For the second segment concerning high income takers, second segment, there were only four persons.

Table 1.16 The gender of the second segment.

Table 1.23 What time during the day the second segment prefers to do the laundry.

Table 1.24 Washing habits for the second segment.

Appendix 2

The prices were established with the knowledge from the questionnaire and the logic described in chapter 3.7.3 Prices. Variable costs, for water, electricity etc, has been calculated as 20 % of the second price. With help from the questionnaire the information to establish a customer’s likelihood to use the different services were taken from the questionnaire. For example many people would consider leaving the store instead of waiting in there for the laundry to be finished. There for the services by the staff taking out clothes from the machines will be popular. Many wanted to bring their own the detergent and expected sales for detergent in the store will be considered low. See Table 2 below.

With this logic a formula of the type: I = P1*x1+p2*x2…. = x(p1*c1+p2*c2…) was created. Where I is the income, P is price, c is chance of buying and x is the variable. Out of the table 6.1.2 formulas for the initial and the original income can be easily created. X is the number of customers.
I_initial = 307,22x
I_original = 343,22x

The formula for the variable cost was made out of the same logic as the income graphs. X is the number of customers.
C_variable = 49,14x

Fixed costs are personnel’s salaries, rent for facility, regular marketing expenses, etc. They are estimated to be 80 000 RUB each month. The formula for total costs will be:

C_total = 80 000 + 49,14x

These formulas can be put together into the Break-even graph shown in chapter 4.1 Break-even Analysis.

Table 2 The knowledge of the price of the service, chance of using the service and an approximate variable cost is determined. The income and cost for each costumer could be estimated.