How big is your opportunity? It's easy to find out with some creativity, smart assumptions, and basic algebra. Knowing your market size before you invest your time or ask investors for money is key to investing wisely. Who else is providing the value you provide? Who else is similar, and what can you learn from them? What trends, opportunities, threats, news, etc in your industry can help you or hinder you? Understand your competitive ecosystem, and thrive in your new business.

1. What’s my opportunity (market size)? What’s my landscape (competitors & ecosystem)
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Part 0 Insights: To start and to end (30 minutes)
To start: check in with your process on understanding your users and customers
Actions: What did you do? Who did you talk to? About what? What barriers did you face?
Insights: What about lifestyle, market, industry, problem, excitement, friction, incentives,
needs, pain points, values, deeper “why”s surprised you? Who will pay and how much?
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Questions & next steps: What would you like to explore further? What are you unclear on?
What interesting lead will you further? Is there a new kind of user/customer/org to pursue?
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To end: Takeaways and next steps. Ask questions. Bug your coaches!
Takeaways: Most interesting/sharable tidbit from today? What do you want to try?
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By ___________________, I will _____________________________________________, to size my opportunity.
Research notes: How big is your market? How can you learn more or test the opportunity?
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By ___________________, I will _______________________________________, to map competitive landscape.
Research notes: Who else solves the problem? What can I learn from them? What’s important
about my ecosystem, who’s in it, or how it’s changing?
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By Angela Ognev of Redesign Happy: Workshops & coaching for teams energised by action and insight.
Created for the PACT Incubator, powered by DBS.
Questions? angela@redesignhappy.com More tools? http://www.redesignhappy.com

2. What’s my opportunity (market size)? What’s my landscape (competitors & ecosystem)
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Part 1 Definitions: Market Sizing (15 minutes)
Word/Phrase Brief definition / Use case Why it matters to me
market sizing
The process of estimating the potential of a
(#1)
market
(TAM) (#3)
Total demand for a product/service in $ per
year
Segmented
Addressable
Market (SAM)
(#3)
Segment of the TAM targeted and within
reach
Share of the
Market (SOM)
(#3)
The portion of SAM that you can capture
with existing resources
top-down sizing
approach
(#4)
Starts with market and industry data,
looking at location and those who can buy
bottom-up sizing
approach
(#4)
Starts with your customers. How many
potential customers and how much/often do
they buy?
market
penetration (#6)
How much of all possible customers are
reached, by all companies?
market share
(#6)
How much of the reached customers does a
particular company have?
Gross Revenue
(#6)
Total amount made (you sell your own
products(
Net Revenue
(#6)
Amount made after all deductions
By Angela Ognev of Redesign Happy: Workshops & coaching for teams energised by action and insight.
Created for the PACT Incubator, powered by DBS.
Questions? angela@redesignhappy.com More tools? http://www.redesignhappy.com

3. What’s my opportunity (market size)? What’s my landscape (competitors & ecosystem)
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Part 1 Note-taking: About market sizing (15 minutes)
Why size your market? (#2)
What are the pros and cons of top-down versus bottom-up market sizing? (#5)
Why do investors care? (#7)
What kind of market do you have, and how do you address it? (#8)
Current/existing shifting/resegmenting new market
Definition & example:
Definition & example: Definition & example:
How do you address it?
How do you address it? How do you address it?
How did we calculate the total number of diapers used per year in the US? What general
ideas/methods did you take-away? (#9)
By Angela Ognev of Redesign Happy: Workshops & coaching for teams energised by action and insight.
Created for the PACT Incubator, powered by DBS.
Questions? angela@redesignhappy.com More tools? http://www.redesignhappy.com

