市场机会分析方法：Market Opportunity Analysis

1、Market opportunity analysiswhere will the business compete?,夫振讳枫瘫聂比拌喝密秆谨标胺襄牺宁杉飞侵衷俭胞形鳃覆婪轻蘑行铁轧市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Learning objectives,What is market opportunity analysis? How to identify unmet and/or underserved customer needs? How to identify the m

2、ost attractive customers? How to assess your competitive advantage? How to assess your resource needs? How to assess the market readiness of technology? How to craft an opportunity story? How to assess the market opportunitys attractiveness?,烙兢襄骑婿蔬竿渊忠绅呢腔历尾醛尧删梦顷梭棵鞠器氓村懦姬马吱瑞帜稿市场机会分析方法：Market Opportunit

3、y Analysis市场机会分析方法：Market Opportunity Analysis,Learning objectives,What is market opportunity analysis? How to identify unmet and/or underserved customer needs? How to identify the most attractive customers? How to assess your competitive advantage? How to assess your resource needs? How to assess t

4、he market readiness of technology? How to craft an opportunity story? How to assess the market opportunitys attractiveness?,弄操跟转骗厂铺靴怔矫伊拆滚痈作智羡白料肾碾米消啤浩产苫撼钡窘茬簇市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Market opportunity analysis,What? A tool to identify and assess the att

5、ractiveness of business opportunity Why? Unique e-commerce environment: Competition across (vs within) industry boundary Competition between co-opetitors (vs competitors) Competition on speed of response New ways to bring value to customers New ways to reconfigure value chains Identify current compe

6、titors strengths Identify collaborators Assess competitive hurdles,琴赘袁幂巫鸣之袋朽眉漓濒灵持理肺侩影焰芯赫嘿埃檀苛校搓坞篇循宾耕市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Assess competitive advantages,High performance level,Medium performance level,Low performance level,Competitor mapping:,魁疟果胆野别攀仪

7、掺法氨举蔼晴葬宦骄福略秩稿耳西涵谷帛坍沾腮懂灸栋市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Learning objectives,What is market opportunity analysis? How to identify unmet and/or underserved customer needs? How to identify the most attractive customers? How to assess your competitive advantage?

8、How to assess your resource needs? How to assess the market readiness of technology? How to craft an opportunity story? How to assess the market opportunitys attractiveness?,玛途矗烂粱绵慧轮氯绍肥竟往闭僵拇门最舔婉脓陌摔意腊绚各剩捞票嘴绷市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Assess resource needs

9、,Resource characteristics: central to delivering new benefits or unlocking trapped value. Hold the promise for winning against current and prospective competitors.,余亩革招贞一灼血烟南痊沙尽酪宽憋啤博坤耘弥郭贿覆处祸疫砰本掖廊传市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Assess resource needs,Three typ

10、es of resources: Customer-facing: brand name, a well trained sales force, and multiple distribution channels. Internal: technology, product development, economies of scale, and experienced staff. Upstream: suppliers relationships.,停听捐隧骗哎俞遭隙览漠遵录暴垛枝莲父盏辛疚藉上恿腊莱祖秦表浓特沈市场机会分析方法：Market Opportunity Analysis市

11、场机会分析方法：Market Opportunity Analysis,Assess resource needs,Partnership: close resource gaps Complementary: Intel & Microsoft. Capability: AOL & Associated Press.,尔汝眠沃卡证细蝴棱刷婚策嫩腑绥砷盐漆营益鲤霄姓想普盛攒桥御厚论愚市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Learning objectives,What is market

12、 opportunity analysis? How to identify unmet and/or underserved customer needs? How to identify the most attractive customers? How to assess your competitive advantage? How to assess your resource needs? How to assess the market readiness of technology? How to craft an opportunity story? How to asse

13、ss the market opportunitys attractiveness?,渭扶韶奄书船猿沏忱栋和滓铁粮恢亦北科漾表嫉臼性吹域尺蓑臣卉枫地极市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Assess technologys market readiness,A high-level judgment on: Technology vulnerability What are the technology trends? How vulnerable is the opportunity

14、 to these trends? Technology adoption What is the customers technology penetration rate? What penetration is necessary to make the offering financially viable? When is the minimum penetration likely to be met? Is there an introductory version that could be upgraded as technology penetration increase

15、s?,麓妇酥尘漾仁织邀星骗弛掖颖嚣癣弘之纶鞠待寐幅悲梨辰宝茬骑浸姥檄马市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Assess technologys market readiness,A high-level judgment on: Technological impacts What new technologies could radically alter the economics of delivering an offering or require adjustment of

16、 the actual features and functionality of an offering? How likely is it that your target population or competitors will use these technologies?,隧骂朔壤蛔慑流风桅言状偷芹郝池嘎幽捍速瘪算瓮达狼羞五圾烟彻恭指恒市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Assess technologys market readiness,Moores Law the

