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Related Chapter: CH08. From Qualitative to Quantitative — Effective Market Sizing and P×Qty
Related MN/KM: MN07 / KM058, KM059, KM062
This worksheet does not create new knowledge. It simply carries over, in worksheet form, the 9-step effective market sizing questions from KM059 and the transaction-type-specific Qty rationale from KM062.
A. 9-Step Effective Market Sizing Checklist (KM059)
| Step | Question | Notes |
|---|
| 1. Idea & environmental analysis | What idea did you start from, and what is the market environment like? | |
| 2. Segmentation & targeting | On what basis did you segment the market, and which segment are you targeting? | |
| 3. Positioning, channel, price (hypothesis) | What are your positioning, channel, and price hypotheses for the target customer? | |
| 4. Available resource review (Q, D) | From a Quality and Delivery standpoint, do you have the resources to execute this hypothesis? | |
| 5. Input cost review (C) | What does it cost to execute this hypothesis, and is it affordable? | |
| 6. Final targeting | Reflecting the QCD review, which segment are you finally targeting? | |
| 7. Final positioning & 4Ps | What are your final positioning and Product, Price, Place, and Promotion (4Ps)? | |
| 8. BMC decision | What is the final business model (BMC) reflecting the above results? | |
| 9. Effective market sizing | Based on the finalized business model, what is the effective market size (P×Qty)? | |
The 9 steps are not a procedure passed through once in order. If the Step 9 result falls short of the business goals or resource conditions, go back to the relevant earlier step and fill it in again.
B. Transaction-Type-Specific P×Qty Rationale Table (KM062)
B2C
| Item | Description | Notes |
|---|
| P (Price) | Product/service price | |
| Qty basis 1 | Number of target customers (population/pool size) | |
| Qty basis 2 | Annual consumption volume / purchase frequency | |
| Qty derivation logic | “At what price will how many people buy how often” | |
B2B
| Item | Description | Notes |
|---|
| P (Price) | Unit price structure that varies with order volume | |
| Qty basis 1 | Order size (whether bulk ordering applies, relationship to fixed-cost structure) | |
| Qty basis 2 | Upstream industry production output (whether a top-down approach is used) | |
| Supply capacity constraint | In-house production capacity vs. scalability through a co-production partner | |
B2G
| Item | Description | Notes |
|---|
| P (Price) | Equipment/service price | |
| Qty basis 1 | Number of potential installation targets | |
| Qty basis 2 | Whether there is a legal obligation to install/manage | |
| Qty basis 3 | Budget line item and budget size (executable range) | |
| Qty basis 4 | Approach (direct sales vs. partner channel) | |
| Constraint | Confirm whether institutional rules and budget set an upper bound on market size | |
How to Use
- Fill out Table A first, working through the full hypothesis-review-finalization flow of the 9 steps.
- Fill out the section of Table B that matches your transaction type (B2C/B2B/B2G) to build the concrete rationale for Qty.
- Check that the Step 9 result (P×Qty) in Table A is consistent with the rationale in Table B.