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Market Opportunity Analysis
- 1. Market Opportunity Analysis Internet Research Group John Katsaros jkatsaros@irg-intl.com 1
- 2. About IRG • Marketing and strategy research reports and consulting services, specializing in areas related to Internet infrastructure. • Principal: John Katsaros • Active participants in the computer and communications business for 30+ years • Our Clients: 2
- 3. The Book We wrote this book about Expert Interviews as part of the strategic planning process.
- 4. Key Questions • Market Size • How big is the market? • How fast is it growing? • Positioning and Value Proposition • What market position is most important? • What are the most meaningful value propositions? How does this add value? • Differentiation • What is the sustainable differentiation? • How does the business model take advantage of the differentiation? • Roadmap • What are the short and long term plans to satisfy the market 4 • What emerging markets can use the products?
- 5. Key Questions (continued) • Reference Customers • Who are the initial customers? • Which customers will make the best poster boys? • Which two or three verticals are the most important? • Competition • Who are the competitors and how are they different? • How can a new product gain competitive advantage? • Channel and Partnerships • What distribution channel is best? • Which geographies present the best opportunities? • Which partners should be recruited? 5
- 6. MOA Influence on the Business Poster Boy Accounts Killer App Partnerships MOA Competitive Use Case #1 Analysis MOA Use CASE #2 Sales Channel & Forecast MOA Use Cases #3 Profile for Lead Development Positioning Top 50 Accounts
- 7. IRG MOA Methodology Kickoff Meeting Perform electronic and secondary research Conduct interviews with Internal team members Conduct Vendor Conduct Reference Identify and Interview Identify and Interview Interviews Accounts Interviews Channel Partners Expert Users Prepare findings and Detailed analysis conclusions. and report. 7
- 8. Looking “Under the Radar” Focus groups Polls Surveys Surveys Groups Polls Awareness Focus General Market Awareness Limited Market Awareness Time Expert Interviews
- 9. Expert Interviews • Step 1 – Brainstorm the possible Use Cases • Step 2 – Identify and interview experts who are likely to be involved with these Use Cases • Step 3 – Develop a dream team of customers, business partners and channel partners
- 10. Expert Interviews Let You Look Into The Future Success Time
- 11. With Expert Interviews You Can Anticipate The Level of Success Outcome “A” Success Outcome “B” Outcome “C” Time
- 12. Market Size • How big is the market and how fast is it growing? $$$ How fast is the Market growing? At what level can demand reach? TIME What factors cause How big is the demand spike? 12 Initial market?
- 13. Steps involved with the process • STEP 1: Kickoff – Establish Goals • Kickoff Discussion – Establish Goals and Timeline • Establish Key Questions • Conduct Team interviews • STEP 2: Online research • Research other players in the business • Identify trade shows, publications, • Build database of profiled individuals – potential experts • Conference speakers • Mentioned in press • Worked in the nascent sector • Meets our profile 13 • Reference accounts, case studies
- 14. Steps involved with the process (continued) • STEP 3: Build Market Model • Estimate market size and growth (develop an estimate and then update it as new information arrives. • Develop vertical market analysis (what are five key verticals and how much are they worth) • Develop the whole product understanding • Develop the value propositions • Determine overall market size and how fast is it growing • What is differentiation that is sustainable? • STEP 4: Conduct Interviews • Interviews • Names in database • Discussion guide • STEP 5: Summarize findings • Estimate results • Answer Questions posed at the beginning of the project 14
- 15. Messaging to customers and business Analyze and partners prioritize Positioning in revenue the market acceleration Right Pricing Markets to necessary to build on with gain market products share Recommendations Route to Customer Use Market Cases change in (horizontal terms of the and vertical) channel and to leverage reaching solutions customers Business Business Model to Value significantly produced by accelerate Partnerships these use 15 revenue to develop to cases growth improve its market positioning
- 16. Vertical Market Analysis • What are top five verticals? • Key elements of verticals – Need, Value, Volume, Whole Product, Channel, Positioning • Which are the top verticals? Vertical Ranking 16
- 17. Vertical Market Analysis (Continued) Need Value Volume Whole Channel Positioning Product Financial Services Health Care Retail Manufacturing Segment #5 17 Score the verticals across these six dimensions to establish rankings.
- 18. Marketing Focused Findings 18
- 19. Market Forecast – Key Segments Add up to form Market Forecast Market Forecast (M) $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 19 $- 2007 2008 2009 2010 2011 2012 2013
- 20. Positioning • Positioning Options • What position does the market owner occupy? • Who are the “Poster Boy” Customers? • How do potential customers learn about new solutions? • How can your position leverage what customers already know about the market? 20
- 21. Roadmap • Short term roadmap • Long term roadmap Major Revisions Feature Additions Time 21
- 22. Sales Focused Findings Sales, Channel and Business Development Opportunities 22
- 23. Focus on Enterprise Customers Elevator Pitch Business Need Sales elevator pitch goes here Business Need Where You Adds Value Business Value Sales elevator pitch goes here Sales elevator pitch goes here Describe need 1 Description of how value is added Need restated in terms a Sales elevator pitch goes here business person can understand Describe need 2 Description of how value is added Need restated in terms a business person can understand Describe need 3 Description of how value is added Need restated in terms a business person can understand Business Describe need 4 Description of how value is added Need restated in terms a business person can understand applications are important for success Evolution Fundamentals Today’s Situation How solution evolves over time Situation #1 Description of evolution Situation #1 Description of evolution Value Proposition ROI Analysis •Value Proposition #1 •Economics of the solution Situation #1 Description of evolution •Value Proposition #2 •What’s the ROI? Situation #1 Description of evolution •Value Proposition #3 •What’s the TCO?
- 24. Key Capabilities and Benefits Feature Benefit Target Accounts . Feature #1 Benefit #1 Top Group (1st tier) Next Group (2nd Tier) Feature #2 Benefit #2 Feature #3 Benefit #3 Top Tier Description 2nd Tier •Description Sales Resources Top lists Competition Customer Concerns Countering the Objection Competition #`1 Countering competition objection “Customer Benefit Competition #`2 Countering competition objection statement example” Competition #`3 Countering competition objection
- 25. Research Before the First Call •Listing of steps to do online before making initial sales call Probing Questions •Suggestions for probing questions which will help to frame the discussion. The Players Who they are Role in Sales Cycle What they are about Competition Role Specialty Competition Role •Specialty How fast is this Competition Role •Specialty market growing? Competition Role •Specialty Market Forecast (M) Partners $600 Who they Role in Sales Cycle Potential impact $500 are $400 Partner #1 Role Impact $300 Partner #2 Role Impact $200 Partner #3 Role Impact $100 $- 2007 2008 2009 2010 2011 2012 2013
- 26. Channel Channel Partner Specialty / other products Geographic Strengths Channel Partner Role Geographic Channel Partner Role Geographic Channel Partner Role Geographic Channel Partner Role Geographic 26
- 27. MOA Summary 27
- 28. MOA Summary • Market Segment • Market Forecast • Value Proposition • Poster Boy Accounts • Positioning • Competitive Analysis • Roadmap 28