Market Sizing Report
Question and scope
[Paying unit and price basis]
Customer and unit definition
[Number of target accounts and source]
Bottom-up model
[Reachable segment in first 24 months]
Top-down cross-check
[Adoption and sales-capacity assumptions]
Segment and geography
[Included and excluded adjacent markets]
Competitive spend
[Sensitivity range and evidence gaps]
SOM path and assumptions
[SOM path and assumptions: decision, evidence, owner, constraints, and next action]
Confidence and next research
[Confidence and next research: decision, evidence, owner, constraints, and next action]
Measurement and Ownership
| Measure or deliverable | Baseline or input | Target or acceptance condition | Source | Owner | Review date |
|---|---|---|---|---|---|
| [TAM] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [SAM] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [SOM] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [ARPA] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [Penetration rate] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [Sales capacity] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [Market growth rate] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |