This deck was presented by Mohit Dubey (Carwale) at the #TiEInstitute session for early stage companies in April 2013.
Follow us on twitter : @tiemumbai
Are you solving a problem worth solving?Elaine Chen
This short talk is for technical professionals who are thinking about starting a business with a technical solution. Entrepreneurship is about problem solving on not only the technical front, but on the business front. We use two well-known examples to highlight the power of using primary market research and customer development to define the problem statement and to validate hypotheses, to arrive efficiently at a business problem that addresses a real need and is economically viable as well.
Business plan presentation named Mom’s Biryani -The establishment of a desi restaurant in Hyderabad, pakistan.
Mom’s biryani, a desi restaurant that brings local flavor to the local people by introducing most eatable meal of desis; THE BIRYANI.
Mom’s biryani responsible to employ those women who want to support their family, gather them in one place with ease.
As with all things that become fashionable more people are taking the next step from having an idea to pursuing a business start-up. The positive side of this is that there is a flood of new ideas which could lead to successful innovative businesses that solve a consumer need. However, before investing precious time and capital into the next great idea
we should put some rigour around selecting the one that
has a best chance of being successful.
Are you solving a problem worth solving?Elaine Chen
This short talk is for technical professionals who are thinking about starting a business with a technical solution. Entrepreneurship is about problem solving on not only the technical front, but on the business front. We use two well-known examples to highlight the power of using primary market research and customer development to define the problem statement and to validate hypotheses, to arrive efficiently at a business problem that addresses a real need and is economically viable as well.
Business plan presentation named Mom’s Biryani -The establishment of a desi restaurant in Hyderabad, pakistan.
Mom’s biryani, a desi restaurant that brings local flavor to the local people by introducing most eatable meal of desis; THE BIRYANI.
Mom’s biryani responsible to employ those women who want to support their family, gather them in one place with ease.
As with all things that become fashionable more people are taking the next step from having an idea to pursuing a business start-up. The positive side of this is that there is a flood of new ideas which could lead to successful innovative businesses that solve a consumer need. However, before investing precious time and capital into the next great idea
we should put some rigour around selecting the one that
has a best chance of being successful.
Our Brand product Strongbow Gold AppleDirect and indirect th.docxjohnbbruce72945
Our Brand / product: Strongbow / Gold Apple
Direct and indirect: the brand must exist in Singapore and be an apple cider brand. The direct competitor must be serving the same target market roughly. Whole report will need to be in Singapore market context
referencing format is APA format
ASSESSMENT DETAILS
Word Limit:
4000
words with 10% extra (max). You need to include the word count on the title page.
This assignment is designed to encourage students to explore the impact of buyer behaviour on marketing strategy through the examination of an actual product category. Working in groups, you are required to demonstrate the application of buyer behaviour concepts at various stages of an organisation’s marketing planning process. The discussion of concepts will help you to achieve a deeper level of learning. The application of the concepts will prepare you for discussion and use of these concepts in other marketing subjects and in the world of work.
The final report is due in Week 12.
What do we need to do?
·
Select a
specific product
(good or service) that has been introduced to the market in the last
three
years; is of interest to the group and the group considers successful. It is recommended you
choose a specific product
within a product category, i.e. imported beers – e.g. Heineken or Boutique beers – e.g. Mountain Goat beer. Ensure there is availability of secondary information before you start. You are not to access primary data.
– based on Singapore market
·
Select
another brand (close competitor)
which is competing with your brand which could serve as a substitute in the same market.
You can choose any brand as the main competitor. The rule of three years does not apply to the main competitor.
Suggested Format
Acquire following background information in terms of-
Start with Table of Contents; do not need to include an executive summary and an introduction
1.
Market
– Section 1 200 words
- 200 words in a table format
- start with a short paragraph to introduce the brand; followed by a table; for the main brand; do not need to cover any information about the competitors
1.1. Size of market, market share, market position, depth and breadth of product range, company’s principal product (or products) in terms of features and benefits, positioning of the product, product life cycle stage.
- You do not need to cover all these points above; only some relevant points
2. Competitors
– Section 2 200 words
2.1
Number of direct
= main competitor that you will compare with the main brand in the following part of the report
/ indirect
(another competitor; can be any brand that consumers might consider buying)
competitors, size of competitors, positioning as low cost, niche players
Start with a small paragraph to introduce these two competitors; followed by a table (point form) (to compare the 4Ps (a brief description only)
Product
e.g. brand image, product attributes in general
e.g. brand image, produc.
