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ENT 401 · Unit 5 of 6

Market Sizing and Opportunity Attractiveness

Customer Discovery and Opportunity Validation

Start unit · 4 lessons →

Learning objectives

  • Produce a validated opportunity brief with explicit kill criteria
  • Apply "Market Sizing and Opportunity Attractiveness" to a real venture decision
  • Contribute to your Interview repository (20+ conversations) deliverable

Unit overview

#LessonCore idea
1The Business Context for Market Sizing and Opportunity AttractivenessCore frameworks for this unit
2Tools and Techniques for Market Sizing and Opportunity AttractivenessCore frameworks for this unit
3Managing Complexity in Market Sizing and Opportunity AttractivenessCore frameworks for this unit
4Market Sizing and Opportunity Attractiveness: Executive SynthesisCore frameworks for this unit

Complete all four lessons, then finish unit assessments on this page.

Unit assessment

Complete each section below. Score 80%+ on the quiz to finish this unit's assessment.

50% applied project30% case work20% knowledge checks

Exercises

Apply what you learned in this unit with structured practice.

ExerciseApplied practice: Market Sizing and Opportunity Attractiveness45 min
Complete a focused practice exercise on **Market Sizing and Opportunity Attractiveness**. 1. Choose a real company, product, or situation you know. 2. Apply one core framework from this unit to analyze it. 3. Write your analysis in 300–500 words with a clear recommendation. 4. Cite at least one credible source.

Deliverable

300–500 word analysis document saved to your portfolio under ENT 401.

Rubric

  • • Framework applied correctly (not just named)
  • • Specific evidence from a real example
  • • Clear recommendation with tradeoffs acknowledged
  • • Professional writing with source citation
ExerciseDrill: Market Sizing and Opportunity Attractiveness30 min
Work through the practice problems in the unit lesson without looking at notes. Then check your work against the lesson and write a short reflection: - What you got right - One mistake you caught - One concept to review before the next unit

Deliverable

Problem solutions + 150-word reflection in your ENT 401 workbook.

Rubric

  • • Attempted all practice items before checking answers
  • • Honest reflection on errors
  • • Identifies a specific review action

Case analysis

Analyze a case using frameworks from this unit.

CaseCase analysis: Market Sizing and Opportunity Attractiveness60 min
Analyze a real business case through the lens of **Market Sizing and Opportunity Attractiveness**. Choose a public company event, HBR-style case, or documented decision. **Deliverable structure:** 1. Situation summary (150 words) 2. Analysis using this unit's frameworks (400 words) 3. Recommendation (150 words) 4. Risks and what would change your mind

Deliverable

2-page case write-up in your portfolio.

Rubric

  • • Case facts are accurate and sourced
  • • Analysis uses unit frameworks explicitly
  • • Recommendation is justified with tradeoffs
  • • Risks are specific, not generic

Knowledge quiz

Check your understanding before marking the unit complete.

1. RelayOps bottom-up SAM uses 4,200 qualified firms × $33,600 ACV ≈ $141M. Why is bottom-up preferred for early venture sizing?

2. RelayOps 5-year base SOM targets 220 logos and ~$7.4M ARR, about 5.2% of beachhead firms. What does SOM represent?

3. RelayOps SAM after 60% lock-in adjustment is ~$85M from $141M gross. Why apply lock-in adjustment?

4. Sensitivity table shows RelayOps year-5 ARR low $4.5M vs high $11.2M on ACV and logo count bands. Why present ranges?

5. RelayOps Phoenix metro model: 180 Segment A firms, 22 customers in 3 years → ~$739k ARR. What constraint must align with this metro SOM?

6. An advisor cites '$18B field service TAM; you need only 0.1%.' Which sizing mistake does this reflect?

7. RelayOps layers core Segment A ARR separately from Phase 2 commercial expansion in investor models. Why layer?

8. Month 18 plan: 40 logos, NRR 100%, payback 18 months. Month 9 actual: 9 logos, NRR 94%, payback 23 months. What validation link does Unit 5 emphasize?

Next unit: Validation Decisions and Venture Theses →