A B2C household management platform for higher-income dual-income urban families that first creates a personalised framework for dividing household responsibilities, then continuously manages and adapts it around the family’s changing schedules and needs.

TAM TOP-DOWN

India online on-demand home services market is $130M in 2024 (IMARC). Household management software is a coordination layer distinct from service booking; a generous 75% scope haircut leaves a digital household-management-adjacent market. Of that, software-only (not services) represents an estimated 10% given hardware and service dominance. Result: $130M x 0.25 x 0.10 = $3.25M, too thin to anchor TAM. Scaling up to the broader home services market ($10.44B, Deep Market Insights) and applying the same filters: $10,440M x 0.25 x 0.

$10,440M x 0.25 (software slice) x 0.10 (management vs. Execution) = ~$261M; discounted to $100M to strip physical services overlap

TAM BOTTOM-UP

India urban population: 36.87% of 1.44B = 530M urban residents, approximately 132M urban households at 4 persons. Higher-income households (top 10% by income): 13.2M. Dual-income filter: evidence suggests metro higher-income households underindex on dual-income; apply 33% (one-third per price360 data). Addressable households: 4.4M. Global benchmark app-adoption ceiling (11% per survey): 484K households. Annual price: $60 (India-adjusted, below $72 global benchmark given price sensitivity). TAM: 484K x $60 = $29M.

132M households x 10% income filter x 33% dual-income x 11% adoption x $60/yr = $29M

SAM FILTERS

From bottom-up TAM base of 484K addressable households: filter to Tier-1 metro residents (Mumbai, Delhi, Bengaluru represent roughly 40% of top-income urban households): 194K households. Apply willingness-to-pay filter (India digital subscription conversion vs. Developed markets runs 20-30% of interested users; use 30%): 58K paying households. Annual price $60. SAM bottom-up: 58K x $60 = $3.5M. Top-down SAM: $100M TAM x 10% Tier-1 metro share = $10M. Methods diverge 2.9x; conservative bound used.

484K x 40% Tier-1 metro x 30% WTP x $60/yr = $3.5M (bottom-up); $100M x 10% = $10M (top-down)

SOM BUILD

Year-1: new entrant realistically signs 500 households at $60/yr = $30K (under 1% of conservative SAM, consistent with zero India-native category and high acquisition friction). Year-2: 1,500 households cumulative = $90K. Year-3: 4,700 households cumulative, representing 8% of conservative SAM base of 58K paying households = $282K, rounded to $280K. No viral loop assumption applied given 89% app-rejection evidence. Competitor set (Cozi, Tribe Family, Homsy) exerts price ceiling pressure.

58K SAM households x 8% share x $60/yr = $278K, rounded to $280K