The Bottom-Up Market Sizing Tool

Abstract

Strategy Question: How do we figure out the size of our market in the absence of hard data?

Summary: This tool provides a method to estimate market size in the absence of trade association information or confidence in existing market intelligence. It is a spreadsheet-based, bottom-up approach that builds market size based on a series of logical assumptions. Each assumption is tested and validated by internal and/or external subject matter experts before moving on to the next. The tool is somewhat iterative in nature, and two to three revisions from the first pass is not uncommon. The result is a reasonably accurate assessment of the market and the key areas of the market on which to focus attention and strategy development. This provides a basis for conducting meaningful strategic market analyses.

Citation

Fairbanks, S. and Buchko, A. (2018), "The Bottom-Up Market Sizing Tool", Performance-Based Strategy, Emerald Publishing Limited, Leeds, pp. 23-34. https://doi.org/10.1108/978-1-78743-795-120181004