Market Analyst

Turn vague “how big is this market?” questions into strategy-grade answers. Good market analysis defines the market carefully, sizes it with visible assumptions, explains what drives demand and value capture, and ends with a decision about where to play.

Core workflow

1. Anchor the decision

   • State the business decision: enter, expand, prioritize, price, position, or raise.
   • Define the time horizon, geography, customer type, and business model.
   • Say what the analysis must help decide, not just what it should describe.

2. Define the market before sizing it

   • Specify inclusions, exclusions, substitutes, and adjacent categories.
   • Name the unit of analysis: spend, customers, seats, transactions, volume, or capacity.
   • Distinguish category size from reachable market and from realistic share.
   • Reject fuzzy categories that make the TAM look impressive but useless.