Demand model in Excel: a forecast you can update yourself
A demand model is an XLSX workbook in which the market forecast is calculated from visible assumptions. Change an assumption, such as investment growth or price, and you see the effect on demand in three scenarios straight away. You get the model together with an in-depth market analysis and can keep using it after the project ends.
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What is a demand model?
A forecast in a PDF report is a result. A demand model shows how we got there. Every number in the workbook has a source or is marked as an analyst estimate, and all assumptions sit in one place.
A model is useful when the forecast will need updating, defending in front of a bank or a supervisory board, or linking to a business plan. Instead of ordering a new report, you change the assumptions in the workbook.
When is a demand model worth ordering?
What the demand model contains
Assumptions sheet
All assumptions in one place, with a description and a source. You change them without digging through formulas.
Three scenarios
Low, base and high. You can add your own variant.
Sensitivity analysis
Shows which assumptions move the result most and deserve the closest attention.
Demand by segment
The forecast split by customer segment, region or product group, depending on the scope of the analysis.
Data and estimates kept apart
The workbook shows what comes from a source and what is an analyst estimate.
Link to the business case
You can feed the model output into a break-even calculation or an investment business plan.
Report forecast vs demand model
Both show the same numbers. They differ in what you can do with them later.
| Forecast in a PDF report | XLSX demand model | |
|---|---|---|
| Result | Numbers and charts in three scenarios | The same numbers with visible calculations |
| Assumptions | Described in the report text | Collected in a sheet you can edit |
| Updates | Need a new order | You change the assumptions yourself |
| Sensitivity | Description of the main risks | Effect of each assumption on the result |
| Business plan | Numbers to copy across | Output to link to the business case |
What a demand model is useful for
Investment in production capacity
The model shows the demand at which a new line pays back and what happens if the market grows more slowly.
New product launch
You check how the number of buyers, price and market share translate into sales in the coming years.
Loan or grant application
Assessors can see where the forecast comes from, because every number has a source or is marked as an estimate.
What you get
When the module is part of an in-depth market analysis, industry, scientific and business experts also comment on the results.
Frequently asked questions about the demand model
What is a demand model?
An XLSX workbook in which the market forecast is calculated from visible assumptions. You change an assumption and immediately see how demand changes in three scenarios.
How is a demand model different from the forecast in a report?
The report gives the forecast result and a description of the assumptions. The model gives you the calculations: you can change assumptions, add your own scenario and update the forecast without a new order.
Can I order a demand model without a market analysis?
Usually not. The model's assumptions come from the analysis: statistics, company data and interviews. Without them the model would only be a template. If you already have your own analysis, write to us and we will check whether a model can be built on it.
Do I need special software?
No. Excel or any other program that opens XLSX files is enough.
Is the model suitable for a loan or grant application?
Yes. The bank or assessing body can see where the forecast comes from, and every number has a source or is marked as an estimate.
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Related: In-depth market analysis · Market entry analysis · Case studies
Other modules: Surveys: CAWI and CATI · Focus groups · Expert interviews · Strategy workshop · Competitive intelligence