Market Analysis
Size your opportunity, understand market dynamics, and identify the most attractive segments. Make data-driven decisions about where to compete and how to win.
Understanding Market Analysis#
Market analysis in Strategic Compass helps you understand the size, structure, and dynamics of your target markets. Whether you're entering a new market, evaluating expansion opportunities, or defending your position, market analysis provides the data foundation for strategic decisions.
Strategic Compass combines multiple data sources to build a comprehensive market picture:
- Industry reports and analyst research
- Government and regulatory data
- Company financial filings and disclosures
- Web traffic and digital engagement metrics
- Job postings and hiring trends
- Patent filings and R&D investment data
- News and press coverage analysis
Data-Driven Estimates
Market Sizing#
Understanding market size helps you prioritize opportunities and set realistic growth expectations. Strategic Compass calculates TAM, SAM, and SOM metrics with supporting data.
| Metric | Definition | Use Case |
|---|---|---|
| TAM (Total Addressable Market) | Total market demand for your product category | Investor presentations, long-term planning |
| SAM (Serviceable Addressable Market) | Portion of TAM you can reach with current model | Territory planning, resource allocation |
| SOM (Serviceable Obtainable Market) | Realistic short-term capture based on capacity | Revenue planning, goal setting |
Define your market boundaries
Select sizing methodology
- Top-down: Start with industry reports and refine
- Bottom-up: Build from customer counts and deal sizes
- Hybrid: Triangulate using multiple approaches
Generate size estimates
Validate and refine
Market Size Calculator
Interactive tool to build bottom-up market size estimates with adjustable assumptions.
Growth Projections
AI-generated market growth forecasts based on historical trends and leading indicators.
Segmentation Analysis#
Not all parts of a market are equally attractive. Segmentation analysis helps you identify which slices of the market offer the best opportunities for your specific strengths.
| Segmentation Type | Dimensions | Example Segments |
|---|---|---|
| Firmographic | Company size, industry, revenue | Enterprise (10,000+), Mid-market (100-10,000), SMB (<100) |
| Geographic | Region, country, metro area | North America, EMEA, APAC; US, UK, Germany |
| Behavioral | Use case, buying behavior, tech stack | Digital-first, Traditional, Hybrid adopters |
| Needs-based | Pain points, priorities, outcomes | Cost-focused, Growth-focused, Compliance-focused |
| Vertical | Industry specialization | Financial services, Healthcare, Manufacturing |
Segment Attractiveness
Score segments by size, growth, competition, and fit with your capabilities.
Buyer Personas
AI-generated personas for key buyer types within each segment.
Segment Comparison
Visual comparison of segments across key attractiveness criteria.
Segment Prioritization Framework
Growth Analysis#
Understanding market growth rates and drivers helps you make informed bets about future opportunities. Strategic Compass provides both historical analysis and forward-looking projections.
Historical Growth
Analyze 5-10 years of market data to understand cyclical patterns and secular trends.
Growth Projections
AI-generated forecasts with scenario analysis for optimistic, base, and conservative cases.
Growth Drivers
Identify the key factors driving market expansion or contraction.
Leading Indicators
Track early signals that predict future market growth or decline.
| Growth Driver Category | Example Drivers | Analysis Approach |
|---|---|---|
| Technology Shifts | AI adoption, cloud migration, mobile-first | Technology adoption curves, infrastructure spending |
| Regulatory Changes | Data privacy, industry compliance, sustainability | Policy tracking, compliance deadline analysis |
| Economic Factors | GDP growth, business investment, interest rates | Macro-economic indicators, industry-specific metrics |
| Demographic Shifts | Workforce changes, digital natives, aging population | Population data, workforce statistics |
| Competitive Dynamics | New entrants, consolidation, disruption | M&A activity, startup funding, market share shifts |
Geographic Markets#
Geographic market analysis helps you prioritize expansion opportunities and understand regional variations in market dynamics, competition, and customer needs.
Define geographic scope
Compare market attributes
- Market size and growth rate by geography
- Competitive intensity and key players
- Customer characteristics and buying behavior
- Regulatory environment and barriers to entry
Generate market heatmaps
Identify entry strategies
Global Market View
Interactive map showing market size, growth, and opportunity by region.
Local Market Deep Dives
Detailed analysis of specific countries or metro areas with local context.
Market Dynamics#
Market dynamics analysis examines the forces that shape market structure and competitive behavior. Understanding these dynamics helps you anticipate changes and position accordingly.
| Dynamic | Key Questions | Analysis Tools |
|---|---|---|
| Buyer Power | How concentrated are buyers? Switching costs? | Customer concentration, churn analysis |
| Supplier Power | Dependency on key suppliers? Alternatives? | Vendor landscape, integration analysis |
| Competitive Rivalry | How intense is competition? Price pressure? | Market share trends, pricing analysis |
| Threat of Entry | Barriers to entry? Likely entrants? | Startup funding, adjacent player analysis |
| Threat of Substitution | Alternative solutions? Build vs. buy? | Alternative solution mapping, adoption trends |
| Value Chain Evolution | Where is value shifting? Disintermediation? | Value chain mapping, margin analysis |
Porter's Five Forces
Opportunity Mapping#
Opportunity mapping synthesizes market sizing, segmentation, and dynamics analysis to identify the most attractive places to compete and win.
Whitespace Analysis
Identify underserved segments and unmet needs in the market.
Timing Analysis
Assess market readiness and optimal timing for market entry or expansion.
Revenue Potential
Estimate addressable revenue for each opportunity with sensitivity analysis.
Capability Fit
Score opportunities based on alignment with your current and planned capabilities.
Define evaluation criteria
Generate opportunity matrix
Explore top opportunities
Build business cases
Creating Market Reports#
Strategic Compass integrates with the Report Builder to help you create comprehensive market analysis reports for internal stakeholders or external audiences.
| Report Type | Audience | Key Sections |
|---|---|---|
| Market Overview | Executive team, board | Market size, growth, key trends, competitive landscape |
| Segment Deep Dive | Product, marketing teams | Segment analysis, buyer personas, use cases, messaging |
| Geographic Expansion | Strategy, international teams | Country analysis, entry barriers, go-to-market options |
| Investor Presentation | Investors, board | TAM/SAM/SOM, growth story, competitive positioning |
| Annual Market Review | All stakeholders | Year-over-year trends, competitive shifts, outlook |
Report Templates
One-Click Reports
Generate complete market analysis reports with a single click using AI summarization.
Custom Analysis
Build custom analyses by combining market data with your own research and insights.