The document summarizes the market research process and findings of the Creative Founders on four potential markets: senior care, career counseling, life skills coaching, and camping. They created a Venn diagram to narrow their focus, did competitive analyses and research. Their key findings were: the senior care market is growing significantly worldwide; 50% of college students are undeclared or change majors; and life skills are severely lacking for millennials. They decided to focus on the rising senior population needing better care and helping people choose satisfying careers from ages 10 to 28 based on the large total addressable markets.

1. The Creative Founders
Jennifer, Ola, Skylar

3. • Created a venn diagram
• Narrowed down to 4 markets
• Did Competitive Analysis
• Went to Haas library
• Researched factors for our target users behavior, percentage of
them who we plan to target
What We Did

4. We Explored 4 Markets

5. Senior citizens living
in retirement homes
They struggle to save
money for retirement and
healthcare, and live in
isolation which can lead to
depression
?
H
ave
Addresses
U
se
The Problem
The Solution
Senior Care The People

6. Students and young
adults, who are yet
to find their passion
in life
They are not sure what to
focus on for their major or
their job, and end up
changing career paths or
college majors
?
H
ave
Addresses
U
se
The Problem
The Solution
Career
Counseling
The People

7. Camping
Campers, looking for
available sites
Can't find a location to go
camping and know whether
or not it is private or public
land
?
H
ave
Addresses
U
se
The People
The Problem
The Solution

8. Millennials
They are not very
independent and have little
knowledge about basic life
skills when they move out of
their homes
?
H
ave
Addresses
U
se
The People
The Problem
The Solution
Life Skills

9. What We Learned
• There was already a strong solution for the camper market.
• Life skills in millennials are severely lacking.
• The senior care market is growing significantly worldwide, and will
continue to do so.
• We discovered 50 precent of people entering college are
undeclared or end up changing their major.

10. TAM/SAM/SOM

11. TAM
SAM
SOM
U.S. market potential:
$2.13 billion
(11 million people)
California market potential:
$0.2 billion
(3 million people)
Career
Counseling
Bay Area market potential:
$30,000
(400,000 people)

12. Life Skill Coaching
California market potential revenue:
$18.75 million
(10.4 million Millennials)
US market potential revenue:
$150 million
(83.1 million Millennials)
CCA market potential revenue:
$9,625
(550 students live in dorms)
TAM
SAM
SOM

13. California market potential:
$72 million
(2.2 million seniors)
Senior Care
SF market potential revenue:
$3.6 million
(110,000 seniors)
U.S. market potential:
$480 million
(14.73 million seniors)
TAM
SAM
SOM

14. Next Steps
• The rising senior population and how might we better care
for them (TAM $480 million revenue)
• Choosing/ Changing Career Path from 10 y.o. to 28 y.o.
(TAM 2.13 billion revenue)

15. Resources
• Source 1: Howe, Neil. “Millennials Struggle to Pass Life Skills 101.” Forbes, Forbes Magazine, 1 Sept.
2014, www.forbes.com/sites/neilhowe/2014/07/02/millennials-struggle-to-pass-life-skills-101/.
• Source 2: Life, Intelligence For Your. “Millennials Don't Have Basic Life Skills Anymore.” Intelligence For
Your Life, Intelligence For Your Life, 30 Nov. 2016, www.tesh.com/articles/millennials-dont-have-basic-
life-skills-anymore/.
• Source 3: American Generation Fast Facts. (2017, August 27). Retrieved September 18, 2017, from
http://www.cnn.com/2013/11/06/us/baby-boomer-generation-fast-facts/index.html
• Source 4: (n.d.). Retrieved September 18, 2017, from http://www.bayareacensus.ca.gov/bayarea.htm
• Source 5: DimentCareer, D. (n.d.). BISWorld Industry Report 62431Job Training & Career Counseling in
the US. IBIS World, 1-20. Retrieved September 18, 2017.
• Cohen, A. (2017). Life Coaches in the US. IBIS World, 1-28. Retrieved September 12.
• Characteristics and Trends for Bay Area Seniors, http://seniorservicescoalition.org/wp-content/uploads/
Research/Characteristics-and-Trends-for-Bay-Area-Seniors_2011.pdf

16. Appendix

17. Market Sizing Initial Questions:
• How many Senior Citizens live in Retirement Homes? By how much is the
population of senior citizens growing? how many senior citizens will be living in the
retirement homes in the future?
• How many Millennials have recently left home? How many of them struggle with life
skills? what is causing millennials struggling with life skills to increase?
• How many people go camping in the US yearly, is that number growing?
• How many students in the US go into college as undeclared major’s or change
majors, how much of the workforce undergoes a career change? or becomes
unsatisfied with there job.