Download the Marketing - Sizing the Opportunity Template FREE at http://www.fourquadrant.com/product/market-sizing-planning-template/ Sizing the market is an essential but often overlooked step in the Marketing process. A pragmatic and methodical approach to defining the market opportunity allows the accurate setting of expectations and sets the organization up for success--if we do 1, 2 and 3, we will get from Point A to Point B. A quick look at the US Market provides insight into the number of companies (by revenue and employees) and a macro segmentation of enterprise, mid-market and SMB. Defining the total available market, served market, target market and test market will allow a laser focus for allocating your resources (people and dollars) and that will support a land and expand strategy. Internalizing this information is accomplished by sizing the market opportunity, in terms of revenue for your organization. ideally, this will show by segment how many deals and the corresponding revenue. The resulting revenue represents the dollars that would be realized with full penetration, however, the technology adoption curve provides insight into the rate that the organization will penetrate the market. To make this real to an organization, the market opportunity needs to be filtered by the adoption curve and then broken down by an organization's market segments. Finally, the projections need to be presented by revenue category (segment, geography, product, etc) by quarter. Download Free Marketing Process and Marketing Tactics templates at http://www.fourquadrant.com/free-downloads/

1. Marketing – Sizing the Opportunity
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2. The US Market Opportunity
2700 businesses, <2500 employees Enterprises
$4.8T in revenue, 31M employees
25K businesses, >2500 & < 250 employees
Mid Market
$2.0T in revenue, 15M employees
4.2M businesses, < 250 employees SMB
$4.7T in revenue, 41M employees

3. Addressable, Served & Target Market
Total
available $123 billion tourism
market industry inside the US
Served
market $1 billion English travel
guides sold annually
Target $210 million 20-35 year
market old travelers
A city (Initial test market)

4. Sizing the Market Segments
Data center market estimated total revenue opportunity:
5749 Companies | $761,670,748
$102M Average Deal: $533,568 | 100,000 sq ft to 239,000 sq ft
FORTUNE 1000 $63M Average Deal: $424,788 | 50,000 sq ft to 100,000 sq ft
Potential Revenue:
$305,661,628
$61M Average Deal: $253,680 | 25,000 sq ft to 50,000 sq ft
Average Deal: $134,400
$394M
10,000 sq ft to 25,000 sq ft
MID-MARKET
Potential Revenue:
$456,009,120
Average Deal: $63,000
$140,868,000
5,000 sq ft to 10,000 sq ft
Deal Size is software only, 20% discount applied.

5. The Technology Adoption Curve
Years 0 1-2 3-5 6-10 10-15 15-20
2.3% 13.6% 34% 34% 16%
Innovators Early Early Late Laggards
adopters majority majority
Note: On average, a company will need at least 6-10 years in a market to establish
market category dominance

6. Penetration of the Market Segments
Total Estimat
Opportunity Estimate of the Total Market Opportunity Available – Data Centers Software Deal Size e FYXX
% of total Sq. ft of Revenue $’s Avg deal
# Sq. ft.
Market est.
market total market that total Co’s that Revised # of
of the total # of Co’s Avg deal Avg size
of DC opp opp market opp already opportunity Revenue
# of co’s size (list) discount (disc)
available available represents purchased (# of cos)
Over 100K 192 30% 17,194,959 $61,807,200 58 1 57 $1,680,000 35% $1,092,000 $2,184,000
50-100K 149 30% 3,215,099 $16,768,400 45 4 41 $515,000 20% $412,000 $2,472,000
25-50K 241 30% 2,534,404 $16,085,207 73 10 63 $302,000 15% $256,700 $2,567,000
10-25K 2,931 27% 11,982,163 $103,383,922 789 8 781 $147,000 10% $132,300 $1,323,000
5-10K 2,236 19% 2,174,513 $21,592,313 419 6 413 $55,000 5% $52,250 $209,000
Total 8,556 37,101,138 $ 219,637,041 1,384 29 1,355 $8,755,000

7. Projecting Revenue
Q2 Q3 Q4 Q1 Total
Revenue $3.938 MM $4.329 MM $4.462 MM $4.908 MM $17.637 MM
New product $1.948 MM $1.971 MM $2.018 MM $2.220 MM $8.157 MM
New service $1.390 MM $1.732 MM $1.752 MM $1.927 MM $6.801 MM
Maintenance $0.817 MM $0.861 MM $0.932 MM $1.025 MM $3.635 MM
New prod. + serv. $3.338 MM $3.703 MM $3.770 MM $4.147 MM $14.958 MM
Target (+20%) $4.006 MM $4.444 MM $4.524 MM $4.976 MM $17.950 MM
Product (%) 58% 53% 54% 54% 55%
Service (%) 42% 47% 46% 46% 45%
Sales Quota $4.006 MM $4.444 MM $4.524 MM $4.976 MM $17.950 MM
New product $2.338 MM $2.365 MM $2.422 MM $2.664 MM $9.788 MM
New service $1.668 MM $2.078 MM $2.102 MM $2.313 MM $8.161 MM
Software by market
Data center (60%) $1.403 MM $1.419 MM $1.453 MM $1.598 MM $5.873 MM
Workplace (40%) $0.935 MM $0.946 MM $0.969 MM $1.066 MM $3.915 MM

8. Next Steps
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