Module 02:
The Market

LEARNING OBJECTIVES

• How to assess overall market demand

• How to segment the market

• How to identify unmet market opportunities

KEY CONCEPTS

MARKET DEMAND

• What's the mission? 

• What's the size of the market in $ ? (TAM, SAM, SOM) 

• How did you arrive at that number? (pricing per user * total users) 

• What's the YoY growth rate of the market? ( it is more than 20%?) 

• What are the market's segments? 

• What's the segment you focus on? 

• What's the customer persona of your segment? 

• What's the pain/job-to-be-done list of your customer? 

• How's the pain/job-to-be-done addressed today? 

• What are the shortcomings of the current solution? 

• Why hasn’t your solution been built before now? 

MARKET'S UNMET DEMAND

• Who are your top 3 direct competitors? 

• How much you know about them? (product, team, finance) 

• Who are your top 3 indirect competitors? 

• How much you know about them? (product, team, finance) 

• What barriers exist in entering and growing in the market? 

• Is there a clear initial foothold for you in the market?

READING AND RESOURCES 

• Clayton Christensen’s “Milkshake Marketing”. https://hbswk.hbs.edu/item/clay-christensens-milkshake-marketing

RECORDED SEMINARS

ONLINE DISCUSSION 

• What are some of the most important factors that influence market demand?

• How can you use market demand to make business decisions?

Provide your responses in the Module 02: The Market Slack channel.

WATERCOOLER CHANNEL DISCUSSION

Post:

• A book or article you’ve recently read that has influenced your thinking about assessing the market 

• A tool, framework, or website that has been a useful resource to your work. 

• Links to a news story with an entrepreneurs/startup theme, and your thoughts about it. 

• Questions your classmates might be able to help with. 

Provide your responses in the Watercooler Slack channel.