Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 1 of 133
`
`P&L
`Units and Revenue
`Units Sold (via Play)
`Units Sold (via Partner)
`Total Units
`Avg Price / Unit (at Play)
`Avg Price / Unit (at Partner)
`Gross Revenue
`Shipping Revenue
`App Revenue
`Returns
`Total Revenue
`Cost of Sales
`BOM
`Logistics (inbound + outbound)
`Customer Support
`Total COGS
`Gross Margin
`% of Revenue
`OpEx
`Marketing (Media + Retail)
`Eng R&D + Content
`Headcount Costs
`Total OpEx
`Operating Margin
`% of Revenue
`
`Q1 '13
`
`Q2 '13
`
`Q3 '13
`
`Q4 '13
`
`2013
`
`2014
`
`2015
`
`0.0
`0.0
`0.0
`$0.00
`$0.00
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`
`$0
`$3
`$3
`$6
`-$6
`
`0.3
`0.0
`0.3
`$29.99
`
`$9
`$1
`$0
`$0
`$10
`$7
`$1
`$0
`$9
`$1
`11%
`
`$4
`$3
`$4
`$10
`-$9
`-90%
`
`0.3
`0.3
`0.6
`$29.99
`$23.24
`$15
`$1
`$0
`$0
`$16
`$14
`$1
`$0
`$15
`$0
`3%
`
`$6
`$3
`$4
`$13
`-$13
`-81%
`
`0.5
`1.1
`1.6
`$29.99
`$23.24
`$40
`$3
`$1
`-$1
`$42
`$39
`$3
`$0
`$43
`$0
`-1%
`
`$15
`$3
`$5
`$23
`-$23
`-55%
`
`1.1
`1.3
`2.4
`$29.99
`$23.24
`$64
`$5
`$1
`-$2
`$68
`$60
`$5
`$1
`$67
`$1
`2%
`
`$25
`$11
`$16
`$52
`-$51
`-74%
`
`2.9
`6.5
`9.4
`$29.99
`$23.24
`$238
`$17
`$7
`-$7
`$255
`$213
`$18
`$4
`$235
`$20
`8%
`
`0.0
`0.0
`0.0
`$0.00
`$0.00
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`#DIV/0!
`
`$0
`$36
`$0
`$9
`$0
`$22
`$0
`$67
`$0
`-$47
`-18% #DIV/0!
`
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`PTX 0285
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`PTX 0285.0001
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`
`
`P&L
`Units and Revenue
`Units Sold (via Play)
`Units Sold (via Partner)
`Total Units
`Avg Price / Unit (at Play)
`Avg Price / Unit (at Partner)
`Gross Revenue
`Shipping Revenue
`App Revenue
`Returns
`Total Revenue
`Cost of Sales
`BOM
`Logistics (inbound + outbound)
`Customer Support
`Total COGS
`Gross Margin
`% of Revenue
`OpEx
`Marketing (Media + Retail)
`Eng R&D + Content
`Headcount Costs
`Total OpEx
`Operating Margin
`% of Revenue
`
`Q1 '13
`
`Q2 '13
`
`Q3 '13
`
`Q4 '13
`
`2013
`
`2014
`
`2015
`
`0.0
`0.0
`0.0
`$0.00
`$0.00
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`
`$0
`$3
`$3
`$6
`-$6
`
`0.3
`0.0
`0.3
`$29.99
`
`$9
`$1
`$0
`$0
`$10
`$7
`$1
`$0
`$9
`$1
`11%
`
`$4
`$3
`$4
`$10
`-$9
`-90%
`
`0.3
`0.3
`0.6
`$29.99
`$23.24
`$15
`$1
`$0
`$0
`$16
`$14
`$1
`$0
`$15
`$0
`3%
`
`$6
`$3
`$4
`$13
`-$13
`-81%
`
`0.5
`1.1
`1.6
`$29.99
`$23.24
`$40
`$3
`$1
`-$1
`$42
`$39
`$3
`$0
`$43
`$0
`-1%
`
`$15
`$3
`$5
`$23
`-$23
`-55%
`
`1.1
`1.3
`2.4
`$29.99
`$23.24
`$64
`$5
`$1
`-$2
`$68
`$60
`$5
`$1
`$67
`$1
`2%
`
`$25
`$11
`$16
`$52
`-$51
`-74%
`
`2.9
`6.5
`9.4
`$29.99
`$23.24
`$238
`$17
`$7
`-$7
`$255
`$213
`$18
`$4
`$235
`$20
`8%
`
`0.0
`0.0
`0.0
`$0.00
`$0.00
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`$0
`#DIV/0!
`
`$0
`$36
`$0
`$9
`$0
`$22
`$0
`$67
`$0
`-$47
`-18% #DIV/0!
`
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`
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`PTX 0285
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`PTX 0285.0001
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`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 2 of 133
`
`R&D & Logistics OpEx
`Selected Scenario: Standalone Sales @ 29.99
`Input
`Tooling Costs
`Fully loaded HC cost
`HC growth in 2014
`
`$70,000
`$200,000
`20.00%
`
`Dollars ($)
`P&L line items
`Eng OpEx costs
`Headcount costs
`
`Dollars ($)
`P&L line items
`NRE & Design
`Prototypes
`Hardware Lab / Equipment
`Tooling Costs
`Consultants
`Legal & Licenses
`Content deals
`Dogfood
`TVCs (Test, UX)
`T&E
`OpEx
`
`Allocated HC (FTE)
`Eureka Chrome Engineering
`Eureka - Hardware Engineers
`Eureka - Software Engineers
`Eureka - PM
`Eureka - BD
`Eureka - OSO
`Eureka - PSO
`Eureka - Marketing
`Eureka - Test
`Eureka - UX
`Eureka - Other
`Eureka - DevRel
`Total
`HC Cost
`
`Year 0: 2012
`Q3 '12
`Q4 '12
`$67,000
`$306,000
`$8,000
`$173,000
`
`$200,000
`$120,000
`
`$75,000
`
`$799,000
`
`1
`19
`1
`1
`0
`0
`1
`2
`1
`3
`1
`30
`$1,500,000
`
`7
`1
`19
`1
`1
`0
`0
`1
`2
`1
`3
`1
`37
`$1,850,000
`
`0
`$100,000
`$20,000
`$186,250
`$400,000
`$0
`$0
`$1,250,000
`$280,000
`$796,400
`$174,688
`$3,207,338
`
`7
`3
`22
`2
`3
`1
`1
`2
`3
`2
`6
`3
`54
`$2,687,500
`
`Q1 '13
`
`$3.21
`$2.69
`
`1
`$100,000
`$0
`$176,250
`$400,000
`$0
`$0
`$1,250,000
`$40,000
`$575,700
`$229,125
`$2,771,075
`
`7
`5
`26
`4
`4
`3
`2
`2
`5
`3
`9
`4
`71
`$3,525,000
`
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`PTX 0285.0002
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`
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`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 3 of 133
`
`Q2 '13
`
`$2.77
`$3.53
`
`2
`$100,000
`$20,000
`$96,250
`$400,000
`$0
`$0
`$1,250,000
`$20,000
`$548,700
`$283,563
`$2,718,513
`
`7
`6
`29
`5
`6
`4
`3
`3
`6
`3
`11
`6
`87
`$4,362,500
`
`Year 1: 2013
`Q3 '13
`
`$2.72
`$4.36
`
`Year 1: 2013
`3
`$100,000
`$0
`$91,250
`$400,000
`$0
`$0
`$1,250,000
