04 · New Product Expansion
Measure demand for candidate lines two ways. Total US market, and how much already lives inside your customer base for cross-sell versus net-new to acquire.
Nearly half the Hims base, 270K people, 48%, is already in-market for weight-loss before a dollar of acquisition, plus 1.77M net-new.
Bars scale against the largest candidate line for comparability. In-base = customers you already have who are in-market for this line; net-new = the rest of US demand.
The other jobs
Turn a plain-English ICP into a measured, living market.
Rank metros by density, not population.
Break a market into the real segments that make it up.
Size candidate markets against your customer DNA.
Turn a built audience's measured DNA into a creative brief.
Tell us the market or the segment; we'll size it, name the traits, and hand you a buildable audience.
