5
Components in the finished document
Demand Forecast / Opportunity Model
A modelled range for what the addressable demand is worth, with the assumptions that would change it.
Where This Sits
1
Measured directly, not asserted
3
Pieces that carry my judgment
This is a Opportunity deliverable, which means it sizes the demand before budget is committed. It is the unit of scope: it can be commissioned on its own, priced on its own, and accepted on its own, whether or not anything else is bought alongside it.
It is not a package and not a retainer. It is one document with 5 components, and the list below is the whole of it.
What Is Inside It
Every component is listed with the one sentence that says what it is. They are grouped by how each one is produced, because the difference between a number a tool gave me and a number I decided matters more than most reports admit.
Measured
Pulled straight from tools and logs. No interpretation, so you can re-run any of it yourself and get the same numbers.
- Opportunity sizing table
- Each opportunity with its estimated ceiling, time to impact and confidence.
Computed
Built by combining the measurements above. Every figure states the inputs it came from.
- Demand model
- Search volume and trend for the addressable query set, converted into a traffic and revenue range.
Judged
My reading of the evidence. This is the part you are actually paying for, and the part you are entitled to argue with.
- Expected impact range
- A low, likely and high outcome for each initiative, with the assumptions behind each.
- Assumptions statement
- Every assumption the analysis rests on, named so a reader can challenge it.
- Method and scope statement
- What was examined, what was deliberately not, and with which tools and data ranges.