Based on the provided information and assumptions, the monthly forecast for ALLDOGS 2 projects the company's growth and financial targets. The forecast considers key factors such as the starting price and cost per pair, marketing return on ad spend, and fixed selling, general, and administrative expenses. The company aims to achieve $3 billion in monthly sales and $50 million in monthly EBITDA for ALLDOGS 2.

By analyzing the forecast, we can determine the following outcomes:
1. ALLDOGS 2 is projected to reach $3 billion in monthly sales by August 2025 and achieve $50 million in monthly EBITDA by April 2022.
2. To successfully implement this plan, the company will require a minimum capital investment of over $500 million.
3. When the company reaches $3 billion in monthly sales, the marketing expenditure is estimated to be over $700 million but less than $900 million.
4. The company may experience its lowest cash position before rebounding higher in July 2022.

These insights are crucial for senior management in formulating strategic decisions and aligning resources to meet the company's growth targets. By understanding the financial implications and operational requirements outlined in the forecast, the company can effectively plan and execute its 2020 and beyond strategy to ensure sustainable growth and profitability for ALLDOGS 2.
The company is now planning their 2020 and beyond strategy and wishes to accomplish the following milestones:
$3 Billion in MONTHLY sales of ALLDOGS 2
$50 Million in MONTHLY EBITDA from ALLDOGS 2 business
Construct a monthly forecast to support the company's goals and milestones. Assume no interest, taxes, depreciation, or amortization.
Assume the following:
Forecast starts on January 1, 2020 (remember it's monthly)
Price per pair begins at $500
Cost per pair begins at $175
Marketing ROAS: 3.5x
SG&A does not increase (remember it's $50MM per YEAR)
Maximum monthly marketing spend on January 1, 2020 is $1MM
Maximum month-over-month increase in marketing is 15%
QUESTIONS:
1. ALLDOGS 2 will reach $3 Billion in MONTHLY sales on:
a. March 2021
b. February 2027
c. August 2025

d. February 2024
e. The company never reaches this goal

2. ALLDOGS 2 will reach $50 Million in MONTHLY EBITDA on:
a. March 2023
b. April 2022
c. April 2025
d. June 2027
e. The company never reaches this goal
3. What is the minimum amount of capital (ie money) do ALLDOGS 2 need to execute on this plan?
a. Over $16 Million
b. Over $700 Million
c. Over $100 Million
d. Over $500 Million
e. No amount as the company never reaches this goal
4. How much is the company spending on marketing when (and if) it reaches $3 Billion in Monthly sales?
a. Over $100 Million but less than $300 Million
b. Over $300 Million but less than $700 Million
c. Over $700 Million but less than $900 Million
d. Over $900 Million
e. Never, the company never reaches its goal of $3 Billion in sales
5. In what month does the company experience it's lowest cash position before rebounding higher (ie its lowest cumulative monthly net income)?
a. July 2022
b. October 2023
c. September 2020
d. July 2025
e. Never, the company continues to lose money at an ever increasing rate