Blake wants to open a vegan caf in Toronte. According to Statista, the global vegan food market size is $16.5 billion with steady growth. North America is the largest, accounting for 40% of the global share. Blake doesn't have data on Canadian vegan food market. But the US population is 10 times of that in Canada, and the population in Toronto is one-tenth of that in Canada. Assumes market size is proportion to population. Vegan food is not limited to vegans and vegetarians. Anyone who wants to eat less meat may consume vegan food. Blake found that millennials and GenZ are more interested in vegan. Vegan is also more popular among consumers who are living in urban areas, having household income over $100K, health-conscious, and considering vegan an ethical/environmental choice. Millennials and Gen Z account for 40% of Toronto's population, 25% of Toronto households have income over $100K, and 60% of Toronto's population resides in urban areas. Survey shows that 3 quarters of Torontonians are health-conscious, and a third consider vegan an ethical/environmental choice. Toronto has a population of 3 million. The average spending at a caf is $15 per person. Blake wonders if gaining 1% of the Toronto vegan food market is realistic. 1. Using "top-down analysis", is Blake's 1% of the Toronto vegan food market a realistic "Share of Market" (SOM)? Write out your logic and equations to receive full credit. If information is missing, specify what's missing and make your own assumption. 2. Blake needs to know who may be ready and willing to dine as soon as the caf opens. Gathering from the case and course materials, describe what factors "defines" Naturally Vegan's beachhead market. If information is missing, specify what's missing and make your own assumption