Selecting a Reference Product:
Selecting a Proxy Category:
Incrementality:
Category Growth Rate (CAGR):
Attainable Share:
Radical Collaboration:
Select each numbered tab to find out more
Back to list
Selecting a Reference Product:
Choose a product in the same or similar Category, Level of Brand Awareness and/or Demand Space, ideally with at least 3 yrs of stable consumer data, sales data and comparable distribution.
Selecting a Proxy Category:
Back to list
When a category doesn’t exist in your country, use a proxy country with this existing category, with a similar in population size, GDP income per capita, and AB market maturity OR choose other adjacent category/ies and relevant price segments in your country.
Incrementality:
Estimate what share of sales is truly new to the market, not just replacing existing products (cannibalization).You can figure this out by looking at past data of similar innovation launches.
Back to list
Category Growth Rate (CAGR):
Use external market data (e.g. Global Data or IWSR) and internal insights to estimate the category's future growth.
Back to list
Attainable Share:
Estimate based on current market share, distribution strength, and competitive intensity (incl. competition’s ability to copy/follow this innovation). Where possible, overlay estimated brand power.
Back to list
Radical Collaboration:
Work with trade marketing, sales, and finance teams to ensure alignment on key inputs like #Outlets and sourcing volume.
Back to list
Valuation - Guiding Principles
Donna Westwood
Created on October 1, 2025
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Transcript
Selecting a Reference Product:
Selecting a Proxy Category:
Incrementality:
Category Growth Rate (CAGR):
Attainable Share:
Radical Collaboration:
Select each numbered tab to find out more
Back to list
Selecting a Reference Product:
Choose a product in the same or similar Category, Level of Brand Awareness and/or Demand Space, ideally with at least 3 yrs of stable consumer data, sales data and comparable distribution.
Selecting a Proxy Category:
Back to list
When a category doesn’t exist in your country, use a proxy country with this existing category, with a similar in population size, GDP income per capita, and AB market maturity OR choose other adjacent category/ies and relevant price segments in your country.
Incrementality:
Estimate what share of sales is truly new to the market, not just replacing existing products (cannibalization).You can figure this out by looking at past data of similar innovation launches.
Back to list
Category Growth Rate (CAGR):
Use external market data (e.g. Global Data or IWSR) and internal insights to estimate the category's future growth.
Back to list
Attainable Share:
Estimate based on current market share, distribution strength, and competitive intensity (incl. competition’s ability to copy/follow this innovation). Where possible, overlay estimated brand power.
Back to list
Radical Collaboration:
Work with trade marketing, sales, and finance teams to ensure alignment on key inputs like #Outlets and sourcing volume.
Back to list