The simplest (and our recommended approach) would be to specify eventual market potential on a scale of 0% to 100%, where 100 represents the size of the target population.
In this specification, the market potential at the introduction of the new technology could be low, but it could grow over time to reach a larger percentage of the target population.
Using this approach, the user would still have to translate model forecasts, which are reported as the percentage penetration of the new product/technology at any time t, into the corresponding absolute number of units sold based on the actual size of the market at that time.
Within Enginius, it is also feasible to specify the market potential based on the actual size of the target population, and also to allow for that size to grow over time.
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