This week we will spend some time learning how to define the overall potential of the market in terms of sales volume. We will then use this information to develop a sales forecast for our market. We will next describe three approaches to calculating market potential. Once we have arrived at our sales forecast, we will discuss some of the key issues that may influence our sales forecast. We will finish up our week with a discussion of the 9 commonly used forecasting methods along, the data used in each and some of the pros and cons of each method.