# SYNTHETIC reference table — created 2026-11-03
These are authored example data assumptions, not real market evidence or independent observations.
E1: US annual category spend $48m; category covers one 500ml mug per buyer per year.
E2: Potential annual buyers 2m, annual spend $24, serviceable fraction 40%; both methods deliberately share scope and price, so agreement is not independent validation.
E3: 10,000 mutually exclusive consented US research contacts: commuter 6,000; desk-first 4,000. Classify by primary use. Assumed response 25%. No actual contacts supplied or contacted.
E4: Annual obtainable capacity 8,000 units (new planning capacity, not inferred from current 120 orders/week). Adoption 1%; SOM is revenue, excludes taxes/shipping/refunds.
E5: Segment scores are analyst example data judgments, ordered measurable/substantial/accessible/differentiable/actionable: commuter 85/80/80/75/85; desk 80/70/65/70/80; international 70/75/20/60/20. Commuters reachable through consented list, need portable drinkware; desk users through consented list, need desk drinkware. International has no delivery channel.
E6: FICTIONAL competitor observations dated 2026-11-03: A sells a $22 mug, B a $30 mug; no real brand/site inspected. Buyer substitution includes existing cups; rivalry and substitution high, entry moderate, supplier power moderate, buyer power high. No protected information used.
Boundary: 100 eligible contacts, split 90/10; buyer estimate 1m disagrees with E1; all other assumptions unchanged.