Once you’re contemplating a brand new enterprise, one of many first issues it’s best to do is decide whether or not there’s a precious marketplace for it.

Market sizing graphic with investor shaking hands, lightbulb for ideas, and money for investment.

Think about placing in months of onerous work to understand that there are solely 100 folks within the U.S. who will probably purchase your product. Understanding this early on will allow you to make educated enterprise selections and resolve what’s value pursuing.→ Download Now: Market Research Templates [Free Kit]

Uncover the strategies to calculate your market dimension and precisely measure your business’ revenue potential.

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When market sizing, you are calculating buyer numbers to measure the expansion potential of what you are promoting.

Why is market dimension essential?

There are a number of explanation why each enterprise ought to spend time sizing its market:

  • Market sizing helps you determine in case your product is a worthy funding. Say you will have an amazing thought for a product however there are solely 100 individuals who would purchase it. From there, you possibly can resolve if that inhabitants dimension is value the price of manufacturing, manufacturing, distribution, and extra on your product.
  • Market sizing helps you estimate revenue and potential for development. If you understand how many individuals what you are promoting has the potential to succeed in, you possibly can estimate how a lot income you possibly can generate. That is precious for each enterprise homeowners in addition to buyers.
  • Market dimension defines who you’re advertising to and what their wants are. No enterprise can succeed with out advertising. Understanding your market dimension is step one in understanding your goal market and their wants.
  • Market sizing helps what you are promoting make higher selections. Understanding your market panorama, gaps, and alternatives will inform your decision-making. It might probably additionally assist you to set extra sensible objectives, assign sources, and refine your methods.
  • Market sizing helps what you are promoting reduce danger. Beginning or increasing a enterprise is inherently dangerous. Understanding your market may also help you anticipate and put together for challenges.

Market Measurement vs. Market Worth

Market dimension is the entire potential demand for a services or products. This quantity often calculates the variety of potential prospects, models offered, or income generated. So, market dimension is an estimate of the general market attain.

Market worth refers back to the monetary value or estimated market capitalization of an organization or trade. It’s a measure of perceived worth. It can provide you an thought of how a lot an organization may promote for in a given market.

In abstract, market dimension focuses on the potential market alternative, whereas market worth is the monetary worth of a person firm or a complete market.

Market Sizing Phrases to Know

Earlier than diving into how to determine your market dimension, there are just a few useful phrases it’s best to get to know.


TAM stands for Whole Addressable Market. This quantity is the utmost potential income or buyer base that an organization may obtain if it have been to seize 100% of market share.


SAM stands for Serviceable Addressable Market. SAM is part of the TAM that aligns with the corporate’s sources, capabilities, and goal prospects.


SOM stands for Serviceable Obtainable Market. SOM is the a part of the SAM that an organization can get at its present scale. This determine might contemplate advertising and gross sales methods, aggressive positioning, and product demand.

Market sizing terms, TAM, SAM, SOM

Try this put up to study extra about TAM, SAM, and SOM and find out how to calculate them.

Goal Market

A target market is a particular group of shoppers, industries, or segments that an organization focuses on. It is the buyer phase that is most certainly to point out curiosity, buy, and respect an organization’s services or products.

Penetration Fee

Penetration fee refers back to the proportion of a goal market that an organization has efficiently captured. It exhibits the extent of market share reached by an organization in a particular market phase or general market.

Market sizing terms, Penetration rate

In case you’re a brand new enterprise, you possibly can calculate penetration fee by dividing your complete prospects by the variety of potential prospects within the goal market. Then, multiply the end result by 100 to get the proportion.

Study extra about market penetration right here.

Market Segmentation

Market segmentation is the method of dividing the entire market into distinct teams or segments. Normally, the folks in these segments have frequent traits, wants, or behaviors.

Segmenting the market may also help you higher perceive your goal prospects. It might probably additionally assist you to tailor enterprise methods, like marketing, to fulfill particular phase wants.

