the average retail price of one quality brush is 350 rubles;
Posted: Thu Feb 13, 2025 3:22 am
Example 1 - using the " bottom-up" method
A local toothbrush manufacturer decided to calculate the market capacity to assess the potential in the Russian region. What data was collected:
the population of the region is 3 million people;
about 70% of the Russian population uses regular toothbrushes;
purchase frequency: 1 brush every 6 months.
1) First, let’s calculate the target audience in our region: 3 million * 70% = 2.1 million people.
2) Next, we calculate the per capita consumption rate per year: 2 brushes (one every six months).
3) Annual capacity of the toothbrush market in the region: considering thatmacedonia phone number list on average a person uses 2 toothbrushes per year: 2.1 million (TA) * 2 = 4.2 million toothbrushes.
4) Actual capacity of the toothbrush market per year: 4.2 million brushes * 350 rubles = 1.47 billion rubles.
Taking this into account, for example, it is possible to calculate the available market capacity as accurately as possible: 4.2 − 2.1 = 2.1 units of goods.
In rubles: 2.1 × 350 = 735 million rubles.
Example 2 - " Top-Down"
Ivan is a budding entrepreneur from Novosibirsk. He had long dreamed of starting his own business and, noticing the popularity of food delivery, decided to start delivering pizza. However, to understand whether there are prospects for the business, Ivan decided to calculate the capacity and size of the pizza delivery market in his city using the top-down method.
Data and calculation process:
1. The total revenue of restaurants and catering establishments in the Novosibirsk region in 2023 amounted to 51 billion rubles. According to Rosstat statistics .
2. Pizza accounts for about 20% of the total market, i.e. 10 billion rubles.
3. The share of delivery in the pizza segment is 40% (data for example).
4. Then we can estimate the volume of the pizza delivery market in Novosibirsk (total): 10 billion * 40% = 4 billion rubles.
5. Let's assume that large and popular aggregators (for example, Yandex Food and Delivery Club) control about 60% of the delivery market. This means that for small local delivery services there remains: 4 billion * 40% = 1.6 billion rubles.
As a result, the analytics show that the capacity of the pizza delivery market in Novosibirsk is 10 billion rubles. Of these, 1.6 million rubles are accounted for by small companies, not large players, which may be its target segment.
Results: Now Ivan understands that:
1. The pizza delivery market in his city is big enough to create a business.
2. To compete with large aggregators, it needs to offer unique advantages and services. For example, deliver pizza faster, offer an exclusive menu, or include a free gift with your first order.
A local toothbrush manufacturer decided to calculate the market capacity to assess the potential in the Russian region. What data was collected:
the population of the region is 3 million people;
about 70% of the Russian population uses regular toothbrushes;
purchase frequency: 1 brush every 6 months.
1) First, let’s calculate the target audience in our region: 3 million * 70% = 2.1 million people.
2) Next, we calculate the per capita consumption rate per year: 2 brushes (one every six months).
3) Annual capacity of the toothbrush market in the region: considering thatmacedonia phone number list on average a person uses 2 toothbrushes per year: 2.1 million (TA) * 2 = 4.2 million toothbrushes.
4) Actual capacity of the toothbrush market per year: 4.2 million brushes * 350 rubles = 1.47 billion rubles.
Taking this into account, for example, it is possible to calculate the available market capacity as accurately as possible: 4.2 − 2.1 = 2.1 units of goods.
In rubles: 2.1 × 350 = 735 million rubles.
Example 2 - " Top-Down"
Ivan is a budding entrepreneur from Novosibirsk. He had long dreamed of starting his own business and, noticing the popularity of food delivery, decided to start delivering pizza. However, to understand whether there are prospects for the business, Ivan decided to calculate the capacity and size of the pizza delivery market in his city using the top-down method.
Data and calculation process:
1. The total revenue of restaurants and catering establishments in the Novosibirsk region in 2023 amounted to 51 billion rubles. According to Rosstat statistics .
2. Pizza accounts for about 20% of the total market, i.e. 10 billion rubles.
3. The share of delivery in the pizza segment is 40% (data for example).
4. Then we can estimate the volume of the pizza delivery market in Novosibirsk (total): 10 billion * 40% = 4 billion rubles.
5. Let's assume that large and popular aggregators (for example, Yandex Food and Delivery Club) control about 60% of the delivery market. This means that for small local delivery services there remains: 4 billion * 40% = 1.6 billion rubles.
As a result, the analytics show that the capacity of the pizza delivery market in Novosibirsk is 10 billion rubles. Of these, 1.6 million rubles are accounted for by small companies, not large players, which may be its target segment.
Results: Now Ivan understands that:
1. The pizza delivery market in his city is big enough to create a business.
2. To compete with large aggregators, it needs to offer unique advantages and services. For example, deliver pizza faster, offer an exclusive menu, or include a free gift with your first order.