What is Market Sizing, and what are best practices, tools and templates for teams and organizations?
Definition of Market Sizing
Market Sizing is the process of estimating the size of a market and evaluating market trends to enable a company to make sound strategic decisions about its product investments and accurately predict growth targets.
Description of Market Sizing
Developing an accurate Market Sizing estimation starts with clearly defining the market. Often, companies want to know the Total Available Market (TAM), Served Available Market (SAM), and Share of Market (SOM) for a set of products and services in a given region or geography. The Total Available Market (TAM) is the total revenue or sales within a particular market, Served Available Market (SAM) is the percentage of the TAM that a company can serve given its product portfolio and capabilities, and Share of Market (SOM) reflects the percentage of the SAM that a company currently or has the potential to serve. Scoping your market analysis from the get-go so that it is clear what you are trying to estimate is critical.
In Market Sizing, there are two basic approaches, either top-down or bottom-up. Top-down approaches are usually faster and cheaper, based on readily available data sources, are optimal for doing “quick and dirty” analyses, but yield less accurate estimations than a bottom-up approach. A bottom-up approach can often involve conducting qualitative research, as the data needed may not be publicly available. Identifying what the key variables are for generating an accurate market size calculation and using a combination of both approaches using multiple data sources can increase the reliability of your analyses.
Market size estimations should also include an analysis of the trends occurring in the specified market, which may require additional qualitative research. This is important not only for identifying risks and disruptive threats, but also to ensure that the market is moving in the desired direction and at the right pace that will increase the likelihood of profitability.
Generating a set of estimations using a range of data sources and comparing how similar they are will help determine their reliability. If the outcomes differ widely, additional research may be necessary to close the gap and arrive at a more consistent estimation of the market size.
Tools & Templates
Market Sizing is typically an analytical process that involves data collection and reporting through databases, spreadsheets, documents and presentations.
upBOARD's Online Market Sizing Tools & Templates
Unlike most traditional Market Sizing techniques, upBOARD’s online Market Sizing collaboration tools allow any team or organization to instantly begin working with our web templates and input forms. Our digital platform goes far beyond other software tools by including progress dashboards, data integration from existing documents or other SaaS software, elegant intuitive designs, and full access on any desktop or mobile device.
Learn more about upBOARD’s portfolio of other marketing best practice tools and templates, including:
7 Cs Compass Model, AIDA Marketing Model, BCG Matrix, Brand Identity Prism, Brand Pyramid, Closed Loop Customer Feedback, Content Marketing, Content Marketing Metrics, Customer Experience Maturity Model, Customer Relationship Management, Customer Journey Mapping, Digital Marketing, Environmental Scanning, Ethnographic Research, Four Ps, Market Sizing, Net Promoter Score, Personas, Positioning, Segmentation, STP Model, Trend Mapping, and Value Propositions.