Innovation & Entrepreneurship - From Basics to Open InnovationNikolaos Vaslamatzis
Innovation & Entrepreneurship basics - how to think like an entrepreneur and models, analytical tools and frameworks to further develop a business idea, explore a market and develop a minimum viable product (mvp).
In this talk, I speak about how the growth strategy for every market segment (innovators, early adopters, Early Majority, Late Majority) is different. And how to grow at each stage.
Our Brand product Strongbow Gold AppleDirect and indirect .docxgerardkortney
Our Brand / product: Strongbow / Gold Apple
Direct and indirect: the brand must exist in Singapore and be an apple cider brand. The direct competitor must be serving the same target market roughly. Whole report will need to be in Singapore market context
Referencing is in APA format
ASSESSMENT DETAILS
Word Limit: 4000 words with 10% extra (max). You need to include the word count on the title page.
This assignment is designed to encourage students to explore the impact of buyer behaviour on marketing strategy through the examination of an actual product category. Working in groups, you are required to demonstrate the application of buyer behaviour concepts at various stages of an organisation’s marketing planning process. The discussion of concepts will help you to achieve a deeper level of learning. The application of the concepts will prepare you for discussion and use of these concepts in other marketing subjects and in the world of work.
What do we need to do?
· Select a specific product (good or service) that has been introduced to the market in the last three years; is of interest to the group and the group considers successful. It is recommended you choose a specific product within a product category, i.e. imported beers – e.g. Heineken or Boutique beers – e.g. Mountain Goat beer. Ensure there is availability of secondary information before you start. You are not to access primary data. – based on Singapore market
· Select another brand (close competitor) which is competing with your brand which could serve as a substitute in the same market. You can choose any brand as the main competitor. The rule of three years does not apply to the main competitor.
Suggested Format
Acquire following background information in terms of-
Start with Table of Contents; do not need to include an executive summary and an introduction
1. Market – Section 1 200 words
- 200 words in a table format
- start with a short paragraph to introduce the brand; followed by a table; for the main brand; do not need to cover any information about the competitors
1.1. Size of market, market share, market position, depth and breadth of product range, company’s principal product (or products) in terms of features and benefits, positioning of the product, product life cycle stage. - You do not need to cover all these points above; only some relevant points
2.Competitors – Section 2 200 words
2.1 Number of direct = main competitor that you will compare with the main brand in the following part of the report / indirect (another competitor; can be any brand that consumers might consider buying) competitors, size of competitors, positioning as low cost, niche players
Start with a small paragraph to introduce these two competitors; followed by a table (point form) (to compare the 4Ps (a brief description only)
Product
e.g. brand image, product attributes in general
e.g. brand image, product attributes in general
Price
e.g. pricing strategy
e.g. pricing .
Of all the decisions you need to make as developer or product manager of mobile apps, pricing is one of the most complex.
This slideshare includes:
- a simple method for determining if free is a good fit for your app,
- how to price an app that is part of a SaaS offering,
- 10 tips to make in-app purchases your users will actually love and
- benchmarking data on how some of the world's most commercially successful apps approach pricing.
If you enjoy this slideshare you can find loads more awesome data about building apps users love at blog.appbot.co
Marketplace business simulation, Game Scenario, Strategic Market.docxinfantsuk
Marketplace business simulation, Game Scenario, Strategic Marketing
~ 1 ~Welcome to Marketplace
A large international electronics firm has decided to enter the microcomputer business. It has formed a new PC Marketing Division to pursue this business opportunity. You have been asked to manage the PC Division. You will be responsible for introducing a new line of microcomputers into several international markets.
Corporate Headquarters will use a balanced scorecard to measure the PC Marketing Division's performance. Your total business performance will be based upon its financial performance, market effectiveness, marketing performance, investments in the firm's future, and creation of wealth. You will be able to see this performance score starting from quarter 4. A total score will be computed for each firm competing in Marketplace.
Being the best in the industry will not be easy. It will require all you already know about marketing as well as everything you will learn during the game.
Virtual Business World
Your company will be responsible for introducing a new line of microcomputers into Asia, North America, and Europe.
