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How Much Is Market Dialer?

How much would you pay for credible, bottom-up market sizing?

  • For many business situations (e.g. fund raising, investment analysis, planning), credible market sizing of target market is extremely critical yet challenging to get it to "good enough" level. Top-down market sizing is easier to do with various macro market data from public sources and large research houses but often not good enough for decision making. Wondering how much people would pay for outsourcing the bottom-up market sizing for various business usages.

  • Answer:

    In my experience as a purchasor of research services, people are not willing to pay a great deal for this function as in most cases, "any reasonable number" will do.  In fact, most "market research" firms' value proposition (in the traditional/old technology world) lies mainly in providing product/company credibility through affinity and marketing/visibility. The actual data is somewhat valuable, but only to corporate strategy types who get exhausted paying $10-30K for a piece of research for a single number.  There may be opportunity at the $400 - $1000 price point as corporate types can expense that easier than going through a research PO process.

Jake Kaldenbaugh at Quora Visit the source

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I would encourage you to do it yourself.  Market sizing requires someone to have a clear understanding of a market.  You will have to spend time working with an expert figuring this out anyways and this is the most difficult part of the process.  The only time I would bring in an expert is if your are struggling to define your target market and need help defining the set of questions that need to be addressed to do so. The process of developing this target market definition is actually a very informative exercise for a team to go through internally. Management team's commonly have differing opinions on what defines a good target opportunity.   Forcing this discussion to happen internally can really help the team get focused on its best opportunities, which is a huge externality of doing it yourself. Depending on the type of market you are looking into there are many different angles to get at a market size. I put together a presentation to train the investment team at OpenView Venture Partners on how to think about B2B market sizing last year and we have shared this publicly on Slideshare.  The deck walks you through 7 different approaches to quickly size a B2B market and provides step by step examples. http://www.slideshare.net/OpenViewVenturePartners/how-to-size-a-market-opportunity-fast?qid=1e37ce88-9b20-4480-9da9-0b1132aa07c1&v=default&b=&from_search=19

Brandon Hickie

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