IRG-Market Oportunity Analysis

8/13/2019 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



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






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




Evolution Fundamentals


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Feature Benefit

Feature #1 Benefit #1



Key Capabilities and Benefits

Customer Concerns Countering the Objection

Competition #`1 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


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



Partners


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Channel Partner Specialty / other products Geographic Strengths

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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Documents

IRG-Market Oportunity Analysis