FIGURE 3-3 ESTIMATING MARKET POTENTIAL-PERSONAL COMPUTERS 100 80 880 60 60 Market Development Index (MDI) - Geographic Scope of Market Focus Scale (e.g., none, thousands, millions, billions) Worldwide Millions Consuming Unit (e.g., household, business) Current Market Demand (units) Individual User 325 Performance Factors Performance Maximum Number of Consuming Units 4,500 Buying Ceiling (% who can buy at average price) 50% Annual Purchase Rate 20% Quantity per Purchase 1 Market Potential (units) 450 Market Development Index (MDI) 72 Average Price (for achieving buying ceiling) $650 Market Potential (millions) $292,500 40 40 20 20 2000 2010 2020 Market Penetration 0 1980 1990