4. What’s my opportunity (market size)? What’s my landscape (competitors & ecosystem)
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Part 1b Worksheet: Bottom-up market sizing approach (20 minutes) (#9)
Total Addressable Market (TAM): Revenue/year for 100% of market share (#9)
-Focus on total market size
-All potential customers/organisations x revenue/customer/year
-How many people x how much money each time x how often
Consider: what kind of people, how do you reach them, how often/long would they engage, how
much can they pay, how much do they pay now, etc.
Workspace: What factors are important to address? What numbers should you look up?
Answer: Show equation in words and give an order of magnitude estimate
Segmented Addressable Market (SAM): based on your current business model (#9)
aka Served Available Market.
-Focus on your own technology / what you can serve within total market / who you can target
Workspace: How will you adjust the TAM number?
Answer:
Share of the Market (SOM): based practical limits, how much you can reach in 1st years (#9)
aka Serviced Obtainable Market.
-Focus on your realistic market share, given competitors, constraints, other market factors
Workspace: How will you adjust the SAM number?
Answer:
By Angela Ognev of Redesign Happy: Workshops & coaching for teams energised by action and insight.
Created for the PACT Incubator, powered by DBS.
Questions? angela@redesignhappy.com More tools? http://www.redesignhappy.com

5. What’s my opportunity (market size)? What’s my landscape (competitors & ecosystem)
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Part 2 Definitions: Competitors & Ecosystem (15 minutes)
Word/Phrase Brief definition / Use case Why it matters to me
competitors (#1)
Similar products or services to the same
customers at similar prices
alternatives (#1)
Products or services in different forms
that have the same functionality
substitutes (#1)
Products or services with different
functions that serve the same purpose
competitive
ecosystem (#2)
A community with member organisms
also include suppliers, lead producers,
competitors, and other stakeholders,
each with roles.
competitive
advantage
(#2)
Cost or differentiation that allows you to
sustain profits
Porter’s 5 forces
(industry rivalry,
threat of entrants,
threat of subs,
bargaining power of
buyers, bargaining
power of suppliers.)
(#4)
Framework to analyze level of
competition (and attractiveness) within
an industry and business strategy
development
PEST (political,
economics,
socio-cultural,
technological) (#6)
A way to understand the macro
environment
SWOT (Strengths,
weaknesses,
opportunities,
threats)
(#7)
Structured planning method to look at
favourable and unfavourable traits
By Angela Ognev of Redesign Happy: Workshops & coaching for teams energised by action and insight.
Created for the PACT Incubator, powered by DBS.
Questions? angela@redesignhappy.com More tools? http://www.redesignhappy.com

6. What’s my opportunity (market size)? What’s my landscape (competitors & ecosystem)
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Part 2 Note-taking: Competitors & ecosystem (15 minutes)
Consider what’s happening now, where you are position, and what will happen in the future.
Competitive Advantage / Strengths & Weaknesses (internal) (#3)
What’s different about you? Features, customers, distribution, technology, price, deep
pockets, connections, etc. (#3)
Who are your partners? Those who help, support, distribute, validate, etc. (#3)
Who are your competitors in the future? What if Google/Facebook/Apple/Amazon entered?
(#3)
(Do this on your own time!) Porter’s 5 Forces Analysis of Competition & Strategy Dev
Opps & Threats (external) (#5)
Industry Rivalry Competition
Threat of new entrants
Low / Medium / High
Low / Medium / High
Threat of substitutes
Low / Medium / High
Bargaining power of buyers
Low / Medium / High
Bargaining power of suppliers
Low / Medium / High
By Angela Ognev of Redesign Happy: Workshops & coaching for teams energised by action and insight.
Created for the PACT Incubator, powered by DBS.
Questions? angela@redesignhappy.com More tools? http://www.redesignhappy.com

7. What’s my opportunity (market size)? What’s my landscape (competitors & ecosystem)
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Part 2b Worksheet: Build your SWOT analysis (20 minutes) (#8)
Capitalize Strengths (internal) (#8)
capabilities, resources, brand, processes
Invest in Opportunities (external) (#8)
ecosystem, mortgage, things we’re not doing yet
Shore Up Weaknesses (internal) (#8)
capabilities, resources, brand, processes
Identify Threats (external) (#8)
ecosystem, mortgage, things we’re not doing yet
Insights/Ideas (#9) Actions (to research, to do , to test etc) (#9)
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By Angela Ognev of Redesign Happy: Workshops & coaching for teams energised by action and insight.
Created for the PACT Incubator, powered by DBS.
Questions? angela@redesignhappy.com More tools? http://www.redesignhappy.com