TAM, SAM, SOM

Canada-

Pet Owners- 57% of Canadian Households own pets which equates to 7.5 million

households.

Dog owners- 32% of Canadian Households own dogs which equates to 4.21 million

households.

USA-

Pet owners- 67% of U.S. households, or about 85 million families

Dog owners- - 48% of U.S. households, or about 63.4 million

UK-

Pet owners- 40% of UK people, or about 26.66 million people

Dog owners- 26% of the UK adult population have a dog with an estimated population

of 9.9 million pet dogs

ARPU of pet foods

Canada- $2.75

USA- $2.40

UK- $3.11
 CANADA

TAM
TAM in Unit- 7.5 million households who owns a pet

TAM in Revenue-

= 7.5 million * $2.75

= $20.625 million

SAM
SAM in Unit- 4.21 million households who owns a dog

SAM in Revenue-

= 4.21 million * $2.75

= $11.577 million

SOM
Expected Market Share- 5%

Innovators- 2.5%

Early Adopters- 13.5%

SOM in Unit-

= 4.21 million *5%* (2.5%+13.5%)

= 33,680

SOM in Revenue-

= 33,680 * $2.75

= $92,620
 USA

TAM
TAM in Unit- 85 million families who owns a pet

TAM in Revenue-

= 85 million * $2.40

= $204 million

SAM
SAM in Unit- 63.4 million families who owns a dog

SAM in Revenue-

= 63.4 million * $2.40

= $152.16 million

SOM
Expected Market Share- 5%

Innovators- 2.5%

Early Adopters- 13.5%

SOM in Unit-

= 63.4 million *5%* (2.5% + 13.5%)

= 507,200

SOM in Revenue-

= 507,200 * $2.40

= 1.217 million
 UK

TAM
TAM in Unit- 26.66 million people wo owns a pet

TAM in Revenue-

= 26.66 million * $3.11

= $82.91 million

SAM
SAM in Unit- 9.9 million people who owns a dog

SAM in Revenue-

= 9.9 million * $3.11

= $30.789 million

SOM
Expected Market Share- 5%

Innovators- 2.5%

Early Adopters- 13.5%

SOM in Unit-

= 9.9 million *5%* (2.5% + 13.5%)

= 79,200

SOM in Revenue-

= 79,200 * $3.11

= $246,312