Sonos Investor Day Presentation Deck
Our Model
We are continuing to become more
efficient in reaching new customers
$250
$150
$50
FY16
Household Acquisition Cost
FY17
FY18
FY19
FY20
... while existing customers continue
to expand their Sonos system
3.5
2.5
1.5
Year 1
Avg. Products Registered
Year 3
Year 2
Years Since First Registration
Year 4
Notes: Household acquisition cost is calculated by dividing our sales and marketing expenses by the number of net new households added during the fiscal year. FY20 excludes restructuring costs.
Avg. Products Registered represents the weighted avg. new registrations per owner (the best proxy for households) for owners who joined Sonos FY13 and later. Fiscal year cohorts are only included when they have had the full year of data available.
Year 5View entire presentation