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Lessons Learned #4 
29th Sept 2014 
Group #4 
Lean Entrepreneurship 
Project S4 
Diana Moreira 
Jan Otta 
Hugo Stevens 
Judit Kalmár
P-S-M Fit 
Problem 
• What problem are you solving? 
• Does it save people time/money? 
Solution 
• Does your product solve the problem or fill the need for 
your customers? 
Market 
• Who are your customers? 
• Are there sufficent number of customers to make your 
business profitable? 
2
Competitor Positioning: 
Market Sizing: 
3 
Market Segmentation: 
B2B or B2C?  defining 
the Segmentation Criteria Bottom Up 
Approach 
Top Down 
Approach 
Total 
Available 
Market 
Served 
Available 
Market 
Target 
Market
SWOT - Competitors 
Competitors: Branded socks; Socks retailers; Luxury accessories 
shops; Shoe stores; Sports brands; Street markets 
4
Market – TAM, SAM, SOM 
TAM 
Hosiery global Industry = 25.9 US Billion 
(2018 predictions) 
SAM 
Socks Global Industry = 8.7 US Billion 
SOM 
60% * 8,7 = 5,22 US Billion 
We believe that, according to the segments we want to target, we will 
be able to reach to at leat 60% of the Socks Global Industry. 
5

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Lessons learned #4_group_4

  • 1. Lessons Learned #4 29th Sept 2014 Group #4 Lean Entrepreneurship Project S4 Diana Moreira Jan Otta Hugo Stevens Judit Kalmár
  • 2. P-S-M Fit Problem • What problem are you solving? • Does it save people time/money? Solution • Does your product solve the problem or fill the need for your customers? Market • Who are your customers? • Are there sufficent number of customers to make your business profitable? 2
  • 3. Competitor Positioning: Market Sizing: 3 Market Segmentation: B2B or B2C?  defining the Segmentation Criteria Bottom Up Approach Top Down Approach Total Available Market Served Available Market Target Market
  • 4. SWOT - Competitors Competitors: Branded socks; Socks retailers; Luxury accessories shops; Shoe stores; Sports brands; Street markets 4
  • 5. Market – TAM, SAM, SOM TAM Hosiery global Industry = 25.9 US Billion (2018 predictions) SAM Socks Global Industry = 8.7 US Billion SOM 60% * 8,7 = 5,22 US Billion We believe that, according to the segments we want to target, we will be able to reach to at leat 60% of the Socks Global Industry. 5