Get this template plus 350+ other premium business tools & templates at www.demandmetric.com

1. Ability to Differentiate
10
9 Market Segment Rankings Chart
Maturity & Timing 8 Competitive Intensity
7
Australia Corporate
6
5
4 North America Corporate
3
Capabilities Barriers to Entry
2
1 Small Business
Sample Segment
Strategic & Technical Fit Market Size
Undesirable Segment
Profitability Growth Rate

2. Highly Competitive Top Priority
High
North America Corporate
Sample Segment
Australia Corporate
Attractiveness
Bubble Size = Market Opportunity
Small Business
Undesirable Segment
Low
Segments to Ignore Low Competition
Low Competitiveness High

3. Company Size (Revenue)
Total Addressable Market (TAM)
Canada 100M+ Revenue 5-100M Revenue 0-5M Revenue
2,496 184,953 73,895
2,429,133
International Markets
United States
29,054 1,204,493 784,960
For this example, we have selected a fictional company that sells helpdesk
Australia
software and is looking to target organizations in English-speaking countries
1,495 78,395 69,392 (USA, Canada and Australia) and do further segmentation based on the size
of company (annual revenue). This is designed to give you a sample of how
you might want to consider setting up your market sizing and segmentation.

4. Company Size (Revenue)
Segment Market Segment Sizes
100M+ Revenue 5-100M Revenue 0-5M Revenue
928,247 small businesses in
Canada
Small Business
USA, Canada & Australia
North America Corporate
International Markets
United States
Small Business
North America 1,420,996 mid-sized and large
Corporate corporations in USA & Canada
Australia
Australia Corporate
Australia 79,890 mid-sized and large
Corporate corporations in Australia

5. Market Segmentation & Analysis Tool
Weighting Scale
Competitiveness Market Opportunity Attractiveness
Total
Ability to Competitive Barriers to Strategic & Maturity &
Market Size Growth Rate Profitability Capabilities
Differentiate Intensity Entry Technical Fit Timing
15% 15% 20% 10% 15% 5% 10% 5% 5% 100%
Ranking Criteria & Definitions:
Ability to Differentiate - is there a specific competitive advantage that you can provide to this market?
Competitive Intensity - are there few competitors actively engaged in this market segment? Are they weak?
Barriers to Entry - are there any major barriers to entry (technology, patents, distribution, etc)?
Market Size - how large is the total addressable market?
Growth Rate - what is the anticipated growth rate for this segment?
Profitability - are profit margins attractive?
Strategic & Technical Fit - how aligned is this market opportunity with our strategic direction?
Capabilities - do you have the technical capabilities to effectively compete in this market?
Maturity & Timing - how mature is this market? Is now the right time to enter?

6. Market Segmentation & Analysis Tool
Competitiveness Market Opportunity Attractiveness
Ability to Competitive Barriers to Strategic & Maturity &
Market Segments Differentiate Intensity Entry
Market Size Growth Rate Profitability
Technical Fit
Capabilities
Timing
Weighting 15% 15% 20% 10% 15% 5% 10% 5% 5%
Australia Corporate 8 8 7 8 9 7 5 4 7
North America Corporate 4 5 8 10 6 8 7 8 6
Small Business 9 6 6 9 8 6 3 5 2
Sample Segment 3 1 4 4 7 5 6 3 8
Undesirable Segment 2 2 2 3 3 3 2 2 3

7. Market Segmentation & Analysis Tool
Note: Sort by selecting all cells then click "Data"in the navigation menu and "Sort". You can sort by Segment Score (Largest to Smallest).
Market Segments Segment Score Competitiveness Market Opportunity Attractiveness
Australia Corporate 7.4 3.8 2.5 1.1
North America Corporate 6.7 3.0 2.3 1.4
Small Business 6.5 3.5 2.4 0.7
Sample Segment 4.3 1.4 1.7 1.2
Undesirable Segment 2.4 1.0 0.9 0.5

8. Market Segmentation & Analysis Tool
Demographic (who they are) Psychographic (how they think) Behavioural (what they do) Environment (where they are)
B2B B2C B2B B2C B2B B2C B2B B2C
Annual Revenue Age Resistance to Change Brand Preferences Website Visits Purchase History Technology Country of Residence
# Employees Income Market Focused Price Sensitivity Response to Marketing Where they shop Purchasing Power Political Climate
Industry Marital Status Open-Minded/Rigid Conservative/Liberal Purchasing Methods Store preferences Management Style Currency
# Locations Education Decision Process Enviro-Friendly Memberships Memberships Purchasing Process Payment Methods
Years in Business Family Size Early Adopter Hobbies Internet Usage Internet Usage Purchasing Power Shipping & Receiving
Markets Served Gender Growth vs. Static Lifestyle Collateral Consumed Impulsiveness Business Culture Languages Spoken
Products/Service Geographic Location Tech Sophistication Information Sources
Job Title Social Circles Professionalism Service Preference
Level of Experience Occupation Require Referrals Buy based on trends
Awareness of options Spontaneous
Risk Aversion Influenced by peers
Loyalty Relationships