Not all markets are equally attractive from a pricing perspective. Mature, low-growth markets where products have little opportunity for differentiation don’t allow much room to create and capture value. Companies grow faster when they can enter growth markets and set prices to capture the value that their differentiated solutions provide.
- Market segment definitions
- Market attractiveness criteria
- Market adjacency identification
- Market share
- Total available market
- Market problem analysis (frequency, pain, willingness to fix)
- Product win strategy
With this phase completed, it is time to move on to Phase 2: Accounts.