`$55,000
`$457,250
`$338,000
`$2,691,500
`
`7
`8
`32
`6
`7
`5
`4
`3
`7
`4
`14
`7
`104
`$5,200,000
`
`Q4 '13
`
`$2.69
`$5.20
`
`Total Year 1
`$11.28
`$18.29
`
`Q1 '14
`
`Q2 '14
`
`$3.10
`$5.20
`
`$2.12
`$5.46
`
`4
`$100,000
`$20,000
`$93,125
`$400,000
`$0
`$0
`$1,250,000
`$98,750
`$796,400
`$338,000
`$3,096,275
`
`7
`8
`32
`6
`7
`5
`4
`3
`7
`4
`14
`7
`104
`$5,200,000
`
`Total Year 1
`$400,000
`$40,000
`$456,875
`$1,600,000
`$0
`$0
`$5,000,000
`$213,750
`$2,378,050
`$1,188,688
`$11,277,363
`
`7
`8
`32
`6
`7
`5
`4
`3
`7
`4
`14
`7
`104
`$18,287,500
`
`5
`$100,000
`$0
`$88,125
`$400,000
`$0
`$0
`$500,000
`$98,750
`$575,700
`$354,900
`$2,117,475
`
`7
`8
`34
`6
`7
`5
`4
`3
`7
`4
`15
`7
`109
`$5,460,000
`
`6
`$100,000
`$20,000
`$48,125
`$400,000
`$0
`$0
`$500,000
`$98,750
`$548,700
`$371,800
`$2,087,375
`
`8
`9
`35
`7
`8
`6
`4
`3
`8
`4
`15
`8
`114
`$5,720,000
`
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`PTX 0285.0003
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 4 of 133
`
`$20
`$42
`
`8
`
`Year 2: 2014
`Q3 '14
`
`$2.09
`$5.72
`
`Year 2: 2014
`7
`$100,000
`$0
`$45,625
`$400,000
`$0
`$0
`$500,000
`$98,750
`$457,250
`$388,700
`$1,990,325
`
`8
`9
`37
`7
`8
`6
`5
`3
`8
`5
`16
`8
`120
`$5,980,000
`
`Q4 '14
`
`$1.99
`$5.98
`
`Total Year 2
`$8.56
`$23.40
`
`8
`$100,000
`$20,000
`$46,563
`$400,000
`$0
`$0
`$500,000
`$98,750
`$796,400
`$405,600
`$2,367,313
`
`8
`10
`38
`7
`8
`6
`5
`4
`8
`5
`17
`8
`125
`$6,240,000
`
`Total Year 2
`$400,000
`$40,000
`$228,438
`$1,600,000
`$0
`$0
`$2,000,000
`$395,000
`$2,378,050
`$1,521,000
`$8,562,488
`
`8
`10
`38
`7
`8
`6
`5
`4
`8
`5
`17
`8
`125
`$23,400,000
`
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`PTX 0285.0004
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 5 of 133
`
`Summary P&L ($M)
`Selected Scenario: Standalone Sales @ 29.99
`
`Scenario
`Price to consumer
`
`
`
`Standalone Sales
`$29.99
`
`Quarter (Q1 = Launch)
`Units Sold (via Play)
`Units Sold (via Partner)
`Total units
`Avg. Price/Unit (at Play)
`Avg. Price/Unit (at Partner)
`Gross Revenue
`Shipping Revenue
`App Revenue
`Returns
`Net Revenue
`
`BOM
`Logistics (D2C, B2B, Partner)
`Customer Support
`Total COGS
`
`Total Gross Margin
`% of Revenue
`
`Marketing and Trade
`Eng OpEx costs
`Total Support Costs
`
`Total Operating Margin
`% of Revenue
`
`HC costs
`Total Operating Margin
`% of Revenue
`Google Product Revenue Uplift
`Total Operating Margin
`(assuming Google uplift)
`% of Revenue
`
`0
`
`1
`
`0.3
`0.0
`0.3
`$29.99
`#DIV/0!
`$9
`$1
`$0
`$0
`$10
`
`2
`
`0.3
`0.3
`0.6
`$29.99
`$23.24
`$15
`$1
`$0
`$0
`$16
`
`Year 1
`3
`
`0.5
`1.1
`1.6
`$29.99
`$23.24
`$40
`$3
`$1
`-$1
`$42
`
`4
`
`0.5
`1.1
`1.6
`$29.99
`$23.24
`$41
`$3
`$1
`-$1
`$43
`
`Total
`1.6
`2.4
`4.0
`$29.99
`$23.24
`$105
`$8
`$2
`-$3
`$111
`
`5
`
`0.8
`1.7
`2.4
`$29.99
`$23.24
`$62
`$4
`$2
`-$2
`$66
`
`$7
`$1
`$0
`$9
`
`$1
`11%
`
`$4
`$3
`$7
`
`-$5
`-55%
`$4
`-$9
`-90%
`$2
`-$7
`
`-69%
`
`$14
`$1
`$0
`$15
`
`$0
`3%
`
`$6
`$3
`$9
`
`-$8
`-53%
`$4
`-$13
`-81%
`$4
`-$9
`
`-56%
`
`$39
`$3
`$0
`$43
`
`$0
`-1%
`
`$15
`$3
`$18
`
`-$18
`-42%
`$5
`-$23
`-55%
`$11
`-$12
`
`-29%
`
`$40
`$3
`$1
`$44
`
`$0
`-1%
`
`$15
`$3
`$18
`
`-$19
`-43%
`$5
`-$24
`-55%
`$11
`-$13
`
`-29%
`
`$101
`$8
`$2
`$110
`
`$1
`1%
`
`$40
`$11
`$51
`
`-$50
`-45%
`$18
`-$69
`-62%
`$28
`-$40
`
`-36%
`
`$55
`$5
`$1
`$60
`
`$6
`9%
`
`$6
`$2
`$9
`
`-$3
`-4%
`$5
`-$8
`-12%
`$17
`$9
`
`14%
`
`$3
`$3
`
`-$3
`
`$3
`-$6
`
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`PTX 0285.0005
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 6 of 133
`
`6
`
`0.7
`1.6
`2.3
`$29.99
`$23.24
`$59
`$4
`$2
`-$2
`$63
`
`Year 2
`7
`
`0.9
`2.1
`3.0
`$29.99
`$23.24
`$76
`$6
`$3
`-$2
`$82
`
`8
`
`1.0
`2.2
`3.2
`$29.99
`$23.24
`$80
`$6
`$3
`-$2
`$86
`
`Total
`3.4
`7.6
`11.0
`$29.99
`$23.24
`$277
`$20
`$9
`-$8
`$298
`
`Q0 to Q8
`5.0
`10.0
`15.0
`$29.99
`$23.24
`$382
`$27
`$11
`-$11
`$409
`
`2013
`1.1
`1.3
`2.4
`$29.99
`$23.24
`$64
`$5
`$1
`-$2
`$68
`
`2014
`2.9
`6.5
`9.4
`$29.99
`$23.24
`$238
`$17
`$7
`-$7
`$255
`
`$52
`$5
`$1
`$58
`
`$6
`9%
`
`$6
`$2
`$8
`
`-$3
`-4%
`$6
`-$8
`-13%
`$16
`$8
`
`13%
`
`$66
`$6
`$1
`$73
`
`$9
`11%
`
`$8
`$2
`$10
`
`-$1
`-1%
`$6
`-$7
`-8%
`$21
`$14
`
`17%
`
`$70
`$6
`$1
`$77
`
`$9
`11%
`
`$8
`$2
`$11
`
`-$1
`-1%
`$6
`-$7
`-9%
`$22
`$15
`
`17%
`
`$242
`$22
`$5
`$268
`
`$30
`10%
`
`$29
`$9
`$37
`
`-$7
`-2%
`$23
`-$30
`-10%
`$77
`$46
`
`16%
`
`$342
`$30
`$6
`$378
`
`$31
`8%
`
`$69
`$23
`$92
`
`-$61
`-15%
`$44
`-$105
`-26%
`$105
`$6
`
`1%
`
`$60
`$5
`$1
`$67
`
`$1
`2%
`
`$25
`$11
`$36
`
`-$35
`-51%
`$16
`-$51
`-74%
`$17
`-$28
`
`-41%
`
`$213
`$18
`$4
`$235
`
`$20
`8%
`
`$36
`$9
`$45
`
`-$25
`-10%
`$22
`-$47
`-18%
`$66
`$19
`
`7%
`
`Units
`Gross Rev
`Net Rev
`
`BOM
`Marketing
`Mktg w/Free
`CPA
`CPA w/Free
`OpM
`OpM %
`
`Units
`Gross Rev
`Net Rev
`
`BOM
`OpM
`OpM %
`
`Year 1
`4.0
`$105
`$111
`
`$101
`$40
`$40
`$9.88
`$9.88
`-$69
`-62%
`
`Year 1
`1
`$25.91
`$27.49
`
`$24.83
`-$16.97
`-62%
`
`13
`25.27
