Phase 1: Markets
Be in fast-growing product markets.
Products pointed at slow-growing markets have to take share from competitors in order to contribute to revenue growth. Share gains are difficult to obtain, expensive and temporary. In contrast, products that can gain share in a fast-growing market contribute lots of revenue growth more easily, less expensively, and this kind of revenue tends to last longer as it is tied to the market life cycle.
- 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 Market Data Planning complete, it is time for Phase 2: Accounts.