Market Opportunities · Opportunity assessment · Component
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.
The deliverable
What it is
Fit requires an honest view of the organisation, which is harder to produce than a market analysis and is why it is so often omitted.
The useful output is the capability gap: what would have to be built or bought, at what cost and over what period. That is the real price of entry and it is rarely in the business case.
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 existing
How much of it the organisation already has.
3 attributes: Existing competence · Coverage · Confidence
LearnThe gap cost
What building or buying the missing part would take.
3 attributes: Cost to close · Time to close · Route
Learn
A gap taking three years to close in a market that matures in two is a decision to arrive late.
The other components in opportunity assessment
The attractiveness
Size, growth, margin and competitive intensity — whether the opportunity is worth having, judged independently of whether you could win it.
LearnThe why-unserved
What has kept others out, and whether it would keep you out too — the question that resolves most apparent opportunities.
Learn