How to Conduct a Market Opportunity Analysis

I’ve most of my finest concepts at 3:00 AM or within the bathe. However turning these bathe concepts right into a enterprise alternative requires additional investigation. That’s the place market alternative evaluation is available in.

Whilst you and your staff could have many new enterprise concepts you need to discover, you don’t have time to move down each path. A few of these paths could even find yourself being dead-ends.

How do you select which concepts to pursue, and which of them to let go of? Market alternative evaluation may also help you slim down your choices to those with the best potential.

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Who ought to conduct a market alternative evaluation?

That reply is, “everybody.” All sizes of organizations will profit from higher understanding the trade through which they’re working or approaching. Whether or not you’re employed in B2B, B2C, authorities, or non-profit organizations, defining and analyzing the market will provide help to make higher selections.

This type of evaluation may also help you develop your present enterprise, pivot into new markets and alternatives, or develop into the periphery of your present market.

There are various causes to take the time and study the complete vary of choices earlier than forging forward. Listed below are 5 vital advantages you’ll get from market evaluation.

1. Make higher long-term strategic selections.

Your online business is impacted by many exterior elements. With out taking the time to look at the present market developments, you’ll be flying blind.

A market alternative evaluation can present the perception you could see into the long run. What’s going to the market appear like in a 12 months? 5 years? 10 years? What forces are appearing in the marketplace as we speak? How is the demographic of your target market shifting?

2. Consider services or products demand.

You might have invented the subsequent Google Glass: a terrific product with robust, area of interest demand. A market evaluation will present the potential for promoting your services or products. This evaluation will provide help to consider if increasing into a possible new market is worth it on your firm.

You could discover that there is no such thing as a present market on your concept, resulting in a “Blue Ocean Strategy.” “Blue oceans,” explain authors W. Chan Kim and Renee Mauborgne, “denote all of the industries not in existence as we speak — the unknown market house, untainted by competitors. In blue oceans, demand is created fairly than fought over. There may be ample alternative for development that’s each worthwhile and speedy.”

Whereas that is perhaps the case, you may additionally fail to create the market, or have to spend time and power educating prospects on the worth of your new concept.

3. Determine potential advertising and marketing methods.

The 4 P’s of your advertising and marketing combine are value, place, product, and promotion. By way of the method of a market alternative evaluation, organizations can achieve a deeper understanding of who their goal prospects are, what they need, and the way they make their selections.

After assessing the present market, you’ll be capable of value your product successfully and know which promotion methods will work finest. Are there partnerships it is best to pursue? Will direct gross sales or inbound marketing work best?

4. Uncover areas for additional analysis.

Once you begin to higher perceive the market, you might determine much more new alternatives to discover. Because the saying goes, “You don’t know what you don’t know.” You could uncover a brand new authorities initiative that encourages sustainable companies.

A buyer analysis mission could determine a brand new ache level that you simply didn’t notice existed. The advantage of realizing your market actually deeply is that you simply’ll be able to leverage any new alternatives that pop up.

5. Determine and navigate potential roadblocks.

A SWOT evaluation appears on the strengths, weaknesses, alternatives, and threats of a possible technique. Figuring out the weaknesses and the threats to your market alternative is essential to your success. No enterprise concept is ideal. However realizing the place you would possibly run into bother earlier than you even start may also help you intend forward and mitigate these dangers.

Examples of Market Alternative Evaluation

Earlier than we get into the step-by-step directions of do your individual evaluation, let’s have a look at the outcomes of two very totally different case research. The aim of each of those analysis tasks was to determine new alternatives, nonetheless, they have been carried out in two totally different industries: aged care choices and the automotive trade.

1. Say Yeah! ElderCare Case Examine

Consulting company Say Yeah! conducted a market opportunity analysis for an organization trying to develop its enterprise mannequin into the aged care trade. They began by mapping the client journey for an grownup youngster caring for his or her aged mum or dad, together with all the choice factors they encounter.

