Use 3 watts per sq ft for FINISHED space for general lighting and receptacles.
There is a number in table for dryers.
For HVAC and other applicances you need to use ACTUAL NAMEPLACE DATA. Or make the best guess for what they will be.
NOTE - for a sub-panel you can not use the diversity factors that they give. You need to use the actual wattage calculated for each circuit and total them.
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