2. Market analysis & ICP
About
This page is a hometask for Family Archive (Closed) project from 2023.10.27 - Market analysis & ICP lecture
Task
Calculate the size of the market and its dynamics
Top-down TAM
The global personal cloud market size reached US$ 24.0 Billion in 2023. The market is expecting to reach US$ 68.7 Billion by 2029, exhibiting a growth rate (CAGR) of 18.72% during 2024-2029.
Bottom-up TAM USA
Total households in USA, 2021 (Source): 83.71M
Households without children in USA, 2021 (Source): 50.34M
Percentage of middle class in USA, 2021 (Source): 50%
Potential clients in USA: (83.71M - 50.34M) * 50% = 16.68M
Average family digital album size (guesstimate): 200Gb
Average size of photos&videos taken per month per person: 11 Gb
This includes:
300 Full HD photos, where 1 FullHD photos = 1 Mb
300 4k photos, where 1 4k photo = 5 Mb
30min Full HD video, where 1 min of Full HD video = 20 Mb
30min 4k video, where 1 min of 4k video = 300 Mb
Price per GB per month we charge: 0.01$
TAM = Clients * Price GB/Month * Average family digital album size
TAM = 16.68M * 0.01$ * 200Gb = 33.36M $
Growth = Clients * Price GB/Month * Average size of photos taken/Month
Growth (per month) = 16.68M * 0.01$ * 11Gb = 1.8M $
Growth (per year) = 16.68M * 0.01$ * 11Gb * 12 = 22M $
Bottom-up TAM Europe
Total households in Europe (Source): 197M
Percentage of households with children (Source): 24%
Percentage of middle-class households (guesstimate): 50%
Potential clients in Europe: 197M * 24% * 50% = 23.64M
TAM = 23.64M * 0.01$ * 200Gb = 47.28M $
Growth (per month) = 23.64M * 0.01$ * 11Gb = 2.6M $
Growth (per year) = 23.64M * 0.01$ * 11Gb * 12 = 31.2M $
Bottom-up TAM Total
33.36M$ + 47.28M$ = 80.64M$
1% of TAM = 0.8064M$
Analyze competitors and show the result concisely
Family Archive
Main selling point: Long-term backup in cloud
Addons: Automatic sort by date into folders, bulk download, end-to-end encryption
Google Drive
Main selling point: File storage and sharing
Addons: Automatic computer folder backup
Google Photos
Main selling point: Automatic photo&video backup in cloud
Addons: Albums, Collages, “Revisit the moment” collages
PhotoMove
Main selling point: Automatic sort by date into folders on hard drive
Addons: Sort by camera model
Gemini Photos
Main selling point: Cleanup gallery
Addons: Automatically find and remove similar photos, Help to choose the best photo among similar, “Tinder like” manual cleanup (swipe to keep or delete)
Create your own ICP
A middle-class family, in late 30s, early 40s, with children under 18, whom parents
are worrying about digital photo album safety
wants to clean up/categorize their digital photo album
GEO: USA or Europe
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