01
Client context
The start-up was preparing to raise capital and expand sales, but its market size estimate relied on a single top-down figure.
02
Business challenge
Investors challenged the market size, and the sales team lacked a clear definition of which construction firms to target.
03
Research objective & questions
Produce a transparent TAM/SAM/SOM model and an ideal customer profile that sales and investors could both use.
- How many target firms exist by size, specialisation and region?
- What share currently use or plan to adopt software for this workflow?
- Which firm characteristics predict a good customer?
- What is a realistic obtainable market over three years?
04
Methodology & approach
- Bottom-up account modelling
- Firm counts by size and specialisation from industry and registry sources.
- Expert interviews
- Industry associations, contractors and technology consultants.
- Buyer interviews
- Project heads and owners at target firms.
- Top-down triangulation
- Cross-check against construction output and IT spend.
05
Sample & geography
- ~10 expert interviews
- ~20 buyer interviews
- Geography — India and the Middle East
06
Key findings
- The serviceable market was smaller than the top-down figure but more concentrated and accessible.
- Mid-sized contractors managing multiple concurrent projects were the best-fit segment.
- Adoption was driven by client and regulatory reporting requirements.
- Regional differences in project structure affected product fit.
07
Business implications
- Present a bottom-up market model in investor materials.
- Focus sales on mid-sized multi-project contractors.
- Sequence regional expansion by reporting requirements.
08
Outcome
The start-up gained an investor-ready market model, an ideal customer profile and a sized target-account universe.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.