Gartner Research

4 Steps for Calculating the Potential Market Opportunity Size for a New Product or Service

Published: 18 August 2020

ID: G00729228

Analyst(s): Chris Meering , Kenneth Brant , Emil Berthelsen


Market sizing is a crucial exercise for new product/service planning, securing executive leadership buy-in and defining the go-to-market strategy. Product managers must employ robust and repeatable frameworks to quantify potential market demand, and defend key business plan elements and assumptions.

Table Of Contents




Gartner Recommended Reading

Note 1: Additional Resources to Support Market Size Estimation Efforts

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