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Unformatted text preview: Business Type Cases (full answers) Columbia Business School Management Consulting Association Guidebook 2002 Please do not duplicate, copy, print or photocopy 39 Interesting! Why dont I move to the next area of my original framework, market potential? Do we have any research on the size of this market? ! Not really but how would you go about sizing the market? Well, Id try to get a sense for the size of the urban pet owner market. Lets assume that of the 100 million households, 40% or 40 million households are urban households. Of these, lets assume that 40% of the households, i.e., 16 million households, own pets. Im considering only dogs and cats as relevant pets for the product. Lets further assume that each of these households has 1.5 pets. This results in about 24 million urban pets that are potential users of the sponge in question. I dont have a good idea how often these sponges would need to be replaced. I know my niece goes through 4 to 6 diapers per day. This is probably too high. my niece goes through 4 to 6 diapers per day....
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This note was uploaded on 08/08/2009 for the course CBS casebook taught by Professor Professor during the Spring '09 term at Acton School of Business.
- Spring '09