New markets and new products provide the engine of growth for many companies.

 
When considering a possible new category or a potential new product, one of the most important tasks is estimating the size of the category or projecting possible demand for the new product.

 
This white paper discusses how to size a new product or a new market. You’ll learn how to:

• Differentiate between products that are radically new versus incrementally new

 

• Measure potential demand for a very new product using internal and external benchmarks

 

• Project the size of a new market for a new product or a new service using syndicated and survey data