daphni - marketplace KPI Spreadsheet
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Jan 2016Feb 2016Mar 2016Apr 2016May 2016Jun 2016Jul 2016
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Overall
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GMV (K€)12800328953531039590455805160068904
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GMW Growth rate MoM (%)61%7%11%13%12%25%
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Transactions (#)64153165185212240319
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Average Order Value (€)200215214214215215216
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Take rate (%)20%20%20%20%20%20%20%
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Listings fees (€)0000000
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Special services (€)0000000
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Revenue (€)256065797062791891161032013780.8
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Revenue Growth MoM (%)61%7%11%13%12%25%
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Revenue/transaction (€)404342.842.8434343.2
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Buyer-to-Seller ratio1.21.82.32.93.03.33.8
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Buyer/Seller overlap13%15%14%16%15%14%16%
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Monthly CAC1051157721262607327756305117
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CAC/revenue (%)41%24%30%33%36%55%37%
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Variable Costs (per unit)24242422201917
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Contribution margin (per unit)161918.820.8232426.2
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Contribution margin ratio40%44%44%49%53%56%61%
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Supply (sellers)
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New suppliers (#)49534961637983
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Resurrected (#)009121934
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Churn (#)0-29-21-48-42-49-53
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Suppliers (#)4973110135175208242
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Supplier Growth Rate MoM49%51%23%30%19%16%
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Quick ratio (new+res)/churn1.832.761.521.951.671.64
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Retention rate
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Supplier Net Promoter Score63%62%64%64%62%61%67%
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New listings (#)0000000
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Listings (#)0000000
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Listing Growth Rate (%)#DIV/0!#DIV/0!#DIV/0!#DIV/0!#DIV/0!#DIV/0!
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Average Listing Price (€)0000000
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Average supplier CAC (paid)) (€)
64636162636161
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Suppliers acquired through paid (%)
23%28%24%23%21%29%18%
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Average Supplier CAC (€) 15202631376044
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Monthly Suppliers CAC721108312941894231547653615
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Revenue by top 20% of suppliers (%)
39%37%38%39%41%40%37%
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Average revenue/seller (€)52906459525057
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Demand (buyers)
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New buyers (#)5984129158185211298
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Resurrected (#)009121934
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Churn (#)0-12-14-38-61-57-77
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Buyers (#)59131255387530687912
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Buyers Growth Rate MoM122%95%52%37%30%33%
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Quick ratio (new+res)/churn7.009.864.473.343.753.92
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Buyers Net Promoter Score78%82%84%84%84%79%85%
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Demand Fulfillment Rate (%)83%88%89%83%85%80%87%
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Average Buyers CAC (paid) (€)
43424341404142
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Suppliers acquired through paid (%)
13%14%15%11%13%10%12%
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Average Buyers CAC (€) 5.595.886.454.515.24.15.04
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Monthly Buyers CAC3304948327139628651502
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Average Order Frequency (AOF)
1.11.20.60.50.40.30.3
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AOF growth MoM7.7%-44.6%-26.1%-16.3%-12.7%0.1%
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Average purchase/buyer (€)404342.842.8434343.2
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Revenue/buyer (€)43502820171515
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Reccuring Buyers (%)51%59%62%63%65%67%
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GMV from Reccuring Buyers (%)
53%63%64%65%67%69%
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GMV by top 20% of buyers (%)
29%27%28%29%21%20%27%
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