11. London population – 8.7 million
London recyclers – 3.6 million (41%) (40)
Amount that would be interested in recycling more of their stuff – 178k (5%) (90%)
Get 20% of the beachhead segment to post in the first year
36k
50% of those items used by London makers and sold for average £100
£1.8 million
Owners (15%)
£270k
Creators (80%)
£1.4 million
Womble facilitator (5%)
£90k
…how many people care
Problem
statement
Solution
hypothesis
Addressable
market
12. “REPAIR IS A RADICAL ACT”
Patagonia & probably Uncle Bulgaria