Marketing
Market size analytics
Market size analytics is the process of working out how large the market is for your products and services and whether there is any growth potential.
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Market size analytics vs Market trend analytics
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Marketing
Market trend analytics
Market trend analytics is a process of establishing whether a market is growing, stagnant or in decline and how fast that movement is occurring.
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Use market size analytics in strategic planning, investment appraisal and product development. It helps reveal whether a market is expanding, maturing or declining before the change is fully visible in company revenue.
Review important markets on a regular cadence—at least annually and, where data and decision speed justify it, every six months. Use the analysis for portfolio planning, capacity decisions, entry, repositioning and responsible exit.
Extracted signals
Strengths, limits, and pitfalls.
Market size analytics
- Triangulate a top down estimate, a buyer level bottom up estimate and direct market evidence. Investigate why they differ and show the result as a range.
- Begin with a precise boundary: target customers, need, product substitutes, geography, channel, time period and measurement unit. Separate the total theoretical market from the segment the organisation can serve and the share it can plausibly capture.
Watch for
- Do not confuse a large theoretical market with reachable demand. Competitor moves, substitutes and changing customer needs can invalidate a precise looking estimate.
Market trend analytics
- Separate the observed trend from the story you tell about it. Track leading and lagging indicators, write down alternative explanations and define evidence that would change the decision.
- Define the market, metric, time interval and comparison basis. Separate value from volume and nominal from inflation adjusted movement. Plot enough history to see seasonality and structural breaks, then annotate plausible drivers.
- Triangulate leading indicators, such as searches, enquiries and trials, with lagging indicators, such as purchases and retention. State confidence, produce alternative paths and define signals that would trigger a strategic response.
Watch for
- Do not extrapolate a short lived surge indefinitely. Regulation, health evidence, substitutes, technology, price and social expectations can change both the direction and economics of a market.
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Benefits Realization ReportBenefits Realization Report Purpose. Use this report to show which programme benefits were realised during a defined period, which expected benefits were delayed or missed, and which new benefits have emerged. Each entry should trace to the business case and benefits-realisation plan so decision-makers can distinguish delivered value from completed activity. Application. Benefits become meaningfulComponent CharterComponent Charter Purpose. Use this charter to formally authorise a programme component, explain how it contributes to the programme and define the component manager's authority and responsibility. A component may be a project, non-project operational work, a subprogramme or a coordinated set of projects and subprojects. Application. Prepare the charter after component initiation is approved and bComponent Transition RequestComponent Transition Request Purpose. Use this request to obtain formal approval to close a programme component and transfer its deliverables, knowledge, responsibilities and benefits to operations, customers or users. It demonstrates that the component has sufficiently satisfied its business case, completed its required deliverables and milestones, and is ready for its final lifecycle transition.Contracts Management PlanContracts Management Plan Purpose. Use this plan to define how programme-level contracts will be administered from award through closure. Its purpose is to ensure that contracted deliverables and services meet cost, schedule, benefit and quality requirements while both buyer and seller fulfil their obligations. Application. The plan builds on the procurement management plan and may be maintained a