Market Opportunity Assessment A methodology for assessing and validating new market opportunities www.RaglandGroup.net © 2005 All rights reserved. The Ragland Group Market/Industry Situation Target Market Segment Application focus Product/Concept Description What material/process currently performs the function? How will our product solution improve the current situation? www.RaglandGroup.net © 2005 All rights reserved. The Ragland Group. Customer/Application Description Current Market Situation Who serves the market and why Buying behavior Opportunity for our technology Application requirements Product/Service Solution www.RaglandGroup.net © 2005 All rights reserved. The Ragland Group. Market Assessment Industry Factors Market Size Growth Rate Product Life Cycle Price/Performance (Value) Relationship Industry Trends that will effect our target application. Key Players www.RaglandGroup.net © 2005 All rights reserved. The Ragland Group. Market Assessment Structure and Attractiveness Barriers to entry Threat of new entrants Bargaining power of buyers Bargaining power of suppliers www.RaglandGroup.net © 2005 All rights reserved. The Ragland Group. Market Assessment Environmental Factors Governmental Regulatory (Agency) UL, CSA, IEC Social Technology International Standards ISO Recycling www.RaglandGroup.net © 2005 All rights reserved. The Ragland Group. Competitor Analysis Specific to Target Market Primary Competitors Material and supplier share analysis Resource Focus and Commitment View of market Response to competitive inroads www.RaglandGroup.net © 2005 All rights reserved. The Ragland Group. Product Positioning (Capturing Value) Product Technology Substitutes Value Chain Benefit Analysis Key positioning product/service attributes Purchasing Criteria (price, performance, technical service, global support) “Sales Pitch” Who will follow - barriers to entry www.RaglandGroup.net © 2005 All rights reserved. The Ragland Group. Product Design and Pricing Value Chain Pricing Product Line Impact New Product
