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MonthJanuaryFebruaryMarchQuarter 1
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123Estimates%Actual%VarianceExplanationEstimates%Actual%VarianceExplanationEstimates%Actual%VarianceExplanationEstimates%Actual%VarianceExplanation
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Revenues
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Sales - DR Offer $ 74,483.00 3.0% $ - 0.0% $ (74,483.00) $ 55,834.00 2.6% $ - 0.0% $ (55,834.00) $ 67,327.00 2.7% $ - 0.0% $ (67,327.00) $ 197,644.00 2.8% $ - 0.0% $ (197,644.00)
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Sales - E-commerce store $ 1,448,738.00 57.4% $ - 0.0% $ (1,448,738.00) $ 1,108,845.00 50.9% $ - 0.0% $ (1,108,845.00) $ 1,299,190.00 52.5% $ - 0.0% $ (1,299,190.00) $ 3,856,773.00 53.7% $ - 0.0% $ (3,856,773.00)
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Sales Wholesale $ 88,430.00 3.5% $ - 0.0% $ (88,430.00) $ 121,081.00 5.6% $ - 0.0% $ (121,081.00) $ 121,718.00 4.9% $ - 0.0% $ (121,718.00) $ 331,229.00 4.6% $ - 0.0% $ (331,229.00)
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MRR $ 507,178.00 20.1% $ - 0.0% $ (507,178.00) $ 511,246.00 23.5% $ - 0.0% $ (511,246.00) $ 550,197.00 22.2% $ - 0.0% $ (550,197.00) $ 1,568,621.00 21.9% $ - 0.0% $ (1,568,621.00)
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Amazon $ 387,769.00 15.4% $ - 0.0% $ (387,769.00) $ 365,623.00 16.8% $ - 0.0% $ (365,623.00) $ 415,929.00 16.8% $ - 0.0% $ (415,929.00) $ 1,169,321.00 16.3% $ - 0.0% $ (1,169,321.00)
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Affiliate revenue $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ -
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Shipping Revenue $ 17,550.00 0.7% $ - 0.0% $ (17,550.00) $ 15,749.00 0.7% $ - 0.0% $ (15,749.00) $ 18,888.00 0.8% $ - 0.0% $ (18,888.00) $ 52,187.00 0.7% $ - 0.0% $ (52,187.00)
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Total Revenues
 $ 2,524,148.00 100% $ - 100% $ (2,524,148.00) $ 2,178,378.00 100% $ - 100% $ (2,178,378.00) $ 2,473,249.00 100% $ - 100% $ (2,473,249.00) $ 7,175,775.00 100% $ - 100% $ (7,175,775.00)
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Revenue Adjustments
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Refunds 4.0%4.0%5.0% $ 100,965.92 4.0% $ - 0.0% $ (100,965.92) $ 87,135.12 4.0% $ - 0.0% $ (87,135.12) $ 123,662.45 5.0% $ - 0.0% $ (123,662.45) $ 311,763.49 4.3% $ - 0.0% $ (311,763.49)
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Discounts3.5%3.5%3.5% $ 88,345.18 3.5% $ - 0.0% $ (88,345.18) $ 76,243.23 3.5% $ - 0.0% $ (76,243.23) $ 86,563.72 3.5% $ - 0.0% $ (86,563.72) $ 251,152.13 3.5% $ - 0.0% $ (251,152.13)
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Chargebacks (1%)0.3%0.3%0.3% $ 6,310.37 0.3% $ - 0.0% $ (6,310.37) $ 5,445.95 0.3% $ - 0.0% $ (5,445.95) $ 6,183.12 0.3% $ - 0.0% $ (6,183.12) $ 17,939.44 0.3% $ - 0.0% $ (17,939.44)
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Total Revenue Adjustments
 $ 195,621.47 8% $ - 0% $ (195,621.47) $ 168,824.30 8% $ - 0% $ (168,824.30) $ 216,409.29 9% $ - 0% $ (216,409.29) $ 580,855.05 8% $ - 0% $ (580,855.05)
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Net Revenues
