Live Budget Model

Fox Brother's Piggly Wiggly · 11 locations

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Rate to digital (%)

Apply this rate to every storeOverwrites all per-store rates below %

Rate %

Budget by % of annual revenue = each store's 2025 revenue x its rate.

Store revenue & population tier

Population tier2025 revenue

Market penetration & frequency

LowMedHigh

Projected market size

Reach throttle % % %

Monthly frequencyExposures per person, per month x

Impressions per channel = market x reach x frequency.

Channel CPMs ($)

PMax — display, YT video $

Paid social $

Connected TV $

CTV impressions / moPer store. 0 = not funded

Flat monthly lines by tier ($)

LowMedHigh

Paid search (SEM) $ $ $

Geofencing $ $ $

Email — leased $ $ $

Email — house $ $ $

Media $ excludes the leased-email line, matching the workbook.

Media mix throttles (%)

Display — Gen. In-Market %

Display — Look-a-like %

Geofencing %

Paid search (SEM) %

Remarketing %

Connected TV %

Total: 100%

Store visit economics ($)

Cost per store visitBenchmark, not your figure $

Average order valueWorkbook cell B30 $

Visits = budget / cost per visit. Modelled sales = visits x AOV. Both are planning figures, not forecasts — the AOV is a placeholder until you give us a real basket.

Both methods, side by side

Same eleven stores, two starting points.

Every figure updates as you move a dial. Neither column is a recommendation.

Method 1 · the population build

What each tier costs, bottom-up.

Reach throttle and frequency drive impressions; CPMs price them; flat lines are added on top.

Media mix

Where the dollars go.

The mix throttles applied to each tier's media budget under Method 1, and to each store's monthly budget under Method 2.