Vice President,"You may have just saved us from investing millions of dollars in an industry that is not growing. Thank you very much."
Pressure Vessel Manufacturer
Strategic Positioning & Planning
Methodologies
Winnable Markets Econometrics
When we examine market opportunities for our clients, we do not believe it is sufficient merely to identify opportunities. We believe you must also analyze them from the stand point of your ability to capture them. We carefully determine the value-added potential directly from the customer, weigh in competitive forces, and determine not only the addressable market opportunity, but the segment of the market that is viable for our clients and then the portion of the viable segment that is truly winnable. It is easy to project future sales against a rosy outlook of boundless market size, it is more difficult and more important to go two layers deeper to determine what you can realistically expect to harvest from a potential market.