 $ 2,328,526.53 92.3% $ - 0.0% $ (2,328,526.53) $ 2,009,553.71 92.3% $ - 0.0% $ (2,009,553.71) $ 2,256,839.71 91.3% $ - 0.0% $ (2,256,839.71) $ 6,594,919.95 91.9% $ - 0.0% $ (6,594,919.95)
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Cost of Goods Sold
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Product Costs28.0%28.0%28.0% $ 706,761.44 28.0% $ - 0.0% $ (706,761.44) $ 609,945.84 28.0% $ - 0.0% $ (609,945.84) $ 692,509.72 28.0% $ - 0.0% $ (692,509.72) $ 2,009,217.00 28.0% $ - 0.0% $ (2,009,217.00)
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Amazon costs21.0%21.0%21.0% $ 81,431.49 3.2% $ - 0.0% $ (81,431.49) $ 76,780.83 3.5% $ - 0.0% $ (76,780.83) $ 87,345.09 3.5% $ - 0.0% $ (87,345.09) $ 245,557.41 3.4% $ - 0.0% $ (245,557.41)
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Merchant Fees2.9%2.9%2.9% $ 59,390.52 2.4% $ - 0.0% $ (59,390.52) $ 49,058.55 2.3% $ - 0.0% $ (49,058.55) $ 56,132.46 2.3% $ - 0.0% $ (56,132.46) $ 164,581.53 2.3% $ - 0.0% $ (164,581.53)
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Fulfillment Costs2.5%2.5%2.5% $ 52,970.73 2.1% $ - 0.0% $ (52,970.73) $ 44,925.15 2.1% $ - 0.0% $ (44,925.15) $ 50,960.80 2.1% $ - 0.0% $ (50,960.80) $ 148,856.68 2.1% $ - 0.0% $ (148,856.68)
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Freight Out10.0%10.0%10.0% $ 211,882.90 8.4% $ - 0.0% $ (211,882.90) $ 179,700.60 8.2% $ - 0.0% $ (179,700.60) $ 203,843.20 8.2% $ - 0.0% $ (203,843.20) $ 595,426.70 8.3% $ - 0.0% $ (595,426.70)
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Product Testing0.1%0.1%0.1% $ 1,388.28 0.1% $ - 0.0% $ (1,388.28) $ 1,198.11 0.1% $ - 0.0% $ (1,198.11) $ 1,360.29 0.1% $ - 0.0% $ (1,360.29) $ 3,946.68 0.1% $ - 0.0% $ (3,946.68)
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Total Cost of goods sold
 $ 1,113,825.36 44.1% $ - 0.0% $ (1,113,825.36) $ 961,609.07 44.1% $ - 0.0% $ (961,609.07) $ 1,092,151.55 44.2% $ - 0.0% $ (1,092,151.55) $ 3,167,585.99 44.1% $ - 0.0% $ (3,167,585.99)
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Gross Profit
 $ 1,214,701.17 48.1% $ - 0.0% $ (1,214,701.17) $ 1,047,944.63 48.1% $ - 0.0% $ (1,047,944.63) $ 1,164,688.16 47.1% $ - 0.0% $ (1,164,688.16) $ 3,427,333.96 47.8% $ - 0.0% $ (3,427,333.96)
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General and Administrative costs
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Accounting Fees $ 7,500.00 0.3% $ - 0.0% $ (7,500.00) $ 7,500.00 0.3% $ - 0.0% $ (7,500.00) $ 7,500.00 0.3% $ - 0.0% $ (7,500.00) $ 22,500.00 0.3% $ - 0.0% $ (22,500.00)
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Auto $ 450.00 0.0% $ - 0.0% $ (450.00) $ 450.00 0.0% $ - 0.0% $ (450.00) $ 450.00 0.0% $ - 0.0% $ (450.00) $ 1,350.00 0.0% $ - 0.0% $ (1,350.00)
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Bank Fees $ 33.39 0.0% $ - 0.0% $ (33.39) $ 33.39 0.0% $ - 0.0% $ (33.39) $ 33.39 0.0% $ - 0.0% $ (33.39) $ 100.17 0.0% $ - 0.0% $ (100.17)
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Depreciation $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ -
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Dues & Subscriptions $ 250.00 0.0% $ - 0.0% $ (250.00) $ 250.00 0.0% $ - 0.0% $ (250.00) $ 250.00 0.0% $ - 0.0% $ (250.00) $ 750.00 0.0% $ - 0.0% $ (750.00)
