TABLE 1
FROM:
Valuing customers
Thayne Forbes
BACK TO ARTICLETable 1. Historic cost valuation
| Company A | Company B | |
|---|---|---|
| Customers | 500 | 500 |
| Marketing expenditure | 300 | 600 |
| Sales | 4,000 | 4,000 |
| Operating profit | 600 | 600 |
| Acq. Cost per Cust. | 0.6 | 1.2 |
| Revenue per customer | 8.0 | 8.0 |
| Op. profit per customer | 1.2 | 1.2 |
| Revenue per £1 marketing | 13.3 | 6.7 |
| Op. profit per £1 marketing | 2.0 | 1.0 |
