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| Mini Case Study: Vunding The company VUNDING is competing in the business of commercializing Vending machines (uttering coffee and tea) to SM Es (Small and Mediumsized Enterprises). VUNDING is using a direct channel deploying its own salesforce. The company currently offers one single subscription plan providing the machines and supply for a contract to be renewed each year at the beginning of the year; the customers have to pay a monthly fee. which includes the vending machineljs) and an unlimited consumption. The client ofVUNDING. the specic SME, can charge its employees or customers. Then again, it's a choice of the client of VUNDING and VUNDING does not exercise any inuence on this decision, The SMEs customers usually buy from this company or a competitor with the same or a different offering. The VUNDING company targets the medium-sized companies with at least 250 employees. AVUNDING customer has to pay 2.200Imonth. VUNDING offers this single pricing plan. Other companies offer dierent plans with different price points. The quality of the product varies greatly across the different competitors of VUNDING. The claim of WNDING is that it offers a high quality product. Currently in geographic context of the reference market, there are 20% of SM Es willing to pay 2.2DOImonth and more; on average, they pay 2.400Imonth. There are 30% of companies willing to pay between GSOUImonth and 2.2001month; on average. they pay 1.0001month. Finaliy. there are 50% of SMEs willing to pay less than 5lJOImonth; they pay on average 200. The growth rate in Year 1 and in Year 2 will be the same for alt three categories. In the geographic context of reference market, there are currently 5.000 SMEs at the beginning of Year 1; the number of SMEs is set to be 5% higher at the end of Year 1 and an additional 10% higher by the end of Year 2. The company has currently a 10% of the value market share of the total market. It aims to increase the value market share to 12% by the end at Year 1 and to 20% by the end of Year 2