The market is worth £4bn. The list of companies who could buy from you runs to 300 names.

Top-down market sizing almost never constrains a plan. Counting the accounts that could actually buy tends to change the growth target, the hiring plan and the price.

By Steve 5 min read
Abstract bridge artwork for The market is worth £4bn. The list of companies who could buy from you runs to 300 names.

A board pack arrives with a market size in it. The category is worth £4bn, growing at 7%, and the business holds under 1% of it. The implication is left unstated because it doesn’t need stating: there is room to grow almost indefinitely, so any shortfall is an execution problem. Then someone builds the list. Companies of the right size, in the right sectors, with the right operating model, in geographies the business can actually serve. It comes to about 300 names. Forty are already customers. Eighty have a competitor…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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