When it comes to critical decisions regarding strategic foresight, market entry or the evaluation of transforming markets, corporate development units rely on resilient market and forecast models to estimate total addressable market size (TAM) and future CAGR.
Limitations in data availability
Analyzing markets and addressable market sizes can be a black box. Outside-in assessment often only yields limited results. Competitors provide no insights in their operations, purchasable market reports do not dive into niche markets, and forecasts are either not available or do not match the desired timeframe.
Estimating market figures: top-down or bottom-up
Facing these data limitations, corporations require own market size estimates tailored to their individual needs. Advanced analysis is based on two theoretical frameworks that allow market modelling. On the one hand, top-down analyzes allow a tear down the overall industry sector to reach the desired core TAM. On the other hand, the bottom-up approaches aggregate market volumes from the supply or demand side.
Bringing the data together
Corporate development units challenged with this task may lack experience applying those methods to new markets.
KnowledgeAgent offers expertise in selecting the right approach & data input to estimate reliable market data. Analysts are trained in the development of assumption-based models that allow for different forecast scenarios.
Starting with outside-in desk research, KnowledgeAgent collects individual data pieces from a broad range of sources. In a next step, bringing the information together and filling in gaps with data-based assumptions from advanced analyzes, the team sets up a market model. Different sources or expert interviews are used to test, verify, and adjust the model. In a final step, scenarios based on different potential growth paths are considered and market forecasts are calculated.
While easy in theory, identifying data on new or ambiguous market segments requires time and respective expertise. KnowledgeAgent, as a market leading external supplier, offers cost-effective and time-efficient support to save internal resources. Outsourcing research increases the amount of relevant information, curated by research analysts and sector experts.
Contact us to learn more about our expertise and to give your corporate development units the insights and time to concentrate on analysis and decision-making.