Market Uncertainty Template

Market Needs: – What is the market dissatisfaction that is strong enough to motivate interest/acceptance/search for a solution? 

By market we mean any group of direct or indirect users who are downstream of your organization and are the potential customers for your value proposition. Needs are defined by what potential customers they must procure from preferred their potential suppliers. Uncertainty factors which may impact evaluation of your offering by the market include:

– Your value proposition’s or product’s fit with their needs/requirements.

– How their needs are changing or expected to change over time and why.

– Relative importance of your performance and support capability compared to what their needs/requirements

– Stability of the customers in the market and their customers’ processes

What is the likely demand for products and services that address the
needs/requirements of the market you want to serve over time since your offering will not be delivered immediately?

Includes projected demand and change in demand overtime.

  • – Customers projected requirements over time.
  • – Customers’ competitive situation.
  • – Downstream demand stability and growth.
  • – Competitive alternative technologies.

What kind of competitive response should you expect, from whom and why?

Includes all options your customer or their customers have to meet their needs:

– Competitive intensity in your in-kind and not-in-kind product domains based on SWOT analysis generated from the perspective of the market or customers to be served.
– Complementary potential of new solutions to customer’s needs.

– Not in-kind alternatives that can address their needs and their potentials.

– Includes potential for new entrants’ that could be global players.  

What is the value exchanged between each organization up and downstream and who has the power?

Refer to your current value chain analysis or Porter Five Forces Model and PEST analysis (political, economic, social and technological) assessments.

  • – Results analysis of value chain power dynamics.
  • – Competitive entrant potential.
  • – New technology potential.
  • – Competitive intensity assessment.
  • – Downstream uncertainties.

What is the market awareness of the need and urgency for a solution and when?
Especially important when considering new product/process introduction of new technologies.

Refer to your current value chain analysis or Porter Five Forces Model and PEST analysis (political, economic, social and technological) assessments.

  • – Factors that would enable change.
  • – Factors that would inhibit change.
  • – Speed of acceptance.
  • – Requirements to gain consideration.
  • – Nature of the market/industry.

Where can you find commitments to validate your value proposition, competitive advantage and/or sustainability of your solution?

Use results of value chain analysis but add external resources related to your offering such as:

  • – Companion or adjacent products required by the customer.
  • – Technology sources operating adjacent to yours.
  • – Past technical papers.

What regulatory issues can challenge your success?

Governmental regulations pertaining to your competitive domain. Include all issues that can impact the likelihood of your success

  • – Your customers.
  • – Upstream and downstream players.
  • – Consumer.

How to use our Market Uncertainty Template: You can use the template attached to identify the information you want to know in order to build out your campaign with the least risk of failure. 

List everything you need to know then rate how important it is to understand that information (High-Medium-Low) and how good your current understanding of that piece of information is (High-Medium-Low). 

There are examples of the kinds of information you might list already in the template as examples. Feel free to replace and/or add to that list.

What is of High importance and Low understanding is the information you ought to prioritize to discover.

If you don’t understand your results or would like help gaining clarity, click the button below to schedule a free consultation today. 

How Good is Your Understanding?

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How Important is it to Your Success?

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