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Insurance Expense $ 1,650.00 0.1% $ - 0.0% $ (1,650.00) $ 1,650.00 0.1% $ - 0.0% $ (1,650.00) $ 1,650.00 0.1% $ - 0.0% $ (1,650.00) $ 4,950.00 0.1% $ - 0.0% $ (4,950.00)
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Professional Fees $ 10,000.00 0.4% $ - 0.0% $ (10,000.00) $ 10,000.00 0.5% $ - 0.0% $ (10,000.00) $ 10,000.00 0.4% $ - 0.0% $ (10,000.00) $ 30,000.00 0.4% $ - 0.0% $ (30,000.00)
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Office Supplies $ 5,000.00 0.2% $ - 0.0% $ (5,000.00) $ 5,000.00 0.2% $ - 0.0% $ (5,000.00) $ 5,000.00 0.2% $ - 0.0% $ (5,000.00) $ 15,000.00 0.2% $ - 0.0% $ (15,000.00)
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Taxes and licenses $ 2,000.00 0.1% $ - 0.0% $ (2,000.00) $ 2,000.00 0.1% $ - 0.0% $ (2,000.00) $ 2,000.00 0.1% $ - 0.0% $ (2,000.00) $ 6,000.00 0.1% $ - 0.0% $ (6,000.00)
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Total General and Administrative
 $ 26,883.39 1.1% $ - 0.0% $ (26,883.39) $ 26,883.39 1.2% $ - 0.0% $ (26,883.39) $ 26,883.39 1.1% $ - 0.0% $ (26,883.39) $ 80,650.17 1.1% $ - 0.0% $ (80,650.17)
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IT Costs
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Computer Hardware $ 2,493.00 0.1% $ - 0.0% $ (2,493.00) $ 854.00 0.0% $ - 0.0% $ (854.00) $ 18,443.00 0.7% $ - 0.0% $ (18,443.00) $ 21,790.00 0.3% $ - 0.0% $ (21,790.00)
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Software Subscriptions $ 92,672.46 3.7% $ - 0.0% $ (92,672.46) $ 33,073.00 1.5% $ - 0.0% $ (33,073.00) $ 80,678.00 3.3% $ - 0.0% $ (80,678.00) $ 206,423.46 2.9% $ - 0.0% $ (206,423.46)
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Web Hosting $ 786.00 0.0% $ - 0.0% $ (786.00) $ 1,312.00 0.1% $ - 0.0% $ (1,312.00) $ 892.00 0.0% $ - 0.0% $ (892.00) $ 2,990.00 0.0% $ - 0.0% $ (2,990.00)
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Total IT Costs
 $ 95,951.46 3.8% $ - 0.0% $ (95,951.46) $ 35,239.00 1.6% $ - 0.0% $ (35,239.00) $ 100,013.00 4.0% $ - 0.0% $ (100,013.00) $ 231,203.46 3.2% $ - 0.0% $ (231,203.46)
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Paid Media
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Affiliate Mgmt/Commissions
1.25%1.25%1.25% $ 931.04 0.0% $ - 0.0% $ (931.04) $ 697.93 0.0% $ - 0.0% $ (697.93) $ 841.59 0.0% $ - 0.0% $ (841.59) $ 2,470.55 0.0% $ - 0.0% $ (2,470.55)
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Display Advertising60.00%55.00%55.00% $ 44,689.80 1.8% $ - 0.0% $ (44,689.80) $ 30,708.70 1.4% $ - 0.0% $ (30,708.70) $ 37,029.85 1.5% $ - 0.0% $ (37,029.85) $ 112,428.35 1.6% $ - 0.0% $ (112,428.35)
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Paid E-mail Drops $ 15,000.00 0.6% $ - 0.0% $ (15,000.00) $ 15,000.00 0.7% $ - 0.0% $ (15,000.00) $ 15,000.00 0.6% $ - 0.0% $ (15,000.00) $ 45,000.00 0.6% $ - 0.0% $ (45,000.00)
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Search Advertising1.25%1.25%1.25% $ 31,551.85 1.3% $ - 0.0% $ (31,551.85) $ 27,229.73 1.3% $ - 0.0% $ (27,229.73) $ 30,915.61 1.3% $ - 0.0% $ (30,915.61) $ 89,697.19 1.3% $ - 0.0% $ (89,697.19)