Worth Proposition

A worth proposition is the distinctive advantages that an organization affords to its goal prospects. It differentiates an organization’s services or products from opponents and creates worth for purchasers.

Understanding the worth proposition is essential in market sizing. It’s because it might assist you to discover the particular buyer segments that may discover probably the most worth in your supply.

Attempt one among these free value proposition templates to draft your worth proposition.

Whereas calculating market dimension takes only some steps, it is a essential course of. The steps beneath will assist you to perceive the potential demand and income alternatives for what you are promoting.

Market sizing example graphic

1. Begin together with your complete addressable market.

You may calculate your TAM by multiplying the entire prospects in a market by the annual worth per buyer. However earlier than calculating, be sure to check out the guidelines beneath:

  • Outline your services or products. Whereas growing a product could be fast, rising a enterprise round a product is extra advanced. It is essential to obviously perceive your services or products and the way it solves an issue or meets a necessity out there.
  • Discover your market class. Some merchandise fall inside multiple trade or market class. This is step one that may slim your TAM. So, think twice about what you anticipate prospects to match your supply to.
  • Conduct market analysis. Collect related knowledge and details about your potential customers. In case you’re new to market analysis, try this free market research kit, with analysis and planning templates.
  • Analyze the competitors. Conduct competitive analysis to determine the market share and distinctive worth of your high opponents.
  • Outline your complete addressable market. With the analysis and evaluation you’ve got pulled collectively, create a practical TAM estimate.

2. Discover a group of shoppers to deal with inside that focus on market.

Dig into the guidelines beneath to quantify the highest prospects in your market:

  • Create your best purchaser persona. Use the Make My Persona tool to stipulate the traits, demographics, and behaviors of your best prospects.
  • Section your goal market. Begin dividing your goal market into distinct segments. You would possibly base segments on elements like age, location, pursuits, or shopping for conduct.
  • Proceed market analysis. Proceed amassing knowledge and insights about every phase. This can assist you to perceive how massive every phase is, in addition to their wants, preferences, ache factors, and buying habits. Your ongoing market research would possibly embody surveys, interviews, focus teams, or analyzing current market analysis.
  • Set pricing on your services or products. For some merchandise, pricing is a deciding buy issue. So, if you have not already, set pricing or a value vary on your merchandise.
  • Assess segments of your market and prioritize. Take into consideration every phase’s dimension, development potential, and competitors. It is also a good suggestion to consider how every phase aligns together with your firm’s capabilities and sources. Briefly, do not simply deal with segments that supply probably the most engaging alternatives. Make certain they align together with your strengths and wishes.
  • Refine your purchaser personas. Together with your prioritized segments, take one other have a look at your best buyer profile. This offers you a extra helpful purchaser persona on your advertising and gross sales methods.
  • Affirm your SAM with market testing. Check your goal segments with a services or products pilot group, measuring their responses and suggestions.

3. Determine what number of of these prospects are seemingly to purchase your product.

This step will slim your scope extra intensely on the purchasers who want precisely what it’s important to supply. These are the people who find themselves in search of you or a transparent different to your opponents. To quantify this group:

  • Create a buyer journey map. From consciousness to buy, this course of may also help you map out the best buyer path. From the way you anticipate prospects to find your merchandise to the blockers which may hold them from clicking purchase, this step is helpful for market sizing and past. Use these customer journey templates when you’re new to this course of.
  • Estimate conversion charges. Use historic knowledge, trade benchmarks, or trade analysis to estimate conversion charges. This may also help you quantify anticipated numbers of leads, prospects, and prospects in every phase.
  • Determine purchaser intent. Create a rating or rating for every phase to measure their probability of buying your product. This may also help you prioritize segments with the very best conversion potential.
  • Create a SOM estimate together with your knowledge. The analysis above will add credibility to your market dimension estimate. It might probably additionally assist information your development methods.

4. Multiply that buyer quantity by estimated penetration fee.

To calculate penetration fee, divide the SOM you calculated above by your TAM, then multiply by 100.