Within the PC industry, other firms will be entering the market at the same time as your division. The microcomputer industry is in its introductory stage of the product life cycle. There is no history and there are no established competitors. All competitors, including your own division, will start with exactly the same resources and knowledge of the market.
All manufacturers will sell through company-owned sales offices in major metropolitan markets around the world. Your target market will be the business sector. You will not be selling to the home market and you will not sell through retail stores. Thus, your marketing strategy will be tightly focused on direct sales to business customers.
There are five market segments to serve in the PC market. They are referred to as the Cost Cutter, Innovator, Mercedes, Workhorse, and Traveler segments.
The Cost Cutter segment is a large segment that is looking for a computer that’s very easy to use for basic office applications. The segment is extremely price sensitive.
The Workhorse segment is the largest group of customers. They want a PC for a variety of office workers to use. It should have substantial capability and flexibility, although not top of the line. Ease of use is more important than high performance. It should also be modestly priced.
The Innovator segment is a small segment that needs a computer to handle large computational problems (accounting, inventory management, engineering). This segment wants the latest technology and will pay a small premium for this high performance.
The Mercedes segment is looking for a high performance computer to use in sophisticated engineering and manufacturing applications. Mercedes customers are willing to pay substantially more for high performance.
The Traveler segment wants a practical computer to use on the ...
Here is the brief overview of this cumulative Session Long Project (mealsdeidre
Here is the brief overview of this cumulative Session Long Project (SLP). In this research project, you would work as a marketing consultant to develop a feasible marketing plan for your client. You would conduct secondary research in SLP1 and SLP2 to glean the necessary information for your marketing plan in SLP3 and SLP4.
It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace.
Please check the
outline of the
marketing plan
, which provides information on:
The final format for this cumulative Session Long Project;
A list of topics for the whole project;
The continuity and connections among SLPs 1-4.
In this module SLP1, identify a company and a charge (or task) for this marketing research project and conduct situation analysis related to your charge. This is the first step of this cumulative research project. You need to review all four SLPs first in order to better understand the requirements for this project.
Product Statement
In this section, describe the company and the product that is going to be the focus of interest for your marketing plan. For example, if your client is Apple, provide background information on the organization (e.g., what it is, what it does, history, success in what it is doing, etc.). If the charge is to market a new product (such as iPad 6), describe what iPad is, how long it has been around, how successful it has been, and who the target audience is. Be specific and detail-oriented, and do not assume that the reader is familiar with the company and product.
Identify a company and a charge for your research project at the very beginning, based on the detailed requirements for this cumulative Session Long Project. The new charge is a hypothetical task, which should be based on one of the company’s existing brands or products. It is also better to identify a new product charge for existing public firms so that you can find enough information for your task. For example, you may pick one of the following companies and charges.
Apple needs to increase its market share for iPhone 8.
Microsoft intends to increase sales of Xbox One S 10TB console.
Fitbit plans a successful release of Charge 3 wristband.
Ford needs to have a successful introduction of the 2018 Fusion.
Amazon wants to increase brand awareness for Echo digital media streamer in Japan.
Do not choose the product that is the basis of Case 1.
It is best to check with your instructor regarding the company and the charge you choose to analyz ...
This is a power point file with embedded spreadsheets that anyone can use to assess the health of their business just before Covid-19. It is the first of five modules.
#MENT: Online & Mobile Trends - India & Worldwide by Gurmit Singh, MD Yahoo I...tiemumbai
Gurmit Singh, MD - Yahoo India shares his views about the Online & Mobile Trends in India and around the World. Also a part of the presentation shows the transformation & evolution of Yahoo.
This session was part of MENT (Media & Entertainment Network by TiE Mumbai). MENT is an initiative, by TiE Mumbai, towards enabling and empowering entrepreneurs in the media & entertainment industry across Mumbai & Pune. It aims to provide a platform for entrepreneurs, founders and CXOs in the industry to interact with peers, solve common founder challenges and facilitate curated networking.