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Social Media Advertising12.50%12.50%12.50% $ 181,092.25 7.2% $ - 0.0% $ (181,092.25) $ 138,605.63 6.4% $ - 0.0% $ (138,605.63) $ 162,398.75 6.6% $ - 0.0% $ (162,398.75) $ 482,096.63 6.7% $ - 0.0% $ (482,096.63)
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Amazon Costs - sponsored
5.00%5.00%5.00% $ 19,388.45 0.8% $ - 0.0% $ (19,388.45) $ 18,281.15 0.8% $ - 0.0% $ (18,281.15) $ 20,796.45 0.8% $ - 0.0% $ (20,796.45) $ 58,466.05 0.8% $ - 0.0% $ (58,466.05)
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Total Paid Media
 $ 292,653.39 11.6% $ - 0.0% $ (292,653.39) $ 230,523.13 10.6% $ - 0.0% $ (230,523.13) $ 266,982.25 10.8% $ - 0.0% $ (266,982.25) $ 787,688.21 11.0% $ - 0.0% $ (787,688.21)
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Sales and Marketing
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Contract Labor $ 11,017.00 0.4% $ - 0.0% $ (11,017.00) $ 12,134.00 0.6% $ - 0.0% $ (12,134.00) $ 19,251.00 0.8% $ - 0.0% $ (19,251.00) $ 42,402.00 0.6% $ - 0.0% $ (42,402.00)
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Meals & Entertainment $ 200.00 0.0% $ - 0.0% $ (200.00) $ 366.00 0.0% $ - 0.0% $ (366.00) $ 504.00 0.0% $ - 0.0% $ (504.00) $ 1,070.00 0.0% $ - 0.0% $ (1,070.00)
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Product development $ 465.00 0.0% $ - 0.0% $ (465.00) $ 195.00 0.0% $ - 0.0% $ (195.00) $ 5,494.00 0.2% $ - 0.0% $ (5,494.00) $ 6,154.00 0.1% $ - 0.0% $ (6,154.00)
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Sponsorships $ 170.00 0.0% $ - 0.0% $ (170.00) $ - 0.0% $ - 0.0% $ - $ 310.00 0.0% $ - 0.0% $ (310.00) $ 480.00 0.0% $ - 0.0% $ (480.00)
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Training / events $ - 0.0% $ - 0.0% $ - $ 776.00 0.0% $ - 0.0% $ (776.00) $ - 0.0% $ - 0.0% $ - $ 776.00 0.0% $ - 0.0% $ (776.00)
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Travel Expenses $ 1,885.00 0.1% $ - 0.0% $ (1,885.00) $ 848.00 0.0% $ - 0.0% $ (848.00) $ 6,716.00 0.3% $ - 0.0% $ (6,716.00) $ 9,449.00 0.1% $ - 0.0% $ (9,449.00)
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Other $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ -
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Total Sales and Marketing
 $ 13,737.00 0.5% $ - 0.0% $ (13,737.00) $ 14,319.00 0.7% $ - 0.0% $ (14,319.00) $ 32,275.00 1.3% $ - 0.0% $ (32,275.00) $ 60,331.00 0.8% $ - 0.0% $ (60,331.00)
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Occupancy Costs
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Utilities $ 1,334.00 0.1% $ - 0.0% $ (1,334.00) $ 5,398.00 0.2% $ - 0.0% $ (5,398.00) $ 5,139.00 0.2% $ - 0.0% $ (5,139.00) $ 11,871.00 0.2% $ - 0.0% $ (11,871.00)
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Rent Expense $ 15,151.00 0.6% $ - 0.0% $ (15,151.00) $ 15,000.00 0.7% $ - 0.0% $ (15,000.00) $ 15,136.00 0.6% $ - 0.0% $ (15,136.00) $ 45,287.00 0.6% $ - 0.0% $ (45,287.00)
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Repairs & Maintenance $ 17,752.00 0.7% $ - 0.0% $ (17,752.00) $ 1,280.00 0.1% $ - 0.0% $ (1,280.00) $ 2,437.00 0.1% $ - 0.0% $ (2,437.00) $ 21,469.00 0.3% $ - 0.0% $ (21,469.00)
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Storage unit $ 328.00 0.0% $ - 0.0% $ (328.00) $ 328.00 0.0% $ - 0.0% $ (328.00) $ 328.00 0.0% $ - 0.0% $ (328.00) $ 984.00 0.0% $ - 0.0% $ (984.00)
