Market sizing

This document explains market sizing: the process of estimating the total number of potential buyers in a market and the revenue they could generate.

It's a tool for C-suite decision-making, helping leaders assess whether to invest in a new product or service, and for informing marketing strategy and resource planning.

Two core methods are outlined: top-down, which takes a broad market figure and calculates a company's potential share, and bottom-up, which relies on actual primary research for a more grounded estimate.

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Market sizing template

Market sizing Market sizing is the act of estimating the potential of a market, including the total number of potential buyers and the total revenue they may generate. It can be used to estimate how much profit a new product or service could make, and help those in the C-suite decide whether or…

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