`328.51
`-29.566
`
`-2.2743
`
`sfdasdfasdf
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`PTX 0285.0006
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 7 of 133
`
`2013
`2.4
`$64
`$68
`
`2014
`9.4
`$238
`$255
`
`$213
`$60
`$36
`$25
`$36
`$25
`$3.80
`$10.15
`$3.80
`$10.15
`-$47
`-$51
`-74% -18%
`
`2014
`2013
`1
`1
`$26.30 $25.32
`$27.96 $27.14
`
`$24.83 $22.63
`-$20.82 -$5.01
`-74% -18%
`
`Q4'14
`3.2
`$80
`$86
`
`$70
`$8
`$8
`$2.57
`$2.57
`-$7
`-9%
`
`Q4'14
`1
`$25.32
`$27.22
`
`$21.90
`-$2.33
`-9%
`
`Q0 to
`15.0
`$382
`$409
`
`$342
`$69
`$69
`$4.57
`$4.57
`-$105
`-26%
`
`Q0 to
`1
`$25.48
`$27.29
`
`$22.83
`-$7.01
`-26%
`
`Year 2
`11.0
`$277
`$298
`
`$242
`$29
`$29
`$2.61
`$2.61
`-$30
`-10%
`
`Year 2
`1
`$25.32
`$27.22
`
`$22.09
`-$2.78
`-10%
`
`######
`######
`5.14%
`16.9
`
`sfdasdfasdf
`
`PTX 0285.0007
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 8 of 133
`
`Unit P&L ($)
`Selected Scenario: Standalone Sales @ 29.99
`
`Scenario
`Price to consumer
`
`Standalone Sales
`$29.99
`
`<< Select on Summary P&L
`Tab
`
`Selected Scenario: Standalone Sales @ 29.99
`Price to consumer
`$29.99
`Avg Google Revenue/Unit
`$25.48
`15%
`Blended Retailer Margin
`
`Live
`Q8
`3.0
`11%
`-2.3
`-9%
`
`Q8
`25.3
`-0.7
`0.9
`1.8
`27.2
`
`-21.9
`-1.9
`-0.4
`-24.3
`
`-2.6
`-0.7
`-27.6
`
`-2.0
`-29.6
`-$2.33
`
`15.0
`409.3
`11%
`-9%
`
`Gross Margin $
`Gross Margin %
`Operating Margin $
`Operating Margin %
`
`$ By Unit
`Gross Revenue
`Returns
`App Revenue
`Shipping Revenue
`Net Revenue
`
`FOB
`Logistics
`Customer Support
`Direct Costs
`
`Marketing
`Eng OpEx
`Total Op Costs
`
`Year 1
`0.2
`1%
`-17.0
`-62%
`
`Year 1
`25.9
`-0.8
`0.4
`1.9
`27.5
`
`-24.8
`-2.1
`-0.4
`-27.3
`
`-9.9
`-2.8
`-39.9
`
`HC
`Total Costs
`$ Operating Margin / Product
`
`-4.5
`-44.5
`-$16.97
`
`Total Units (M)
`Total Net Revenue ($M)
`Q8 Gross Margin (%)
`Q8 Op Margin (%)
`
`% Gross By Unit
`Gross Revenue
`Returns
`App Revenue
`Shipping Revenue
`Net Revenue
`
`FOB
`Logistics
`Customer Support
`Direct Costs
`
`4.0
`111.3
`1%
`-62%
`
`Year 1
`94%
`-3%
`2%
`7%
`100%
`
`-90%
`-8%
`-1%
`-99%
`
`Year 2
`2.7
`10%
`-2.8
`-10%
`
`Year 2
`25.3
`-0.7
`0.8
`1.8
`27.2
`
`-22.1
`-2.0
`-0.4
`-24.5
`
`-2.6
`-0.8
`-27.9
`
`-2.1
`-30.0
`-$2.78
`
`11.0
`298.0
`10%
`-10%
`
`Year 2
`93%
`-3%
`3%
`7%
`100%
`
`-81%
`-7%
`-2%
`-90%
`
`Year 1 + 2
`2.1
`8%
`-6.6
`-24%
`
`Year 1 + 2
`25.5
`-0.7
`0.7
`1.8
`27.3
`
`-22.8
`-2.0
`-0.4
`-25.2
`
`-4.6
`-1.3
`-31.1
`
`-2.8
`-33.9
`-$6.61
`
`15.0
`409.3
`8%
`-26%
`
`Year 1 + 2
`93%
`-3%
`3%
`7%
`100%
`
`-84%
`-7%
`-1%
`-92%
`
`sfdasdfasdf
`
`PTX 0285.0008
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 9 of 133
`
`Marketing
`Eng OpEx
`Total Op Costs
`
`HC
`Total Costs
`
`-36%
`-10%
`-145%
`
`-16%
`-162%
`
`-10%
`-3%
`-102%
`
`-8%
`-110%
`
`-17%
`-5%
`-114%
`
`-10%
`-124%
`
`Pulled from Summary P&L
`
`Year 1
`4.05
`
`Year 2
`10.95
`
`Year 1 + 2
`15.00
`
`$105
`-$3
`$2
`$8
`$111
`
`-$101
`-$8
`-$2
`-$110
`
`-$40
`-$11
`-$162
`
`-$18
`-$180
`
`4.05
`$111
`1%
`-62%
`
`$277
`-$8
`$9
`$20
`$298
`
`-$242
`-$22
`-$5
`-$268
`
`-$29
`-$9
`-$305
`
`-$23
`-$329
`
`10.95
`$298
`10%
`-10%
`
`$382
`-$11
`$11
`$27
`$409
`
`-$342
`-$30
`-$6
`-$378
`
`-$69
`-$20
`-$467
`
`-$42
`-$509
`
`15
`409
`8%
`-26%
`
`Units
`
`Gross Revenue
`Returns
`App Revenue
`Shipping Revenue
`Net Revenue
`
`FOB
`Logistics
`Customer Support
`Direct Costs
`
`Marketing
`Eng OpEx
`Total Op Costs
`
`HC
`Total Costs
`
`Total Units
`Net Revenue
`Gross Margin
`Op Margin (after HC)
`
`Q8
`3.17
`
`$80
`-$2
`$3
`$6
`$86
`
`-$70
`-$6
`-$1
`-$77
`
`-$8
`-$2
`-$88
`
`-$6
`-$94
`
`3
`$86
`11%
`-9%
`
`sfdasdfasdf
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`PTX 0285.0009
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`
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`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 10 of 133
`
`sfdasdfasdf
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`PTX 0285.0010
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 11 of 133
`
`Base
`$29.99
`Q8
`3.0
`11%
`-2.4
`-9%
`
`Copy/Pasted from Column F
`Base
`$34.99
`Q8
`7.2
`23%
`0.5
`2%
`
`Package
`$29.99
`Q8
`2.7
`10%
`-0.2
`-1%
`
`Q8
`25.3
`-0.7
`0.9
`1.8
`27.2
`
`-21.9
`-1.9
`-0.4
`-24.2
`
`-2.6
`-0.8
`-27.6
`
`-2.1
`-29.7
`-$2.45
`
`15.0
`409.3
`11%
`-9%
`
`Q8
`29.5
`-0.7
`0.9
`1.8
`31.4
`
`-21.9
`-1.9
`-0.4
`-24.2
`
`-3.1
`-0.9
`-28.3
`
`-2.6
`-30.9
`$0.53
`
`12.0
`378.9
`23%
`2%
`
`Q8
`25.3
`-0.7
`0.9
`1.5
`26.9
`
`-21.9
`-1.9
`-0.4
`-24.2
`
`-1.6
`-0.3
`-26.2
`
`-1.0
`-27.1
`-$0.20
`
`32.6
`795.0
`10%
`-1%
`
`sfdasdfasdf
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`PTX 0285.0011
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 12 of 133
`
`Scenario Input
`Selected Scenario: Standalone Sales @ 29.99
`Inputs
`Selection
`Scenario
`Standalone Sales
`
`ScenarioSel
`3
`
`<< Selected on P&L Page
`
`Demand Reduction at [Price]
`Demand Reduction for Scenario
`Demand Reduction for Scenario
