# About the mkt sizing using # of families

Market Sizing: New Startup Launch - Baby Strollers in the US
Edited on Feb 09, 2022
875 Views

Why do we have to take into consideration the usage time of a stroller? Isn't this a product that is only for newborn babies? I assume that we don't have to renew the old stroller anymore since the babies who use the stroller have already grown up.

• Date ascending
• Date descending

Hello!

Thank you so much for reading my case, I hope it´s helpful! I chose this topic because I see many people struggling with market sizings, which are very easy to do whenever you know how to!

What do you mean precisely with usage time?

There are two ways:

Approach 1: Estimation leveraging # of babies born:

1. Calculate number of babies born every year in the US > 330 M inhabitants / 80 years lifespan = ~4,3M babies.
2. Calculate number of babies per family > Since the average is 2 children/ family, 50% are first child = ~2,1 M babies are 1st born
3. Assume that 90% of first children receive a new stroller while only 10% of second, third children receive a new stroller (90% inherit the stroller from the previous child) > ~2,1 stroller
1. 2,1 M * 0.9 = 1,9 M strollers for first children
2. 2,1 M * 0.1 = 1,2 M strollers for children who are not first born in the family
4. BONUS: Average price of 200\$ = ~\$412 M is the total market (*further break down could be done here for purchasing power of families)

Approach 2: Estimation leveraging # of families:

1. Calculate number of families currently in the US > 330 M inhabitants / 3 people per household = ~110 M families
2. Calculate how many households are families with children - assume 80% > ~110 M * 0.8 = 88 M families
3. Calculate how many families buy a stroller - assume 80% > ~88 M * 0.8 = 70.4 M families
4. Calculate how many strollers are bought per year (since we had the total number of strollers existing in the US) - assume 30 years as the time in which a family buys a stroller > 70.4 M families / 30 = 2.3 M strollers bought yearly
5. BONUS: Average price of 200\$ = ~\$470 M is the total market (*further break down could be done here for purchasing power of families)

Hope it helps!

Cheers,

Clara

(edited)

What about siblings, people wanting more than one baby would consider how many children they may have in the future and how many years of stroller usage they can get when purchasing. You wouldn't generally buy a new stroller for every child.

Content Creator
McKinsey | Awarded professor at Master in Management @ IE | MBA at MIT |+180 students coached | Integrated FIT Guide aut
68
Meetings
23,108
137
Awards
5.0
57 Reviews
How likely are you to recommend us to a friend or fellow student?
0
1
2
3
4
5
6
7
8
9
10
0 = Not likely
10 = Very likely