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Market Sizing Report

Document template for Google Docs and Word

Make a copy in Google Docs
Type
Document
Price
Free
Pages
8 · US Letter
Style
Modern
Difficulty
Beginner
Updated
October 30, 2026

Every page (8)

Overview

Founders and strategy teams are asked how big the market is, and a single top-down number rarely survives questions. This report states the answer first, then builds TAM, SAM and SOM two ways, top-down from industry totals and bottom-up from counts of buyers and price, and reconciles the gap. Growth, scope, assumptions and sources follow, so an investor can check each figure.

The sample sizes the US market for online proofing software for Valemont Creative, a fictional studio: a $1.28B TAM, a $320M SAM and a $9.6M SOM, with the two methods 3% apart. Replace the market definition, the team counts and average price, the growth drivers and the survey details with your own, and keep the base size beside every percentage.

Useful for

  • A founder preparing the market slide of an investor pack who must defend the TAM, SAM and SOM
  • A strategy team deciding whether a new product line is worth funding in its first three years
  • A board review where directors want the top-down and bottom-up figures reconciled and the sources named

What's included

  • Cover and an executive summary with headline figures, four numbered findings and a recommendation
  • Market definition page with a trend chart, a donut of segments and growth drivers
  • Top-down against bottom-up table with removals from TAM to SAM and a cause for each material line
  • Growth page with a weighted driver table, forecast checks and definitions
  • Scope page comparing what is in and out, plus an assumptions list and exclusions callout
  • Sources page with sample size by team type, and a make-it-yours guide

How to use it

  1. 1

    Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.

  2. 2

    Replace the market definition, scope and base year with your own, and state the buyer you are counting.

  3. 3

    Enter your top-down and bottom-up figures in the table and write one line of cause for every material gap.

  4. 4

    Update the growth drivers, forecast and survey details, and keep the sample size beside each percentage.

  5. 5

    Delete the guide page, then share the document or present it.

What you need

Requirements

  • A Google account with access to Google Drive

Works with

  • Google Docs
  • Microsoft Word (download the .docx)

Questions

What is the difference between TAM, SAM and SOM?

TAM is total demand for your product category. SAM is the part you can serve with your product and channels. SOM is the share of SAM you can realistically win in a set period.

Why size the market both top-down and bottom-up?

Top-down uses industry totals and is fast but loose. Bottom-up multiplies buyer counts by price and is slower but testable. If the two land close together, the figure is easier to defend.

Is the Valemont Creative data real?

No. The organization, people and figures are fictional sample data. Replace every name, email address and number with your own before sharing the report.

  • #market-sizing
  • #tam-sam-som
  • #market-research-report
  • #top-down-bottom-up
  • #market-analysis
  • #investor-pack
  • #google-docs

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