Marketing - Sizing the Opportunity

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Download the Marketing - Sizing the Opportunity Template FREE at http://www.fourquadrant.com/product/market-sizing-planning-template/

Sizing the market is an essential but often overlooked step in the Marketing process.

A pragmatic and methodical approach to defining the market opportunity allows the accurate setting of expectations and sets the organization up for success--if we do 1, 2 and 3, we will get from Point A to Point B.

A quick look at the US Market provides insight into the number of companies (by revenue and employees) and a macro segmentation of enterprise, mid-market and SMB.

Defining the total available market, served market, target market and test market will allow a laser focus for allocating your resources (people and dollars) and that will support a land and expand strategy.

Internalizing this information is accomplished by sizing the market opportunity, in terms of revenue for your organization. ideally, this will show by segment how many deals and the corresponding revenue. The resulting revenue represents the dollars that would be realized with full penetration, however, the technology adoption curve provides insight into the rate that the organization will penetrate the market.

To make this real to an organization, the market opportunity needs to be filtered by the adoption curve and then broken down by an organization's market segments.

Finally, the projections need to be presented by revenue category (segment, geography, product, etc) by quarter.

Download Free Marketing Process and Marketing Tactics templates at http://www.fourquadrant.com/free-downloads/

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  • It’s complicatedProductsServicesMaintenanceQuarter
  • Marketing - Sizing the Opportunity

    1. 1. Marketing – Sizing the Opportunity For a FREE copy of this PowerPoint Template, CLCIK HERE
    2. 2. The US Market Opportunity 2700 businesses, <2500 employees Enterprises $4.8T in revenue, 31M employees25K businesses, >2500 & < 250 employees Mid Market $2.0T in revenue, 15M employees 4.2M businesses, < 250 employees SMB $4.7T in revenue, 41M employees
    3. 3. Addressable, Served & Target Market Total available $123 billion tourism market industry inside the US Served market $1 billion English travel guides sold annually Target $210 million 20-35 year market old travelers A city (Initial test market)
    4. 4. Sizing the Market Segments Data center market estimated total revenue opportunity: 5749 Companies | $761,670,748 $102M Average Deal: $533,568 | 100,000 sq ft to 239,000 sq ft FORTUNE 1000 $63M Average Deal: $424,788 | 50,000 sq ft to 100,000 sq ftPotential Revenue: $305,661,628 $61M Average Deal: $253,680 | 25,000 sq ft to 50,000 sq ft Average Deal: $134,400 $394M 10,000 sq ft to 25,000 sq ft MID-MARKETPotential Revenue: $456,009,120 Average Deal: $63,000 $140,868,000 5,000 sq ft to 10,000 sq ft Deal Size is software only, 20% discount applied.
    5. 5. The Technology Adoption CurveYears 0 1-2 3-5 6-10 10-15 15-20 2.3% 13.6% 34% 34% 16% Innovators Early Early Late Laggards adopters majority majority Note: On average, a company will need at least 6-10 years in a market to establish market category dominance
    6. 6. Penetration of the Market Segments Total Estimat Opportunity Estimate of the Total Market Opportunity Available – Data Centers Software Deal Size e FYXX % of total Sq. ft of Revenue $’s Avg deal # Sq. ft. Market est. market total market that total Co’s that Revised # of of the total # of Co’s Avg deal Avg size of DC opp opp market opp already opportunity Revenue # of co’s size (list) discount (disc) available available represents purchased (# of cos)Over 100K 192 30% 17,194,959 $61,807,200 58 1 57 $1,680,000 35% $1,092,000 $2,184,00050-100K 149 30% 3,215,099 $16,768,400 45 4 41 $515,000 20% $412,000 $2,472,000 25-50K 241 30% 2,534,404 $16,085,207 73 10 63 $302,000 15% $256,700 $2,567,000 10-25K 2,931 27% 11,982,163 $103,383,922 789 8 781 $147,000 10% $132,300 $1,323,000 5-10K 2,236 19% 2,174,513 $21,592,313 419 6 413 $55,000 5% $52,250 $209,000 Total 8,556 37,101,138 $ 219,637,041 1,384 29 1,355 $8,755,000
    7. 7. Projecting Revenue Q2 Q3 Q4 Q1 TotalRevenue $3.938 MM $4.329 MM $4.462 MM $4.908 MM $17.637 MMNew product $1.948 MM $1.971 MM $2.018 MM $2.220 MM $8.157 MMNew service $1.390 MM $1.732 MM $1.752 MM $1.927 MM $6.801 MMMaintenance $0.817 MM $0.861 MM $0.932 MM $1.025 MM $3.635 MMNew prod. + serv. $3.338 MM $3.703 MM $3.770 MM $4.147 MM $14.958 MM Target (+20%) $4.006 MM $4.444 MM $4.524 MM $4.976 MM $17.950 MM Product (%) 58% 53% 54% 54% 55% Service (%) 42% 47% 46% 46% 45%Sales Quota $4.006 MM $4.444 MM $4.524 MM $4.976 MM $17.950 MMNew product $2.338 MM $2.365 MM $2.422 MM $2.664 MM $9.788 MMNew service $1.668 MM $2.078 MM $2.102 MM $2.313 MM $8.161 MMSoftware by market Data center (60%) $1.403 MM $1.419 MM $1.453 MM $1.598 MM $5.873 MM Workplace (40%) $0.935 MM $0.946 MM $0.969 MM $1.066 MM $3.915 MM
    8. 8. Next StepsFor a FREE copy of this PowerPoint Template, CLICK HERE
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