Market Intelligence11 min read
How to Size a Market You Can Defend
Why borrowed market-size figures rarely survive scrutiny, and how to build a bottom-up model with transparent assumptions.
Webude Research Team
Read insight Market Intelligence
Market Sizing & Opportunity Assessment
Defensible TAM, SAM and SOM estimates built bottom-up and triangulated top-down.
The problem
Market size figures are frequently borrowed from generic reports, impossible to defend and disconnected from the business's actual addressable opportunity.
Service overview
We build market size estimates you can defend in front of a board or investor: transparent assumptions, bottom-up models, top-down triangulation and sensitivity analysis.
What we analyze
- Total, serviceable and obtainable market
- Segment-level demand
- Pricing and volume assumptions
- Growth scenarios
- Sensitivity of key variables
Deliverables
- Market sizing model
- Assumption register
- Scenario analysis
- Opportunity assessment summary
Methodology
How the work is structured
- 01
Frame
Define the decision the research must support and the questions that matter.
- 02
Collect
Gather primary and secondary evidence from public data, interviews and market signals.
- 03
Validate
Cross-check sources, resolve contradictions and flag confidence levels.
- 04
Synthesise
Structure findings into a clear view of the market and its implications.
Ideal clients
- Startups preparing to raise
- Companies prioritising segments or geographies
- Product teams building a business case
Typical engagement
Typically a fixed-scope Research Engagement of 3–6 weeks, scoped around a defined set of questions, with a mid-point review and a final readout to leadership.
Pricing is scoped per engagement. Request a proposal.
Frequently asked questions
Top-down or bottom-up?
Both. We build bottom-up from customer counts and pricing, then triangulate against top-down sources.
Will we receive the model?
Yes — the working model is a deliverable so your team can update assumptions.
Related insights
More from Market Intelligence
Competitive Intelligence
Understand competitors, their positioning, pricing, products, channels, customers and strategic movements.
Explore ServiceMarket & Industry Research
Structured research into market structure, dynamics, trends and the forces shaping your industry.
Explore ServiceMarket Validation & Opportunity Assessment
Determine whether a market, product, idea or expansion opportunity is worth pursuing.
Explore ServiceNeed a market size you can actually defend?
Let's build it bottom-up.