The "Defendable Swag" — How to Realistically Estimate Your Market Potential

When putting together your business plan for a new business, everybody knows that your market projections are a "swag" (Scientific Wild-Ass Guess). Investors, bankers, partners, and employees all recognize that it's a high-risk venture, and that those numbers could vary greatly. That doesn't mean you can just pull the numbers out of thin air, or from some analyst report gleaned off the Internet. What matters more than accuracy, which is impossible, is that it's defendable. Read more...