Market Opportunities · Opportunity assessment · Component
The attractiveness
Size, growth, margin and competitive intensity — whether the opportunity is worth having, judged independently of whether you could win it.
The deliverable
What it is
Attractiveness is a property of the market rather than of the organisation. Keeping it separate from fit is what allows a good market and a wrong organisation to be recognised as such.
The criteria should be weighted before the opportunities are known, or the weighting will be adjusted to favour the preferred answer.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The criteria
What attractiveness is being judged on.
3 attributes: Criterion · Weight · What good looks like
LearnThe intensity
How hard the market is to compete in.
3 attributes: Credible competitors · Direction · Buyer power
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A large growing market with severe competitive intensity is often less attractive than a small quiet one.
The other components in opportunity assessment
The fit
What the organisation would need in order to win, and how much of it exists already — the half of assessment that is usually skipped.
LearnThe why-unserved
What has kept others out, and whether it would keep you out too — the question that resolves most apparent opportunities.
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