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Business Plan
Mohit Dubey
27 Apr 2013
What problem am I solving?
1. Is this problem worth solving?
2. Are there many solving this problem?
3. What’s my unfair advantage in this?
Doing New
things
Replicating things that work
Technology
0 to 1
Globalization
1 to n
What’s my solution?
1. Am I different or am I better?
Beware of cheaper, faster, better disease!
Business plan for startups by Mohit Dubey #TiEinstitute  April 27 2013
Start-ups win by being different. The goal of a new
venture is to dominate, to own a new category!
First, name your category and then only do anything
else like logo, name, messaging, viral- campaign etc!
When successful, the category is known by the startup!
What’s my solution?
2. Am I a first mover?
What was the first successful MP3 player?
First mover loses to First-minder
Creative Technology's product, the Creative
Nomad Jukebox.
What was the giant MP3 winner?
Apple’s iPod
Who will pay for my solution?
What is my #1 source of revenue?
If you have 5 different source of revenue, then something is wrong. Pick 1.
How do I estimate market size of category that doesn’t
exist?
Top Down: TAM - Total Available Market
Focus: Ideal Customer = SAM - Served Available Market
Sales: Customer Adoption = SOM = Share of Market
Market estimate for an app that will scan food dishes and monitor calories!
1.How many end users have an over-weight problem?
2.How many have an under-weight problem?
3.For (1) and (2) how many are in a) U.S b) Europe c) China d)India e) Rest of the world
4.What portion of them own a smartphone?
5.What portion are
• Obese
• Over weight by 30 pounds or more
• Think of themselves as "over-weight"
• Have serious (doctor treated) health problems related to excess weight
6.What portion are
• Seriously under-weight
• Chronically under-weight
• Psychologically under-weight
7.The total of the above equals TAM
• Units
• Price per Unit
• Dollars
Source:nesheimgroup.typepad.com
Market estimate for an app that will scan food dishes and monitor calories!
Focus: Ideal Customer = SAM = Served Available Market
1. Which segments of TAM is your product most appealing to
(pick 6: Seriously under-weight, Chronically under-weight, Psychologically under-
weight )?
a. Which segment is most eager to use your product?
b. What 2 related segments are next as measured by
product appeal?
2. In what year will you offer products for each of those 3
market segments?
3. Line up these 3 segments like Bowling Pins
4. The total of the above equals SAM
Units x Price per Unit = $
Calculate % of TAM
Source:nesheimgroup.typepad.com
Market estimate for an app that will scan food dishes and monitor calories!
Sales: Customer Adoption = SOM = Share of Market
For each of the 3 Bowling Pins:
a. At what rate (% of each of the 3 market segments in
SAM) will customers purchase your product, each
year, for five years.
Units
Price per Unit
Dollars
b. Add the 3 sets of numbers to get your Sales.
Total Units
Total Dollars
Average Selling Price
% of SAM
Source:nesheimgroup.typepad.com
Market estimate for an app that will scan food dishes and monitor calories!
Boundaries
1. SAM in early years should be less than 25% of TAM, rarely
over 50%.
2. SAM below 10% is too small, or TAM is too large, not
focused enough, lacks meaning.
3. SOM over 30% of SAM is rare. Gorillas of new markets
settle in around 30%
• SOM below 10% is too small.
• Your adoption rare may be too conservative.
• Or your product is rather boring, not appealing.
Source:nesheimgroup.typepad.com
Thank You!
mohit@carwale.com
t:@CarWale, @mohitdubey,
f:facebook.com/carwale

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Business plan for startups by Mohit Dubey #TiEinstitute April 27 2013

  • 2. What problem am I solving? 1. Is this problem worth solving? 2. Are there many solving this problem? 3. What’s my unfair advantage in this?
  • 3. Doing New things Replicating things that work Technology 0 to 1 Globalization 1 to n
  • 4. What’s my solution? 1. Am I different or am I better? Beware of cheaper, faster, better disease!
  • 6. Start-ups win by being different. The goal of a new venture is to dominate, to own a new category! First, name your category and then only do anything else like logo, name, messaging, viral- campaign etc! When successful, the category is known by the startup!
  • 7. What’s my solution? 2. Am I a first mover?
  • 8. What was the first successful MP3 player? First mover loses to First-minder Creative Technology's product, the Creative Nomad Jukebox. What was the giant MP3 winner? Apple’s iPod
  • 9. Who will pay for my solution? What is my #1 source of revenue? If you have 5 different source of revenue, then something is wrong. Pick 1.
  • 10. How do I estimate market size of category that doesn’t exist? Top Down: TAM - Total Available Market Focus: Ideal Customer = SAM - Served Available Market Sales: Customer Adoption = SOM = Share of Market
  • 11. Market estimate for an app that will scan food dishes and monitor calories! 1.How many end users have an over-weight problem? 2.How many have an under-weight problem? 3.For (1) and (2) how many are in a) U.S b) Europe c) China d)India e) Rest of the world 4.What portion of them own a smartphone? 5.What portion are • Obese • Over weight by 30 pounds or more • Think of themselves as "over-weight" • Have serious (doctor treated) health problems related to excess weight 6.What portion are • Seriously under-weight • Chronically under-weight • Psychologically under-weight 7.The total of the above equals TAM • Units • Price per Unit • Dollars Source:nesheimgroup.typepad.com
  • 12. Market estimate for an app that will scan food dishes and monitor calories! Focus: Ideal Customer = SAM = Served Available Market 1. Which segments of TAM is your product most appealing to (pick 6: Seriously under-weight, Chronically under-weight, Psychologically under- weight )? a. Which segment is most eager to use your product? b. What 2 related segments are next as measured by product appeal? 2. In what year will you offer products for each of those 3 market segments? 3. Line up these 3 segments like Bowling Pins 4. The total of the above equals SAM Units x Price per Unit = $ Calculate % of TAM Source:nesheimgroup.typepad.com
  • 13. Market estimate for an app that will scan food dishes and monitor calories! Sales: Customer Adoption = SOM = Share of Market For each of the 3 Bowling Pins: a. At what rate (% of each of the 3 market segments in SAM) will customers purchase your product, each year, for five years. Units Price per Unit Dollars b. Add the 3 sets of numbers to get your Sales. Total Units Total Dollars Average Selling Price % of SAM Source:nesheimgroup.typepad.com
  • 14. Market estimate for an app that will scan food dishes and monitor calories! Boundaries 1. SAM in early years should be less than 25% of TAM, rarely over 50%. 2. SAM below 10% is too small, or TAM is too large, not focused enough, lacks meaning. 3. SOM over 30% of SAM is rare. Gorillas of new markets settle in around 30% • SOM below 10% is too small. • Your adoption rare may be too conservative. • Or your product is rather boring, not appealing. Source:nesheimgroup.typepad.com