Elizabeth chapman talks about how to impress the investor in just 6 slides. m...tiemumbai
How do you make the perfect pitch to the investor? Elizabeth Chapman, Chapman Consulting shares with entrepreneurs the key 6 points that they must include in their pitch and most importantly - "What not to pitch"
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Our Brand product Strongbow Gold AppleDirect and indirect th.docxjohnbbruce72945
Our Brand / product: Strongbow / Gold Apple
Direct and indirect: the brand must exist in Singapore and be an apple cider brand. The direct competitor must be serving the same target market roughly. Whole report will need to be in Singapore market context
referencing format is APA format
ASSESSMENT DETAILS
Word Limit:
4000
words with 10% extra (max). You need to include the word count on the title page.
This assignment is designed to encourage students to explore the impact of buyer behaviour on marketing strategy through the examination of an actual product category. Working in groups, you are required to demonstrate the application of buyer behaviour concepts at various stages of an organisation’s marketing planning process. The discussion of concepts will help you to achieve a deeper level of learning. The application of the concepts will prepare you for discussion and use of these concepts in other marketing subjects and in the world of work.
The final report is due in Week 12.
What do we need to do?
·
Select a
specific product
(good or service) that has been introduced to the market in the last
three
years; is of interest to the group and the group considers successful. It is recommended you
choose a specific product
within a product category, i.e. imported beers – e.g. Heineken or Boutique beers – e.g. Mountain Goat beer. Ensure there is availability of secondary information before you start. You are not to access primary data.
– based on Singapore market
·
Select
another brand (close competitor)
which is competing with your brand which could serve as a substitute in the same market.
You can choose any brand as the main competitor. The rule of three years does not apply to the main competitor.
Suggested Format
Acquire following background information in terms of-
Start with Table of Contents; do not need to include an executive summary and an introduction
1.
Market
– Section 1 200 words
- 200 words in a table format
- start with a short paragraph to introduce the brand; followed by a table; for the main brand; do not need to cover any information about the competitors
1.1. Size of market, market share, market position, depth and breadth of product range, company’s principal product (or products) in terms of features and benefits, positioning of the product, product life cycle stage.
- You do not need to cover all these points above; only some relevant points
2. Competitors
– Section 2 200 words
2.1
Number of direct
= main competitor that you will compare with the main brand in the following part of the report
/ indirect
(another competitor; can be any brand that consumers might consider buying)
competitors, size of competitors, positioning as low cost, niche players
Start with a small paragraph to introduce these two competitors; followed by a table (point form) (to compare the 4Ps (a brief description only)
Product
e.g. brand image, product attributes in general
e.g. brand image, produc.
Innovation & Entrepreneurship - From Basics to Open InnovationNikolaos Vaslamatzis
Innovation & Entrepreneurship basics - how to think like an entrepreneur and models, analytical tools and frameworks to further develop a business idea, explore a market and develop a minimum viable product (mvp).
In this talk, I speak about how the growth strategy for every market segment (innovators, early adopters, Early Majority, Late Majority) is different. And how to grow at each stage.
Our Brand product Strongbow Gold AppleDirect and indirect .docxgerardkortney
Our Brand / product: Strongbow / Gold Apple
Direct and indirect: the brand must exist in Singapore and be an apple cider brand. The direct competitor must be serving the same target market roughly. Whole report will need to be in Singapore market context
Referencing is in APA format
ASSESSMENT DETAILS
Word Limit: 4000 words with 10% extra (max). You need to include the word count on the title page.
This assignment is designed to encourage students to explore the impact of buyer behaviour on marketing strategy through the examination of an actual product category. Working in groups, you are required to demonstrate the application of buyer behaviour concepts at various stages of an organisation’s marketing planning process. The discussion of concepts will help you to achieve a deeper level of learning. The application of the concepts will prepare you for discussion and use of these concepts in other marketing subjects and in the world of work.
What do we need to do?
· Select a specific product (good or service) that has been introduced to the market in the last three years; is of interest to the group and the group considers successful. It is recommended you choose a specific product within a product category, i.e. imported beers – e.g. Heineken or Boutique beers – e.g. Mountain Goat beer. Ensure there is availability of secondary information before you start. You are not to access primary data. – based on Singapore market
· Select another brand (close competitor) which is competing with your brand which could serve as a substitute in the same market. You can choose any brand as the main competitor. The rule of three years does not apply to the main competitor.
