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Survey new market landscapes with progressively more quantitative and detailed approaches as needed. Pause along the way to synthesize learnings and recalibrate. Build a roadmap based on specific criteria applied to markets and product concepts. Ensure these are actionable within realistic constraints.
LANDSCAPE
- Construct landscape and scope fields of interest
- Develop market assessment hypotheses
- Conduct and synthesize primary qualitative research
- Conduct and synthesize primary quantitative research
ROADMAP
- Agree on the selection criteria
- Screen new markets and product concepts using the criteria
- Apply boundary conditions to establish the new product portfolio
REPRESENTATIVE LANDSCAPE DELIVERABLES
Develop market assessment hypotheses
- Overview
- Market characteristics
- Market drivers
- (Semi-) Quantitative views of the market
- If useful, market diagram / map
Conduct and synthesize primary qualitative research
- Preliminary strategic thesis assessment
- Best-guess of what is necessary to succeed and related commentary
- Preliminary competitive assessment
- High-level market modeling
Conduct and synthesize primary quantitative research
- Major risks and commentary
- High-level financial model
- Detail of assumptions underlying financial and market models
- Knowledge gaps and recommendations for closing
REPRESENTATIVE ROADMAP DELIVERABLES
- Selection criteria
- Boundary conditions
- Summary and detailed product concept definitions
- Adjacency rating
- Market sizing analysis
- First pass data availability and cost estimates
- Preliminary assessment of concepts into categories of attractive and adjacent, attractive but non-adjacent beachheads, screened out by deal breakers, and unattractive
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