I am not sure what "making $8 per case gross means or how to measure that against 2013 revenue of $3.3 mil based on selling 327,000 cases of lemonade. I think we have to measure the gross revenue generated by selling 120,000 cases of C-Water versus the gross revenue generated in 2013 from selling 327,000 cases of lemonade. The $34 per case wholesale sounds high to me when we know they are selling lemonade wholesale by the case for about $11 each. Even though a case of C-Water includes 24 units versus 12 units of lemonade per case, $34 sounds too high. The retail prices per unit of C-Water and lemonade equate to approx. 10.8 cents and 9.95 cents per ounce of C-Water and lemonade respectively so both products are prices very closely at the retail lever per ounce.
My gut reaction was that a 24 unit case of C-Water would sell for approx. double that a 12 unit case of lemonade or about $22 per case. The simplest approach I can think of to measure what selling 120,000 cases of C-Water means is to identify what price Pulse is selling a case of C-Water for - It can't be $8 per case and, IMO it can't be $34 per case.
It shouldn't be hard to get a top line comparison but getting good info from a start up can be challenging...
AI
