hardCase StudyMidSenior
Size the UK market for a paid meal-planning app, and tell me whether you would build it.
A product market sizing case should define the revenue pool, work top-down from households to willingness to pay, sanity-check penetration, then turn the estimate into a build-or-don't-build recommendation. It also connects estimation to the point an interviewer is testing.
7 min readUpdated 2026-08-15
Answer
Short answer
Define the market you are sizing, choose the unit of demand, multiply through a transparent assumption chain, then sanity-check the implied penetration. For a paid UK meal-planning app, the consumer subscription market looks small enough that the better recommendation is usually a grocery or basket-building model rather than a standalone paid app.
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Likely follow-ups
- Which of your assumptions would you spend a week checking first, and how?
- How does the answer change if the buyer is a grocery retailer rather than a consumer?
- Give me the same estimate for India. What changes structurally, not just numerically?
- What would make you revise this upwards by an order of magnitude?
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