No strategy is complete without context. This step grounds your ambitions in the reality of your market: its size, players, trends, and dynamics, and helps you identify the best opportunities and threats to act on with clarity and confidence.
Market Sizing & Segmentation
Estimate the total and addressable market, segment it by customer needs or behaviour, and prioritize where you can realistically compete. Market sizing supports both internal planning and investor credibility.
Define your Ideal Customer Profile: from demographics to shared traits, pain points, and buying behaviour. A strong ICP filters decisions across GTM, product, and support, and keeps focus where it counts.
Identify direct and indirect competitors, assess their positioning, and find your strategic edge. Understanding the competitive landscape helps refine your messaging, GTM approach, and areas of differentiation.
Map key external trends (technological, regulatory, behavioural) and conduct a SWOT analysis to bring your internal strengths and weaknesses into alignment with emerging opportunities and risks in the environment.