market apportunity Analysis

Market opportunity analysis where will the business compete?

Learning objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market opportunity analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market opportunity analysis ,[object Object],[object Object]

Market opportunity analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]

Market opportunity analysis Look at Value System to Discover New Business Opportunities Liberate Trapped Value Introduce New-to-the-World Value Create More Efficient Markets, e.g., eBay Enable Ease of Access, e.g., Gap Customize Offerings, e.g. MyYahoo Extend Reach and Access, e.g., keen.com Create More Efficient Systems, e.g., FedEx Disrupt Current Pricing Power, e.g., Priceline Build Community, e.g., MyFamily.com Enable Collaboration, e.g., ProjectPoint Introduce New Functionality/Expertise, e.g., C-Mode

Market opportunity analysis ,[object Object],Customer ,[object Object],Technology ,[object Object],Competition ,[object Object],Company ,[object Object]

Market opportunity analysis Customer Technology Competition Company

Identify customer needs Postpurchase Search for Availability Read Reviews Review Contents Evaluation ,[object Object],Information Gathering ,[object Object],[object Object],Prepurchase Purchase Need for Activity/Class Gift Interested in Author/Subject Matter Good Quality of Contents Arrived on Time ,[object Object],Quality Price Availability Fits Needs Purchase Online Purchase Offline Easy Buying Experience Repeat Purchases High Percentage of Consumers’ Book Purchases The “Customer Decision Process” framework: analyze and discover customer needs

Identify customer needs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Identify specific customers Market segmentation approaches: identify customers (must-haves vs nice to have)

Identify specific customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assess competitive advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assess competitive advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assess competitive advantages High performance level Medium performance level Low performance level Competitor mapping:

Assess resource needs ,[object Object],[object Object],[object Object]

Assess resource needs ,[object Object],[object Object],[object Object],[object Object]

Assess technology’s market readiness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assess technology’s market readiness ,[object Object],[object Object],[object Object],[object Object]

Assess technology’s market readiness Source: The Net Effect

Craft an opportunity story ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assess opportunity's attractiveness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assess opportunity's attractiveness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Assess opportunity's attractiveness Priceline.com’s overall opportunity assessment:

Marketwatch.com Process Steps View Current Business and Financial News Plan Investment Strategy Place Stock Order* Track Portfolio Performance Tax Reporting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Unmet and Underserved Needs Learn About Investing Read Analysis / Commentary ,[object Object],Step 1: Identify unmet and underserved needs

Marketwatch.com Step 1: Identify unmet and underserved needs

Marketwatch.com Step 2: Identify specific customers

Marketwatch.com Step 3: Assess competitive advantage

Marketwatch.com ,[object Object],[object Object],[object Object],Step 4: Assess resource needs

Marketwatch.com ,[object Object],[object Object],[object Object],Step 5: Assess technology’s market readiness:

Marketwatch.com Step 6: Craft an opportunity story:

Marketwatch.com Neutral Factor Positive Factor Negative Factor Step 7: Assess opportunity’s attractiveness:

market apportunity Analysis

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market apportunity Analysis