Sawaram Suthar is CMO at Acquire, and also a founder of Jagat Media, a digital marketing agency. A digital marketing consultant, he has experience in things including branding, promotions and page optimization, along with research and strategy. He has an MBA from the University of Pune. Anyone can find him on @sawarams.
In this article, we have mentioned top reasons why it’s necessary to calculate your market size potential for business growth and success.
There is a value that comes from knowing your market size as a business. It can not only help with your marketing strategy but it’s also critical when starting up a new venture. Taking time to assess and calculate your market size potential can help maximize the success you achieve for the business over the year and beyond.
However, calculating market size can be a challenge and not every business does it efficiently enough. In this article, you’ll understand the benefit of calculating market size and how to calculate market size in relation to your market in particular.
What does market size mean?
Market size refers to the total number of sales or the customers your business can see. This is typically measured over a year to get a better understanding of the potential available. Whether you’re looking to launch a new product line or starting a business from scratch, spending time on the market size is essential.
There’s also a similar method of practice called market share, which is looking at the total part of the market your business has in sales or customers. The global revenue for market research exceeded 73.4 billion US dollars back in 2019. Market analysis and spending time assessing your market is a critical part of your business’ success.
Why is it important to calculate market size potential?
Market size is a necessary part of strategic planning for your business. Knowing how to calculate market size is useful and there are many reasons why it’s important to calculate your market size potential.
1) Helps achieve investment
Investment is always a good thing to have for your business. Who doesn’t want more financial support for their company? Whether it’s getting funding for the development of a new product or backing for your new business venture, calculating market size can help convince those stakeholders or investors that your idea is one to put their trust and finances in.
Securing new investments can make getting projects up and running, a lot easier. Why not make it easier on yourself by putting in a bit of time and effort through researching the market size?
2) Creates a strong marketing and business strategy
With 67% of strategies fail because of poor execution. It might be down to a lack of understanding of your employees or failure for the organization as a whole to implement the strategy created.
Developing a strong marketing and business strategy requires data and data comes from researching your market with a fine-tooth comb. Do you know who your market is and how big it is? How much money does your business require in order to create a strong strategy?
Having the answers to these questions can help build the strategy correctly and to set clear goals for the business and in the future.
3) Clarity on budget and hiring costs
When scaling your business, understanding your company’s potential trajectory for growth can ensure you have the funds available for the projects you have ahead of time.
It’s always good to have clarity on your finances so that you can budget accurately and that way, you’re not left out of pocket. It’s also important to reduce the risk of losing revenue for the business, especially when it comes to hiring costs.
Hiring is not a cheap part of running a business and so you may want to assess what hires are possible and what you may need to outsource temporarily.
Your budget for market research can help better understand your customers, who they are and what they require from your business as well as how to deliver on those requirements.
4) Discover your product’s potential on the market
A product or service idea can sound good when brainstorming but without any calculations or market analysis, there’s a risk that the market doesn’t exist, or it isn’t financially feasible to go ahead as planned.
It can be hard to let go of any product ideas that you’ve set your mind on. However, by calculating the market size, you can’t deny the numbers that are in front of you. Calculating market size can help you remove the feelings that you can often get when creating a business or developing a new product or service idea.
Knowing your product’s potential on the market will also avoid you making any financial mistakes, something that can be detrimental for a business to endure, especially a new one.
5) Determines company market potential
Data on your market size potential can also be helpful in determining what is possible for your company’s chances on the market too. For most products or service ideas, the chances of it being completely unique are slim. With that said, it can be valuable knowledge to understand the odds your company faces when competing with other companies within the industry.
6) Helps to position yourself for marketing opportunities
The market you’re in is likely to be a busy one and so it’s crucial to know where you need to position yourself for marketing opportunities. Haphazardly aiming for any trends that are happening in your domain is not something that will be productive or financially savvy.
It can help to know this information in order to invest correctly into the right opportunities that come your way as a business.
7) Keeps you and your team impartial for decision-making
There’s a certain expectation that your target audience are going to lap up your product or your new business will rock the market, changing it forever. Imagine the disappointment when nothing happens and you realize what you created was a big mistake.
Market research and calculating market size potential can help encourage you and your team to be more impartial to decision-making. It helps you understand the difference between the expectations and what is actually available to you on the market.
8) Better accuracy on pricing, marketing and suppliers/distribution
Having more accuracy in pricing, marketing and supplier/distribution is critical. By knowing your market size, it can help figure out what pricing is going to be more appealing to your customers. If you have a bias when it comes to your product or business, then you’re more likely to make inaccurate pricing decisions. The same goes for your marketing strategy and how you go about your supplier and distribution chain.
Accuracy is important when putting a new product or business on the market. Not hitting the right mark will likely impact your success negatively.
9) Understand your target audience better
Having a better understanding of your target audience is essential. Without knowledge of your target demographic and their preferences, you may be selling yourself short. Valuable insights can be found through looking at your target demographic, yet not all businesses are willing to focus on this enough.
The smallest of data can help influence your development as a business or when it comes to product creation.
Tips to conduct market analysis
Market analysis and calculating your market size potential is easier when you know what you’re looking for and what approach to take for an accurate result.
Review your competitors’ sales
Quite often, the data that you need is often available to you without really having to do much yourself as a business. Review your competitors’ sales by tracking keywords they’re using, researching what content is being shared the most and monitoring their social media activity.
A lot of this you can do without the use of any online tools but you could look at a platform like Buffer that offers an analyzing tool for both your own platforms but also that of your competitors.
Consider government statistics
It’s important to remember that the accuracy of results provided by government statistics relies heavily on the participants that are involved. You might not be able to an accurate picture of the market size potential when using government stats but it can still be useful to explore this data to help in your calculations.
If you are going to use government statistics, ensure that you’re still doing your own research to back this data.
Approach a data collection agency or firm
It’s worthwhile approaching a data collection agency or firm that might be able to help in collating the market size and data you need. These specialized research firms can be helpful in achieving more accuracy on just how big or small your market size is.
The importance of calculating market size potential
When faced with a competitive market, it’s essential that you’re doing the research and analysis when it comes to the market size. You don’t want your organization to waste any time or money unnecessarily and so calculating the market size potential for your new business venue or product line can be critical.
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