Real Growth - How to Measure What Really Matters

1. How To Measure What Really Matters Yona Shtern Co-Founder & CEO Beyond the Rack

2. A little bit of context. BTR is a private sale club…. Comprised of 3,000 brand partners

3. and 4 million members

4. And we measure everything….. 4 CONFIDENTIAL

6. To how much of our revenue comes from repeat customers Buyers by Frequency Revenue by Customer Type 6 6 CONFIDENTIAL

7. To all that financial stuff investors are interested in…. Gross Demand (Product-Only) Gross Sales (Product-Only) ’10-’12 CAGR: 118% ’10-’12 CAGR: 126% EBITDA Unlanded Gross Margin ’10-’12 CAGR: 133% ¹ Based on fiscal year ending January 31st. 7 CONFIDENTIAL

8. The Bottom Line is If You Aren’t Measuring….

9. You’re Guessing

11. ROI

12. NPS

13. Conversion

14. Variable Costs

15. Fixed Costs

16. Overhead

17. Gross Margin

18. Landing Costs

19. Inventory Turn

20. G & A

21. Turn Over

23. This Kind of A Model – Financial Model

25. Bottom-Up View

26. Provides Visibility to Key Break Points

27. Overhead

28. Economies of Scale

29. Demonstrate Scale

30. Allows You to Focus around KPIs

31. “Shit Sorter”

32. Organization Can Coalesce and Focus

34. It’s Not A Secret… Sharing is Caring

36. Common language and definitions

38. Investors