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Sales forecast -- top-down/bottom-up (New Venture) **great guide**
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Department
Business
Course
BU121
Professor
Igor Ivkovic
Semester
Winter

Description
Sales Forecast Contact: [email protected] Getting started with secondary research -Go to library webpage ▯ Subject and Course Guides Sales forecasting has 2 approaches (key goal is to show how market trends will fuel your own growth) Top-down: estimates approach the true value from above (macroeconomic), by starting with broad indicators, which are narrowed down using assumptions Pro: Often a quicker and easier way to work down to a likely forecast Con: Tends to give too high estimates Bottom-up: estimates true value from below, by summing up known supply data from market participants. Eg. How many stores sell these products in my geographic area? How many will be willing to sell my product? Give good shelf position? Pro: often considered more conservative Con: Requires primary research Video Games: Top-down Total market size: Video Games in US # of households in your market % of households with VG age players % of households likely to purchase VG Variables: 1. # of households
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