24. Consider the following analyses of addressable market. Which one is "best"? Why? Where do the others fall short? (I'm looking for you to critique each TAM analysis in the context of what the TAM is supposed to be, how that is presented in the example, and how well the writer analyzes and communicates his or her assessment of TAM, included the quality of writing- and from that critique, identify the "best" presented TAM analysis) (10 points) (a) The population of Idaho Falls is around 60,000 people. I estimated that at least 25% of those people live in apartments that don't need lawn assistance. That leaves 45,000 people who have a house with a lawn. There are around 15 landscaping companies in Idaho Falls. There is a potential to serve up to 45,000 people. (b) The addressable market is the market the Bitterroot Running Company can immediately access. It is the total dollar amount expected to be spent on needs that BRC can provide for. What limits this market is your geographic reach, product features, and scale. BRC can immediately access the whole Bitterroot Valley, 25% of this population are defined as active, allowing for 11,400 people to be looking for proper gear to walk, run, and compete in sports. To find the dollar amount, we can take the average cost of a quality pair of running shoes of $120. Assuming every active person buys a pair of quality of running shoes, the addressable market can be calculated as 11,400 x 120 $1,368,000. The figure below displays the population of the Bitterroot Valley. The active adults and student athletes are BRC's target audience. M (c) Estimating our addressable market size and share we first took a count of all the other mechanic shops in the Bozeman/Belgrade are. As far as google says there are currently 52 automotive tuning/ automotive mechanic shops. Then we take the population of Bozeman/Belgrade 54,145 as of 2017. Taking the population of both towns gives a more accurate estimating because of how close they are to each other. Dividing 54,145 by 52 1,041.25. In a perfect world this means that each mechanic shop is accounting for 1,041.25 people. Divide 1,041.25 by 54,125 and Boosted 406's market share is 2.3% of the Bozeman/Belgrade area. The addressable market size on average is 1,560 customers per year. This is figured out by taking the average number of customers per day 6 then multiplying that by 5 days in a week, and then multiplying that by 52 weeks in a year and the total is 1,560.