Market Assessments

illustration of marketing plan

A thorough market assessment (also called a market study) is mandatory content for any feasibility study or business plan, but this is the part that investors often find is the weakest. Common complaints are that the market analysis lacks substance, or is too general, or relies on personal opinion, or has some data but little analysis, or the information it uses isn’t documented.

The bottom line — it isn’t easy to do a good market assessment, which is why consultants are often hired to do them.

Researching your market is also a time-consuming process that takes you away from your on-going business activities. And most people find it difficult, since they don’t do this type of work all the time.

Why struggle with it?

It makes sense to get help from professionals with your market assessment, and a high-quality assessment from an independent third-party will carry more weight with bankers and investors.

Our market assessments typically include:

  • Industry overview and background
  • Market sizing and segmentation for your specific target market
  • Market needs and trends
  • Competitive review of your direct competitors, including their corporate capabilities, distribution systems, products and pricing
  • A review of significant 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
  • Comprehensive documentation in a report with supporting information

If you want to carry on with a feasibility study or business plan, you can integrate our market assessment — it fits right in perfectly.

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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, a member of the American Marketing Association, 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).