Markets & Competition

nuno.esteves@indextalent.pt

MARKET

Market Size: How many people stand to benefit?

Market growth rate: Is the market growing?

What’ the annual rate? What’ the profitability?

Market share: What percentage of the total market

could the product (service) reasonably hope to

capture over the next few years?

Competitors: There are any other product or

service available to fill part of this demand?

Competitors: Who, where and how?

Products Needs Examples (Fiat Punto)

C1 Similar Identical Seat Ibiza, Ford Fiesta

C2 Different but the same class Identical Fiat 500, Smart

C3 DifferentPartially or totally

satisfiedBike, bicycle

C4 Different Different House, holidays

Customer awareness of need: Are potential

customers aware of their need for this product (or

service), or is the need latent?

Customers: Who exactly are the potential

customers? Can you name them? Can you describe

them? If you cannot, perhaps your business

opportunity is strictly theoretical.

Reaching customers: How can you reach the

potential customers and make a transaction-

directly, through distributors, or through retail

stores?

Product utility: What is the utility of the product

(or service) relative to substitutes?

Market Trends: How will be the market within five

years? And 10? And 30?

Key success factors: What are they?

Environmental forces affecting the organization,

as well as its suppliers and customers

Porter's five forces model

Potential Entrants

(Threat of

Mobility)

Industry Rivalry

Buyers

(Buyer Power)

Substitutes

(Threat of

Substitutes)

Suppliers

(supplier Power)

Boston Consulting Group (BCG)Growth-share matrix

The Ansoff Matrix

GE/Mckinsy Matrix

Be Global

Be Prepared

Be Ethical

There is always competition

Customers are your major experts

nuno.esteves@indextalent.pt