Graphic below shows an example of customer profits sorted across all customer.
Graphic below shows a Whale-Curve based on 264 customer. The graphic depicts customer names labeled on the X-axes and accumulated customer profit on the right Y-axes. Top line shows EBIT (Earnings before interest and taxes) Total Result with ca. 107 k USD.
Graphic below focuses on the green segment-(the green blue cut-point is at 80% of top profit).
30 customer-that are 11% of all- generate 513% of EBIT!.
Graphic focuses on the blue segment-(spans from the 80% of top profit to the top profit).
121 customer add 141 % of EBIT
Graphic focuses on the red segment-(spans from top profit-blue red cut point-down to the EBIT point).
In particular the steep customer profit erosion is caused by 26 customer eliminating 499% of EBIT
Below shows the Whale-Curve as a two-axes diagram. Now we also depict the sales volume on the left Y-axes. Long bars -sales volume-stand for customer with a relative lower unit profit as their neighbors. Often these are the one with a purchasing power causing the weak customer profitability seen in the green segment!
The underlying Enterprise Model is made with randomly generated data for 50 people, manufacturing 15 products, sold to 264 customer.
Whale Curve RBM uses is based upon a 2 axes diagram.
Left y-axes shows Volume and right y-axes shows Cume of Profit
