BU 111 - Estimation

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15 Terms

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Canadian Population

40 million

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Life Expectancy

83 years

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Median Age

40.8

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People Per Household

2.5

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Median Household Income

$61,400

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Smartphone Penetration

86%

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Online Shopping

28.1 million people

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Urban Population

81% of Canadian Population is in urban areas

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Individual

Calculate individual consumables/demand

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Household

Calculate group consumables/demand

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Proxy

# of stores in an area, gas pumps

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TAM

  • Total Available Market

  • Entire market for your product

  • Apple watch: people who would buy a watch

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SAM

  • Servicable availible market

  • Size of your segment (target market)

  • Apple Watch: people who would buy a smart watch

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SOM

  • Serviceable obtainable market

  • Your share of the market / how much you CAN win

  • Apple Watch: number of people who would BUY an APPLE WATCH

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