`Demand Reduction for Scenario
`Demand Reduction
`
`[Price Elasticity of Demand]
`20%
`44.39%
`0.00%
`53.96%
`53.96%
`
`[Price]
`$34.99
`
`$29
`53.96%
`
`Target Adoption
`YOY Increase
`
`Retailer Type
`Play
`Amazon
`Consumer Elec
`Mass Retailer
`Low Cost
`Retail Price
`Target Full Percentage
`
`Marketing
`Total Marketing Budget
`Implied 2 Year A/S Ratio
`Year 1 %
`Trade Spend %
`Total Creative Spend
`Year 1 %
`Total Research/PR Spend
`Year 1 %
`Total Coupon Spend
`Year 1 %
`Implied CPM
`
`2013
`5.00%
`
`Retailer Margin
`0.00%
`15.00%
`30.00%
`30.00%
`15.00%
`
`1
`$52.00
`N/A
`67%
`3.00%
`$5.00
`60%
`$2.00
`60%
`$0.00
`91%
`
`2014
`5.50%
`10.00%
`
`Q1
`100%
`0%
`0%
`0%
`0%
`$29.99
`82.50%
`
`2
`$85.00
`N/A
`60%
`3.00%
`$5.00
`60%
`$2.00
`60%
`$10.00
`91%
`
`Scratch Calcs for Scenario 1
`Volume from High Margin Channels
`% of High Margin Channels Retained
`
`$34
`53.96%
`
`2015
`6.05%
`10.00%
`
`Q4'14 OpM Total Units
`-8.57%
`15.0000
`
`<< of Top 10 country non-connected/inactive HDTVs
`
`Scenario 1 - Narrow Distribution
`Q2
`Q3
`38%
`38%
`44%
`32%
`0%
`0%
`0%
`0%
`0%
`13%
`
`Q4
`38%
`32%
`0%
`0%
`13%
`
`82.50%
`
`82.50%
`
`82.50%
`
`<<<--- Only reports on selected scenario
`
`
`
`3
`$68.55
`14.93%
`65%
`3.00%
`$5.00
`60%
`$2.00
`60%
`$0.00
`91%
`
`0.35
`50.00%
`
`Play
`Amazon
`Consumer Elec
`Mass Retailer
`Low Cost
`
`Scenario 1 - Narrow
`Q1 '13
`Q3 '13
`30%
`30%
`35%
`25%
`0%
`0%
`0%
`0%
`0%
`10%
`
`% of 65% for Low Marg Channels Retained High Margin
`
`46%
`54%
`0%
`0%
`0%
`
`46%
`38%
`0%
`0%
`15%
`
`8%
`9%
`0%
`0%
`0%
`
`sfdasdfasdf
`
`PTX 0285.0012
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 13 of 133
`
`<< of Top 10 country non-connected/inactive HDTVs
`
`% of Addressable Market
`Scenario 2 - Packaged Sales
`Q2
`Q3
`30%
`30%
`35%
`18%
`35%
`18%
`0%
`18%
`0%
`18%
`
`Q4
`30%
`18%
`18%
`18%
`18%
`
`100%
`
`100%
`
`100%
`
`Q1
`100%
`0%
`0%
`0%
`0%
`$29.99
`100%
`
`Q1
`100%
`0%
`0%
`0%
`0%
`$29.99
`100%
`
`Scenario 3 - Standalone Sales
`Q2
`Q3
`54%
`32%
`23%
`17%
`23%
`17%
`0%
`17%
`0%
`17%
`
`100%
`181%
`
`100%
`106%
`
`<<<--- Only reports on selected scenario
`
`Retained High Margin
`
`All Volume Across Channels
`
`8%
`7%
`0%
`0%
`3%
`
`38%
`44%
`0%
`0%
`0%
`
`38%
`32%
`0%
`0%
`13%
`
`sfdasdfasdf
`
`PTX 0285.0013
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 14 of 133
`
`Scenario 3 - Standalone Sales
`
`Q4
`31%
`17%
`17%
`17%
`17%
`
`100%
`103%
`
`sfdasdfasdf
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`PTX 0285.0014
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 15 of 133
`
`Gross Revenue
`($M)
`Selected Scenario: Standalone Sales @ 29.99
`
`Orange = Pulled from "Distribution & Logistics" Tab
`
`Units by Retailer
`
`Retailer Margin
`
`Q1 '13
`
`Q2 '13
`
`Year 1: 2013
`Q3 '13
`
`Q4 '13
`
`Play
`Amazon
`Consumer Elec
`Mass Retailer
`Low Cost
`Total Units
`Cumulative Units
`
`Assumptions
`
`Max Free Units (M)
`Coupons Begin (M)
`Coupons End (M)
`% Bundled
`Coupon Value
`
`0%
`15%
`30%
`30%
`15%
`
`0.3
`0.0
`0.0
`0.0
`0.0
`0.3
`0.30
`
`0.3
`0.1
`0.1
`0.0
`0.0
`0.6
`0.85
`
`0.5
`0.3
`0.3
`0.3
`0.3
`1.6
`2.43
`
`0.5
`0.3
`0.3
`0.3
`0.3
`1.6
`4.05
`
`Current
`Selection
`0
`0
`0
`0
`0
`
`Scenario 2
`
`3
`3
`4
`10.00%
`$10
`
`Units for Calcs
`
`Q1 '13
`
`Q2 '13
`
`Q3 '13
`
`Q4 '13
`
`If cumu units < maxfreeunits, all free, else
`Free Units
`% Paid (Apply to Gross
`Rev)
`% Free
`
`Max 3M
`Total Units < 3M
`Max 4M
`Total Units < 4M
`Between 3M to 4M
`
`% Coupons (Apply to Mktg)
`Add'l Marketing Cost (Add line to Mktg Tab)
`
`% Bundled [% Bundled x % Paid]
`% No Shipping
`
`Eureka Price
`
`0.00
`$29.99
`
`0.0
`0.0
`100%
`
`-0.3
`0.0
`100%
`
`-0.9
`0.0
`100%
`
`-2.4
`0.0
`100%
`
`0%
`
`0.0
`0.0
`0.0
`0.0
`0.0
`
`0%
`0.0
`
`0%
`0%
`0.00
`
`0%
`
`-0.3
`0.0
`-0.3
`0.0
`0.0
`
`0%
`0.0
`
`0%
`0%
`0.00
`
`0%
`
`-0.9
`0.0
`-0.9
`0.0
`0.0
`
`0%
`0.0
`
`0%
`0%
`0.00
`
`0%
`
`-2.4
`0.0
`-2.4
`0.0
`0.0
`
`0%
`0.0
`
`0%
`0%
`0.00
`
`Revenue by Retailer
`
`Google Revenue
`
`Q1 '13
`
`Q2 '13
`
`Q3 '13
`
`Q4 '13
`
`Play
`Amazon
`Consumer Elec
`Mass Retailer
`Low Cost
`Total Revenue
`
`$29.99
`$25.49
`$20.99
`$20.99
`$25.49
`
`$9
`$0
`$0
`$0
`$0
`$9
`
`$9
`$3
`$3
`$0
`$0
`$15
`
`$15
`$7
`$6
`$6
`$7
`$40
`
`$15
`$7
`$6
`$6
`$7
`$41
`
`sfdasdfasdf
`
`PTX 0285.0015
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 16 of 133
`
`Cumulative revenue
`
`$9
`
`$24
`
`$64
`
`$105
`
`Units by Play / Partner Google Revenue
`
`Q1 '13
`
`Q2 '13
`
`Q3 '13
`
`Q4 '13
`
`Play Units
`Partner Units
`Total Units
`
`0.3
`0.0
`0.3
`
`0.3
`0.3
`0.6
`
`0.5
`1.1
`1.6
`
`0.5
`1.1
`1.6
`
`$ by Play / Partner
`
`Google Revenue
`
`Q1 '13
`
`Q2 '13
`
`Q3 '13
`
`Q4 '13
`
`Play Revenue ($M)
`Partner Units
`Avg Revenue Per Play Unit
`Avg Revenue Per Partner Unit
`Avg Revenue Per Unit
`Total Revenue
`
`Google Revenue Per Unit
`(Includes Free Units)
`
`Units (Excluding Free)
`Revenue
`Blended Goog Revenue
`Blended Retailer Margin
`
`$9
`$0
`$29.99
`#DIV/0!
