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Promo ROI CalculatorPromo ROI Calculator

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Calculate promo ROI in 60 seconds Bereken de promo ROI in 60 sec

Fill in your numbers and see what Captain's Promo Simulator can add. Vul jouw getallen hier in en zie wat Captain's Promo Simulator jou kan opleveren.

Volume & upliftVolume & uplift

Nielsen / CircanaNielsen / Circana
What you would sell without promosWat jullie zonder promo's zouden verkopen
Extra units thanks to promosExtra units dankzij promo's

Price & marginPrijs & marge

Finance / ERPFinance / ERP
€
Net sales price to retailerNetto verkoopprijs aan retailer
%
Average promo discountGemiddelde promo discount
%
Margin per unit on the promo price. Own brands typically 40,70%, distribution brands ca 20%Marge per unit op de promo prijs. Eigen merken 40,70%, distributiemerken ca 20%

Promo costsPromo kosten

Annual dealJaardeal
€
Shelflist / listing fees, fixed per yearSchappenlijst / listing fees, vast per jaar
€
Per,unit contributions, scan,based feesAfdrachten per CE, scan-based fees
€
Calculated automatically: variable costs ÷ total promo volume. Only adjust if the rate for extra units differs. Automatisch berekend: variabele kosten ÷ totaal promovolume. Pas alleen aan als het tarief voor extra units afwijkt.

Captain impactCaptain impact

The leverDe hefboom
%
How much extra incremental volume Captain generates on top of current uplift. Conservative range: 15,40%Hoeveel extra incrementeel volume Captain genereert bovenop de huidige uplift. Conservatieve range: 15,40%
Inzicht: Vaste kosten blijven gelijk. Elke extra unit die Captain genereert valt direct in de marge, minus de variabele kosten per unit. Insight: Fixed costs stay the same. Every extra unit Captain generates drops straight into margin, minus the variable cost per unit.

How the calculation worksHoe de berekening werkt

Trade Promo ROI = (Incremental Gross Margin , Promotional Spend) / Promotional Spend

Incremental Gross Margin = incremental units × promo price × margin%. Promotional Spend = fixed costs + variable costs. The Captain case keeps fixed costs constant and lets variable costs scale with extra volume. Incremental Gross Margin = incrementele units × promo prijs × marge%. Promotional Spend = vaste kosten + variabele kosten. De Captain case houdt vaste kosten gelijk en laat variabele kosten meeschalen met extra volume.

Discovery checklistDiscovery checklist

1. Volume: baseline + incremental units per retailer (Nielsen / Circana) 1. Volume: baseline + incrementele units per retailer (Nielsen / Circana)

2. Price & margin: base price, discount %, average margin in promo vs base 2. Prijs & marge: base price, discount %, gemiddelde marge in promo vs base

3. Costs: fixed (folder, SL, listing fees) + variable (per,unit contributions) + how these are allocated across brands 3. Kosten: vast (folder, SL, listing fees) + variabel (afdrachten per CE) + hoe deze worden toegerekend aan merken

4. Captain lever: what % uplift improvement is realistic, based on portfolio mix and current performance 4. Captain hefboom: welke % uplift verbetering is realistisch, op basis van portfolio mix en huidige performance

Guus, founder Captain

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30 minutes with a founder, walk through your numbers together.30 minuten, samen door je cijfers heen.

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