Scenario A Scenario B

Total market potential 1,000,000 Initial total market

% remaining captured/period 2% Market size growth/period
% remaining capture/period

Period New Customers Total Customers Period Total Market

0 - - 0
1 20,000 20,000 1 1,000,000
2 19,600 39,600 2 1,010,000
3 19,208 58,808 3 1,020,100
4 18,824 77,632 4 1,030,301
5 18,447 96,079 5 1,040,604
6 18,078 114,158 6 1,051,010
7 17,717 131,874 7 1,061,520
8 17,363 149,237 8 1,072,135
9 17,015 166,252 9 1,082,857
10 16,675 182,927 10 1,093,685
11 16,341 199,269 11 1,104,622
12 16,015 215,283 12 1,115,668
13 15,694 230,978 13 1,126,825
14 15,380 246,358 14 1,138,093
15 15,073 261,431 15 1,149,474
16 14,771 276,202 16 1,160,969
17 14,476 290,678 17 1,172,579
18 14,186 304,865 18 1,184,304
19 13,903 318,767 19 1,196,147
20 13,625 332,392 20 1,208,109
21 13,352 345,744 21 1,220,190
22 13,085 358,829 22 1,232,392
23 12,823 371,653 23 1,244,716
24 12,567 384,220 24 1,257,163
25 12,316 396,535 25 1,269,735
26 12,069 408,605 26 1,282,432
27 11,828 420,432 27 1,295,256
28 11,591 432,024 28 1,308,209
29 11,360 443,383 29 1,321,291
30 11,132 454,516 30 1,334,504
31 10,910 465,425 31 1,347,849
32 10,691 476,117 32 1,361,327
33 10,478 486,595 33 1,374,941
34 10,268 496,863 34 1,388,690
35 10,063 506,925 35 1,402,577
36 9,861 516,787 36 1,416,603
37 9,664 526,451 37 1,430,769
38 9,471 535,922 38 1,445,076
39 9,282 545,204 39 1,459,527
40 9,096 554,300 40 1,474,123
41 8,914 563,214 41 1,488,864
42 8,736 571,949 42 1,503,752
43 8,561 580,510 43 1,518,790
44 8,390 588,900 44 1,533,978
45 8,222 597,122 45 1,549,318
46 8,058 605,180 46 1,564,811
47 7,896 613,076 47 1,580,459
48 7,738 620,815 48 1,596,263
49 7,584 628,398 49 1,612,226
50 7,432 635,830 50 1,628,348
51 7,283 643,114 51 1,644,632
52 7,138 650,251 52 1,661,078
53 6,995 657,246 53 1,677,689
54 6,855 664,101 54 1,694,466
55 6,718 670,819 55 1,711,410
56 6,584 677,403 56 1,728,525
57 6,452 683,855 57 1,745,810
58 6,323 690,178 58 1,763,268
59 6,196 696,374 59 1,780,901
60 6,073 702,447 60 1,798,710
 1,000,000
1%
2%

New Customers Total Customers

0 0 Customer Base Comparison
20,000 20,000
19,800 39,800 1200000
19,606 59,406
19,418 78,824 1000000
19,236 98,060
19,059 117,119 800000
18,888 136,007
18,723 154,729 600000
18,563 173,292
18,408 191,700 400000
18,258 209,958
18,114 228,072 200000
17,975 246,047
17,841 263,888 0
17,712 281,600 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 3
17,587 299,187 Period
17,468 316,655
17,353 334,008
17,243 351,251
17,137 368,388
17,036 385,424
16,939 402,363
16,847 419,210
16,759 435,970
16,675 452,645
16,596 469,241
16,520 485,761
16,449 502,210
16,382 518,591
16,318 534,910
16,259 551,169
16,203 567,372
16,151 583,523
16,103 599,626
16,059 615,685
16,018 631,704
15,981 647,685
15,948 663,633
15,918 679,551
15,891 695,442
15,868 711,311
15,849 727,159
15,833 742,992
15,820 758,812
15,810 774,622
15,804 790,426
15,801 806,226
15,801 822,027
15,804 837,831
15,810 853,641
15,820 869,461
15,832 885,294
15,848 901,141
15,866 917,008
15,888 932,896
15,913 948,809
15,940 964,749
15,970 980,719
16,004 996,723
16,040 1,012,762
 Constant Market
r Base Comparison
Growing Market

21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61
Period