`$29.99
`$9
`
`$9
`$6
`$29.99
`$23.24
`$26.91
`$15
`
`$15
`$25
`$29.99
`$23.24
`$25.38
`$40
`
`$15
`$26
`$29.99
`$23.24
`$25.32
`$41
`
`$25.48
`
`Y1 + Y2
`15
`$382
`$25.48
`15%
`
`Y1
`4
`$105
`$25.91
`14%
`
`Y2
`11
`$277
`$25.32
`16%
`
`sfdasdfasdf
`
`PTX 0285.0016
`
`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 17 of 133
`
`Total Year 1
`
`Q1 '14
`
`Q2 '14
`
`Year 2: 2014
`Q3 '14
`
`Q4 '14
`
`Total Year 2
`
`1.6
`0.7
`0.7
`0.5
`0.5
`4.0
`
`0.8
`0.4
`0.4
`0.4
`0.4
`2.4
`6.49
`
`0.7
`0.4
`0.4
`0.4
`0.4
`2.3
`8.82
`
`0.9
`0.5
`0.5
`0.5
`0.5
`3.0
`11.83
`
`1.0
`0.5
`0.5
`0.5
`0.5
`3.2
`15.00
`
`3.4
`1.9
`1.9
`1.9
`1.9
`11.0
`
`Total Year 1
`
`Q1 '14
`
`Q2 '14
`
`Q3 '14
`
`Q4 '14
`
`Total Year 2
`
`-4.0
`0.0
`100%
`
`-6.5
`0.0
`100%
`
`-8.8
`0.0
`100%
`
`0%
`
`-4.0
`0.0
`-4.0
`0.0
`0.0
`
`0%
`0.0
`
`0%
`0%
`0.00
`
`0%
`
`-6.5
`0.0
`-6.5
`0.0
`0.0
`
`0%
`0.0
`
`0%
`0%
`0.00
`
`0%
`
`-8.8
`0.0
`-8.8
`0.0
`0.0
`
`0%
`0.0
`
`0%
`0%
`0.00
`
`-11.8
`0.0
`100%
`
`0%
`
`-11.8
`0.0
`-11.8
`0.0
`0.0
`
`0%
`0.0
`
`0%
`0%
`0.00
`
`Total Year 1
`
`Q1 '14
`
`Q2 '14
`
`Q3 '14
`
`Q4 '14
`
`Total Year 2
`
`$48
`$17
`$14
`$12
`$14
`$105
`
`$23
`$11
`$9
`$9
`$11
`$62
`
`$22
`$10
`$8
`$8
`$10
`$59
`
`$28
`$13
`$11
`$11
`$13
`$76
`
`$29
`$14
`$12
`$12
`$14
`$80
`
`$101
`$48
`$40
`$40
`$48
`$277
`
`sfdasdfasdf
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`PTX 0285.0017
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 18 of 133
`
`$167
`
`$226
`
`$302
`
`$382
`
`Total Year 1
`
`Q1 '14
`
`Q2 '14
`
`Q3 '14
`
`Q4 '14
`
`Total Year 2
`
`1.6
`2.4
`4.0
`
`0.8
`1.7
`2.4
`
`0.7
`1.6
`2.3
`
`0.9
`2.1
`3.0
`
`1.0
`2.2
`3.2
`
`3.4
`7.6
`11.0
`
`Total Year 1
`
`Q1 '14
`
`Q2 '14
`
`Q3 '14
`
`Q4 '14
`
`Total Year 2
`
`$48
`$57
`$29.99
`$23.24
`$25.91
`$105
`
`$23
`$39
`$29.99
`$23.24
`$25.32
`$62
`
`$22
`$37
`$29.99
`$23.24
`$25.32
`$59
`
`$28
`$48
`$29.99
`$23.24
`$25.32
`$76
`
`$29
`$51
`$29.99
`$23.24
`$25.32
`$80
`
`$101
`$176
`$29.99
`$23.24
`$25.32
`$277
`
`sfdasdfasdf
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`PTX 0285.0018
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 19 of 133
`
`Device Sizing (Global)
`Selected Scenario: Standalone Sales @ 29.99
`Device Breakdown
`HDTVs (Total Installed Base)
`Top 10 Countries % of Installed Base
`
`US
`Japan
`UK
`Germany
`France
`Brazil
`South Korea
`Spain
`Canada
`Australia
`
`HDTVs (Top 10 countries: Addressable Base)
`
`Total Connected HDTVs (Top 10 countries))
`% Actively Connected
`Total Top 10 Actively Connected
`Top 10 Countries % of Connected Installed Base
`
`Total Top 10 NOT Actively Connected
`
`US
`Japan
`UK
`Germany
`France
`Brazil
`South Korea
`Spain
`Canada
`Australia
`
`
`
`US
`Japan
`UK
`Germany
`France
`Brazil
`South Korea
`Spain
`Canada
`Australia
`
`2015
`2014
`2013
`1445.9
`1263.1
`1071.6
`57.00% 54.00% 62.00%
`23.00% 22.00% 24.00%
`9.00%
`8.00%
`8.00%
`5.00%
`5.00%
`6.00%
`5.00%
`4.00%
`5.00%
`4.00%
`4.00%
`5.00%
`4.00%
`4.00%
`5.00%
`1.00%
`1.00%
`1.00%
`3.00%
`3.00%
`4.00%
`2.00%
`2.00%
`2.00%
`1.00%
`1.00%
`2.00%
`611
`682
`896
`2.20%
`2.20%
`508
`651
`389
`48.00% 50.00% 53.00%
`187
`254
`345
`52.00% 49.00% 49.00%
`90
`119
`155
`39
`47
`56
`11
`21
`28
`11
`16
`21
`7
`16
`21
`7
`10
`21
`4
`5
`7
`4
`5
`7
`7
`10
`14
`7
`5
`14
`
`424
`157
`57
`43
`43
`36
`36
`7
`29
`14
`4
`
`428
`159
`54
`42
`35
`35
`40
`7
`33
`15
`7
`
`551
`192
`59
`59
`51
`51
`51
`7
`51
`15
`15
`
`Total Top 10 NOT Actively Connected - Country %
`
`US
`Japan
`UK
`Germany
`France
`Brazil
`Spain
`
`Canada
`Australia
`
`36.95% 37.41% 45.30%
`13.43% 12.83% 13.99%
`10.09% 10.00% 13.81%
`10.09%
`8.25% 12.07%
`8.41%
`8.25% 12.07%
`8.41%
`9.47% 12.07%
`1.68%
`1.76%
`1.75%
`6.73%
`7.71% 11.98%
`3.36%
`3.51%
`3.50%
`0.83%
`1.76%
`3.50%
`
`sfdasdfasdf
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`PTX 0285.0019
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 20 of 133
`
`Conversion Triangulation
`Unconnected HDTVs
`
`2013
`5.00%
`
`2014
`5.50%
`
`2015
`6.05%
`
`Addressable Market
`Potential Eureka devices based on HDTVs
`Base
`Demand Reduction (Pricing)
`Demand Reduction (For Aggressive Scenario)
`
`2015
`2014
`2013
`15
`11
`10
`21.2046 23.54407 33.36139
`0.00%
`0.00%
`0.00%
`54%
`54%
`54%
`
`Ramp-up
`Consumer Electronics Raw Data
`Calculated Ramp Up
`Expected Ramp Up
`Actual Eureka ramp up (M)
`
`Ramp-up
`Expected ramp of devices (run-rate by Year 1/2)
`US
`UK
`Canada
`France
`Germany
`Japan
`Australia
`Spain
`South Korea
`Brazil
`
`Year 1
`Period 1 Period 2 Period 3 Period 4
`32.4
`7.3
`4.7
`9.2
`11.1
`36%
`8%
`5%
`10%
`12%
`8.00%
`6.00% 10.00% 12.00% 36.00%
`1.6
`1.2
`2.1
`2.5
`7.4
`
`Year 1: 2013
`
`Q1 '13
`0.3
`0.3
`
`Q2 '13
`0.6
`0.6
`
`Q3 '13
`1.6
`0.8
`0.2
`0.1
`0.1
`0.2
`0.2
`
`Q4 '13
`1.6
`1.1
`0.1
`0.0
`0.1
`0.1
`0.2
`
`Total
`Year 1
`4.0
`2.7
`0.3
`0.1
`0.2
`0.3
`0.4
`
`U.S. Ramp Change
`
`22.64% 33.96% 43.40%
`
`sfdasdfasdf
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`PTX 0285.0020
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 21 of 133
`
`16.20
`2.65%
`
`16.50
`2.70%
`
`20.00
`3.27%
`
`33.60
`5.50%
`
`sfdasdfasdf
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`PTX 0285.0021
`
`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 22 of 133
