Size Market Opportunities
Isurus helps B2B clients use research to evaluate opportunities for new features and products, new segments, and the market potential of acquisition targets.
Project scopes range from early directional validation to research that provides data to support a business case for investment in the opportunity. Some studies call for a quantitative survey, others for qualitative interviews, and some for both.
While the specifics vary by project, the dimensions that are often a part of opportunity analysis include:
Total Addressable Market (TAM)
Our market-sizing work may include TAM, SAM, and SOM analysis based on factors such as market needs, current solutions, overall spending levels, and typical product or investment lifecycles. Because TAM, SAM, and SOM are often used inconsistently, a key part of these engagements is helping clients determine what they actually need. Sometimes the question is simply: Is there enough opportunity for us in this market, rather than the market’s theoretical maximum size?
Market Requirements
Market-requirements research examines what buyers expect from a new offering and what may prevent adoption. This includes exploring how buyers evaluate solutions: buying criteria, expectations for functionality and integration, fit with existing processes, and compatibility with the broader ecosystem of products and partners. Just as important are barriers to adoption, such as satisfaction with incumbent solutions, existing business processes and infrastructure, and brand perceptions that influence switching behavior.
Market Readiness
Isurus ensures that clients do not miss the blind spots when evaluating new opportunities. Even when needs and benefits are clear, markets may not be ready to adopt a new solution. Organizations often continue to use existing systems until product lifecycles run their course. Budget cycles, regulatory considerations, and expectations about future technologies also influence buyer behavior.
Competitive Landscape
Isurus helps clients understand the competitive landscape in new markets. This includes understanding the number of competitors, their positioning and capabilities, and the strengths and weaknesses that shape buyers’ perceptions of their alternatives.
Go-to-Market Requirements
The research assesses both whether an opportunity exists and how well the company is positioned to pursue it. Entering a new market or launching a new offering often requires changes to positioning, messaging, pricing, and sales strategy. Vendors may need to overcome credibility gaps or reposition themselves if they are closely associated with a different category or product.
Acquisition Target Customer Base Health
Isurus provides insights used in the due diligence process. In an acquisition, the value of the opportunity depends heavily on the health of the acquisition’s customer base. Understanding customer satisfaction, retention risk, expansion potential, and likely reactions to a change in ownership helps inform both valuation and future growth expectations.