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Show the source definition
Record the original source, publication date, geography, customer category and measurement period. Avoid combining figures that describe different populations without explaining the method. Keep the source’s definition visible in your notes. If the team constructs its own estimate, label it as a management calculation and list the inputs rather than presenting it as an externally established fact.
Connect the figure to scope
Explain which part of the described market the business actually intends to serve and what remains outside its scope. Do not infer accessible demand simply from the size of a broad population. Identify the evidence needed to understand customer willingness, distribution and operating constraints. The slide should open a grounded discussion about the proposed market, not create an impression that a large headline number automatically translates into achievable sales.
Put the guide to work
Preserve the original source extract with the calculation notes. A headline may be quoted widely while its underlying definition is forgotten. Keeping that context allows the team to revisit the estimate when geography, customer segment or product scope changes during the business planning process.
Hypothetical example
A startup uses a global industry figure while planning a limited regional launch. It adds the source definition and separates the broad industry context from the specific customer segment it intends to test. Reviewers can now discuss the launch assumptions directly.
Make it practical.
Use this checklist as you read. Checks are not stored.Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