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Telephone $ 721.00 0.0% $ - 0.0% $ (721.00) $ 798.00 0.0% $ - 0.0% $ (798.00) $ 758.00 0.0% $ - 0.0% $ (758.00) $ 2,277.00 0.0% $ - 0.0% $ (2,277.00)
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Total Occupancy costs
 $ 35,286.00 1.4% $ - 0.0% $ (35,286.00) $ 22,804.00 1.0% $ - 0.0% $ (22,804.00) $ 23,798.00 1.0% $ - 0.0% $ (23,798.00) $ 81,888.00 1.1% $ - 0.0% $ (81,888.00)
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Labor Costs
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Contract Labor $ 15,680.00 0.6% $ - 0.0% $ (15,680.00) $ 12,370.00 0.6% $ - 0.0% $ (12,370.00) $ 3,800.00 0.2% $ - 0.0% $ (3,800.00) $ 31,850.00 0.4% $ - 0.0% $ (31,850.00)
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Employee Welfare $ 1,979.00 0.1% $ - 0.0% $ (1,979.00) $ 2,143.00 0.1% $ - 0.0% $ (2,143.00) $ 2,143.00 0.1% $ - 0.0% $ (2,143.00) $ 6,265.00 0.1% $ - 0.0% $ (6,265.00)
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Employee Benefits $ 3,462.00 0.1% $ - 0.0% $ (3,462.00) $ 2,308.00 0.1% $ - 0.0% $ (2,308.00) $ - 0.0% $ - 0.0% $ - $ 5,770.00 0.1% $ - 0.0% $ (5,770.00)
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Insurance $ (3,496.00)-0.1% $ - 0.0% $ 3,496.00 $ 37,015.00 1.7% $ - 0.0% $ (37,015.00) $ 13,040.00 0.5% $ - 0.0% $ (13,040.00) $ 46,559.00 0.6% $ - 0.0% $ (46,559.00)
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Payroll Expenses $ 171,598.42 6.8% $ - 0.0% $ (171,598.42) $ 171,103.00 7.9% $ - 0.0% $ (171,103.00) $ 203,266.00 8.2% $ - 0.0% $ (203,266.00) $ 545,967.42 7.6% $ - 0.0% $ (545,967.42)
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Payroll Taxes $ 18,605.00 0.7% $ - 0.0% $ (18,605.00) $ 32,458.00 1.5% $ - 0.0% $ (32,458.00) $ 27,894.00 1.1% $ - 0.0% $ (27,894.00) $ 78,957.00 1.1% $ - 0.0% $ (78,957.00)
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Recruiting Costs (headhunter fees)
 $ 9,309.00 0.4% $ - 0.0% $ (9,309.00) $ 1,990.00 0.1% $ - 0.0% $ (1,990.00) $ 2,022.00 0.1% $ - 0.0% $ (2,022.00) $ 13,321.00 0.2% $ - 0.0% $ (13,321.00)
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Other $ - 0.0% $ - 0.0% $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ -
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Other $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ - $ - 0.0% $ - 0.0% $ -
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Total Labor Costs
 $ 217,137.42 8.6% $ - 0.0% $ (217,137.42) $ 259,387.00 11.9% $ - 0.0% $ (259,387.00) $ 252,165.00 10.2% $ - 0.0% $ (252,165.00) $ 728,689.42 10.2% $ - 0.0% $ (728,689.42)
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Total Expenses
 $ 681,648.66 27.0% $ - 0.0% $ (681,648.66) $ 589,155.52 27.0% $ - 0.0% $ (589,155.52) $ 702,116.64 28.4% $ - 0.0% $ (702,116.64) $ 1,972,920.81 27.5% $ - 0.0% $ (1,972,920.81)
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Net Profit
 $ 533,052.52 21.1% $ - 0.0% $ (533,052.52) $ 458,789.12 21.1% $ - 0.0% $ (458,789.12) $ 462,571.52 18.7% $ - 0.0% $ (462,571.52) $ 1,454,413.15 20.3% $ - 0.0% $ (1,454,413.15)
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21.1%0.0%21.1%0.0%18.7%0.0%20.3%0.0%
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