Handbook
Market analysis — [Product / Initiative Name]
1. Overview
| Field | Detail |
|---|---|
| Product / initiative | |
| Market / category | |
| Analysis date | YYYY-MM-DD |
| Owner | |
| Status | Draft / Reviewed / Approved |
2. Market definition
Category
Customer segments
| Segment | Description | Size estimate | Needs / pain points | Current alternatives |
|---|---|---|---|---|
Segmentation approach
3. Market sizing
| Metric | Value | Methodology | Source / assumptions |
|---|---|---|---|
| TAM (Total Addressable Market) | Top-down / Bottom-up | ||
| SAM (Serviceable Addressable Market) | TAM filtered by: | ||
| SOM (Serviceable Obtainable Market) | SAM × penetration rate: |
Sizing methodology notes
4. Market dynamics
| Factor | Assessment | Implication for product |
|---|---|---|
| Growth rate | Expanding / Stable / Contracting | |
| Market concentration | Fragmented / Oligopoly / Monopoly | |
| Switching costs | Low / Medium / High | |
| Buyer power | Low / Medium / High | |
| Supplier power | Low / Medium / High | |
| Threat of substitutes | Low / Medium / High | |
| Barriers to entry | Low / Medium / High |
5. Technology and trends
| Trend | Description | Impact on product | Timeline |
|---|---|---|---|
6. Regulatory landscape
| Regulation / standard | Jurisdiction | Impact on product | Compliance required by |
|---|---|---|---|
7. Channel landscape
| Channel | Reach | Cost | Fit for product |
|---|---|---|---|
8. Key assumptions and risks
| # | Assumption | Risk if wrong | How to validate |
|---|---|---|---|
| 1 | |||
| 2 | |||
| 3 |
9. Implications for product strategy
10. References
| Source | Type | Date accessed |
|---|---|---|
| Industry report / Survey / Public data / Interview | ||
Last updated: YYYY-MM-DD · Owner: [name/role]