Market Analyzer (SCOPE Framework)
Full-spectrum market analysis producing investment-grade market maps with sizing, growth drivers, risk factors, and segment-level deep dives. Goes beyond basic TAM/SAM/SOM.
When to Use
- New market entry decisions
- Board/investor market briefings
- Product strategy validation
- Fundraising market slides
- Annual strategic planning
What You'll Need
Critical inputs (ask if not provided):
- Market or product category to analyze
- Geographic scope (global, US, EMEA, etc.)
- Time horizon (current year + forecast period)
Nice-to-have:
- Whitespace Finder output (opportunities to size)
- Signal Radar output (trends affecting the market)
- Existing market data or analyst reports
Process
Step 1: Market Definition
Before sizing, rigorously define the market boundaries:
- Category definition: What products/services are included? What is excluded?
- Buyer definition: Who purchases? (roles, company types, segments)
- Use case definition: What problems does this market solve?
- Adjacent markets: What related markets overlap or compete for budget?
Step 2: SCOPE Analysis
Analyze the market across 5 structural dimensions:
| Dimension |
What It Covers |
Key Questions |
| Size & Growth |
TAM/SAM/SOM + growth trajectory |
How big? How fast growing? Top-down AND bottom-up? |
| Competitive Density |
Number and strength of competitors |
How crowded? Any dominant players? Fragmented or consolidated? |
| Opportunity Windows |
Timing-sensitive opportunities |
What market shifts create openings? What is the window duration? |
| Power Dynamics |
Who holds power in the value chain |
Buyer power? Supplier power? Platform dependencies? Regulatory influence? |
| Economic Drivers |
What drives market growth or contraction |
Macro trends? Technology adoption curves? Budget cycle patterns? |
Step 3: Multi-Method Sizing
Use THREE methods and triangulate:
Method 1: Top-Down
- Start with total industry spend (from analyst reports, government data)
- Apply relevant filters (geography, segment, use case)
- Result: TAM -> SAM -> SOM
Method 2: Bottom-Up
- Count addressable accounts/users in target segments
- Multiply by expected annual contract value
- Apply realistic penetration rates (year 1: 1-3%, year 3: 5-10%)
- Result: Revenue potential by segment
Method 3: Value-Theory
- Calculate the economic value your product creates for customers
- Estimate what percentage of that value you can capture as price
- Multiply by addressable customer count
- Result: Value-based market ceiling
Triangulation: Compare all 3 methods. If they are within 30% of each other, confidence is HIGH. If 30-60% apart, confidence is MEDIUM. Over 60% apart, revisit assumptions.
Step 4: Segment Deep Dives
For each major segment, produce:
- Segment size and growth rate
- Segment-specific competitive landscape
- Segment-specific buyer behavior
- Segment attractiveness score (1-10): size x growth x accessibility x fit
- Strategic recommendation: Enter / Monitor / Avoid
Step 5: Risk and Sensitivity
Identify the top 5 assumptions driving the sizing and test each:
- What if growth rate is 50% lower than projected?
- What if a major platform changes pricing/policy?
- What if a new entrant disrupts the category?
- What if regulatory changes shrink the addressable market?
For each risk, estimate: probability (%), impact on sizing (%), and mitigation.
