CONFIDENTIAL 25 $3.0 Million Investment in Advertising $3.0 Million Investment in Advertising (assume advertising investment turns 10X annually) (assume advertising investment turns 10X annually) Copyright 2010 eDiets.com, Inc. All Rights Reserved Meal Delivery Business Model $ Millions Ad Spend Scenarios (TV + Online) $30.0 $30.0 $30.0 $30.0 Revenue/Ad Spend Ratio (revenue / advertising) 2.00 2.50 3.00 4.00 Implied Revenue 60.0 75.0 90.0 120.0 Variable Cost of Food and Fulfillment 52.0% (31.2) (39.0) (46.8) (62.4) Variable Cost of Acquisition Advertising 25% - 50% (30.0) (30.0) (30.0) (30.0) Call Center, Promotions 6.0% (3.6) (4.5) (5.4) (7.2) Fixed Cost of Staff and Other Expense (1.0) (1.0) (1.0) (1.0) EBITDA ($5.8) $0.5 $6.8 $19.4 EBITDA Margin -9.7% 0.7% 7.6% 16.2% Ad Spend Working Capital Investment Required, assuming 10 turns per year $3.0 $3.0 $3.0 $3.0 Exhibit 99.1 |
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8-K Filing
Ediets Com (DIET) Inactive 8-KRegulation FD Disclosure
Filed: 7 Dec 10, 12:00am