This paper addresses the issue of how one might go about providing a reasonable answer to the question of how many students will enroll in a new academic program at a university and applies the principles to the process of estimating demand for a new collegiate aviation program. A combination of approaches is suggested, including the following: (1) potential enrollee "concept" interest survey; (2) analogy to similar program introductions; (3) underlying student enrollment trend analysis; and (4) survey of expert opinion. It is noted that while such methods may provide the new course proponents with a theoretically "neat" package of estimates and probability range it is still suggested that the actual course signup is mainly the result of marketing follow-up. Contains two references. (Author/GLR)