You are chatting to a friend about their new business idea. The idea involves a...
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You are chatting to a friend about their new business idea. The idea involves a scalable, ethical coffee roasting business. Your friend says that the UK coffee business is worth 2.1 billion annually, and estimates with their plan they can capture 2% of the market. Is this a sensible approach? Discuss what factors your friend might consider in calculating serviceable available market for their business, and the pros and cons of using bottom-up, rather than top-down approaches to estimating revenue.
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