`
`Period 5 Period 6 Period 7 Period 8
`15.4
`11.8
`17.0
`14.0
`17%
`13%
`19%
`15%
`16.00% 13.00% 15.00% 20.00%
`3.3
`2.7
`3.1
`4.1
`
`Total 2
`Year
`90.7
`
`Year 2
`58.3
`64%
`64.00% 100.00%
`13.2
`20.6
`
`
`
`Year 2: 2014
`
`Q1 '14
`2.4
`1.2
`0.2
`0.1
`0.2
`0.2
`0.3
`0.0
`0.1
`0.0
`0.1
`
`Q2 '14
`2.3
`1.0
`0.2
`0.1
`0.2
`0.2
`0.3
`0.0
`0.1
`0.0
`0.1
`
`Q3 '14
`3.0
`1.1
`0.3
`0.1
`0.3
`0.3
`0.4
`0.0
`0.1
`0.0
`0.2
`
`Q4 '14
`3.2
`1.5
`0.3
`0.1
`0.2
`0.3
`0.4
`0.0
`0.2
`0.0
`0.2
`
`Total Year
`2
`10.951
`4.9
`1.1
`0.4
`0.9
`1.1
`1.4
`0.1
`0.5
`0.1
`0.6
`
`Country
`% of total
`
`Country
`Allocated Total
`
`2 Year Device
`Total
`
`8
`2
`1
`2
`2
`3
`0
`1
`0
`2
`
`15.0
`7.6
`1.4
`0.4
`1.1
`1.4
`1.8
`0.1
`0.5
`0.1
`0.6
`
`36.95%
`10.09%
`3.36%
`8.41%
`10.09%
`13.43%
`0.83%
`6.73%
`1.68%
`8.41%
`
`0.00%
`
`sfdasdfasdf
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`PTX 0285.0022
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 23 of 133
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`sfdasdfasdf
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`PTX 0285.0023
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 24 of 133
`
`Year 3 Device
`Total
`
`13
`
`5.77
`1.02
`0.34
`0.85
`1.02
`1.36
`0.12
`1.00
`0.25
`1.25
`
`2.62
`10.38
`
`sfdasdfasdf
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`PTX 0285.0024
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 25 of 133
`
`Manufacturing costs
`Selected Scenario: Standalone Sales @ 29.99
`Inputs
`Timing
`FOB (per unit)
`FOB as % of price
`Discount on FOB at Scale
`Cumulative units needed for
`Discount 6 mos after first
`Additional Costs
`Warranty
`Q4'14 Margin (For reference)
`
`10.00%
`5
`2.00%
`
`-8.57%
`
`P&L line items
`Number of units sold
`Cumulative number of units
`Cost (based on scale)
`Cost (based on extra 6 months)
`FOB / Unit
`FOB
`Warranty Cost
`Returns / Warranty
`
`Chromebook units
`Alex
`Newton
`Edison
`Lucas/Mimic
`Arrow
`GoogleTV
`
`Q1 '13
`0.3
`0.3
`$24.83
`$24.83
`$24.83
`7.4
`$0.83
`0.2
`
`Price
`366
`350
`427
`249
`1,199
`Price
`99
`
`Mfg Team Estimates (excl. Warranty)
`Q1
`Q2
`Q3+
`$24.83
`$24.05
`$23.27
`83%
`80%
`78%
`^^ In line with Chrome BOM as % of price ^^
`
`Q4 '13
`1.6
`4.0
`$24.83
`$24.83
`$24.83
`40.2
`$0.73
`1.2
`
`Q1
`$0.83
`
`Q2 '13
`0.6
`0.9
`$24.83
`$24.83
`$24.83
`13.7
`$0.83
`0.5
`
`FOB
`365
`275
`389
`249
`1,100
`FOB
`80
`
`Q2
`$0.73
`
`Year 1: 2013
`Q3 '13
`1.6
`2.4
`$24.83
`$24.83
`$24.83
`39.2
`$0.73
`1.2
`
`FOB as % of
`100%
`79%
`91%
`100%
`92%
`FOB as % of
`81%
`
`sfdasdfasdf
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`PTX 0285.0025
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 26 of 133
`
`Total Year 1
`4.0
`4.0
`
`$24.83
`100.5
`$0.78
`3.0
`
`Q1 '14
`2.4
`6.5
`$22.35
`$22.35
`$22.35
`54.6
`$0.73
`1.8
`
`Q2 '14
`2.3
`8.8
`$22.35
`$22.35
`$22.35
`52.1
`$0.73
`1.7
`
`Year 2: 2014
`Q3 '14
`3.0
`11.8
`$22.35
`$21.90
`$21.90
`65.7
`$0.73
`2.2
`
`Q4 '14
`3.2
`15.0
`$22.35
`$21.90
`$21.90
`69.5
`$0.73
`2.3
`
`Total Year 2
`11.0
`15.0
`
`$22.09
`242.0
`$0.73
`8.0
`
`sfdasdfasdf
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`PTX 0285.0026
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 27 of 133
`
`Licensing revenue
`Selected Scenario: Standalone Sales @ 29.99
`Inputs (based on "Must Have Apps" in the U.S.
`Top Apps
`Multiplier for
`Bounty per new
`47.00%
`$0.50
`91.00%
`126.00%
`160.00%
`188.00%
`209.00%
`230.00%
`247.00%
`261.00%
`274.00%
`
`1
`2
`3
`4
`5
`6
`7
`8
`9
`10
`
`47.00%
`44.00%
`35.00%
`34.00%
`28.00%
`21.00%
`21.00%
`17.00%
`14.00%
`13.00%
`
`Country
`
`# Apps
`
`Q1 '13
`
`Q2 '13
`
`Year 1: 2013
`Q3 '13
`
`US
`UK
`Canada
`France
`Germany
`Japan
`Australia
`Spain
`South Korea
`Brazil
`
`Total
`Total (6 mo delay)
`
`5
`5
`5
`3
`3
`5
`5
`3
`3
`4
`
`0.28
`0.00
`0.00
`0.00
`0.00
`0.00
`0.00
`0.00
`0.00
`0.00
`
`$0.28
`$0.00
`
`0.52
`0.00
`0.00
`0.00
`0.00
`0.00
`0.00
`0.00
`0.00
`0.00
`
`$0.52
`$0.00
`
`0.78
`0.16
`0.05
`0.09
`0.10
`0.21
`0.00
`0.00
`0.00
`0.00
`
`$1.39
`$0.78
`
`sfdasdfasdf
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`PTX 0285.0027
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 28 of 133
`
`average top 5
`
`27.40%
`
`Q4 '13
`
`1.00
`0.12
`0.04
`0.07
`0.08
`0.16
`0.00
`0.00
`0.00
`0.00
`
`$1.45
`$1.00
`
`Total Year 1
`2.58
`0.27
`0.09
`0.15
`0.18
`0.36
`0.00
`0.00
`0.00
`0.00
`
`$3.64
`$1.77
`
`Q1 '14
`
`Q2 '14
`
`Year 2: 2014
`Q3 '14
`
`1.14
`0.20
`0.07
`0.11
`0.13
`0.26
`0.01
`0.07
`0.02
`0.11
`
`$2.12
`$1.91
`
`0.93
`0.23
`0.08
`0.13
`0.16
`0.31
`0.01
`0.05
`0.01
`0.08
`
`$2.00
`$1.84
`
`1.07
`0.31
`0.10
`0.17
`0.21
`0.42
`0.02
`0.09
`0.02
`0.14
`
`$2.55
`$2.55
`
`sfdasdfasdf
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`PTX 0285.0028
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 29 of 133
`
`Q4 '14
`
`1.43
`0.25
`0.08
`0.14
`0.17
`0.34
`0.02
`0.10
`0.03
`0.17
`
`$2.74
`$2.74
`
`Total Year 2
`4.58
`1.00
`0.33
`0.56
`0.67
`1.33
`0.06
`0.31
`0.08
`0.50
`
`$9.41
`$9.04
`
`sfdasdfasdf
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`PTX 0285.0029
`
`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 30 of 133
`
`Marketing costs
`Selected Scenario: Standalone Sales @ 29.99
`Scenario Selected
`3
`
`Trade Spend
