Market Analysis

Systematic market analysis to understand size, segmentation, trends, and opportunities.

Purpose

Market analysis provides the foundation for ALL subsequent PMM activities:

• Positioning requires understanding market context
• Messaging requires understanding customer segments
• GTM requires understanding market dynamics
• Pricing requires understanding market expectations

HARD GATE: Do NOT proceed to positioning or messaging without market analysis.

Process

Phase 1: Market Definition

Define the market boundaries:

## Market Definition

**Product/Feature:** [What you're analyzing]
**Market Category:** [Existing category or new category creation]
**Geographic Scope:** [Global, regional, specific countries]
**Time Horizon:** [Current, 1-3 years, 5+ years]

### Market Boundaries
- **Included:** [What's in scope]
- **Excluded:** [What's explicitly out of scope]
- **Adjacent Markets:** [Related but distinct markets]

Phase 2: Market Sizing (TAM/SAM/SOM)

Quantify the market opportunity:

## Market Sizing

### Total Addressable Market (TAM)
**Definition:** Total market demand if 100% market share
**Size:** $X billion
**Calculation Method:** [Top-down/Bottom-up/Value theory]
**Sources:** [List data sources]

### Serviceable Addressable Market (SAM)
**Definition:** Portion of TAM you can actually serve
**Size:** $X million
**Limiting Factors:**
- Geographic: [Regions you can serve]
- Technical: [Segments your product can address]
- Go-to-market: [Segments you can reach]

### Serviceable Obtainable Market (SOM)
**Definition:** Realistic market share in 1-3 years
**Size:** $X million
**Assumptions:**
- Market share: X%
- Growth rate: X%
- Competitive dynamics: [Key assumptions]

Phase 3: Market Segmentation

Identify distinct market segments:

## Market Segmentation

### Segment 1: [Name]
**Size:** $X million (X% of SAM)
**Characteristics:**
- Company size: [Range]
- Industry: [Verticals]
- Pain points: [Top 3 pain points]
- Buying behavior: [How they buy]
**Attractiveness:** HIGH/MEDIUM/LOW
**Fit Score:** X/10
**Priority:** PRIMARY/SECONDARY/TERTIARY

### Segment 2: [Name]
[Repeat structure]

Phase 4: Market Trends

Analyze market dynamics:

## Market Trends

### Growth Drivers
| Driver | Impact | Timeline | Confidence |
|--------|--------|----------|------------|
| [Trend 1] | HIGH/MEDIUM/LOW | Near/Mid/Long | HIGH/MEDIUM/LOW |
| [Trend 2] | ... | ... | ... |

### Headwinds
| Challenge | Impact | Mitigation |
|-----------|--------|------------|
| [Challenge 1] | HIGH/MEDIUM/LOW | [How to address] |
| [Challenge 2] | ... | ... |

### Technology Trends
- [Emerging tech affecting market]
- [Adoption curves]
- [Disruption potential]

### Regulatory Trends
- [Current regulations]
- [Expected changes]
- [Compliance requirements]

Phase 5: Customer Analysis

Understand the target customer:

## Customer Analysis

### Ideal Customer Profile (ICP)
**Company Characteristics:**
- Size: [Employee count, revenue]
- Industry: [Verticals]
- Geography: [Regions]
- Tech stack: [Required technologies]
- Maturity: [Growth stage]

**Behavioral Indicators:**
- [Signal that indicates fit]
- [Signal that indicates readiness to buy]

### Buyer Personas
**Primary Buyer: [Title]**
- Role: [Responsibilities]
- Goals: [What they want to achieve]
- Pain points: [What keeps them up at night]
- Success metrics: [How they're measured]
- Objections: [Common concerns]

**Economic Buyer: [Title]**
[Repeat structure]

**Technical Evaluator: [Title]**
[Repeat structure]

Output Format

# Market Analysis: [Product/Feature]

## Executive Summary
- **Market Size:** $X SAM, $X SOM
- **Growth Rate:** X% CAGR
- **Key Segments:** [Top 3 segments]
- **Primary Opportunity:** [One sentence]
- **Key Risk:** [One sentence]

## Market Definition
[Phase 1 output]

## Market Sizing
[Phase 2 output]

## Segmentation
[Phase 3 output]

## Trends
[Phase 4 output]

## Customer Analysis
[Phase 5 output]

## Recommendations
1. **Target Segment:** [Primary segment to pursue]
2. **Positioning Implications:** [What this means for positioning]
3. **GTM Implications:** [What this means for go-to-market]
4. **Risks to Monitor:** [Key uncertainties]

## Sources
- [Source 1]
- [Source 2]

Blocker Criteria

Anti-Rationalization Table

See shared-patterns/anti-rationalization.md for universal anti-rationalizations.

Gate-Specific Anti-Rationalizations

Pressure Resistance

See shared-patterns/pressure-resistance.md for universal pressure scenarios.

Gate-Specific Pressures

Execution Report

Base metrics per shared-patterns/execution-report.md:

Gate-Specific Details

• markets_defined: N
• tam_calculated: YES/NO
• segments_identified: N
• sources_referenced: N
• confidence_level: HIGH/MEDIUM/LOW