IRG-Market Oportunity Analysis
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Transcript of IRG-Market Oportunity Analysis
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Market OpportunityAnalysisInternet Research GroupJohn [email protected]
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mailto:pchristy/[email protected]:pchristy/[email protected]:pchristy/[email protected]:pchristy/[email protected] -
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About IRG
Marketing and strategy research reports and consultingservices, specializing in areas related to Internet
infrastructure.
Principal: John Katsaros
Active participants in the computer and communications
business for 30+ years
Our Clients:
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The Book
We wrote this book about ExpertInterviews as part of the strategic
planning process.
http://www.gettingitrightthefirsttime.com/ -
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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 doesthis add value?
Differentiation
What is the sustainable differentiation?
How does the business model take advantage of thedifferentiation?
Roadmap
What are the short and long term plans to satisfy the market
What emerging markets can use the products?
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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?
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Identify andInterview Expert
Users
IRG MOA Methodology
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Perform electronic andsecondary research
Identify and InterviewChannel Partners
Prepare findings andconclusions.
Detailed analysisand report.
Conduct ReferenceAccounts Interviews
Kickoff Meeting
Conduct interviews withInternal team members
Conduct VendorInterviews
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Looking Under the Radar
Time
Awareness
General Market Awareness
Limited Market Awareness
Expert
Interviews
Polls
S
urveys
Focus
Groups
Focus groups
Polls
Surveys
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Expert Interviews
Step 1Brainstorm the possible Use Cases
Step 2Identify and interview experts who are likely to be
involved with these Use Cases
Step 3Develop a dream team of customers, business
partners and channel partners
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Expert Interviews Let You Look
Into The Future
Time
Success
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With Expert Interviews You Can
Anticipate The Level of Success
Time
Success
Outcome A
Outcome B
Outcome C
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Market Size
How big is the market and how fast is it growing?
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$$$
How big is the
Initial market?
What factors cause
demand spike?
At what level can
demand reach?
How fast is the
Market growing?
TIME
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Steps involved with the process
STEP 1: KickoffEstablish Goals
Kickoff DiscussionEstablish 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 individualspotential experts
Conference speakers Mentioned in press
Worked in the nascent sector
Meets our profile
Reference accounts, case studies13
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Steps involved with the process
(continued) STEP 3: Build Market Model
Estimate market size and growth (develop an estimate and thenupdate it as new information arrives.
Develop vertical market analysis (what are five key verticals and howmuch 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
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Recommendations
Messagingtocustomers
and businesspartners
Positioninginthe market
Marketstobuild on with
products
Customer UseCases
(horizontaland vertical)to leveragesolutions
BusinessValue
produced bythese use
casesPartnershipsto develop toimprove its
marketpositioning
BusinessModelto
significantlyacceleraterevenuegrowth
Route toMarket
change interms of thechannel and
reaching
customers
Right Pricingnecessary togain market
share
Analyze andprioritizerevenue
acceleration
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Vertical Market Analysis
What are top five verticals?
Key elements of verticalsNeed, Value, Volume, Whole
Product, Channel, Positioning
Which are the top verticals?
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Vertical Ranking
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Vertical Market Analysis
(Continued)Need Value Volume Whole
Product
Channel Positioning
Financial
Services
Health Care
Retail
Manufacturing
Segment #5
17Score the verticals across these six
dimensions to establish rankings.
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Marketing FocusedFindings
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Market Forecast Key Segments Add up
to form Market Forecast
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$-
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
2007 2008 2009 2010 2011 2012 2013
Market Forecast (M)
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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?
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Roadmap
Short term roadmap
Long term roadmap
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Feature
Additions
MajorRevisions
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Sales FocusedFindingsSales, Channel and Business Development Opportunities
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Elevator PitchSales elevator pitch goes here
Sales elevator pitch goes here
Sales elevator pitch goes here
Sales elevator pitch goes here
Focus on Enterprise Customers
Business Need Where You Adds Value Business Value
Describe need 1 Description of how value is added Need restated in terms a
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
Describe need 4 Description of how value is added Need restated in terms a
business person can understandBusiness
applications are
important for
success
Business Need
Value PropositionValue Proposition #1
Value Proposition #2
Value Proposition #3
ROI AnalysisEconomics of the solution
Whats the ROI?
Whats the TCO?
Todays Situation How solution evolves over time
Situation #1 Description of evolution
Situation #1 Description of evolution
Situation #1 Description of evolution
Situation #1 Description of evolution
Evolution Fundamentals
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Feature Benefit
Feature #1 Benefit #1
Feature #2 Benefit #2
Feature #3 Benefit #3
Key Capabilities and Benefits
Customer Concerns Countering the Objection
Competition #`1 Countering competition objection
Competition #`2 Countering competition objection
Competition #`3 Countering competition objection
Competition
Target Accounts.
Top Group (1sttier)
Next Group (2ndTier)
Sales ResourcesTop lists
Top TierDescription
2ndTierDescription
Customer Benefitstatement example
Research Before the First Call
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Who they are Role in Sales Cycle What they are about
Competition Role Specialty
Competition Role Specialty
Competition Role
Specialty
Competition Role Specialty
The Players
Research Before the First CallListing of steps to do online before making initial
sales callProbing QuestionsSuggestions for probing questions which will help to
frame the discussion.
How fast is this
market growing?
$-
$100
$200
$300
$400
$500
$600
2007 2008 2009 2010 2011 2012 2013
Market Forecast (M)
Who theyare Role in Sales Cycle Potential impact
Partner #1 Role Impact
Partner #2 Role Impact
Partner #3 Role Impact
Partners
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Channel Partner Specialty / other products Geographic Strengths
Channel Partner Role Geographic
Channel Partner Role Geographic
Channel Partner Role Geographic
Channel Partner Role Geographic
Channel
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MOA Summary
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MOA Summary
Market Segment
Market Forecast
Value Proposition
Poster Boy Accounts
Positioning
Competitive Analysis
Roadmap
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