Market & Competitive Intelligence
A good market assessment consists of three important aspects:
One is studying product market fit and feature requirements. Two is understanding the landscape of existing players who serve the market. The third is understanding the nature of client segments that make up the buyer’s side of the market.
Our offering helps you in the second and third aspects outlined above. We not just skim the surface, we go deep and analyze extensive market information we collect from diverse subject areas, and bring out relevant information on client segments, the competition’s market presence and market strategy. We also try to bring out insights on whitespaces existing in the market and on competitive dynamics we observe in the market.
Our Market Assessment exercise covers the existing SaaS companies in your market segment. We analyze information we can find on the subject areas outlined here and bring out contextual, meaningful insights.
These can be used as definitive inputs to help you define your:
- Market entry strategy
- Relevant market whitespaces
- Competitor strategy
- Relevant Media contacts
Location, Employees, Revenue, Ownership
Keywords - Subject areas, Technlogy keywords, Product keywords
Mobile App, Email Newsletters, Social presence
Revenue, Funding, Valuation, M&A
Ranking & Trends
Segment Rank, Growth/Decline in Clients
Focus Client Segments
Size, Countries, Industries, Adoption, Removal
Market sentiment, Competitive & Collaborative Insights
Market feedback; segments for Competing & Partner products
Hierarchy, Numbers, Locations, Growth/Churn, Functions
Top articles publiushed, Relevant journalists, Audience demographics
Where we can help you – Market & Competitive Intelligence
A. Inputs for your Product roadmap
We look for what relevant subject areas and terms are clients researching. These research topics could be in the form of
Name of product
Name of product company
Subject area keywords
Benefit terms associated with subject area
Based on these, we can get a sense of which terms are trending (not in google search) but in terms of client research efforts. Also, which relevant client segments are these largely coming from.
B. Market segments of relevance
We can identify market segments of relevance:
Growth market segments (historical) - Identify the client segments (by industry, country, company size) where adoption has been historically high
Growth market segments (trending) - Identify the client segments (by industry, country, company size) where adoption has been high in recent times
C. Market player insights
We can look at each of the relevant product companies operating in your domain, and identify their focus client segments (by industry, country, company size). We even look at the approximate distribution of sales force of every relevant product company by physical location (country). We can also identify which vendors are currently strong or weak in your company’s focus market segments.
Market sentiment: We study customer reviews online for relevant products (that received a significant number of reviews). We perform a high level assessment of feedback sentiment and bring out insights where possible.
D. Competitive and Collaborative dynamics
We estimate market penetration for each of the relevant product companies. We can identify which products are growing market share and which ones are losing out.
We can also look for collaborative dynamics - propensity for products are both being installed at the same clients. This could help you identify the kind of other product companies you can potentially partner with.
E. Online strategy and performance
We identify the key online marketing strategies adopted by each product company – we identify the key traffic source distribution for their website, level of traffic from organic sources versus paid ads, focus countries from where most traffic originates.
We also assess their online performance – in terms of level of website traffic and visitor engagement statistics. We also discover their app downloads, ratings and level of social engagement.
We identify the top relevant articles published online, and we create a list of journalists that cover your area.
We also determine the demographic information (segmentation) of audience consuming online content for your subject area and content pertaining to other vendors.
G. Utilization of human resources
We map out each of the other product companies by distribution of their employee base by hierarchy, in other words by seniority level.
We also look at the constitution of employee base of each product company across key functions such as marketing, sales, product development and technology.
We look at which countries the employee base is spread across, and identify the primary country locations of the workforce.
We look at which product companies have grown (or have shown degrowth) significantly in terms of employee count over the past year or so. We even identify which functions have shown signs of growth or degrowth.
We also look at which companies are currently in the process of hiring employees
We also look at the employee satisfaction and company culture rating for the companies.
H. Financials – Revenue, Funding, Investors, Valuation
While revenue for private companies is generally undisclosed, we try to gather approximate revenue values from credible sources.
We look at the funding rounds and amounts received by each of the relevant companies, the Investors who invested and at what stage. We also provide valuation figure based on latest equity funding round, where figures are available.
We identify the mergers and acquisitions that have taken place in your product segment, information on the acquirer and transaction value where available.
SaaS companies have to make decisions that decide a product's future - its Roadmap!
Apart from incremental features, the roadmap can often contain a 'Feature theme' or a significantly large collection of new functionality around a particular topic or macro level functionality. In some cases this 'Feature theme' could even belong to another product category or product subcategory.
Often, product teams and executives are faced with making decisions on what 'Feature theme' to steer the product towards. These decisions are often made based on customer demands and market feedback.
Nevertheless, there are some good avenues of market information which though very relevant here, are often left ignored, such as:
- Market reviews and feedback for those products that do possess this same feature theme
- Gathering Research intent data for topics pertinent to the feature theme
- Assessing the incremental market size as well as market attractiveness for this new feature theme
This is where we can provide help - we do so in the following manner:
Customer Review platforms – we search for reviews of other products for keywords relevant to the release theme. Based on this, we can determine the relative importance of the subject area, and whether it generates enough number of negative or positive comments.
Research intent - we quantify the research intent among target segments for relevant topics
Quantifying the user base in potential client organizations - if this release theme is meant for a certain 'user persona', we can estimate how many users actually exist within a typical organization that may use the new feature theme.
Growth in product category/subcategory: In case the new feature theme transcends into a different product category/subcategory – we can look at recent trends and signals that represent the level of market attractiveness such as:
Funding of companies in the category/subcategory
Online traffic to these companies’ websites
Adoption of their product by clients
Level of research intent among client base
All in all, we endeavor to support you with whatever market analysis could be practically doable in order to provide you the most logical base for your product roadmap judgment calls.