`
`Year 1: 2013
`Q3 '13
`13.8
`0.8
`0.3
`12.7
`1.2
`0.0
`15.0
`
`92%
`8%
`34.39%
`37.39%
`
`Q1
`30.00%
`
`Q2
`20.00%
`
`Q4 '13
`14.1
`0.8
`0.3
`13.1
`1.2
`0.0
`15.3
`
`92%
`8%
`34.40%
`37.40%
`
`Total Year 1
`36.85
`3.00
`1.20
`32.65
`3.15
`0.00
`40.0
`
`92%
`8%
`35.13%
`38.13%
`
`Q1 '13
`3.5
`0.8
`0.3
`2.4
`0.3
`0.0
`3.7
`
`93%
`7%
`38.56%
`41.56%
`
`Q1-Q3
`5.3
`2.8
`1.4
`1.1
`
`18.5
`7.0
`0.4
`11.1
`
`Q1-Q3
`
`Q2 '13
`5.5
`0.8
`0.3
`4.5
`0.4
`0.0
`6.0
`
`93%
`7%
`37.03%
`40.03%
`
`Q4
`2.2
`0.8
`1.3
`0.1
`
`22.1
`18.2
`1.3
`2.6
`
`Q4
`52
`
`Total Advertising
`Creative
`Other (Research)
`Media Spend
`Retail Spend
`Coupon Spend
`Total Marketing
`
`Implications
`Media as % of Marketing
`Trade as % of Marketing
`A/S Ratio (Gross Revenue)
`Total marketing/GR Ratio
`
`Comp. Data
`
`Chromebook Trade Spend
`Dixons
`> Staff/Train
`> Rent
`> Endcap
`
`Best Buy
`> Staff/Train
`> Rent
`> Endcap
`
`Chromebook Mkting
`Spend
`Ads & Promo
`> Media
`> Creative/production
`
`ROKU
`Devices Sold (M)
`Marketing Spend (M)
`Revenue
`A/S
`Avg Marketing/Device
`
`Boxee
`Devices Sold (M)
`Marketing Spend (M)
`Revenue
`
`2010
`
`2011
`
`2012
`
`0.5
`
`1.5
`
`2
`
`$1.42
`$150.00
`0.95%
`$0.95
`
`2011
`
`$0.99
`
`2012
`
`2010
`
`http://bizmology.hoovers.com/2012/01/06/roku-goes-smaller-in-hopes-of-getting-bigger/
`
`sfdasdfasdf
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`PTX 0285.0030
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 31 of 133
`
`A/S
`Avg Marketing/Device
`
`Android
`Activations- Phone (M)
`Avg Price
`Marketing Spend (M)
`Revenue
`A/S
`Avg Marketing/Device
`
`Activations- Tablet (M)
`Avg Price
`Marketing Spend (M)
`Revenue
`A/S
`Avg Marketing/Device
`
`Activations- GTV (M)
`Avg Price
`Marketing Spend (M)
`Revenue
`A/S
`Avg Marketing/Device
`
`2010
`24.206208
`
`2011
`188.105971
`
`2012
`305.662946
`
`0.661117
`
`10.319821
`
`16.510883
`
`0.1
`
`0.5
`
`0.1
`
`sfdasdfasdf
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`PTX 0285.0031
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 32 of 133
`
`Q3
`20.00%
`
`Q4
`30.00%
`
`Q1 '14
`4.6
`0.5
`0.2
`3.9
`1.9
`0.0
`6.4
`
`71%
`29%
`7.42%
`10.42%
`
`Q2 '14
`4.4
`0.5
`0.2
`3.7
`1.8
`0.0
`6.2
`
`71%
`29%
`7.47%
`10.47%
`
`Year 2: 2014
`Q3 '14
`5.5
`0.5
`0.2
`4.8
`2.3
`0.0
`7.8
`
`71%
`29%
`7.21%
`10.21%
`
`Q4 '14
`5.8
`0.5
`0.2
`5.1
`2.4
`0.0
`8.2
`
`70%
`30%
`7.16%
`10.16%
`
`Total Year 2 Combined Total
`20.2
`57.1
`2.0
`5.0
`0.8
`2.0
`17.4
`50.1
`8.3
`11.5
`0.0
`0.0
`28.5
`68.6
`
`57.08296067
`
`30%
`12%
`7.29%
`24.72%
`
`http://bizmology.hoovers.com/2012/01/06/roku-goes-smaller-in-hopes-of-getting-bigger/
`
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`
`PTX 0285.0032
`
`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 33 of 133
`
`sfdasdfasdf
`
`PTX 0285.0033
`
`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 34 of 133
`
`check
`57.08296067
`
`5 2
`
`50.08296067
`11.46703933
`0
`68.55
`
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`
`PTX 0285.0034
`
`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 35 of 133
`
`Y1
`
`Y2
`
`50.00%
`$11.75
`$6.20
`94.00%
`90.00%
`
`50.00%
`$11.75
`$6.20
`94.00%
`90.00%
`
`Marketing Boundary Modeling
`Selected Scenario: Standalone Sales @ 29.99
`Scenario
`Assumptions
`TV Mix
`TV CPM
`Digital CPM
`Reach Max
`Reach Min
`Conversion
`Metrics
`Eligible to
`Awareness
`Awareness to
`Purchase Intent
`
`Source/Notes
`Assumed impression split
`From Android TV campaign
`From OMG
`From OMG Model
`From OMG Model
`
`% of individuals with compatible HDTV's,
`about 2.5 people per household, but also 2.5
`From OMG Model, increased year 2 to reflect
`gains from 1 year of market presence and
`
`69.00%
`
`69.00%
`
`25.00%
`
`35.00%
`
`Purchase Intent to
`Actual Purchase
`Frequency
`Best
`Worst
`Budgeted
`Marketing
`Budgeted
`Marketing (All
`Additional)
`
`33.00%
`
`33.00%
`
`Harris interactive guidance
`
`6
`12
`
`5
`10
`
`Need at least 3+ impressions to generate
`The value of impressions decay over time
`
`$32.65
`
`$17.43
`
`$7.35
`
`$11.12
`
`Impressions needed
`
`Sales %
`of pop
`1.22%
`0.66%
`0.39%
`0.52%
`0.50%
`0.43%
`
`Purchase
`Intent
`
`8.3
`0.9
`0.3
`0.7
`0.9
`1.2
`
`Aware
`33.2
`3.5
`1.2
`2.9
`3.5
`4.7
`
`Eligible
`48.1
`5.1
`1.7
`4.3
`5.1
`6.8
`
`Eligible
`Check
`21.49%
`11.62%
`6.81%
`9.07%
`8.82%
`7.48%
`
`Best
`Case
`(Low
`Touch)
`
`6
`6
`6
`6
`6
`6
`
`Year 1
`US
`UK
`Canada
`France
`Germany
`Japan
`Australia
`Spain
`South Korea
`Brazil
`Total
`
`Populatio
`n (M)
`
`Unit Sales
`(M)
`
`224
`44
`25
`47
`58
`91
`16
`33
`36
`138
`
`2.7
`0.3
`0.1
`0.2
`0.3
`0.4
`
`4.0
`
`Year 2
`US
`
`Populatio
`n (M)
`
`Unit Sales
`(M)
`
`224
`
`5
`
`Sales %
`of pop
`2.17%
`
`Purchase
`Intent
`
`14.8
`
`Eligible
`Aware
`42.2 61.1
`
`Eligible
`Check
`27.29%
`
`Impressions needed
`per user
`
`Best
`Case
`(Low
`Touch)
`
`6
`
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`PTX 0285.0035
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`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 36 of 133
`
`UK
`Canada
`France
`Germany
`Japan
`Australia
`Spain
`South Korea
`Brazil
`Total
`
`44
`25
`47
`58
`91
`16
`33
`36
`138
`
`2.41%
`1.41%
`1.88%
`1.83%
`1.55%
`0.39%
`1.51%
`0.35%
`0.45%
`
`1
`0
`1
`1
`1
