North West Egg Sales Business Plan — Market Sizing
Market size in the catchment, demand drivers and the addressable dozen volume.
Section 8 of 31
Market Sizing
Jump to section
- 0. Executive Summary
- 1. Investment Thesis
- 2. Company Overview
- 3. Location
- 4. Problem and Value Proposition
- 5. Products and Pricing
- 6. Industry Analysis
- 7. Market Sizing
- 8. Customers and Channels
- 9. Competitive Landscape
- 10. Competitive Positioning
- 11. Business Model and Unit Economics
- 12. Go-to-Market Strategy
- 13. Operating Model
- 14. Farm Infrastructure and Capital Expenditure
- 15. Biosecurity and Animal Health
- 16. Management and Organisation
- 17. Strategic Plan
- 18. SWOT Analysis
- 19. Risk Analysis
- 20. ESG and Sustainability
- 21. Implementation Roadmap
- 22. Financial Plan: Key Assumptions
- 23. Financial Plan: Revenue Build
- 24. Financial Plan: Projected Income Statement
- 25. Financial Plan: Projected Cash Flow
- 26. Financial Plan: Projected Balance Sheet
- 27. Funding Requirement and Structure
- 28. Debt Serviceability and Break-Even
- 29. Returns, Scenarios and Sensitivity
- 30. Investment Case and Next Steps
NWES needs about 3% of a R1.2bn catchment market: a share won through service, not by displacing a national brand
| Layer | How it is derived | Volume | Value |
|---|---|---|---|
| TAM: SA table eggs | ~27m hens x ~300 eggs a year at ~R24 a dozen producer value | ~680m dozen | ~R16bn |
| SAM: 150 km catchment | ~3.8m people (Dr Kenneth Kaunda, West Rand, Sedibeng, Fezile Dabi) x ~150 eggs a head | ~47m dozen | ~R1.2bn |
| SOM: NWES at full flock | 60,000 hens x 85% hen-day x 97% first grade (bottom-up from capacity) | 1.45m dozen | ~R36m |
| SOM as share of SAM | 3.1% | 3.0% |
TAM
R16bn
SAM
R1.2bn
Demand drivers
Seasonality and pricing
Population and urbanisation along the N12
Trading down from meat when budgets tighten
School feeding and institutional kitchens
Bakery and quick-service growth
Demand peaks in winter and at month-end
Prices soften in midsummer when heat trims appetite
Informal buyers pay cash; retailers pay in 30 days
SOM
R36m
Population and consumption figures are rounded planning estimates; SAM excludes greater Johannesburg, which is upside.