MAN 374 General Management and Strategy

• Market sizing is traditionally defined as estimating the number of buyers of a particular product, or users of a service.

Market Sizing Methodology:

• Defining the Market:
  • Who's the buyer?
  • Who's the user? (yes, it can be different from the buyer)
  • What is the scope of my market (geographically and/or demographically)?
• Identify the target industry and the major players by exploring the Industry Research page. 
• ​​Research potential competitors by looking for reported numbers in analyst reports (i.e. number of customers reported by competitors, market share, revenue)
• ​Compile both competitor revenue and number of customers

​A few questions to ask when sizing the market:

• Does the market consist of business (B2B) or consumers (B2C)?
• Does the market organize itself by product, by segment, geography, or other?
• ​What is the total market size (Total Addressable Market - TAM), the portion of TAM which your company's product and/service address (Serviceable Available Market - SAM), and the portion of SAM which your company can capture besides your competitors (Serviceable Obtainable Market - SOM)?

Total Addressable Market: Methods to Estimate a Company's Potential Sales This document may not be reproduced either in whole, or in part, without the written permission of the authors and CREDIT SUISSE. © 2015 CREDIT SUISSE GROUP AG and/or its affiliates. All rights reserve.