Upon getting a calculation on your market dimension, you will wish to be sure to can belief that quantity. Maintain your market sizing present with the following tips:

  • Affirm your knowledge is correct and dependable. As you full your analysis, use dependable sources comparable to trade reviews, market research, or authorities databases. Additionally, test to make sure the information you are referencing is updated.
  • Sustain with market development, seasonality, trade traits, tech developments, regulatory adjustments, and financial situations. These elements can have an effect on each market dimension and buyer demand.
  • Assessment and replace your market dimension estimates commonly. Market situations change over time. Plan common opinions of your market dimension, then replace your calculations with new or related knowledge.

Market Sizing Strategies

There are two easy strategies for market sizing what you are promoting. These easy processes may also help you employ knowledge to gauge market dimension.

Prime Down Method

The primary is a top-down strategy, during which you begin by trying on the market as a complete, then refine it to get an correct market dimension. That might seem like beginning out of your complete addressable market and filtering from there.

how to calculate market size using a top down approach

Market Sizing Instance

For example you wish to launch a wine firm. First, you’d wish to determine what number of liquor shops are in the USA — this helps you determine the entire market to which you may theoretically promote your product.

After your analysis, you uncover there are 50,000 liquor shops in the USA. Of that complete listing, you solely wish to promote to the New England space — together with Massachusetts, Maine, and Rhode Island.

You resolve your goal market consists of the 1,000 liquor shops within the New England space. From right here, you conduct analysis and communicate with alcohol distributors to search out there is a roughly 40% success fee for wine distribution.

Utilizing this for instance, we might calculate the market dimension utilizing the next method:

1,000 liquor shops x 40% = 400 liquor shops

Then, when you assume every liquor retailer will lead to $20,000, you possibly can determine potential income utilizing the next method:

400 liquor shops x $20,000 = $8,000,000

This implies you stand to make $8 million when you penetrate 40% of the entire market within the New England space.

Backside-Up Method

A bottom-up strategy is the precise reverse – beginning small and dealing your approach outward.

This seems like first figuring out the variety of models you possibly can anticipate to promote then contemplating what number of gross sales you anticipate from every purchaser and eventually the typical value per unit.

Market Sizing Instance

Utilizing the identical wine instance – Say you discovered current knowledge displaying that the typical price of a wine bottle in New England is $10. A survey exhibits that the typical shopper buys one bottle of wine every week, or 48 bottles a yr. Which means the typical shopper spends $480 per yr on wine.

Subsequent, you uncover that the variety of shoppers (or households) you possibly can anticipate to succeed in within the New England space is 16,000.

Consequently, your market dimension is 480 x 16,000 = $8,000,000.

It’s essential to notice that each strategies ignore the existence of opponents, buyer churn fee, and different elements that impression gross sales. With this in thoughts, you will wish to keep conservative when estimating how a lot of the market dimension you will win and use this as a place to begin.

Leverage Your Market Measurement

You have your estimated market dimension — now what?

Market dimension helps what you are promoting reply the next questions:

  • How a lot potential income can we earn from this explicit market? In different phrases, is it even value our time and vitality?
  • Is the market sufficiently big to curiosity us?
  • Is the market rising? Will there nonetheless be alternatives to earn income from this market in 3, 5, 10 years?

Market dimension is a essential quantity to know while you’re in search of funding. Traders are going to wish to understand how a lot cash they’ve the potential to make from a given market. Moreover, it is important to acknowledge whether or not the potential income you can also make outweighs what you are promoting’ prices.

Upon getting market dimension, you will additionally wish to contemplate how saturated the market already is together with your opponents’ merchandise.

Finally, you possibly can’t seize the entire addressable market (TAM) — a few of these folks will select opponents’ merchandise over yours. So you will want to determine whether or not you will have a shot at incomes sufficient shoppers out of the TAM to make this a worthwhile enterprise.

Editor’s Be aware: This put up was initially revealed in April 2019 and has been up to date for comprehensiveness. This text was written by a human, however our group makes use of AI in our editorial course of. Try our full disclosure to study extra about how we use AI.

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