A diagrammatical template for business market demand estimation

Abstract This article describes a template that can help guide managers through a minefield of complex product interactions and demand drivers on the way to producing a realistic demand estimation. It is based on many years of consulting and conducting postmortems to find out what went wrong when demand forecasts have gone awry. A menu of troublesome variables that make up a rogue's gallery of the worst offending causes of estimation error are presented. The premise being, if we are aware of the potential trouble spots in demand estimation, we are likely to avoid some of the more serious problems that plague market projections. A diagrammatical template is presented that shows these troublesome variables and where they enter into the demand evaluation process. Next, the template components are introduced to show how the various product interactions and drivers that affect demand estimation are used and how they impact market projections. Throughout, a list of dos and don'ts are provided along with a sufficient number of real-life disaster stories to reinforce the issues.