Market Assessments

A thorough market assessment is mandatory content for any business plan or prospectus, but this is the area that most investors find is the weakest in business plans.

Why struggle with it?

Researching your market is a time-consuming process that takes time away from your on-going business activities. Many people find the learning curve difficult since they don’t do this type of work regularly.

A market assessment usually includes:

  • Industry overview, background, and trends
  • Market sizing and segmentation for your specific target market
  • Competitive review of your direct competitors, including their corporate capabilities, distribution systems, products and pricing
  • Review of the indirect competitive threats posed by substitutes
  • Buyer behaviour illustrating how your customers think about buying and using the types of products or services that you offer
  • Creation of an “evidence binder” that contains the data used in our assessment, indexed and organized in an easy-to-access format; can be supplied in both hard and soft copies. Extremely useful for later reference, due diligence, or when speaking to investors, the evidence binder collects everything together in one place!

Sometimes it makes sense to get help with the market assessment even if you want to develop your own business plan. You can include our professional-quality market assessment in your own business plan by either pasting it into your document, including it as an appendix, and/or adding the evidence binder as a second volume.

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  • Meet Greg Graham

    photo of Greg Graham, Certified Management Consultant - Strategic Marketing - Ottawa, Ontario

    Market Metrics Inc. helps knowledge-based businesses with strategy, planning and innovation and was founded in 2003 by Greg Graham, a seasoned marketing professional. Greg is a Certified Management Consultant, a member of the American Marketing Association, and holds MBA/BEE degrees as well as a Certificate in Strategic Management. He frequently performs consulting engagements on behalf of the Government of Canada's Industrial Research Assistance Program (IRAP). Prior to Market Metrics, Greg's 21 years of corporate experience encompassed tech start-ups through Fortune 500 companies.

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