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Market Opportunity Assessment

A methodology for assessing and validating new market opportunities

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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?

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Customer/Application Description

Current Market Situation Who serves the market and why Buying behavior Opportunity for our technology Application requirements Product/Service Solution

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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

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Market Assessment

Structure and Attractiveness

Barriers to entry Threat of new entrants Bargaining power of buyers Bargaining power of suppliers

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Market Assessment

Environmental Factors Governmental Regulatory (Agency)

UL, CSA, IEC

Social Technology International Standards

ISO

Recycling

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Competitor Analysis

Specific to Target Market

Primary Competitors Material and supplier share analysis Resource Focus and Commitment View of market Response to competitive inroads

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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

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Product Design and Pricing

Value Chain Pricing Product Line Impact New Product Opportunities

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Marketing Communications

Target Audience - Buying Influencers Message by influencer Media Selection Form Internet Direct Sales

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Intellectual Property

Patents Copyrights Trademarks Trade Secrets Legal Agreements

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Manufacturing Strategy

Pilot plant Scale-up strategy Contract Manufacturing Production Facility Quality Specifications Manufacturing Specifications

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Financial Considerations

Product/Technology Development Intellectual Property Manufacturing/distribution Market Development Product Introduction Commercialization

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Recommendation

Recommendation Actions to develop the product Actions to develop the market Action Plan with timetables and objectives for each step

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Maket Opportunity Assessment

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