Purchases Total Retail of Purchases Profit/loss

10% 90% 15.80% 1.725% 1.015 0.42 1.435 17.7592546 -7.23

Case 5 - Average 37%, Customers 10% Repeat Purchases Total Purchases Total Retail of Purchases Profit/loss Case 6 - Excellent 49%, Customers 10% Repeat Purchases Total Purchases Total Retail of Purchases Profit/loss

0.74 1.755 21.7208546 -3.27

0.98 1.995 24.6920546 -0.30

Case 7 - Mediocre 21%, Customers 15% Customer Awareness Non-Customer Awareness Projected Customer Awareness Marketing Adjusted Trial Rate Trial Households Repeat Purchases Total Purchases Total Retail of Purchases Profit/loss

15% 85% 17.70% 1.933% 1.137 0.42 1.557 19.27 -5.72

Case 8 - Average 37%, Customers 15% Repeat Purchases Total Purchases Total Retail of Purchases Profit/loss Case 9- Excellent 49%, Customers 15% Repeat Purchases Total Purchases Total Retail of Purchases Profit/loss

0.74 1.877 23.2311928 -1.76

0.98 2.117 26.2023928 1.21

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