By analyzing market forces — resembling authorities subsidies, the altering demographics, and all of the choices older adults have — Say Yeah! was capable of uncover a number of totally different choices by which ElderCare may enhance their earnings.

Notably, they advisable ElderCare develop its referral enterprise to incorporate retirement properties, in-home care, and different social providers.

“Their preliminary enterprise premise is validated: by shifting the trade to a subscription-based mannequin, led by a web-based market, this enterprise may carve out a big piece of revenue within the elder care trade by offering much more worth to retirement properties at much less value.”

comparison of options in a market opportunity analysis

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2. Ipsos Enterprise Consulting Automotive Case Examine

A world automotive conglomerate was within the rising digital automobile (EV) market, particularly three-wheelers in India. Ipsos conducted a study of the EV market by way of buyer interviews, enterprise mannequin evaluation, and authorities analysis. On the finish of the examine, they offered suggestions round charging station areas, leasing vs buying choices, and different infrastructure necessities.

Market Opportunity Analysis Example

Market Opportunity Analysis for Electric Vehicles

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How To Conduct a Market Alternative Evaluation

1. Determine potential alternatives.

Your first step is to put out the potential alternatives you need to examine. What section are you hoping to develop into? What kind of buyer are you hoping to draw? Are you trying to purchase or accomplice with one other enterprise? Have present occasions created a possible alternative?

Figuring out whether or not you need to develop, pivot, make investments, create, or reposition your choices will inform the subsequent steps of your market analysis.

When you’ve recognized market alternatives, you’re prepared to start out researching their potential.

2. Perceive the client.

In each alternative, the client will inform your success. Does this product meet their wants? Have they got the buying energy to make this concept worthwhile? How do they make their buying selections? The second step within the evaluation is to essentially, deeply perceive your potential prospects and their wants. This analysis could embrace any of the next instruments:

3. Analysis rivals.

Subsequent, you’ll need to perceive who all of the gamers within the present market are. Competitor analysis may also help you perceive how large the market share is, how present merchandise are positioned out there, and the way crowded the market is. Listed below are some questions you would possibly need to ask:

  • What’s their worth proposition?
  • How is their product providing totally different from ours?
  • Who’re their companions?
  • What do their evaluations say about their services or products?
  • Are there any gaps we may fill?
  • How possible are new rivals?

4. Think about exterior elements.

Exterior elements are at all times shaping and altering {the marketplace}. The acronym “STEEP” may also help us dive into the 5 essential forces we’d like to pay attention to.


How is tradition altering the market? For instance, extra workers working from residence throughout the pandemic has opened up a complete sector of the market that didn’t exist earlier than. Leaping on developments could be a profitable technique except the developments disappear too rapidly.


What new improvements have influenced the market? Are you able to apply this expertise in different methods or in new industries?


What’s the present financial local weather like? Will you be capable of get a mortgage if wanted? Do your prospects have disposable earnings? How does the market forecast search for the subsequent 12 months? 5 years?


What influence does this concept have on the surroundings? Are you able to enhance the sustainability of the services or products?


You could be pleasantly stunned to study that your native authorities is providing grants, tax breaks, or different incentives for companies in your trade. Alternatively, you might discover that there are regulatory roadblocks in your method that you simply’ll have to account for in your evaluation.

STEEP Market Opportunity Assessment

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5. Pay attention to inside forces.

Lastly, dive into your individual enterprise’ capabilities. Do you could have the abilities, workforce, expertise, and monetary sources to spend money on a brand new product? Should you’re launching a really modern product, are you going to have the ability to rent individuals with the required abilities? What new departments or groups will you could create to handle this new alternative?

Make higher selections with market alternative evaluation.

Not each concept is value pursuing — however many are. With market alternative evaluation, you’ll study which enterprise methods will provide help to develop, together with their potential dangers. Don’t launch your subsequent services or products with out doing all of your homework.New Call-to-action

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