Cost of benchmark premium product in the market

Cost of additional features estimated

Total cost
Markup% as 6.67% of sales
Selling Price

Year 2017 Target Age Group

Mumbai 21690000 5422500

Ahmedabad 8000000 2000000
Bengaluru 12170000 3042500
Chennai 9000000 2250000
Delhi 28000000 7000000
Hyderabad 10860000 2715000
Kolkata 15110000 3777500
Pune 6030000 1507500
Total

Assumptions:
1) According to data from census, we found that population in the age of 22-40 constitutes 25% of total population.
2) As per data from Income tax return site, we found that 2-3% households has income above 18LPA
3) Male :Female ratio= .515/.485
4) Current population as of 9th November , 12:21 PM, total population : 1,348,083,047
Out of which 26932586 births per year
Children born in our target households: 673314.65. Multiplying factor:0.025
Approximate percentage of females expecting baby: 16.47% (673314.65/4086376.736)
We arrived at 16.47% women expecting babies
5) Based on this, we expect we will be able to sell approx. 41510 units in a year.
6) Estimated on basis of Fisher-price's cradle(4-in-1 Smart Connect Cradle 'n Swing) and prices of available IOT soluti

Calculations for female expecting babies

 As on 9th
November,
Population 12:21:37 PM 1,348,083,047
Births per year 26,932,586

Sources:
http://niti.gov.in/content/population-number-male-female-rural-urban
http://www.medindia.net/patients/calculators/pop_clock.asp
http://censusindia.gov.in/vital_statistics/srs/Chart_-2010.pdf
https://en.wikipedia.org/wiki/Demographics_of_India
http://worldpopulationreview.com/world-cities/mumbai-population/
 ₹ 7,148.00
₹ 11,050.00
₹ 18,198.00
0.0667
₹ 19,498.55

Household Income >= Women expecting Conversion

Females
18LPA babies

135562.5 65747.81 10828.66471875 75%

50000 24250.00 3993.975 75%
76062.5 36890.31 6075.83446875 75%
56250 27281.25 4493.221875 75%
175000 84875.00 13978.9125 75%
67875 32919.38 5421.8210625 75%
94437.5 45802.19 7543.62028125 75%
37687.5 18278.44 3010.45865625 75%
336044.38 55346.5085625

0 constitutes 25% of total population. From this we got population under target age group.
s income above 18LPA People earning 18LPA= 2-3%, took it as 0.025

wing) and prices of available IOT solutions

 Household Income
Target Age females
>= 18LPA

337020761.75 8425519.04375 4086376.73621875

673314.65 0.1647705763
 Actual Revenue Cost
Purchase

8121 0 0
2995 0 0
4557 0 0
3370 0 0
10484 0 0
4066 0 0
5658 0 0
2258 0 0
41510 0 0

%, took it as 0.025
no of influencers calculated by multiplying females By 2
16.47%
Compay growth rate 12%
Idustry growth rate 8%
IOT market growth rate 41%

Years 2018-19 2019-20 2020-21

Revenue(In crores) 0 0 0
Units #DIV/0! #DIV/0! #DIV/0!
COGS(In crores) #DIV/0! #DIV/0! #DIV/0!
Gross Profit(In crores) #DIV/0! #DIV/0! #DIV/0!
GM% #DIV/0! #DIV/0! #DIV/0!

44830.8

Assumption Minimum GR is 8%
References http://www.financialexpress.com/industry/firstcry-rides-high-on-same-day-delivery/12786
https://timesofindia.indiatimes.com/venture-capital/firstcry-now-in-talks-to-raise-rs-666-c
http://www.livemint.com/Industry/yJSzDy2CKOi99PrDwrCNnJ/IoT-growth-rate-to-accelera

Revenue(In crores) Gross P

1 12
0.9 10
0.8
0.7 8
0.6 Revenue(In crores)
6
0.5
0.4 4
0.3
0.2 2
0.1 0
0 2018-19 2019-20 2020
2018-19 2019-20 2020-21 2021-22 2022-23
 2021-22 2022-23
0 0
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!
#DIV/0! #DIV/0!

h-on-same-day-delivery/127860/#ampshare=http://www.financialexpress.com/industry/firstcry-rides-high-on-same-day-delive
-now-in-talks-to-raise-rs-666-crore/articleshow/60865776.cms
nJ/IoT-growth-rate-to-accelerate-after-2020-report.html

Gross Profit(In crores)

12
10
8 Gross Profit(In
crores)
6
4
2
0
2018-19 2019-20 2020-21 2021-22 2022-23
ides-high-on-same-day-delivery/127860/