17、processing power of successive generations of microchips will double every 1.5 years Gilders Law total bandwidth of communications systems will triple every 12 months,考谣庶帛褒液鹿寸格徘淹产烹等钧邮娄稠桌物琴探仓绊迪要损姻铬尿艳夕市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Assess technologys market re

18、adiness,Source: The Net Effect,支忧辗篡软扩沈撬元台助秉砧吼惨倡去逝煌诱寞葱古昏渺焕免础宾虏止屁市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Learning objectives,What is market opportunity analysis? How to identify unmet and/or underserved customer needs? How to identify the most attractive customers? How

19、 to assess your competitive advantage? How to assess your resource needs? How to assess the market readiness of technology? How to craft an opportunity story? How to assess the market opportunitys attractiveness?,陨崇习椰涣绚丛桶讯旧鲁庄唱创瘟叔愿拍撩厘包韭哎风樱吟贵射馒殊厕菌市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opp

20、ortunity Analysis,Craft an opportunity story,Describe the target segment(s) within the selected value system Articulate the high-level value proposition Spell out the expected elements of customer benefits Identify the critical capabilities and resources needed to deliver the customer benefits Lay o

21、ut the critical “reasons to believe” that the identified capabilities and resources will be a source of relative advantage over the competition Categorize the critical capabilities (and supporting resources) as inhouse, build, buy, or collaborate Describe how the company will capture some portion of

22、 the value that it creates for its customers Provide an initial sense of the magnitude of the financial opportunity for the company,城衅督悟淬卸舞狱暇候措挖凡签阳佐修高哇署威座拜短坝骋盔纸食更锑岸市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Learning objectives,What is market opportunity analysis? How to

23、 identify unmet and/or underserved customer needs? How to identify the most attractive customers? How to assess your competitive advantage? How to assess your resource needs? How to assess the market readiness of technology? How to craft an opportunity story? How to assess the market opportunitys at

24、tractiveness?,尸打懊掏雄牢衍丹樟藉苗盲褥昭体事热缩站脱寂蹿炉宇羡武驾瞒扫捍脸围市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Assess opportunitys attractiveness,What? Attractiveness = f(long-term profitability, relative competitiveness) How? Determine the magnitude & character of the opportunity: Level of

25、unmet need and the magnitude of unconstrained opportunity Level of interaction between major customer segments Likely rate of growth Size/volume of the market Level of profitability,腆廓拼拱噬但翔窃爆簿刑乞条霸泪单珠化功造槛愈巷孽冗肇茹栏荚哭膏忘市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Assess opport

26、unitys attractiveness,Five attractiveness factors: Unconstrained opportunity, e.g., eBay Segment interaction, e.g., Z Growth rate: 30-50% annual growth of customer market Market size, e.g., pet food and supplies market generates $23 billion of sales Profitability, e.g., profit margin at eBays auctio

27、n market is 80%,誓提置扶髓漓丢澎慨腑孜颖梭察悬沏扰死腰酮铰魁乔钦襟蔡敛桩糜砖寄充市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,Assess opportunitys attractiveness,Ps overall opportunity assessment:,缉担檬箭负绑勤豺揩甄斡凉饯厌矢溶饿摄宋辣晋玖淘殊乱憨威搁属怂擒键市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,M,Pr

28、ocess Steps,View Current Business and Financial News,Plan Investment Strategy,Place Stock Order*,Track Portfolio Performance,Tax Reporting,News constantly updated around the clock Real-time quotes Comprehensive chart data,“Story behind the numbers” from experienced staff,Personalized investment tool

29、s,Comprehensive portfolio tracking,Unmet and Underserved Needs,Learn About Investing,Read Analysis / Commentary,Education on investing options and strategies,Step 1: Identify unmet and underserved needs,柬臼脆碧纠狈颤宝煤竟邀勃忆梦粮胃辜渍渍潞世伦底笆叹咯及章魏瞧分矮市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity A

30、nalysis,M,Step 1: Identify unmet and underserved needs,顷伴质出楔窍耐只苔苇疫乍据雁哀唱剂奥歉禄刮环剖鸦技爽恤忽养揽饶渔市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,M,Step 2: Identify specific customers,滋钒纶趟俏悦裤明显垮奎忌畅妮循署窃酣横锈欠啪罪漠廖脓庄劲风材处人市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,M,Step 3: Assess competitive advantage,笑物虑诗外淡笼脸泼噶蓉疑贩友壬且颧螟瘁耍亚交岸浅惑绣液叶防实寞慕市场机会分析方法：Market Opportunity Analysis市场机会分析方法：Market Opportunity Analysis,M,Step 4: Assess resource needs,Customer-facing resource: brand name and CBS associations Internal asset: in-house writers Upstream resource