Output
Save to outputs/market-analysis-[market]-[YYYY-MM-DD].md
Deliverables:
- Market Map: Visual landscape showing segments, competitors, sizing, and growth with your positioning
- Sizing Summary: TAM/SAM/SOM via 3 methods with triangulation confidence score
- Segment Scorecards: Per-segment analysis with attractiveness scores and strategic recommendations
- Risk Register: Top 5 assumptions with sensitivity analysis and mitigation strategies
- Executive Brief: 2-page summary suitable for board/investor presentations
Chain Connections
- Next skill: Run
journey-architect to map how customers in your target segments actually buy
- Also feeds:
budget-allocator (market size informs spend levels), position-lock (segment dynamics shape positioning)
- Enhanced by: Run after
whitespace-finder (size the specific opportunities discovered)
1---2name: market-analyzer3description: Comprehensive market analysis and sizing engine that goes beyond TAM/SAM/SOM to include growth drivers, risk factors, segment dynamics, and investment-grade market maps. Use when: market analysis, market sizing, market research, industry analysis, segment analysis, market opportunity, market landscape, how big is this market.4---56# Market Analyzer (SCOPE Framework)78Full-spectrum market analysis producing investment-grade market maps with sizing, growth drivers, risk factors, and segment-level deep dives. Goes beyond basic TAM/SAM/SOM.910## When to Use11- New market entry decisions12- Board/investor market briefings13- Product strategy validation14- Fundraising market slides15- Annual strategic planning1617## What You'll Need18**Critical inputs (ask if not provided):**19- Market or product category to analyze20- Geographic scope (global, US, EMEA, etc.)21- Time horizon (current year + forecast period)2223**Nice-to-have:**24- Whitespace Finder output (opportunities to size)25- Signal Radar output (trends affecting the market)26- Existing market data or analyst reports2728## Process2930### Step 1: Market Definition31Before sizing, rigorously define the market boundaries:32- **Category definition**: What products/services are included? What is excluded?33- **Buyer definition**: Who purchases? (roles, company types, segments)34- **Use case definition**: What problems does this market solve?35- **Adjacent markets**: What related markets overlap or compete for budget?3637### Step 2: SCOPE Analysis38Analyze the market across 5 structural dimensions:3940| Dimension | What It Covers | Key Questions |41|-----------|---------------|---------------|42| **S**ize & Growth | TAM/SAM/SOM + growth trajectory | How big? How fast growing? Top-down AND bottom-up? |43| **C**ompetitive Density | Number and strength of competitors | How crowded? Any dominant players? Fragmented or consolidated? |44| **O**pportunity Windows | Timing-sensitive opportunities | What market shifts create openings? What is the window duration? |45| **P**ower Dynamics | Who holds power in the value chain | Buyer power? Supplier power? Platform dependencies? Regulatory influence? |46| **E**conomic Drivers | What drives market growth or contraction | Macro trends? Technology adoption curves? Budget cycle patterns? |4748### Step 3: Multi-Method Sizing49Use THREE methods and triangulate:5051**Method 1: Top-Down**52- Start with total industry spend (from analyst reports, government data)53- Apply relevant filters (geography, segment, use case)54- Result: TAM -> SAM -> SOM5556**Method 2: Bottom-Up**57- Count addressable accounts/users in target segments58- Multiply by expected annual contract value59- Apply realistic penetration rates (year 1: 1-3%, year 3: 5-10%)60- Result: Revenue potential by segment6162**Method 3: Value-Theory**63- Calculate the economic value your product creates for customers64- Estimate what percentage of that value you can capture as price65- Multiply by addressable customer count66- Result: Value-based market ceiling6768**Triangulation**: Compare all 3 methods. If they are within 30% of each other, confidence is HIGH. If 30-60% apart, confidence is MEDIUM. Over 60% apart, revisit assumptions.6970### Step 4: Segment Deep Dives71For each major segment, produce:72- Segment size and growth rate73- Segment-specific competitive landscape74- Segment-specific buyer behavior75- Segment attractiveness score (1-10): size x growth x accessibility x fit76- Strategic recommendation: Enter / Monitor / Avoid7778### Step 5: Risk and Sensitivity79Identify the top 5 assumptions driving the sizing and test each:80- What if growth rate is 50% lower than projected?81- What if a major platform changes pricing/policy?82- What if a new entrant disrupts the category?83- What if regulatory changes shrink the addressable market?8485For each risk, estimate: probability (%), impact on sizing (%), and mitigation.8687## Output88Save to `outputs/market-analysis-[market]-[YYYY-MM-DD].md`8990### Deliverables:911. **Market Map**: Visual landscape showing segments, competitors, sizing, and growth with your positioning922. **Sizing Summary**: TAM/SAM/SOM via 3 methods with triangulation confidence score933. **Segment Scorecards**: Per-segment analysis with attractiveness scores and strategic recommendations944. **Risk Register**: Top 5 assumptions with sensitivity analysis and mitigation strategies955. **Executive Brief**: 2-page summary suitable for board/investor presentations9697## Chain Connections98- **Next skill**: Run `journey-architect` to map how customers in your target segments actually buy99- **Also feeds**: `budget-allocator` (market size informs spend levels), `position-lock` (segment dynamics shape positioning)100- **Enhanced by**: Run after `whitespace-finder` (size the specific opportunities discovered)
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