Cohort Analysis - Share of Wallet Example

	B	C	D	E	F	G	H	I	J	K	M	N	O	Q	R	S
1
2	Conversion	New	# of retained supplier in month								Share of Earnings 4 Months after Onboarding			Feb-20 Cohort: Share of Earnings over Time
3	month	customers	Jan-20	Feb-20	Mar-20	Apr-20	May-20	Jun-20	Jul-20	Aug-20	Cohort Start Date	Average earnings on the marketplace in month 4	Share of Wallet M4	Months after onboarding	Average earnings on the marketplace	Share of wallet
4	Jan-20	2	2	2	2	2	2	2	2	2	Cohort Start Date	Average earnings on the marketplace in month 4	Share of Wallet M4	Months after onboarding	Average earnings on the marketplace	Share of wallet
5	Feb-20	3		3	3	3	3	2	2	1	Feb-20	$1,066.67	35.56%	2 months	$1,000.00	33.33%
6	Mar-20	3			3	3	3	3	2	3	Mar-20	$1,407.67	46.92%	3 months	$1,000.00	33.33%
7	Apr-20	6				6	5	5	5	5	Apr-20	$2,157.80	71.93%	4 months	$1,066.67	35.56%
8	May-20	7					7	7	6	5	May-20	$2,600.00	86.67%	5 months	$1,612.50	53.75%
9	Jun-20	10						10	10	10				6 months	$2,150.00	71.67%
10	July-20	13							13	13
11	August-20	15								15
12	Total	59	2	5	8	14	20	29	40	54
13
14	Conversion	New	Supplier Cohorts
15	month	GMV	Jan-20	Feb-20	Mar-20	Apr-20	May-20	Jun-20	Jul-20	Aug-20
16	Jan-20	$1,300.00	$1,300.00	$1,300.00	$1,455.00	$1,471.00	$1,600.00	$1,400.00	$1,300.00	$1,450.00
17	Feb-20	$2,500.00		$2,500.00	$3,000.00	$3,000.00	$3,200.00	$3,225.00	$4,300.00	$4,124.00
18	Mar-20	$3,000.00			$3,000.00	$2,988.00	$3,150.00	$4,223.00	$4,992.00	$4,000.00
19	Apr-20	$9,753.00				$9,753.00	$9,298.00	$9,755.00	$10,789.00	$11,089.00
20	May-20	$13,334.00					$13,334.00	$13,989.00	$13,004.00	$13,000.00
21	Jun-20	$33,373.00						$33,373.00	$37,301.00	$31,271.00
22	Jul-20	$55,771.00							$55,771.00	$10,563.00
23	Aug-20	$72,994.00								$72,994.00
24	Total	$192,025.00	$4,473.00	$39,273.00	$41,952.00	$62,514.00	$48,433.00	$78,014.00	$188,927.00	$161,240.00
25											Average total earnings	$3,000
26	Calculations:										Feb-20 Cohort: Share of Earnings over Time
27	Average total earnings = $3,000										Months after onboarding	Average earnings on the marketplace	Share of wallet
28	Share of earnings for February cohort 4 months after onboarding:										Months after onboarding	Average earnings on the marketplace	Share of wallet
29	1. $3,200 / 3 = $1,067										2 months	$1,000.00	33.33%
30	2. $1,067 / $3,000 x 100 = 35.6%										3 months	$1,000.00	33.33%
31											4 months	$1,066.67	35.56%
32											5 months	$1,612.50	53.75%
33											6 months	$2,150.00	71.67%
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