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{"sheet":"Worksheet","index":0,"n_rows":33,"n_cols":4,"rows_kept":33,"merged":[[5,0,5,3]],"flags":["formulas_cached_only"]}
["[Company name]"]
["Targeted Budgeting Tool"]
["[Date]"]
[]
["Gray cells are calculated for you. You do not need to enter anything in them.",null,null,"[Company name] CONFIDENTIAL"]
["Existing/Up-selling/Rescue/New Customers & Infrastructure"]
["Answer these questions:","Enter answers here:","ROMI","mROMI"]
["What period is this for?","FY2005"]
["Existing Customers",null,12.5,{"v":3.125,"d":"3.1"}]
["What is the expected sales revenue from existing customers?",{"v":5000000,"d":"$5,000,000"}]
["How much marketing investment will be required to support existing customers?",{"v":20000,"d":"$20,000"}]
["What is the expected incremental revenue from existing customers due to your marketing investments (in preceding cell)?",{"v":250000,"d":"$250,000"}]
["What is your margin percentage for revenue from existing customers?",{"v":0.25,"d":"25%"}]
["Up-selling to Existing Customers",null,{"v":4,"d":"4.0"},1.4]
["What is the expected sales revenue from up-selling to existing customers?",{"v":1000000,"d":"$1,000,000"}]
["How much marketing investment will be required to support up-selling?",{"v":250000,"d":"$250,000"}]
["What is your margin percentage for revenue from up-selling?",{"v":0.35,"d":"35%"}]
["Customer Rescue",null,{"v":3.3333333333333335,"d":"3.3"},{"v":1.1666666666666667,"d":"1.2"}]
["How much sales revenue will be \"rescued\" through marketing efforts?",{"v":500000,"d":"$500,000"}]
["How much marketing will be required to rescue customers (for example, mitigate customer churn)?",{"v":150000,"d":"$150,000"}]
["What is your margin percentage for revenue from rescued/churned customers?",{"v":0.35,"d":"35%"}]
["New Customers",null,{"v":8,"d":"8.0"},{"v":2,"d":"2.0"}]
["What is the expected sales revenue from new customers?",{"v":8000000,"d":"$8,000,000"}]
["How much marketing investment will be required to win new customers?",{"v":1000000,"d":"$1,000,000"}]
["What is your expected margin percentage for revenue from new customers?",{"v":0.25,"d":"25%"}]
["Branding",null,{"v":1,"d":"1.0"},{"v":0.25,"d":"0.3"}]
["What are your brand activities (applies to all targeted marketing activities)?",{"v":1000000,"d":"$1,000,000"}]
["What is your expected incremental revenue expected from branding activities (this period)?",{"v":1000000,"d":"$1,000,000"}]
["What is your expected margin percentage for revenue from branding?",{"v":0.25,"d":"25%"}]
["Other Marketing Investments (Infrastructure)",null,2.5,{"v":0.625,"d":"0.6"}]
["What is the marketing investment required in order to be in the business?",{"v":250000,"d":"$250,000"}]
["What is your expected incremental revenue expected from other marketing activities?",{"v":100000,"d":"$100,000"}]
["What is your expected margin percentage for revenue from other marketing?",{"v":0.25,"d":"25%"}]

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["[Company name]"]
["Targeted Budgeting Tool Summary Sheet"]
["[Date]"]
[]
["These cells are calculated for you. You do not need to enter anything in them.",{"$nulls":4},"[Company name] CONFIDENTIAL"]
["Revenue Source","Sales Revenue","Gross Margin","Marketing Investment","ROMI","mROMI"]
["Existing Customers",{"v":5000000,"d":"$5,000,000"},{"v":1250000,"d":"$1,250,000"},"n/a","n/a","n/a"]
["Portion due to marketing",{"v":250000,"d":"$250,000"},{"v":62500,"d":"$62,500"},{"v":20000,"d":"$20,000"},12.5,{"v":3.125,"d":"3.1"}]
["Up-selling to Existing Customers",{"v":1000000,"d":"$1,000,000"},{"v":350000,"d":"$350,000"},{"v":250000,"d":"$250,000"},{"v":4,"d":"4.0"},1.4]
["Customer Rescue",{"v":500000,"d":"$500,000"},{"v":175000,"d":"$175,000"},{"v":150000,"d":"$150,000"},{"v":3.3333333333333335,"d":"3.3"},{"v":1.1666666666666667,"d":"1.2"}]
["New Customers",{"v":8000000,"d":"$8,000,000"},{"v":2000000,"d":"$2,000,000"},{"v":1000000,"d":"$1,000,000"},{"v":8,"d":"8.0"},{"v":2,"d":"2.0"}]
["Branding",{"v":1000000,"d":"$1,000,000"},{"v":250000,"d":"$250,000"},{"v":1000000,"d":"$1,000,000"},{"v":1,"d":"1.0"},{"v":0.25,"d":"0.3"}]
["Other Marketing Investments",{"v":100000,"d":"$100,000"},{"v":25000,"d":"$25,000"},{"v":250000,"d":"$250,000"},0.4,0.1]
["Totals/Averages",{"v":10850000,"d":"$10,850,000"},{"v":2862500,"d":"$2,862,500"},{"v":2670000,"d":"$2,670,000"},{"v":4.063670411985019,"d":"4.1"},{"v":1.0720973782771535,"d":"1.1"}]
["Notes:"]
["Total Revenue = incremental revenue due to marketing"]
["Average ROMI = (Sum of sales revenue affected by marketing)/(Sum of related marketing expenditures)"]
["Average mROMI = (Sum of gross margin affected by marketing)/(Sum of related marketing expenditures)"]
["ROMI, mROMI cells are pink if ROMI or mROMI is less than average; otherwise, the cells are pale green."]