Consideration 1: What are you going to do with the model? 

In the end, collecting data and building models isn’t the ultimate goal. But these activities can help you make informed decisions (based on facts and clear assumptions instead of pure conjecture) and help you better understand opportunities and risks.  So the first two questions we ask when building any market model are:

• Who is going to be using the model output?

• What decisions will it inform?

Are you trying to convince an investor about the growth potential of a new and emerging segment? Or are you trying to compare the revenue potential of two different markets, to tune the focus of your commercial efforts? The better you understand the intent of a model, the easier it will be to design, build, interpret, communicate and ultimately maintain.

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