Market Timing · Market readiness · Component
The existing spending
What is already being spent on the problem today — the strongest readiness evidence available.
The deliverable
What it is
A budget line that already exists is worth more than any amount of stated interest. It means the problem is recognised, funded and someone is accountable for it.
Where the spending is on staff time rather than on a product, it is still spending and is frequently larger.
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 budget holder
Whose budget it comes from.
3 attributes: Holder · Existing line · Approval route
LearnThe dissatisfaction
How they feel about what they currently pay for.
3 attributes: Satisfaction · Main complaint · Actively looking
Learn
Internal staff time is the largest and least visible category of existing spending, and it is what most products displace.
The other components in market readiness
The problem awareness
Whether buyers already know they have the problem — because if you have to explain it first, someone else will sell to the educated market.
LearnThe prerequisites
What has to exist for the solution to work at all — each one checkable, and their absence is the answer.
Learn