Table 2.1 is a spreadsheet, provided by Jeffrey Steinberg as a sample model for quantifying CLTV and ROMI. This spreadsheet has shaded line-item entries for crucial parameters such as market size, customer behavior, and financial margins. The spreadsheet contains hypothetical, numerical inputs (not necessarily reflective of MotherNature.com’s business) that illustrate the expected ROMI based on a set of assumed inputs. This spreadsheet has the following four sections: