Market Opportunities · Opportunity assessment · Component
The why-unserved
What has kept others out, and whether it would keep you out too — the question that resolves most apparent opportunities.
The deliverable
What it is
A genuinely open opportunity in a visible market is rare. There is usually a reason, and it is usually a constraint the next organisation will also meet.
The three answers that make an opportunity real are: the constraint has just changed, nobody has looked, or the organisation holds something others do not. Everything else is a warning.
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 difference
What would make this attempt different.
3 attributes: What is different · Type · Confidence
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Someone has usually tried. What happened to them is the cheapest and least searched-for evidence available.
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 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.
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