What is the addressable market size for Coracle? Is the first-year goal of $1.5 million sales reasonable?

Number of residential swimming pools = 9 million % of consumers who understand and use clarifies regularly : 25 % (Exhibit 3) Annual average cost of clarifies at retail prices= 50$ (Exhibit 3) Hence, the residential pool clarifier market to be roughly $112,500,000 (50 * 9000000* 0.25), with Soren Chemicals

Addressable / Prospective market = 45000000$ (40 % of 112500000) as around 60 % is already captured by the old players
Target market = 1500000$ ( 3.3 %) Watching the advantages of Coracle, the annual retail price for Coracle(39.06$) is comparably less w.r.t Keystones Purity (46.88$) and Jackson Labs (75$) , the first year goal of 1.5 million sale seems reasonable.

Why is Soren Chemical struggling to sell Coracle?. What are the implications of the channel structure for pool chemicals? . How would you describe the selling process for Kailan MW versus Coracle? Inefficient channel structure as of now : No support from the distributors/ retailers may be because of less margin Pool service professionals and specialty retailers had made inquires about Coracle but only 30% recalled receiving the Coracle material. Also 70% of them stated that Coracle had not been offered by their distributors No Awareness in the consumers - Coracles unit cost is more than the competitors, but its annual cost is much cheaper. Still, Coracles consumers do not realize the value of Coracle relative to other clarifiers (only 25% of the consumers understand clarifiers). Inefficient Marketing : Rather than other advantages (prices and all), the product launch rather emphasized on the performance advantage of trapping dangerous waterborne pathogens such as E. coli and cryptosporidium.

What is the highest price Soren Chemical can set for Coracle?. What is Coracle really worth to end-users?
From exhibit 3, annual average cost of clarifiers at retail prices = 50$ so there is still a difference of 10.94$ between it and annual average cost of Soren Chemicals which is 39.06$ Hence, we can increase the cost by 28 % i.e highest price Soren Chemicals to 32$

Benefits Annual Price benefit to the end consumer Reduction of pool owners annual chemical costs by 20% to 30% Watching the various advantages of Coracle over others, it seems that Coracle should be marketed as a differentiated product. Hence, the retail price of the same should be increased (by increasing the margins of Distributors and Retailers which would provide their additional support too)

Given its superior performance, how can Coracle be priced relative to the competition? What are the constraints?
Given the superior performance, as per our analysis above, Coracle should be priced more. A price of approx 32$ (cost per container) seems good. Constraints : Changes in already set price may be difficult for Coracle as already the price is more than the competitors Huge advertisement will have to be done to increase the awareness among the consumers Distributors and Retailers might start bargaining for more watching the ongoing changes in the strategy of the company