How to evaluate a market opportunity

Here is a framework I have been developing over the past year to help identify a possible market opportunity and its potential.

General Market Overview

Country Profile

Geographical Location

Economic Situation

Industry Trends

- market size

- growth/decline

- industry shift/focus

- Total Addressable market versus Total available market

Industry Leaders

- market share (graphs)

PEST

Porters’ Five Forces

Demographic Breakdown

The Population ?

Market Size and Structure in particular industry

Market Size by value (€) and forecasts

Breakdown by sector

Channels of Distribution

Comment on importance of other factors

TALC position & consequence

Company Overiew

Name, Sectore, Location, Directors, Sales by Market, Key customers

Offering

Product/Service Offering

Type of clients

How do they sell their product

Who are the main competitors in the existing markets

Value proposition/unique selling point

Core competency definition (tools)

Competition from other manufacturers in the market (ranked by turnover)

Name

Contact Info.

No. Employees

Turnover

Market share

- description/key points to note

Critical Success Factors

KPI

Competitive Analysis

SWOT versus Competition

Tendency to Buy Matrix

http://www.brs-inc.com/models/model6.asp

Market Development Strategy Checklist

- Commercialisation tool

Competitor Scan (proj comm. tool)

Competitor analysis framework (proj. comm.. tool)

Competitor array (proj. comm.. tool)

Profiles of Key distributers

Executive Summary and Recommendations

The marketing mix (project comm. Tool)

Marketing communications mix (DDART)

Customer profiles (project comm. Tool)

- customer attitudes (project comm.. tool)

Whole product solution (DDART)

Positioning statement (DDART)

Partnership give/get matrix (DDART)

Economic analysis?(DDART)

Nine point strategy checklist? (DDART)

Define the competitive reason to buy (Tools)

Reality test (DDART)

Analysis 5 forces (DDART)

Countering Adoption Risks (tools)