wiseowl research - 7.6c buy recommendation, page-34

If you read the Alt releases you will see that 1% penetration of this 15% generates $158 million in revenue. It is not 1% of the female urinary incontinence market but 1% of the 15% of women who said they would be prepared to use the device give the $158 revenue per year.
This market research was done 4 years ago before the device was developed and the women in the survey had no idea what the device would look like or how small it actually it. I suspect that a larger number of women would say yes if they saw the device and saw how small and user friendly it actually is.
Needless to say the revenue figures for this device if successful could be telephone numbers.