Momentum Across Key Metrics
Modeling Methodology for
BARK's Direct to Consumer Revenue
KPI Driven Modeling Methodology:
Subscription Shipments last Quarter (in 000s)
100% - Average Monthly Subscription Shipment Churn this Quarter
Subscription Shipments this Quarter from existing subscriptions (in 000s)
New Subscriptions this Quarter (in 000s)
Subscription Shipments per New Subscription
(1)
Subscription Shipments this Quarter from New Subscriptions (in 000s) (¹)
Subscription Shipments this Quarter (in 000s)
Average Order Value
Direct to Consumer Revenue (in 000s)
Calculation
Q3 FY21
Q4 FY21
A
2,675
3,113
93.5%
94.6%
AxB = C
2,501
2,945
381
264
E
1.6
2.0
DXE = F
612
518
C + F = G
3,113
3,463
H
$28.98
$29.25
Gx H = I
$90,202
$101,300
1 For Q3 FY21 and Q4 FY21, we back into "Subscription Shipments this quarter from New Subscriptions", and the "Subscription Shipments per New Subscription." The number of
Subscription Shipments per New Subscription ranges between 1 - 3 in any given quarter based on the distribution and timing of New Subscription acquisition throughout the
quarter.
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