Unit-II

D E M A N D A N D S U P P LY A N A LY S I S

Atul Raghuvanshi,
Assistant Professor- FMS SRGC
Demand Theory

Demand theory is an economic principle, relating to

relationship between consumer demand for goods &
services and their prices in the market.

Demand theory forms the basis for the demand curve

which relates consumer desire to the amount of goods
available.
Concept of Demand
Demand is an economic concept that relates to a
consumer's desire to purchase goods and services and
willingness to pay a specific price for them. An increase
in the price of a good or service tends to decrease the
quantity demanded.
Types of Demand
• Direct and Derived Demand
• Recurring and Replacement Demand
• Complementary & Competing Demand
• Demand for Consumer goods & Capital goods
• Demand for Perishable & Durable goods
• Individual, Market & Industry Demand
Determinants of Demand

• Price of product
• Income of consumer
• Price of related goods
• Taste & Preferences
• Advertising
• Consumer’s expectation of future income & price
• Population
• Growth of Economy
Demand Function:
Demand Function
Demand function is a mathematical function showing
relationship between the quantity demanded of a commodity and
the factors influencing demand.
Dx = f (Px, Py, T, Y, A, Pp, Ep, U)
In the above equation,
Dx = Quantity demanded of a commodity
Px = Price of the commodity
Py = Price of related goods
T = Tastes and preferences of consumer
Demand Function

Y = Income level
A = Advertising and promotional activities
Pp = Population (Size of the market)
Ep = Consumer’s expectations about future prices
U = Specific factors affecting demand for a commodity
such as seasonal changes, taxation policy, availability of
credit facilities, etc.
Types Demand Function

• Individual Demand Function

• Market Demand Function
Demand Schedule
A tabular statement of price/quantity relationship is called the
demand schedule. It relates the amount the consumer is willing to
buy corresponding to each conceivable price for that given
commodity, per unit of time.
There are, thus, two types of demand schedule:
(i) The individual’s demand schedule and
(ii) The market demand schedule
Demand theory is an economic principle, relating to
relationship between consumer demand for goods &
services and their prices in the market.

Demand theory forms the basis for the demand curve

which relates consumer desire to the amount of goods
available.
Demand theory is an economic principle, relating to
relationship between consumer demand for goods &
services and their prices in the market.

Demand theory forms the basis for the demand curve

which relates consumer desire to the amount of goods
available.
Demand theory is an economic principle, relating to
relationship between consumer demand for goods &
services and their prices in the market.

Demand theory forms the basis for the demand curve

which relates consumer desire to the amount of goods
available.
Demand theory is an economic principle, relating to
relationship between consumer demand for goods &
services and their prices in the market.

Demand theory forms the basis for the demand curve

which relates consumer desire to the amount of goods
available.
 • Demand Theory
Demand theory is an economic principle, relating to
relationship between consumer demand for goods &
services and their prices in the market.

Demand theory forms the basis for the demand curve

which relates consumer desire to the amount of goods
available.
Demand theory is an economic principle, relating to
relationship between consumer demand for goods &
services and their prices in the market.

Demand theory forms the basis for the demand curve

which relates consumer desire to the amount of goods
available.
AGENDA

• Our Mission
• The Team
• New Products and Services
• Competitive Analysis
• Competitors
• Size of Market
• Our Numbers
• Path to Integration

Ingoude
Company
OUR MISSION

To revolutionise access to ideas and technology,

enabling all individuals to realise their full creative
potential. Through collaboration, innovation, and a
commitment to inclusivity, we strive to create a
more equitable and inspiring world.

Ingoude
Company
MEET THE TEAM
Founder & CEO
Henrietta Mitchell
Henrietta has spent nearly 15 years
working with incredible brands to
transform their vision and bring products
to market. With her keen eye for design
and her talent for collaboration, she's
helped redefine the way that companies
approach creativity and product
development.
Founder & CTO
Matt Zhang
With a track record of leadership in
innovative technologies and finance,
Matt is now leveraging his expertise to
bring new ideas to the creative
industries. As an industry leader, he's
dedicated to driving growth and
fostering innovation in a sector that is
ripe for disruption.
Advisor
Rufus Stewart
As a seasoned business advisor, Rufus
has helped countless startups launch and
succeed in today's competitive
landscape. With a deep understanding of
the challenges facing new businesses,
he's committed to providing the support
and guidance needed to turn
entrepreneurial visions into reality.
Chief Counsel
Claudia Alves
Claudia is a skilled lawyer with a focus
on the creative industries. With years of
experience navigating the legal
landscape of this dynamic sector, she
fully understands the concerns and
challenges facing the business.
Ingoude
Company
NEW PRODUCTS and Services

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Ingoude
Company
NEW PRODUCTS and Services
Servicing
Creative Industries
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Simplifying
Technology
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Solving
Affordability
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Innovating
Creative Finance
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Ingoude
Company
PRODUCT #1

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Analytics-driven / User-friendly / Cloud-based

AI-powered / Scalable
Ingoude
Company
PRODUCT #2

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Data-driven / Dynamic / Secure / Connected

Ingoude
Company
C O M P E T I T I V E A N A LY S I S

We took a step back to survey our industry's

competitive landscape, in order to gain insights
that would allow us to better serve our clients. We
achieved that and also gained a deeper
understanding of our place in the creative industry.

Ingoude
Company
C O M P E T I T I V E A N A LY S I S
Wardiere Inc.
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laborum.
12 million monthly active users
Tiered ad brackets
Primarily desktop platform
100 employees
Hanover and Tyke Salford & Co.
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commodo consequat. commodo consequat.
100 million monthly active users 12 million monthly active users
Ad-supported platform Female content focus
2.9 million podcast titles Majority of users are ages 25-34
7000 employees 500 employees
Ingoude
Company
SIZE OF MARKET

TAM
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1.3B
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SAM
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488M aliqua.

SOM
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228M
Ingoude
Company
OUR NUMBERS
1 year
in operation
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180k
subscribers
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3 million
raised
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7
employees
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Ingoude
Company
OUR NUMBERS

1 year 3 million
in operation raised

180k 8
subscribers employees

54k 7%
MAU churn rate

10.8k 44%
DAU NPS Ingoude
Company
OUR NUMBERS

Our revenue projections over the next

two years are very promising, with
expected revenue tripling from year one
to year two.

This growth is a testament to the strength

of our product and the dedication of our
team to driving success.

Ingoude
Company
PAT H T O I N T E G R AT I O N

Adapt Evaluate Launch Monitor Iterate

Q1
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Q2
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tellus.
Q3
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Q4
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Q1
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Vivamus pellentesque, urna at
ullamcorper commodo, nulla nisi
ultrices eros, non bibendum
tellus.

Ingoude
Company
Join us in revolutionising access to ideas
and emerging technologies.

Ingoude
Company
Thank you!
N E W B U S I N E S S O P P O RT U N I T Y

Henrietta Mitchell, Founder & CEO

Matt Zhang, Founder & CTO Ingoude
13 September, 2023 Company