M6 - Market Research Report
📊 Target Market Size
Total Addressable Market (TAM)
Romania has approximately 536,000 SMEs (micro, small, and medium-sized enterprises).
- 99.7% of all companies in Romania are SMEs
- 89% are micro-enterprises
- 72% are low digital intensity companies, indicating minimal use of analytics tools
Assumption:
Not all SMEs generate enough data or have the willingness to use analytics.
Estimated % of SMEs that could use Analytico: 50%
📌 TAM (number of businesses):
536,000 × 50% = 268,000 SMEs
Serviceable Addressable Market (SAM)
Analytico is ideal for:
- Micro & small businesses
- Distributors
- Local producers
- Non-technical managers relying on Excel/CSV
- Firms with limited digital tools but wanting insights
Assuming 80% of the TAM fits these characteristics:
268,000 × 80% = 214,400 SMEs
Serviceable Obtainable Market (SOM)
With targeted local marketing, affordable pricing, and simple onboarding, Analytico can realistically aim to convert 2-4% of these SMEs within 5 years.
SOM target after 5 years:
214,400 × 4% ≈ 8,576 SMEs
⚔️ Competitor Landscape
Competitors fall into four categories:
Direct Analytics Tools
Approx. 5-7 tools used in Romania by SMBs (DashThis, PostHog, etc)
Enterprise BI Tools
Approx. 5-7 tools (Google Analytics, Power BI, Adobe Analytics, etc)
Consulting Firms
Hundreds of Romanian consulting firms provide:
- Excel automation
- Dashboard creation
- Customized analytics
Estimated: 250-300 firms
Manual Tools
Not a competitor but a substitute:
- Excel
- Google Sheets
Used by >70% of SMEs.
Total Competitive Landscape Size:
~300 total "competitors" (most indirect)
📈 Competitor Comparison & Estimated Market Shares
Because Romania has no dominant analytics product for SMEs, market share is fragmented.
Estimated Market Shares Among Romanian SMEs Using Analytics:
| Category | Estimated SME Usage | Market Share (of firms using analytics) |
|---|---|---|
| Excel/Sheets (manual) | ~70% | 70% |
| Power BI | ~10% | 10% |
| Tableau/Qlik | ~5% | 5% |
| DashThis / similar tools | ~3% | 3% |
| Consulting firms | ~10% | 10% |
This shows a huge opportunity: most SMEs still rely on manual tools.
🎯 Estimated Market Share for Analytico (Year 1-5)
| Year | Adoption % of SAM | Paying Customers | Market Share vs all analytics users* |
|---|---|---|---|
| Year 1 | 0.5% | 1,072 | ~0.4% |
| Year 2 | 1.0% | 2,144 | ~0.8% |
| Year 3 | 1.8% | 3,859 | ~1.4% |
| Year 4 | 2.8% | 6,003 | ~2.2% |
| Year 5 | 4.0% | 8,576 | ~3.2% |
*Compared against SMEs that use any analytics tool.
💰 Total Market Value & Value of Analytico Market Share
Pricing Assumptions: Average yearly revenue per customer $120
Total Market Value (SAM)
214,400 SMEs × $120 average spend (low estimate, 2x $5 reporting per month)
= $25.7 million/year
Analytico Revenue Forecast (Years 1–5)
| Year | Adoption % of SAM | Paying Customers | Revenue |
|---|---|---|---|
| Year 1 | 0.5% | 1,072 | $128,640 |
| Year 2 | 1.0% | 2,144 | $257,280 |
| Year 3 | 1.8% | 3,859 | $463,080 |
| Year 4 | 2.8% | 6,003 | $720,360 |
| Year 5 | 4.0% | 8,576 | $1,029,120 |
5-Year Total Revenue: $2,598,480