Market sizing gets waved through until someone asks how you got the number. These prompts make the working visible: a top-down and a bottom-up estimate, every assumption named, and the two figures you would stake a decision on separated from the ones you are guessing at.
What's Included
- TAM, SAM, SOM built two ways, so the gap between them is informative.
- Stated assumptions you can argue with rather than inherit.
- Competitor landscape with the positioning gap nobody is standing in.
- Interview synthesis that turns transcripts into a decision.
How To Use
- Define the category and geography narrowly before you start.
- Run both estimates and interrogate where they disagree.
- Keep the assumptions in the project so next quarter can update them.
- Hand the landscape straight into positioning work.
Continue with the competitor intelligence tracker, test the demand with primary research interviews, and write it up with the research summary report.