value
How we calculate this
Every figure comes from your inputs plus the assumptions below. Aforza customer benchmarks come from live Ava deployments. Industry benchmarks come from published research; some of the most widely used trade promotion studies date from 2014 to 2017 and are labelled as such.
| Assumption | Conservative | Expected | Ambitious | Basis |
|---|---|---|---|---|
| Shelf audit time with Ava | 7 of 20 min | 7 of 20 min | 7 of 20 min | Real Aforza customer benchmark |
| Released field time used for extra visits | 40% | 60% | 80% | Scenario assumption |
| Trade spend effectiveness gain | 2% | 5% | 8% | McKinsey: 5 to 10% (set lower) |
| Promotion planning and review time saved | 30% | 40% | 50% | Scenario assumption |
| Invalid share of deductions | 12% | 17% | 20% | Industry: 10 to 25%; Promomash: 17% |
| Recovery of invalid deductions with Ava | 40% | 50% | 60% | Industry: 30 to 60% |
| Claim processing time saved | 50% | 65% | 80% | Scenario assumption |
| Exchange rates | 1 USD = 0.75 GBP = 0.89 EUR | Fixed, rounded rates set 30 Oct 2026 | ||
Ava Audits. Field hours released = reps x visits per day x 220 days x minutes saved per audit. Extra visits = released hours x share used, divided by the new visit length plus travel time. Incremental revenue = extra visits x incremental revenue per visit. Remaining released hours are valued at your fully loaded rep cost.
Ava for TPM. Trade spend = revenue x trade spend %. Value = trade spend x effectiveness gain, plus KAM hours saved valued at your KAM cost. Spend in loss making promotions (59% of trade spend, from Nielsen research that 59% of promotions globally do not break even) is context only and is not counted.
Ava Claims Processing. Deductions = revenue x deductions %. Leakage recovered = deductions x invalid share x (Ava recovery rate minus your current recovery rate). Labour saved = claims per year x minutes per claim x time saved, valued at your finance FTE cost.
Totals. The four value lines are kept separate to avoid double counting. Revenue figures are gross revenue, not margin.
Currency and exchange rates. The calculator opens in US dollars. Default inputs are set in US dollars and converted at fixed, rounded rates of 1 USD = 0.75 GBP and 1 USD = 0.89 EUR (set 30 October 2026, reviewed quarterly). Switching currency converts your money inputs (revenue, people costs and revenue per visit) at these rates and rounds them to the nearest slider step; percentages, headcounts and times do not change.
Sources. McKinsey, trade promotion analytics; Strategy&, Zero-based trade (2017); Nielsen trade promotion research (2014 to 2016); Promomash, managing deductions; Doss, deduction recovery rates.