Market Assessments

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What’s a market assessment?

A market assessment is an informative and concise snapshot of your market. Ideally, it contains fresh insights that your competitors don’t know. It should be supplemented by appendices documenting the information it was based upon.

The weakest link!

Although a market assessment is mandatory content for any feasibility study or strategic plan, this is the part that investors often find is the weakest link. Common complaints are that the market analysis lacks substance, relies on personal opinion, is too general, isn’t documented.

Researching your market is a time-consuming process that takes you away from your on-going business activities.

And most people find it a difficult task, since they don’t often do this type of work. Competitive intelligence and data analytics are fields in themselves, not to mention simply knowing where to find existing sources of data. The bottom line — it isn’t easy to do a proper market assessment.

So why struggle with it?

It makes sense to get help from professionals with your market assessment, especially since a high-quality assessment from an independent third-party will be more credible to your banker and investors.

Our market assessments typically include:

  • Industry overview and background;
  • Industry characterization and traits;
  • Scan of the industry landscape to identify major competitors, distributors, and customers;
  • Market sizing and segmentation;
  • Definition of your specific target market;
  • Market needs and trends;
  • Buyer behaviour illustrating how your customers think about buying and using the types of products and services that you offer;
  • Competitive review of your direct competitors, including their corporate capabilities, distribution channels, products, promotion, pricing, and strengths and weaknesses;
  • A review of significant indirect competitive threats posed by substitutes; and,
  • A report documenting the above with comprehensive appendices.

If you want to carry on with a feasibility study or business plan, you can base it on our market assessment — they fit together hand-in-glove.

Click here to contact us today to chat about your market assessment needs.

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    Meet Greg Graham, Certified Management Consultant

    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 (CMC), a Fellow of the Ontario Institute of Management Consultants (FCMC), an Accredited Small Business Consultant (ASMEC) in the United States, and holds MBA/BEE degrees plus a Certificate in Strategic Management.

    Prior to founding Market Metrics, his 21 years of corporate experience encompassed tech start-ups through Fortune 500 companies.

    Greg frequently performs consulting engagements on behalf of the Government of Canada’s Industrial Research Assistance Program (IRAP).