1/3/2020 RocketBlocks: Techniques

Track: Sizing markets and opportunities / Subtrack: Benchmarks (pg. 1 of 2)

Benchmarks: key facts and figures

1 Fundamentals ●
Without a doubt, your business judgment and quantitative skills will be the workhorses in market sizing drills.
2 Judgment ● But there is a key "spark plug" that will help get things started: a good bank of key facts and figures. Earlier,
we referred to this as a super power. That's true for three specific reasons: 1) it provides good starting points
3 Benchmarks ● 2) good data points for proxies and 3) good data for running quick sanity checks.

For example, consider a case where someone asks you to size the dental floss market in China, or India or
Track Progress ●
the United States. If you have no idea of the rough populations of those countries, you're going to be off to a
rough start. While firms won't expect you know to esoteric facts, there are a key set of figures that you
should know because they'll be helpful as stating points and baselines for sanity checking your estimates.

Let's review some of the key data sets.

Populations

Country populations

China: 1,393M
India: 1,267M
US: 322M
Indonesia: 252M
Brazil: 202M

Number of house holds (HHs)

China: 445M
India: 263M
US: 122M
Indonesia: 62.5M
Brazil: 61.2M

Regional populations

The world: 7.2B

Asia Pacific: 4.5B
Africa: 1.2B
North America: 580M
The European Union: 511M
South America: 422M

Global economic data

Gross domestic product (in $USD)

Global GDP: $73.1T

US GDP: $17.4T
China GDP: $10.4T
Japan GDP: $4.6T
Germany GDP: $3.8T
UK GDP: $2.99T

Largest exporters (% of world total)

European Union: 16.3%

US: 11.7%
China: 9.9%
Germany: 7.5%
Japan: 4.1%

Number of businesses

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US: ~40M1
EU: ~22M2
Health and wellness

Life expectancies (in years)

Canada: 82.6 (16th in World)

Germany: 81.5 (27th in World)
US: 79.6 (49th in World)
China: 75.9 (below top 50)
India: 68.3 (below top 50)

Percent of GDP spent on healthcare

US: 17.1% (Highest in world)

Germany: 11.3% (6th highest in world)
Canada: 10.4% (15th highest in world)

Energy

Oil production (thousands of barrels per day)

US: 12,704
Saudi Arabia: 12,014
Russia: 10,980
Canada: 4,385
China: 4,309

Biggest emitters of carbon dioxide (in million tonnes per year)

China: 8,100
US: 5,270
India: 1,830
Russia: 1,780
Japan: 1,259

Fun facts

Busiest airports (total passengers per year)

Atlanta, Hartsfield: 101.5M

Beijing: 89.9M
Dubai, Intl: 78.0M
Chicago, O'Hare: 76.9M
Tokyo, Haneda: 75.3M

Cinema attendance (per year)

India: 2,117M
US: 1,270M
China: 830M
Mexico: 257M
South Korea: 215M

Beer drinkers (liters per person per year)

Czech Republic: 147

Germany: 113
Austria: 107
Estonia: 103
Poland: 99

Additional sources (all data from the 2017 The Economist Pocket World Figures unless otherwise noted.)

1, US Small Business Association

2, Eurostat

3, World Bank

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