ServiceData & analytics
Commercial Analysis
Data-driven analysis of markets, performance, portfolio and economics – so the next decision rests on a clear picture rather than competing spreadsheets.
Method · Markets & expansion
Market Opportunity Assessment
A structured assessment of markets’ commercial attractiveness and fit – resulting in a prioritised list of markets, the reasoning behind it and next steps.
What it is
The Market Opportunity Assessment compares markets on two dimensions: how attractive they are commercially, and how well they fit your products, price position and capabilities. Both matter – a large market is not a good opportunity if you cannot compete there profitably.
The assessment combines market and category data with an estimate of the economics per market, so the ranking reflects expected contribution, not only size.
When to use it: Use it before entering new markets, when deciding the order of an expansion, or when re-evaluating markets that do not perform as expected.
What goes in
- Market data
- Category and competition data
- Price and cost assumptions
What you get
- A prioritised market list
- The rationale behind the ranking
- Next steps per market
How it works
- Select candidate marketsAgree the long list and the criteria that matter for your business.
- Assess attractivenessEvaluate demand, growth, price levels and competitive intensity in your category.
- Assess fit and economicsEstimate fees, logistics, pricing and expected contribution per market.
- Rank and recommendCombine the scores into a prioritised list with rationale and next steps.
Decisions this helps you make
- Enter a new marketMarkets & expansion
- Prioritise marketsMarkets & expansion
Typical KPIs
- Contribution margin
- Revenue
- Market share
Where this method is used
ServiceMarket entry
Market Entry & Expansion
Analysis and execution plan for new markets and channels – which markets to enter, in what order and with which model, so expansion happens faster and…
Knowledge and analysis
GuideMarket opportunity
How to prioritise international markets: a practical guide
Five steps for deciding which markets to enter first – combining attractiveness, fit and economics, and turning the ranking into a sequence you can execute.
Want to apply this to your business?
We can run a first assessment on your own data and show what the method would change in your decisions.