| >There’s a massive ($430B) menswear industry and massive ($130B) laundry industry, and there’s a growing number of U.S. men doing laundry (55 million, up 23% from 2013). The laundry industry still seems to be missing this male demographic TAM = $130B Liquid Detergent SAM = $3B Male-marketed Liquid Detergent SOM = ? As a (tech) market researcher, and a man somewhat in your target demo, I'd be interested to hear more abt your mkt research both quantitative and qualitative...do men really care abt what brand of detergent they are buying? Is price the most important purchasing factor currently? CAGR of 4.9% [1] is slow, especially since it's driven mostly by mkt penetration of washing machines in developing economies, but I'm sure the CAGR in Frey's niche market would be faster. What are the profiles you are aiming at? From my perspective your core demographic would be single or non-married, young-ish, working professional types (similar to myself). Most of these guys live in cities, and when I lived in NYC I used a corner laundromat. Very cheap, efficient, good quality, and not to mention the apt didn't have a washing machine. Now I live in London with a gf, and we go for eco-friendly but economical detergent to do our laundry. TBH not something I've ever thought much about, or discussed with friends. I'll be interested to see who your core demographic turns out to be - my tongue in cheek guess is moms of teenagers demanding Frey because they saw it promoted on youtube/instagram by their social media idols :) My other real-er guess would be high-end corporate accounts - boutique hotels(?), fancy department stores (give it as a sample with purchases of expensive clothing and have it stocked in-store if the customer likes it). I'm sure if you get enough traction P&G or Unilever will swoop in for the acquisition...good luck! [1] https://www.happi.com/contents/view_breaking-news/2017-11-28... |