`0
`0
`0
`1
`11.0
`
`3.2
`1.1
`2.7
`3.2
`4.3
`0.2
`1.5
`0.4
`1.9
`
`9.2 13.3
`3.1 4.4
`7.7 11.1
`9.2 13.3
`12.2 17.7
`0.7 1.1
`6.1 8.8
`1.5 2.2
`7.6 11.0
`
`30.24%
`17.72%
`23.60%
`22.94%
`19.45%
`6.79%
`26.59%
`6.08%
`7.94%
`
`6
`6
`6
`6
`6
`6
`6
`6
`6
`
`Year 1 + Year 2 Best case
`US
`$18.99
`UK
`$3.13
`Canada
`$1.04
`France
`$2.61
`Germany
`$3.13
`Japan
`$4.17
`Australia
`$0.15
`Spain
`$1.24
`South Korea
`$0.31
`Brazil
`$1.54
`Total
`$36.33
`
`Calculated spend needed to reach targets
`Worst
`Current
`case
`Budget
`$28.87
`$39.77
`$4.80
`$5.64
`$1.60
`$1.88
`$4.00
`$4.70
`$4.80
`$5.64
`$6.39
`$7.50
`$0.25
`$0.16
`$2.03
`$1.30
`$0.51
`$0.32
`$2.53
`$1.63
`$55.77
`$68.55
`
`Average
`$23.93
`$3.97
`$1.32
`$3.31
`$3.97
`$5.28
`$0.20
`$1.63
`$0.41
`$2.04
`$46.05
`
`Best
`case
`$1.21
`$1.12
`$1.08
`$1.12
`$1.12
`$1.10
`$1.58
`$1.16
`$1.06
`$1.14
`$2.42
`
`Calculated CPA
`
`Worst case Average
`$1.84
`$3.14
`$1.71
`$2.94
`$1.65
`$2.94
`$1.72
`$2.94
`$1.71
`$2.94
`$1.69
`$2.94
`$2.59
`$3.27
`$1.90
`$3.27
`$1.74
`$3.27
`$1.87
`$3.27
`$3.72
`$3.07
`
`Current
`Budget
`$2.53
`$2.01
`$1.94
`$2.02
`$2.01
`$1.99
`$1.66
`$1.22
`$1.12
`$1.20
`$4.57
`
`@ Best
`Case CPA
`
`@ Worst
`Case
`CPA
`
`Eureka
`Model
`
`Units (M) Units (M) Units (M)
`31
`20
`14.99998
`
`Mktg
`Spend
`($M)
`>>>>>>
`$75.00
`Diff from Eureka Model
`
`
`
`sfdasdfasdf
`
`PTX 0285.0036
`
`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 37 of 133
`
`Country
`Allocations Year 1 media Year 1 add
`US
`$22.10
`$4.97
`UK
`$2.35
`$0.53
`Canada
`$0.78
`$0.18
`France
`$1.96
`$0.44
`Germany
`$2.35
`$0.53
`
`Year 2
`media
`
`Japan
`
`Australia
`
`Spain
`
`$3.12
`
`$0.00
`
`$0.00
`
`$0.70
`
`$0.00
`
`$0.00
`
`$7.75
`$1.69
`$0.56
`$1.41
`$1.69
`
`$2.25
`
`$0.10
`
`$0.79
`
`Year 2 add Yr 1 Devices
`$4.95
`$1.08
`$0.36
`$0.90
`$1.08
`
`$1.43
`
`$0.06
`
`$0.51
`
`South Korea
`Brazil
`Total
`
`$0.00
`$0.00
`$0.00
`$0.00
`$32.65 ##########
`
`$0.13
`$0.20
`$0.63
`$0.99
`$17.43 ##########
`
`Year 2 Devices
`10.6
`2.3
`0.8
`1.9
`2.3
`
`3.1
`
`0.1
`
`1.1
`
`0.3
`1.4
`23.9
`
`5.6
`0.6
`0.2
`0.5
`0.6
`
`0.8
`
`8.3
`
`Impressions needed % of impressions that hit
`
`Total # of Impressions
`
`Marketing budget needed ($M)
`
`Worst Case
`(High Touch) Best case
`12
`64.86%
`12
`64.86%
`12
`64.86%
`12
`64.86%
`12
`64.86%
`12
`64.86%
`
`Worst case
`62.10%
`62.10%
`62.10%
`62.10%
`62.10%
`62.10%
`
`Best Case
`(Low
`Touch)
`
`Worst Case
`(High
`Touch)
`
`445
`47
`16
`39
`47
`63
`
`930
`99
`33
`82
`99
`131
`
`Best Case
`(Low Touch)
`$4.00
`$0.42
`$0.14
`$0.35
`$0.42
`$0.56
`
`Worst Case
`(High Touch)
`$8.35
`$0.89
`$0.30
`$0.74
`$0.89
`$1.18
`
`Impressions needed
`per user
`
`% of impressions that hit
`eligible users
`
`Total # of Impressions
`Needed
`
`Marketing budget needed ($M)
`Media Only
`
`$5.91
`
`$12.34
`
`Worst Case
`(Low Touch) Best case
`12
`64.86%
`
`Worst case
`62.10%
`
`Best Case
`(Low
`Touch)
`
`Worst Case
`(High
`Touch)
`
`565
`
`1,181
`
`Best Case
`(Low Touch)
`$5.08
`
`Worst Case
`(High Touch)
`$10.60
`
`sfdasdfasdf
`
`PTX 0285.0037
`
`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 38 of 133
`
`12
`12
`12
`12
`12
`12
`12
`12
`12
`
`64.86%
`64.86%
`64.86%
`64.86%
`64.86%
`64.86%
`64.86%
`64.86%
`64.86%
`
`62.10%
`62.10%
`62.10%
`62.10%
`62.10%
`62.10%
`62.10%
`62.10%
`62.10%
`
`123
`41
`103
`123
`164
`10
`81
`20
`101
`
`257
`86
`214
`257
`342
`21
`170
`42
`212
`
`$1.10
`$0.37
`$0.92
`$1.10
`$1.47
`$0.09
`$0.73
`$0.18
`$0.91
`$11.95
`
`$2.31
`$0.77
`$1.92
`$2.31
`$3.07
`$0.19
`$1.52
`$0.38
`$1.90
`$24.97
`
`sfdasdfasdf
`
`PTX 0285.0038
`
`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 39 of 133
`
`Promo
`
`Total Devices
`16.2
`2.9
`1.0
`2.4
`2.9
`
`Giveaway
`1.5
`0.3
`0.1
`0.2
`0.3
`
`3.9
`
`0.1
`
`1.1
`
`0.3
`1.4
`32.2
`
`0.4
`
`0.0
`
`0.1
`
`0.0
`0.1
`3
`
`Promo Cost
`$0.00
`$0.00
`$0.00
`$0.00
`$0.00
`
`$0.00
`
`$0.00
`
`$0.00
`
`$0.00
`$0.00
`0
`
`0.5
`0.1
`0.0
`0.1
`0.1
`
`0.1
`
`0.0
`
`0.0
`
`0.0
`0.0
`1
`
`yr 1 promo
`
`#DIV/0!
`
`CPA ($M)
`
`Current
`marketing
`dollars assumed
`by country
`$22.10
`$2.35
`$0.78
`$1.96
`$2.35
`$3.12
`
`Best Case
`(Low
`Touch)
`$1.60
`$1.59
`$1.59
`$1.59
`$1.59
`$1.58
`
`Worst Case
`(High Touch)
`$2.38
`$2.36
`$2.36
`$2.36
`$2.36
`$2.35
`
`Current Plan
`$4.83
`$4.79
`$4.79
`$4.79
`$4.79
`$4.78
`
`$32.65
`$0.00
`
`Marketing budget needed ($M)
`
`Current
`marketing
`dollars assumed
`by country
`
`$7.75
`
`Best Case
`(Low
`Touch)
`$2.06
`
`Worst Case
`(High Touch)
`$3.19
`
`Current Plan
`$2.61
`
`sfdasdfasdf
`
`PTX 0285.0039
`
`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 40 of 133
`
`$2.06
`$2.06
`$2.06
`$2.06
`$2.06
`$1.53
`$1.12
`$1.03
`$1.10
`
`$1.69
`$0.56
`$1.41
`$1.69
`$2.25
`$0.10
`$0.79
`$0.20
`$0.99
`$17.43
`
`$0.00
`
`$3.19
`$3.19
`$3.19
`$3.19
`$3.19
`$2.51
`$1.84
`$1.69
`$1.81
`
`$2.61
`$2.61
`$2.61
`$2.61
`$2.61
`$1.61
`$1.18
`$1.08
`$1.16
`
`sfdasdfasdf
`
`PTX 0285.0040
`
`
`
`Case 6:21-cv-00569-ADA Document 244-12 Filed 07/21/23 Page 41 of 133
`
`Distribution and Logistics costs
`Selected Scenario: Standalone Sales @ 29.99
`Input
`Input
`B2Retail Shipping
`$0.75
`Q1'13 Airfreight Surcharge
`$0.50
`B2C Shipping (Play) (US/UK)
`$2.70
`B2C Ship
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