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Technology Stocks : FirstWave Technologies (FSTW) -- Ignore unavailable to you. Want to Upgrade?

To: Bob Trocchi who wrote (6981)	12/4/2002 10:36:18 AM
From: TEDennis	Respond to of 9677

Mr T: re: It should never be used as a market projection tool or a PR tool IMO. Agree 100% (notice the clever tie-in to your 100% addressable market share) PR and IR promotional campaigns should never include any details from the real world. Reality tends to screw up an otherwise good campaign. Regards, TED [OK, guys ... this one was funny. See that bulge in my cheek?]

To: Bob Trocchi who wrote (6981)	12/4/2002 10:45:30 AM
From: Oeconomicus	Respond to of 9677

Bob, I'm not a marketing person, but I've written enough b-plans to know that to get your addressable market, you should have stopped after #2 in your list. In other words, just because they aren't buying now, that doesn't mean they aren't part of your addressable market. Market shares of all competitors must add up to 100%, but the denominator is not addressable market - it is actual sales. Penetration (of addressable market) of all competitors, OTOH, rarely adds up to 100%. Now, you do deduct #1 because if they aren't the type or size of company you designed your product for, then you shouldn't be directing marketing resource toward them and, therefore, shouldn't count them; and #2 because if you literally can't reach them, then they are, by definition, not addressable. This latter group would include, in FSTW's case, companies in corners of the world where FSTW has zero marketing capabilities and/or no hope of competing, perhaps including much of Asia and most of Africa. Also, for the time-being, one might exclude any country where English is not a widely used language of business. JM non-mktg 2 cents. Bob