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A quick guide to Market Opportunity Analysis

market opportunity analysis


As your business grows, it’s important to periodically conduct a market opportunity analysis (MOA). This helps you to understand your place in the market, your target audience, and what new products or services you could introduce to grow your business.

An MOA can also help you to identify any potential threats to your business and to develop strategies to address them. Here’s a step-by-step guide to conducting your own market opportunity analysis.

What is Market Opportunity Analysis?

Market opportunity analysis is a process used by companies to identify and assess the potential of a new market. The goal of this process is to help companies make informed decisions about whether or not to enter a new market. 

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It is a business tool used to assess the attractiveness of a new market. The analysis typically includes an evaluation of the market size, growth potential, competitive landscape, and other factors that could impact the success of a business venture in the target market.

The market opportunity analysis process begins with a thorough analysis of the current market landscape. This includes an assessment of the competition, customer needs and preferences, and current industry trends. Once the current market landscape has been thoroughly analyzed, the company can then identify potential new business opportunities.

Once potential new business opportunities have been identified, the company can then conduct a more detailed analysis of each opportunity. This analysis should include an evaluation of the potential market size, the potential customer base, and the viability of the opportunity. After the analysis has been completed, the company can then decide whether or not to pursue the opportunity.

The MOA process is an important tool for any company that wants to stay ahead of the competition and maintain a leadership position in their industry. By conducting a thorough market analysis, companies can identify potential new business opportunities and then decide whether or not to pursue them.

It is important because it can help businesses to assess the potential of a new market and decide whether or not it is worth entering. Carrying out a market opportunity analysis can help businesses to avoid making costly mistakes by entering markets that are not viable, or by failing to take advantage of markets with high potential.

Steps Involved in Market Opportunity Analysis

There are several steps involved in this process:

Identifying and assessing the potential of a new market: 

  • Conduct market research: This can be done through primary research (i.e. surveys, interviews, focus groups) and secondary research (i.e. desk research, market reports). This will give you an understanding of the size and growth potential of the market, as well as the key trends and challenges.
  • Analyse the competition: This will give you an idea of the level of competition in the market and how easy it will be to gain a foothold.
  • Assess your own capabilities: This will help you understand whether you have the resources and capabilities to successfully enter the market.
  • Make a business case: This should outline the potential costs, revenue and profitability of entering the market.

Analyzing the data to identify market trends and opportunities

  • Look at the data over time to identify any patterns or trends.
  • Compare the data to other markets to identify any similarities or differences.
  • Use market analysis tools to identify any opportunities or threats.

Creating and Implementing a market entry strategy

  • Define your target market: Who is your target customer? What needs does your product address? Where do your target customers live, work, and play? Answering these questions will help you create a market entry strategy that is tailored to your target market.
  • Research your competition: Who are your competitors? What are their strengths and weaknesses? What is their market share? What is their pricing strategy? Answering these questions will help you develop a strategy for how to position your product in the market and how to differentiate it from your competitors.
  • Develop a go-to-market strategy: Once you have defined your target market and researched your competition, you need to develop a go-to-market strategy. This strategy should include a plan for how you will generate awareness for your product, how you will generate demand, and how you will convert that demand into sales.
  • Create a sales and marketing plan: Your sales and marketing plan should detail how you will execute your go-to-market strategy. This plan should include a budget, timelines, and specific tactics.
  • Assemble your team: You will need a team of people to help you execute your market entry strategy. This team should include salespeople, marketers, and anyone else who will be involved in bringing your product to market.
  • Launch your product: Once you have all the pieces in place, you are ready to launch your product. This launch should be carefully planned and executed to ensure that your product is successful in the market.

Monitoring and evaluating the results

There are a number of different ways to monitor and evaluate the results of a MOA. One way is to track the number of new customers or clients that are generated as a result of the analysis. Another way is to track the amount of revenue or sales that are generated from the new customers or clients. Additionally, you can track the number of new employees that are hired as a result of the MOA.

Benefits of Market Opportunity Analysis

​​Some benefits of conducting a market opportunity analysis include:

1. Helps to identify potential new markets

2. Assists in the development of marketing strategies

3. Provides insights into customer needs and wants

4. Helps to assess the potential for new products or services

5. Can help to reduce the risk of entering a new market

Who should conduct a market opportunity analysis?

A market opportunity analysis can be conducted by a number of different types of people, including market research firms, business consultants, and even some marketing agencies.


In conclusion, a market opportunity analysis is a key tool for any business looking to enter a new market. By conducting a market opportunity analysis, businesses can identify potential customers, assess the competition, and determine the best way to enter the market. By taking the time to conduct a market opportunity analysis, businesses can increase their chances of success in a new market.



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