c




 
 c
c


 c 


WithoutY cosewood With cosewood
Branding (2003)
Corporate
Branding

Total Number of Unique Guests

Average Daily Spend
Number of Days Average Guest Stays per Stay
Average Gross Margin per coom
Average Number of Visits per Year per Guest
Average Marketing Expense per Guest (system-wide)
Average New Guest Acquisition Expense (system-wide)
Total Number of cepeat Guests
of which: Total Number of Multi-property Stay Guests
Additional Costs cequired per annum
Discount cate
 c!"c

115,000
$750.00
2.0
32%
1.2
$130.00
$150.00
19,169
5,750

115,000
$750.00
2.0
32%
1.3
$138.70
$150.00
24,919
11500

8%
#$%$&'

8%
(#%$&'

)*)!"!+"+",-
.


Number of Nights per Stay
Number of Stays per guest (assuming they are retained)
cevenue Per Night
cevenue per Customer
"2"3!"4
Less Cost to Acquire Customer
Less Annual Marketing Cost per Customer
+)"73"4"4!3c!-

5#6/%//

(//1
2.0
1.2
$795.00
$1,908.00
5$#/%6$
$0.00
$133.90
51&$%$$

Probability of Being cetained

Expected Cash Flow from Customer

1.00
($150.00)

1.00
$476.66

Discount Factor
2"38*-+)"73"4"4
")2"3

(//0

$150.00

1.000
5#6/%//
50&9%1:

0.926
511#%06

)*)!"!+7,-
.

Number of Nights per Stay
Number of Stays per guest (assuming they are retained)
cevenue Per Night
cevenue per Customer
"2"3!"4
Less Cost to Acquire Customer
Less Annual Marketing Cost per Customer
Less Additional Marketing Cost per Customer b
+)"73"4"4!3c!-

5#6/%//

$8.96
56#9%69

Probability of Being cetained

Expected Cash Flow from Customer

1.00
($150.00)

1.00
$518.58

Discount Factor
2"38*-+)"73"4"4
")2"3
*!*"4"37 ;!2)
)!)!-<.="3"4""<!!*!"3!"3c"7""-3"47<-.
!!--<.0('"4!""<!!*!c"3c"7""-3"47<-.
b

$1 million growing at 3% per year allocated to 115,000 guests

(//0

(//1
2.0
1.3
$795.00
$2,067.00
5$$#%11

$150.00
$133.90

1.000
5#6/%//
51$#%/:
59(%$/
5:>1:9>61(
5(:>$9(>:10

0.926
519/%#&

Growth cate
growing at

6%

growing at

3%

(//6
2.0
1.2
$842.70
$2,022.48
5$1&%#:
$0.00
$137.92
56/:%(9

(//$
2.0
1.2
$893.26
$2,143.83
5$9$%/0
$0.00
$142.05
5610%:&

(//&
(//9
(//:
2.0
2.0
2.0
1.2
1.2
1.2
$946.86 $1,003.67 $1,063.89
$2,272.46 $2,408.81 $2,553.33
5&(&%#:
5&&/%9(
59#&%/&
$0.00
$0.00
$0.00
$146.32
$150.71
$155.23
569/%9&
5$(/%##
5$$#%91

0.17
$84.90

0.03
$15.12

0.00
$2.69

0.00
$0.48

0.00
$0.09

0.857

0.794

0.735

0.681

0.630

5&(%&9

5#(%//

5#%:9

5/%00

5/%/6

(//6
2.0
1.3
$842.70
$2,191.02
5&/#%#0

(//$
2.0
1.3
$893.26
$2,322.48
5&10%#:

(//&
2.0
1.3
$946.86
$2,461.83
5&9&%&:

(//9
2.0
1.3
$1,003.67
$2,609.54
5906%/6

(//:
2.0
1.3
$1,063.89
$2,766.11
5996%#$

$137.92

$142.05

$146.32

$150.71

$155.23

$9.23
5660%:9

$9.50
56:#%$1

$9.79
5$0#%$9

$10.08
5$&1%(&

$10.38
5&#:%66

0.22
$120.04

0.05
$27.78

0.01
$6.43

0.00
$1.49

0.00
$0.34

0.857

0.794

0.735

0.681

0.630

5#/(%:(

5((%/6

51%&(

5#%/#

5/%((