BU111 Understanding Bus. Environment Aug 11 2026 Final Notes Study Sheet Wilfrid
Laurier University
BU111 Final Notes/Study Sheet
Please be aware that it is expected that students know the Diamond-E, Porter’s Five
Forces, Key Success Factors and Key Performance Indicators. The exam will not have
any questions testing understanding of these but may require their application.
Estimation
Common Knowledge to Have
● Canadian population: 40m (2024)
● Life expectancy is 83 years; Median age is 40.8
● People per household: 2.5
● Median household income: $61,400
● Smartphone penetration: 86%
● Online shopping: 28.1m people
● Urban: 81%
● Protip: Markets are often segmented as a standard deviation – about 15-20% are
low-end; 60-65% average; 15-20% high end
Estimation Tips and Tricks
Think: What is going to drive the answer? Should I use household, individual, or a different
proxy?
Guidelines on when to use each.
Insights Application
Individuals Calculate individual Market size/share, revenue,
consumables or demand profitability, supply needed,
, Household Calculate group consumables saturation, competition
or demand
Proxy: stores, gas pumps. # of stores in the area Company
revenue/profitability, market
size , profitability, supply,
saturation of market
Estimation Question Example
How many BMW dealerships in Canada?
- 4 in Toronto: 3m people.
Laurier University
BU111 Final Notes/Study Sheet
Please be aware that it is expected that students know the Diamond-E, Porter’s Five
Forces, Key Success Factors and Key Performance Indicators. The exam will not have
any questions testing understanding of these but may require their application.
Estimation
Common Knowledge to Have
● Canadian population: 40m (2024)
● Life expectancy is 83 years; Median age is 40.8
● People per household: 2.5
● Median household income: $61,400
● Smartphone penetration: 86%
● Online shopping: 28.1m people
● Urban: 81%
● Protip: Markets are often segmented as a standard deviation – about 15-20% are
low-end; 60-65% average; 15-20% high end
Estimation Tips and Tricks
Think: What is going to drive the answer? Should I use household, individual, or a different
proxy?
Guidelines on when to use each.
Insights Application
Individuals Calculate individual Market size/share, revenue,
consumables or demand profitability, supply needed,
, Household Calculate group consumables saturation, competition
or demand
Proxy: stores, gas pumps. # of stores in the area Company
revenue/profitability, market
size , profitability, supply,
saturation of market
Estimation Question Example
How many BMW dealerships in Canada?
- 4 in Toronto: 3m people.