Suggested Format
Acquire following background information in terms of-
Start with Table of Contents; do not need to include an executive summary and an introduction
1. Market – Section 1 200 words
- 200 words in a table format
- start with a short paragraph to introduce the brand; followed by a table; for the main brand; do not need to cover any information about the competitors
1.1. Size of market, market share, market position, depth and breadth of product range, company’s principal product (or products) in terms of features and benefits, positioning of the product, product life cycle stage. - You do not need to cover all these points above; only some relevant points
2.Competitors – Section 2 200 words
2.1 Number of direct = main competitor that you will compare with the main brand in the following part of the report / indirect (another competitor; can be any brand that consumers might consider buying) competitors, size of competitors, positioning as low cost, niche players
Start with a small paragraph to introduce these two competitors; followed by a table (point form) (to compare the 4Ps (a brief description only)
Product
e.g. brand image, product attributes in general
e.g. brand image, product attributes in general
Price
e.g. pricing strategy
e.g. pricing .
Of all the decisions you need to make as developer or product manager of mobile apps, pricing is one of the most complex.
This slideshare includes:
- a simple method for determining if free is a good fit for your app,
- how to price an app that is part of a SaaS offering,
- 10 tips to make in-app purchases your users will actually love and
- benchmarking data on how some of the world's most commercially successful apps approach pricing.
If you enjoy this slideshare you can find loads more awesome data about building apps users love at blog.appbot.co
Marketplace business simulation, Game Scenario, Strategic Market.docxinfantsuk
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~ 1 ~Welcome to Marketplace
A large international electronics firm has decided to enter the microcomputer business. It has formed a new PC Marketing Division to pursue this business opportunity. You have been asked to manage the PC Division. You will be responsible for introducing a new line of microcomputers into several international markets.
Corporate Headquarters will use a balanced scorecard to measure the PC Marketing Division's performance. Your total business performance will be based upon its financial performance, market effectiveness, marketing performance, investments in the firm's future, and creation of wealth. You will be able to see this performance score starting from quarter 4. A total score will be computed for each firm competing in Marketplace.
Being the best in the industry will not be easy. It will require all you already know about marketing as well as everything you will learn during the game.
Virtual Business World
Your company will be responsible for introducing a new line of microcomputers into Asia, North America, and Europe.
Within the PC industry, other firms will be entering the market at the same time as your division. The microcomputer industry is in its introductory stage of the product life cycle. There is no history and there are no established competitors. All competitors, including your own division, will start with exactly the same resources and knowledge of the market.
All manufacturers will sell through company-owned sales offices in major metropolitan markets around the world. Your target market will be the business sector. You will not be selling to the home market and you will not sell through retail stores. Thus, your marketing strategy will be tightly focused on direct sales to business customers.
There are five market segments to serve in the PC market. They are referred to as the Cost Cutter, Innovator, Mercedes, Workhorse, and Traveler segments.
The Cost Cutter segment is a large segment that is looking for a computer that’s very easy to use for basic office applications. The segment is extremely price sensitive.
The Workhorse segment is the largest group of customers. They want a PC for a variety of office workers to use. It should have substantial capability and flexibility, although not top of the line. Ease of use is more important than high performance. It should also be modestly priced.
The Innovator segment is a small segment that needs a computer to handle large computational problems (accounting, inventory management, engineering). This segment wants the latest technology and will pay a small premium for this high performance.
The Mercedes segment is looking for a high performance computer to use in sophisticated engineering and manufacturing applications. Mercedes customers are willing to pay substantially more for high performance.
The Traveler segment wants a practical computer to use on the ...
Here is the brief overview of this cumulative Session Long Project (mealsdeidre
Here is the brief overview of this cumulative Session Long Project (SLP). In this research project, you would work as a marketing consultant to develop a feasible marketing plan for your client. You would conduct secondary research in SLP1 and SLP2 to glean the necessary information for your marketing plan in SLP3 and SLP4.
It is important to conduct quality market research on your focal product/company in order to develop realistic and workable marketing plans. Generally speaking, there are two types of research. One is secondary research, which refers to data collection using existing sources, and the other is primary research, which is your own data collection for the specific study at hand. The purpose of market research is to collect usable information to make more informed decisions on the business problem, thus increasing the chance of business success in the marketplace.
Please check the
outline of the
marketing plan
, which provides information on:
The final format for this cumulative Session Long Project;
A list of topics for the whole project;
The continuity and connections among SLPs 1-4.
In this module SLP1, identify a company and a charge (or task) for this marketing research project and conduct situation analysis related to your charge. This is the first step of this cumulative research project. You need to review all four SLPs first in order to better understand the requirements for this project.
