Trees From the Forest
Especially when you’re forecasting something new, for which you have no history, you’re much more likely to have your information run from the top, the big picture, down into the details. It is then easier to take the whole market first, then divide it into smaller, more manageable pieces. This is the opposite of the ground-up (also called bottom up or forest from the trees) approach in chapter 5. I call it the “trees from the forest” method.
Kostyantin Ivanyshen via Shutterstock
The Market Share Model
Assume you are selling a new add-on gizmo that goes with a Wanderer (I made up the name) fuel-efficient sedan. ...
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