Good Bite is interested in selling a new form of teeth-whitening strips. They dissolve in your mouth, and leave less of a gunky residue feeling than current competitors. Whitening strips seem to appeal to people 20-29 years old. Competitors' data on existing strips suggest they appeal to women slightly more than men, but for the moment, Good Bite is not planning on differentiating on gender in the advertising. So, let's ignore gender and just consider that 20-29 year old age category. Say the U.S. population is 301 ,000,000, with 41 . 1 million in the target age bracket. About 7.5 million people have tried competitors' whitening strips (Good Bite's aren't on the market yet), and roughly 3 million of them are semi-serious, frequent users.
Good Bite is trying to guesstimate the size of its target market, and its likely profitability. The Good Bite product is sold in packages of 1 4 sets of strips (each set is an upper and lower pair) in each box. Good Bite isn't sure of the frequency with which a typical purchaser will buy a set yet, as the product category is still relatively new. However, they reason that an upper bound would be about 26 boxes bought by a consumer a year (52 weeks in the year, divided by the 2 weeks supply that is sold in each box). A more conservative estimate would halve that (1 3 boxes; roughly 1 bought each month). A more conservative estimate still would be that a customer buys "a few" (2 or 3) boxes a year. Good Bite expects to charge $25 per box.

Case Discussion Questions
1 . Should they launch Good Bites?
2. What assumptions were made that might be revisited?