Product Statement
In this section, describe the company and the product that is going to be the focus of interest for your marketing plan. For example, if your client is Apple, provide background information on the organization (e.g., what it is, what it does, history, success in what it is doing, etc.). If the charge is to market a new product (such as iPad 6), describe what iPad is, how long it has been around, how successful it has been, and who the target audience is. Be specific and detail-oriented, and do not assume that the reader is familiar with the company and product.
Identify a company and a charge for your research project at the very beginning, based on the detailed requirements for this cumulative Session Long Project. The new charge is a hypothetical task, which should be based on one of the company’s existing brands or products. It is also better to identify a new product charge for existing public firms so that you can find enough information for your task. For example, you may pick one of the following companies and charges.
Apple needs to increase its market share for iPhone 8.
Microsoft intends to increase sales of Xbox One S 10TB console.
Fitbit plans a successful release of Charge 3 wristband.
Ford needs to have a successful introduction of the 2018 Fusion.
Amazon wants to increase brand awareness for Echo digital media streamer in Japan.
Do not choose the product that is the basis of Case 1.
It is best to check with your instructor regarding the company and the charge you choose to analyz ...
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
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It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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4. What’s my solution?
1. Am I different or am I better?
Beware of cheaper, faster, better disease!
5.
6. Start-ups win by being different. The goal of a new
venture is to dominate, to own a new category!
First, name your category and then only do anything
else like logo, name, messaging, viral- campaign etc!
When successful, the category is known by the startup!
8. What was the first successful MP3 player?
First mover loses to First-minder
Creative Technology's product, the Creative
Nomad Jukebox.
What was the giant MP3 winner?
Apple’s iPod
9. Who will pay for my solution?
What is my #1 source of revenue?
If you have 5 different source of revenue, then something is wrong. Pick 1.
10. How do I estimate market size of category that doesn’t
exist?
Top Down: TAM - Total Available Market
Focus: Ideal Customer = SAM - Served Available Market
Sales: Customer Adoption = SOM = Share of Market
11. Market estimate for an app that will scan food dishes and monitor calories!
1.How many end users have an over-weight problem?
2.How many have an under-weight problem?
3.For (1) and (2) how many are in a) U.S b) Europe c) China d)India e) Rest of the world
4.What portion of them own a smartphone?
5.What portion are
• Obese
• Over weight by 30 pounds or more
• Think of themselves as "over-weight"
• Have serious (doctor treated) health problems related to excess weight
6.What portion are
• Seriously under-weight
• Chronically under-weight
• Psychologically under-weight
7.The total of the above equals TAM
• Units
• Price per Unit
• Dollars
Source:nesheimgroup.typepad.com
12. Market estimate for an app that will scan food dishes and monitor calories!
Focus: Ideal Customer = SAM = Served Available Market
1. Which segments of TAM is your product most appealing to
(pick 6: Seriously under-weight, Chronically under-weight, Psychologically under-
weight )?
a. Which segment is most eager to use your product?
b. What 2 related segments are next as measured by
product appeal?
2. In what year will you offer products for each of those 3
market segments?
3. Line up these 3 segments like Bowling Pins
4. The total of the above equals SAM
Units x Price per Unit = $
Calculate % of TAM
Source:nesheimgroup.typepad.com
13. Market estimate for an app that will scan food dishes and monitor calories!
Sales: Customer Adoption = SOM = Share of Market
For each of the 3 Bowling Pins:
a. At what rate (% of each of the 3 market segments in
SAM) will customers purchase your product, each
year, for five years.
Units
Price per Unit
Dollars
b. Add the 3 sets of numbers to get your Sales.
Total Units
Total Dollars
Average Selling Price
% of SAM
Source:nesheimgroup.typepad.com
14. Market estimate for an app that will scan food dishes and monitor calories!
Boundaries
1. SAM in early years should be less than 25% of TAM, rarely
over 50%.
2. SAM below 10% is too small, or TAM is too large, not
focused enough, lacks meaning.
3. SOM over 30% of SAM is rare. Gorillas of new markets
settle in around 30%
• SOM below 10% is too small.
• Your adoption rare may be too conservative.
• Or your product is rather boring, not appealing.
Source:nesheimgroup.typepad.com
