sample_config.yaml

# -------- Core economics (prestige price band) --------
price: 180                 # £ per 30/50 ml
gm_pct: 0.80               # gross margin % (0–1)
retention: 0.85            # monthly retention (episodic)
horizon_months: 24
cac: 35
arpu_divisor: 18           # price / divisor = monthly ARPU proxy

# -------- Calendar & elasticity --------
baseline_weekly_units: 100
weeks: 26
elasticity: 1.1

# -------- Promo calendar (one per line: week, depth, channel) --------
promo_events:
  - {week: 6,  depth: 0.15, channel: "Retail"}
  - {week: 15, depth: 0.20, channel: "DTC"}
  - {week: 22, depth: 0.15, channel: "Retail"}

# -------- Promo effect decomposition (assumptions) --------
pull_forward_factor: 0.35       # share of promo lift pulled forward
cannibalization_factor: 0.25    # share cannibalized from other SKUs/time

# -------- Prestige Protection Index (PPI) inputs --------
code_share: 0.35                 # share of orders using codes (0–1)
hero_discount_incidence: 0.10    # hero SKUs observed discounted (0–1)
leakage: 0.08                    # unauthorized code leakage (0–1)

# (Optional) custom weights for PPI (keys must match the five below)
# weights:
#   promo_days: 22
#   avg_depth:  28
#   code_share: 18
#   hero:       22
#   leakage:    10