1. What is the Total Available Market and Total Addressable Market for your product or service?

Air monitors and filters

1. Total Available Market
   1. People living in an area with air pollution 
      1. Mostly developing countries
2. Total Addressable Market
   1. Low-middle-income households in an area with air pollution
      1. Low-middle-income households in Almaty, Kazakhstan

1. Identify three different primary stakeholders on your project, and come up with a list of 10 distinct questions you would ask each of them. Remember the aspirational/emotional /functional categories of needs and desires and try to find a balance of questions that might give you the information in each of those areas. 
   1. Lehigh team
      1. How to find sustainability equilibrium in our project? How to find balance?
      2. How to sustain our system in Almaty? How to set up our Assembly shop?
      3. What is our cost structure? What are our revenue streams?
      4. How we can integrate indigenous knowledge into our project?
      5. How we can circulate our sources and use a ”cradle-to-cradle” design?
      6. What is the environment of our research? 
      7. Can our product be introduced to a bigger market (global)? What should we do to make it happen?
      8. Should our products rely on local materials?
      9. How to achieve affordability and durability together?
      10. Whom our products are benefiting? Are we hurting anyone?
   2. AlmaU team
      1. What is their desired result from this project?
      2. What they can specifically contribute to the project (in what way)?
      3. To what extent they are willing to participate in?\
      4. What do they need from us?
      5. How they can contribute to our Assembly shop?
      6. How they can contribute to our quasi-experimental study?
      7. Which one they are valuing more: affordability or durability or both?
      8. How they can help our fieldwork testing?
      9. How they can participate in our distribution channel and customer relationships?
      10. What do they think about the local sustainability (source) of our project?
   3. Almaty people (users)
      1. Do they agree with our value proposition?
      2. How much are they willing to pay?
      3. Do they prefer affordability or durability or environmental sustainability?
      4. What type of distribution channel do they prefer?
      5. Are they ready for behavioral change?
      6. How much they are willing to change?
      7. What indigenous knowledge do they want us to integrate into our product?
      8. Are our products culturally appropriate?
      9. Will they be able to maintain the product?
      10. How they can cooperate with us on the Assembly shop?
2. Identify all of the key customers for your product/service/creation/solution. List specific ways that you will ensure that your product will meet their aspirational, emotional, and functional needs and desires. 

Customers

1. Air monitor:

1. Feature: Much cheaper than what is out there in the market
2. Benefit: Saving money
3. Value: Cheaper option same result

1. Air filter

1. Feature: Low maintenance (no electricity, only rinsing with water)
2. Benefit: Saving money
3. Value: Cheaper option same (or even more durable) result

1. Articulate your value propositions for each of your customer segments (using the format presented in class).

For people living in Almaty, Kazakhstan, whose health is impacted by air pollution and who cannot afford available preventable measures, our air monitors and filters will provide necessary prevention methods so that they can improve their health by preventing themselves from exposure.